Originally published on February 8, 2011 in our free SmallLaw newsletter. Instead of reading SmallLaw here after the fact, sign up now to receive future issues in realtime.
No doubt about it. The fun part of opening a law practice is buying the technology. Honestly, what provides more of a thrill than walking the electronics store aisles with a clear intent to buy. The latest in laptops and touchscreen tablets. And that new technology smell. You just know that whatever you carry out those doors will enable you to start a successful law firm.
If You Have Technology, You Must Have a Law Firm
So, Day 1 of your new practice, you get back to your just-moved-into office. You've got a desk, a big executive chair, maybe even a conference table. But still, the walls seem a little empty.
You unpack your new computer. You place the multifunction printer/scanner/copier/fax in just the right place, a crisp executive-chair swivel away from your designated but still as yet unused desk work zone. Now your office is beginning to look like a real law office. Clearly, you are a lawyer.
You turn on the computer for the first time, with its lightning-fast response and virginal hard drive. You set up your Internet access, smartphone, wireless network, email client, practice management system (I use Clio), Adobe Acrobat Professional (everyone says you need it), portable hard drive, online backup, eFax, and maybe even a little voice recognition software because you can't afford a legal assistant … yet.
That takes all of Day 1 and Day 2. It's fun. You probably even stay late. The technology is something you can control. It's your system, the foundation of your soon to be overwhelmingly successful practice. And, you tell yourself, these aren't toys. Not like all your other gadgets and gizmos. These are the powerful tools of the trade, not for idle gaming, music, and videos, but for the advancement of noble justice … and, while you're at it, for making gobs of money.
A Reality Check on What Truly Makes a Law Firm a Law Firm
So you come in Day 3. Man, the technology really brings the office together. You sit in your executive chair … and do what?
That's when you feel it in your stomach — the feeling kids have Christmas night, the feeling compulsive shoppers have after they realize their latest expensive purchase didn't change a thing in their miserable lives, the feeling many of us got when our first Palm Pilot turned out not to be the grand life organizer we dreamed about. You know what I'm talking about.
The letdown. That's when you have your first, but trust me, not your last, "What Have I Done?" moment.
I'll tell you what happened. You've been seduced by sweet, beautiful technology.
It turns out computers and iPhones can't bring in clients. Technology can't craft an argument or walk you through the endless and bewildering court procedures. Sure, a computer can read to you. But it can't explain what the words mean. Technology without purpose is just a toy, or worse, a waste of money. And right now money's not something you've got.
Hence, the lessons I learned from my first year of practice.
Lesson One: Technology is the great equalizer for small law firms. Or perhaps it's more apt to say that it keeps us in the game. It reduces start-up costs. Just about anyone with a JD can give it a go. A lawyer can now carry his or her practice in a briefcase. Research, communications, client files. Everything. It's absolutely remarkable. But technology has not changed that age-old requirement in the practice of law — drumming up business.
Lesson Two: It takes Google a while to actually find your new Web site. Get started on that early, create a Google Webmaster account, and submit a sitemap. But understand that even an award-worthy law firm Web site won't have clients beating a path to your door. Instead, you've got to get out there and, well, indulge in some good old-fashioned white collar begging. You've got to secure referrals. You've got to take just about everything. But not everything.
Lesson Three: Don't take everything. There are some clients and cases even a starving lawyer should refuse. Step away from the computer. Latch yourself to an established attorney. Ask questions. If available in your area, volunteer at a legal assistance center (you probably have the time). Join community organizations. Study. Eat a few fees knowing that you'll be paid with experience.
Final Lesson: Establish a retainer policy and get the money up front.
Written by
Pete Armstrong, a solo practitioner specializing in family law.
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