When launching a law firm, standing out can be a challenge. You may say you specialize in litigation, but there are likely dozens of other litigators in your immediate area. How can you make a name for yourself? 

Our owner + founder, Michele Correnti, was recently a guest on Stephen Seckler’s legal podcast, Counsel to Counsel, to discuss just that. She and Stephen dug into why marketing is a non-negotiable for small law firms just launching, and how to stand out in a crowded market. Stephen also asked her where marketing agencies fit in the age of AI, and Michele didn’t hold back.

When your name is your business, as it is for many attorneys, making your personal brand searchable can be a real challenge. If people are searching you, and if what comes up is thin, outdated, or nonexistent, you've often lost ground before the conversation even starts. 

But there’s good news: building a strong personal search presence doesn't require a total overhaul. It's a series of specific, doable steps you can start now. Some other tasks you can knock out this week; others are worth building toward over the next few months.