In this session, I sat down with Colleen Joyce, CEO of Lawyer.com, to talk about how today’s most successful lawyers build strong practices in a crowded and competitive marketplace.
The conversation was not about fixing lawyers or calling out shortcomings. It was about recognizing how capable attorneys can elevate their visibility and communicate their value more clearly so the right clients can find them.
Branding: Turning Legal Excellence Into Market Recognition
Colleen shared a simple truth. Exceptional legal work deserves to be seen. Branding helps ensure that prospective clients, referral partners, and decision makers understand who you are and how you help.
Clients today do their homework. They research, read, watch, and listen before reaching out. Branding allows lawyers to shape that experience intentionally. It is not about being loud or flashy. It is about being clear, consistent, and credible.
We discussed how branding supports trust before the first conversation ever happens. When lawyers communicate their focus, values, and experience effectively, they attract clients who are already aligned and ready to engage.
Diagnosis First: Creating Better Conversations and Better Client Fit
One of the most powerful ways lawyers elevate their practices is by leading with thoughtful questions. Colleen and I talked about how taking time to understand a client’s situation creates stronger outcomes for everyone involved.
When lawyers focus on discovery first, they gain clarity around goals, expectations, and fit. That clarity protects time, improves communication, and leads to more productive engagements. It also reinforces the lawyer’s role as a trusted advisor rather than a commodity.
This approach aligns naturally with professionalism, confidence, and long term relationship building.
Visibility Plus Talent: A Formula for Sustainable Growth
Legal talent is the foundation. Visibility is the bridge that connects that talent to opportunity. Colleen emphasized that consistent visibility allows lawyers to reinforce their expertise over time and stay top of mind with the people who matter most.
Marketing and branding, when done with intention, support reputation rather than replace it. They help lawyers share insights, demonstrate leadership, and build familiarity without pressure or sales tactics. When visibility and skill work together, growth becomes more predictable and sustainable.
The legal profession is filled with talented, dedicated professionals doing meaningful work. Branding and visibility simply ensure that this work is recognized and remembered. For lawyers who want to grow thoughtfully, serve better clients, and build long term success, clarity and consistency are powerful tools.
Steve Fretzin is a bestselling author, host of the “Be That Lawyer” podcast, and business development coach exclusively for attorneys. Steve has committed his career to helping lawyers learn key growth skills not currently taught in law school. His clients soon become top rainmakers and credit Steve’s program and coaching for their success. He can be reached directly by email at steve@fretzin.com. Or you can easily find him on his website at www.fretzin.com or LinkedIn at https://www.linkedin.com/in/stevefretzin.
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