Dominate Your Legal Niche: Part 1

Discover the Formula to Dominate Your Legal Niche

When most attorneys begin their careers, they take on whatever work comes their way, often scrambling for smaller cases just to make ends meet. With bills and student loans looming, the idea of becoming a true specialist feels out of reach. Many find themselves stuck as small fish in a big pond, unable to stand out in a crowded market. Today Ronnie will share how to dominate your legal niche.

But what if you could flip the script and become the big fish in a small pond? In this episode of Great Practice, Great Life®, Steve sits down with Ronnie Morton, an elder law attorney who’s done exactly that. Based in the small town of Clinton, Mississippi, Ronnie has transformed his practice into the go-to resource for elder law in his community. His journey wasn’t always straightforward—he began his career dreaming of multimillion-dollar plaintiff cases, only to find the results didn’t meet his expectations.

After some trial and error, Ronnie switched gears, taking a role as general counsel before realizing by age 35 that he needed a significant change. That’s when he decided to focus on elder law, a niche he could dominate. Ronnie also began leveraging technology to grow his business and reach the right clients, positioning himself as the leading authority in his field.

If you’ve ever wondered how to carve out a niche, overcome skepticism, and build a thriving practice, Ronnie’s story is one you won’t want to miss. His experience demonstrates that with the right focus and strategy, it’s possible to rise above the competition and create a practice that stands out—even in the smallest of towns.


Inside This Episode

  • How Ronnie Morton became an attorney and when he decided that his business model wasn’t working for him
  • How he discovered his law niche of estate planning, what he did to position himself as an expert in that field, and how he self-educated
  • Why you’ll have to pivot when laws change
  • What Ronnie’s strategy was for shifting his practice into a niche and how he began to market it using boot camps
  • Why his marketing strategy can work for every lawyer–even if they believe it won’t
  • The types of advertising he’s used over the years, what works best for him, and why Facebook hasn’t been a good source of revenue
  • What he’s done to refine his SEO strategy to bring in leads

Supporting Resources

Steve Riley

Steve Riley

Shareholder, Practice Advisor, & Attorney Steve Riley has coached attorneys for more than 20 years. His one-on-one coaching focuses on a limited number of top producing attorneys committed to taking their practices to new levels of excellence, profit, and personal success. He also presents at group coaching workshops around the country for individual law firms, state bar associations, and other legal organizations. READ MY FULL BIO
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