Dominate Your Legal Niche: Part 2


Becoming the Go-To Attorney: How Dominate Your Niche And Transform Your Law Career

When attorneys start their careers, they often struggle to find a specific area of expertise where they can truly excel. Instead, they take on whatever work comes their way—frequently smaller cases—because of the pressing need to cover bills and student loans. This approach can leave them scrambling for scraps and feeling stuck. Today we will continue to gain insights and tips from Ronnie on how to dominate your niche.

But what if there was a proven strategy to break free and become a recognized leader in your field? By identifying and dominating a niche, you can position yourself as the go-to expert in your community. In smaller markets especially, a strategic focus can establish you as the first name people think of when they need help in your area of specialization.

In this episode of Great Practice, Great Life®, Steve interviews attorney Ronnie Morton, whose elder law practice in the small town of Clinton, Mississippi, has made him the local authority. Despite skepticism from others who doubted the viability of a niche practice in such a small market, Ronnie proved them wrong. His journey from a general practitioner to a market leader in elder law is a testament to the power of focus and perseverance.

Ronnie’s path wasn’t always clear. He initially pursued a career as a plaintiff’s attorney, chasing high-value cases, but the results didn’t meet his expectations. After transitioning to a role as general counsel, he realized by age 35 that a significant shift was necessary. By embracing new technology and refining his strategy, Ronnie built a thriving niche practice that has set him apart in his community.

This episode dives into Ronnie’s journey of experimentation, setbacks, and ultimate success, offering valuable lessons for any attorney looking to stand out and build a thriving practice.



Inside This Episode

  • Why he created the Automated Attorney, what his automation process looks like, and how he uses it to follow up with potential leads
  • How using high touch causes Ronnie’s clients to refer him to others by improving their experience and educating them
  • The other steps he took to become the dominant market player in his rural community
  • The new product Ronnie is launching that will be turnkey for attorneys
  • Why you have to change your processes because what works evolves over time
  • What trifecta referrals are and how Ronnie attracts them
  • His shock-and-awe box for potential clients and why it’s such a great marketing device
  • Why Ronnie’s favorite type of marketing is SEO and why you should have more than one marketing tactic to remain relevant
  • His favorite part of owning his practice
  • The advice he would give to his younger self

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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