Solo and small law firm growth strategies that actually work: Clients, pricing, processes, and AI

Solo and small firm owners usually do not struggle because they are “bad at law.” They struggle because the business systems are not built yet. The result is predictable…overwork, inconsistent cash flow, and pricing decisions that quietly cap profitability.

In this session from an 8am (formerly AffiniPay) user conference, the panel discussed what actually moves the needle for solo and small firms: choosing the right clients, setting pricing with intention, building repeatable processes early, and using technology and AI to buy back time.

Real-life story: the hidden cost of “yes”

Early in my own business, I took almost any client who walked in the door. If someone needed “anything money-related,” I said yes. I was trying to be helpful…and trying to keep the business safe.

But the real cost showed up fast:

• Too many low-fit clients who drained time and energy

• Work that pulled me outside my strengths

• Pricing pressure because I was comparing myself to “the firm across the street”

• A schedule that rewarded urgency instead of profitability

When I finally got serious about an ideal client profile and started saying no, everything changed. Client quality improved, pricing became easier to defend, and I had the capacity to build better systems. That same turning point shows up in law firms too…especially in the first 1 to 5 years.

Framework: a practical growth playbook for solo and small firms

Here are the core lessons from the panel, organized into a step-by-step framework you can apply.

1) Build processes while the firm is still small

One panelist shared a simple approach: document everything you do while you are still wearing all the hats.

Practical ways to do this:

• Turn repeated steps into a task list inside your case management system

• Create templates for common letters, emails, and documents

• Write the “start-to-finish” workflow for a matter type while you still have time

Why it works: you are trading a little effort now for long-term time savings. Once your caseload grows, creating these systems becomes much harder.

2) Decide what you do…then decide what you do not do

Early-stage firms often accept cases out of fear. But growth gets easier when you define your lane.

A simple exercise shared on the panel:

• Left side of a sheet: what you love and do best

• Right side: what you hate or should not be doing

• Then outsource the right side first

This is not about perfection. It is about building a firm that supports your life and your strengths.

3) Protect pricing early…underpricing is a slow leak

Pricing was a recurring theme. Underpricing is one of the fastest ways to create “success that still feels like struggle.”

Key reminders:

• Do not price yourself based on a competitor’s rates…their cost structure is different

• Expect your pricing to evolve as you learn what work really costs

• If you move from hourly to flat fees, you will likely need a learning curve to find the right level

One practical concept worth using even if you bill flat fee: track internal time for profitability analysis. You do not need billable hours to understand whether a service line is making money.

4) If you bill hourly, stop waiting 6 weeks to get paid

Traditional monthly billing creates delay:

• Work is done early in the month

• Bills go out at month-end

• Cash arrives weeks later

A better operational habit:

• Try weekly billing first

• If that is too much change, try biweekly

It is often faster than it sounds because you are billing fewer matters each cycle, and you reduce the end-of-month scramble.

5) Use AI to reduce admin load and improve follow-through

The panel shared several practical AI use cases that directly impact operations:

• Recording meetings to generate summaries and action items

• Automating intake screening so staff are not stuck on low-fit calls

• Creating AI-powered summaries of documents (with human review)

• Using integrations and automation tools to route information into your case management system

Two important guardrails also came up:

• Disclose AI usage where appropriate, including in engagement letters

• Avoid placing client confidential information into tools that are not appropriate for that data

Fix: what changes when you apply this framework

When solo and small firms execute these steps, the improvements tend to show up in the same places:

• Less time wasted on low-fit clients and tire-kickers

• Cleaner handoffs inside the firm because processes are documented

• More predictable cash flow because billing and follow-up tighten up

• Higher profitability because pricing aligns with value and true effort

• Better client experience because communication becomes consistent and systematic

Results: what this makes possible

The “win” is not just scaling headcount or revenue. It is building a firm where:

• the owner is not the bottleneck for everything

• profitability is not dependent on working nights and weekends

• the team can execute consistently without constant oversight

Conclusion

If you are early in your firm journey, the best time to build your systems is now. If you are past the early stage and feel behind, the next best time is this month.

Start with 1 decision in each category:

• client fit

• pricing discipline

• process documentation

• billing and collections cadence

• 1 AI workflow that saves time immediately

PS

If you are thinking, “I know I need to understand my numbers better, but I’m not ready for CFO support,” start with Profit Strong 90, my free 90-day program designed to help law firm owners build financial clarity without overwhelm.