Growing your law firm needs more than a focus on size

Size matters. A firm needs critical mass to operate efficiently, but scaling of the business must be undertaken intelligently. Simply growing for the sake of a larger footprint is a sure-fire way to reduce competitive edge and create unwelcome distraction from more important issues.

Size does not win loyalty. Well thought-out value propositions that consistently anticipate and meet client needs do. Being large means making more effort to build consistency into the quality of the work undertaken. It requires discipline and timely communication that cascades through the organisation to maintain culture and a sense of purpose. Seamless teamwork is vital the larger you get; this isn't easy, nor can it be left to chance. Effective processes need to be in place to manage a big business.

Planning for a growth strategy starts with a clear-eyed understanding of your current client base - which relationships and matters are profitable and which are not? How is your firm viewed from a client satisfaction point of view? What are its strengths, weaknesses, opportunities and threats in core markets? Understanding your firm's reputation and what it is famous for is necessary to facilitate a discussion about where the best opportunities lie.

Leadership must work hard to keep listening to staff and client feedback as, the larger you get, the more challenging it is to see what is happening on the ground. Sharing information in a structured yet open fashion will draw people into the strategic planning process. This enables people to express their hopes and dreams for the business. It is also a good way of unleashing the creativity and innovation that is fundamental to driving sustainable growth.

Every business needs to build brand recognition. Advertising and social media have a part to play. The key is to integrate these activities with other marketing efforts. There is seldom much point in one-off adverts or, even worse, vanity publishing. Advertising must have a purpose beyond flag waving; it should be an effective signpost as part of an overall campaign. The most effective social media campaigns deliberately engage and maintain dialogues with customers. This takes thoughtful commitment and dedicated well-trained resources.

There is much talk about alternative business structures facilitating growth. Let's look at this through a different lens. A growth strategy requires focus and discipline that creates a standout client experience and develops effective processes or establishes transparent governance and purposeful leadership. All of this promotes strong innovation, creative talent management and a culture of high quality control.

So, it follows that the structures which enable such focus and discipline can enhance the attractiveness of the business to clients, employees and potential merger partners. It also helps to focus leadership on determining the attributes in others that would enhance their own business. So, why not simply develop these practices regardless?

Doing business internationally requires a clear understanding of the particular circumstances and requirements of clients and staff each location. It demands local knowledge that is tested for accuracy and based on more than just opinion. Project management and service delivery must be tip-top and planned for. It is perfectly possible for a smaller business to grow in international markets as long as resource isn't spread too thinly. The key is to ensure that market opportunities are properly scoped out so that choices can be made as to the firm's priorities.

Outsourcing can assist by creating efficiencies in the business, but these must not be made at the expense of client relationships. The delivery of the firm's services and the client experience must be enhanced, or clients may see the benefit as purely a one-sided way of reducing overheads for the firm. Focusing on the actual benefits to the client and articulating these is crucial to avoiding this trap.

Whatever the chosen method of service delivery, remember that your firm's brand will be either enhanced or damaged by the client experience it provides. So, training, communication and practical measures to embed your values and client service principles within your people and processes is vital.