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2024 saw some interesting shifts within the legal industry.
According to the 2025 Thomson Reuters Report on the State of the US Legal Market, there was a 2.6% increase in law firm demand in 2024, a stark contrast to the 0.1% annual average from 2007 to 2023. Litigation demand climbed even higher at 3.3%, making it a driving force across practice areas.
For plaintiff attorneys, this is a great time to capitalize off this momentum by expanding your practice and growing your firm. The question is: how can you position yourself to take full advantage of the opportunity?
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From 2022 - 2024, I worked at Morgan & Morgan (M&M) as an Associate Attorney. During this experience, I had the opportunity to work on high-impact cases, learn from some of the best plaintiff attorneys in the field, and see firsthand how a firm of that scale operates while maintaining a client-first approach.
John Morgan’s philosophy toward client advocacy echoes throughout the entire practice, which is one of the key reasons the firm has been so successful. Morgan & Morgan also uses incredibly smart marketing strategies and embraces technology to simplify workflows and improve case management.
My time there gave me firsthand insight into what makes a plaintiff firm thrive. The lessons I learned about firm growth, client relationships, and operational strategy continue to shape my perspective on how law firms can successfully scale.
Here are the key lessons I learned at Morgan & Morgan about successfully growing a law firm:
1. Utilize strategic marketing
If there’s one thing I learned during my time at Morgan & Morgan, it’s the power of marketing. From billboards to humorous swag, M&M makes sure it stays top of mind.
While not all firms are going to have the same marketing budget as M&M, the key is to build a solid brand identity and strategically use the right marketing channels so potential clients can easily find your firm and choose you for representation. After all, law firms that dedicate at least 10% of their revenue to marketing see a 15-20% increase in case acquisition.
Below are 5 excellent marketing strategies you should take advantage of. Keep in mind that this list is certainly not exhaustive, but gives you some tactics to expand your reach.
a. Establish your brand identity
Like any other business, law firms are for-profit businesses and you need to sell yourself. To market your firm, it’s worth investing time into establishing your brand identity because people are more likely to choose products and services when they have a personal or emotional connection to the brand.
Think about what message you want to convey to your audience and what emotions you want them to associate with your firm. Then, create your branding elements to reflect this, including your logo and slogan, and consider which marketing channels you want to use.
For example, Morgan & Morgan has built a brand identity that’s both bold and approachable, striking the perfect balance between trust and personality. Their marketing is both about conveying its legal expertise and creating a firm that feels familiar, even before a client picks up the phone.
From humorous swag, to "Size Matters" billboards and cheeky social media posts, they inject lightheartedness into their messaging while still reinforcing their reputation as a powerhouse in plaintiff litigation. The firm’s widespread presence on digital platforms like Instagram, TV, and even at baseball games, anchors itself as a relentless advocate and a brand that people actually remember.
b. Leverage social media
63.8% of the world’s population uses social media and advertising spend on these channels continues to climb, so this is one marketing channel you don’t want to ignore.
“I believe social media presents the perfect opportunity for any forward-thinking law firm or lawyer to market to a new audience,” says Elena Manukuan, founder of Socially Legal and former owner of The Injury Solicitor.
Platforms like LinkedIn are great for building your professional image and authority in the legal field. It’s where referrals happen, where attorneys establish themselves as thought leaders, and where potential clients and partners get a feel for who you are. Posting regularly, whether it’s details on how you fought for your client, insights on consumer protection trends, or even behind-the-scenes firm culture, keeps your firm relevant and reinforces trust in your expertise.
Platforms like Instagram, Facebook, and even TikTok are ideal for both posting organic content to followers and running paid ads and plaintiff-finding campaigns. These platforms have highly targeted ad options so you can reach potential plaintiffs based on demographics, interests, and online behavior, which will allow you to connect with individuals who may have suffered an injustice.
c. Optimize your website and implement SEO
Your website is your firm’s first impression, client intake tool, and 24/7 marketing engine. A well-designed, fast, and mobile-friendly website builds credibility and makes it easy for potential clients to contact you. If someone Googles a legal issue or searches for representation, you want your firm to be the one they find.
That’s where search engine optimization (SEO) comes in. A strong SEO strategy helps your firm rank higher in search results, bringing in organic traffic from people actively looking for legal help. Optimizing your site with relevant keywords, clear service pages, and valuable content, like blog posts on trending legal issues, can drive high-intent leads.
Plaintiff firms that invest in SEO by publishing legal guides, FAQs, and client advocacy wins, position themselves as trusted thought leaders in their fields while boosting their public visibility. Pair that with local SEO strategies, including optimizing your Google Business profile and getting client reviews, and you’ll have a good chance of accelerating your firm’s growth.
Tip: Download Search Engine Journal’s SEO guide for lawyers for an in depth explanation of how to best optimize your website for organic search.
d. Attend conferences
One of the best ways to grow your firm is by connecting with other attorneys and expanding your professional network. Building strong connections with other attorneys in your field can naturally lead to referrals, and court conferences and networking events are great opportunities to make those connections.
Attending industry events puts you in the same room with attorneys who handle different types of cases but may have clients who need your expertise and help. A personal injury lawyer, for example, might not handle privacy claims, but if they know and trust you, they’ll refer clients your way. And vice versa. Building those connections can lead to a steady flow of high-quality referrals.
Beyond referrals, networking events helps you stay on top of legal trends, exchange strategies with other plaintiff attorneys, and position yourself as a leader in your practice area. Speaking on panels, engaging in roundtable discussions, or simply being an active participant can make a lasting impression.
This might interest you: Check out these 14 legal tech conferences happening in 2025.
e. Don’t forget about traditional advertising
In an era dominated by digital marketing, traditional advertising, like TV ads and billboards, still plays a huge role in law firm growth. Morgan & Morgan is a great example of this. In 2023, the firm invested more in television media than any other marketing channel, spending a whopping $165.87 million.
While most firms don’t have a marketing budget of that scale, it’s a strong reminder that traditional advertising is still highly effective. M&M’s ads are everywhere. Whether it’s a highway billboard, a TV commercial, or an ad during a UFC match, their presence is hard to ignore. And that’s the point - brand recognition and visibility makes it more likely that when someone needs an attorney, your firm is the first name they remember.
Keep in mind that traditional marketing is especially effective when combined with digital strategies. A potential client might see your ad on TV, then Google your firm later. The firms that dominate their markets don’t rely on just one approach, but build a brand that’s recognizable across multiple channels.
2) Choose the right cases
Ultimately, choosing the right cases is about both advancing justice and maintaining a healthy budget.
For plaintiff attorneys, success doesn’t just hinge on the number of cases you file, but on filing the right ones. The phrase, “You eat what you kill,” is especially relevant in this space. Without a billable hours model, every case a firm takes on is an investment. Filing frivolous or poorly vetted cases not only wastes valuable resources but can also harm your firm’s reputation and credibility within the legal community.
While large cases may seem appealing due to their potential for significant settlements, they can drain time, staffing, and financial resources, leading to the neglect of other cases in your pipeline. If a case is beyond your firm’s capacity, referring it to a larger firm with the resources to handle it can prevent unnecessary strain while also strengthening your referral network.
On the other hand, taking on smaller cases may also create challenges. Attorneys often accept smaller cases in hopes of building future client relationships, but these cases frequently can sometimes require significant time and effort without a proportionate return.
Focusing on cases aligned with your firm’s expertise is also a strategic move. Since you most likely take on cases in specific practice areas, you are bound to be more proficient in certain matters.
3) Invest in legal tech and AI
Haley Sylvester, Associate at Pryor Cashman, says:
“The legal profession, often characterized by a reverence for tradition and resistance to change, is at the cusp of a technological revolution that promises the potential to reshape the profession."
It’s true. Technology and AI aren’t just a trend, but are transforming the way plaintiff firms operate, from case management to client intake to legal research. The firms that embrace tech are able to scale faster and take on more cases. According to a survey by BigHand, 64% of firms report increased efficiency after adopting new technology.
As more firms recognize the competitive advantage of technology, the demand for legal solutions continues to rise, fueling a massive boom in the legal tech market, which is projected to reach $32.54 billion by 2026.
Few firms understand this better than Morgan & Morgan, which has made significant investments in legal technology. The firm operates entirely paperless, using CRMs and software like Litify, a cloud-based legal management system founded by M&M’s former COO, Reuven Moskowitz, that played a key role in modernizing operations.
Embracing technology doesn’t have to mean building a custom platform from scratch, but it does mean being strategic about the tools you use. AI-powered legal research tools, automated client intake systems and cloud-based case management software can speed up administration tasks like handling incoming leads, reduce overhead, and allow you to focus on high-value work.
Partnering with Darrow is another excellent example of how you can utilize tech to grow your firm. At Darrow, I currently work as Legal Intelligence Quality Counsel and use our AI-powered Justice Intelligence Platform along with human insight to detect egregious legal violations. We then partner with plaintiffs’ attorneys across the country to litigate these cases, expand their impact, and grow their caseloads, reputations, and revenue.
This might interest you: 10 Best AI Tools for Lawyers in 2025
4) Prioritize employee engagement
A law firm is only as strong as its employees.
The most successful plaintiff firms don’t just focus on client acquisition, but make a conscious effort to invest in employee engagement to create a workplace where people want to stay and grow.
When attorneys and staff feel supported, they’re more invested in the firm’s success, more productive, and more likely to go the extra mile for clients. A firm with high turnover or disengaged employees risks losing momentum and weakening its reputation.
This is something I experience first-hand at Morgan & Morgan. With offices across the country, the firm made a conscious effort to keep everyone connected so that each location felt like part of the larger team.
Despite its massive size, the firm still had the feel of a small, tight-knit practice. I was able to work from offices around the country, and no matter where I was, I felt like my work was valued and made a meaningful impact.
Firm-wide trips, an open-door culture, and a commitment to flexibility foster a strong sense of belonging, while bonuses and performance incentives reinforce hard work. When employees feel valued and motivated, they perform at their best— driving success for both the firm and its clients.
Smaller firms may not have the scale of a nationwide practice, but they can still prioritize engagement in meaningful ways. Regular team-building activities, clear paths for professional growth, and performance-based incentives help employees feel deeply valued and truly connected to the firm’s mission and success.
5) Build a client-centered practice
One of the biggest lessons I learned working at Morgan & Morgan is that the client experience is just as important as the legal outcome. It’s easy to focus on the business and litigation strategy, but at the heart of every case is a person who has been injured or violated and is seeking help. Every client who walks through your door is looking for someone to fight for them and make things right.
You, as their attorney, have the ability to make a significant impact on their life. When a client is treated like just another case file or settlement check, they notice. And when a firm makes them feel heard and respected, they remember that too—and they tell others. Keep in mind that the best referrals come from happy clients. You can even check in with clients after cases are resolved to show you care about their well-being and leave a lasting positive impression.
Morgan & Morgan actually has an entire Client Experience Department dedicated to making sure clients can reach someone when they need help. While you might not have the resources for a full department, designating one or two people to focus on client communication can make a huge difference.
Clients need to know they’re taken seriously, that they can access their attorney when needed, and that their concerns won’t fall through the cracks. If they feel ignored or like their attorney doesn’t care about them, they won’t hesitate to leave bad reviews or even take their case elsewhere.
Even though M&M is a massive firm, there was a real effort to make client interactions feel personal, almost like a boutique firm. It’s a lesson any plaintiff firm can learn from: the better you treat your clients, the stronger your reputation, and your growth, will be.
Win more cases and scale your firm with Darrow
A law firm can only grow as fast as its ability to find, investigate, and litigate strong cases. Expanding your practice requires a scalable, strategic approach, and this is where technology and key partnerships make the difference.
Darrow partners with plaintiff attorneys across the US to litigate class and mass action lawsuits, helping them expand their caseloads, grow their practice areas, and increase revenue.
Instead of spending weeks or even months investigating violations and case eligibility, we use advanced anomaly detection algorithms combined with human insight to uncover potential legal violations that might otherwise go unnoticed in a fraction of the time. Our Legal Intelligence Platform sifts through vast amounts of data, identifying patterns and anomalies that signal potential legal risks.
This allows attorneys to focus less on lengthy investigations and more on building strong cases and strategizing the litigation process.
Once we’ve connected the dots and identified a violation, we underwrite the case and partner with plaintiffs’ attorneys to develop strong, data-backed, legal arguments. We assist with strategy development as needed and ensure our partners have everything necessary, like compelling evidence, expert insights, and a solid legal foundation, to maximize their success in court.
We also offer a plaintiff-finding service, running digital marketing campaigns, vetting plaintiffs, and providing case eligibility and status updates through our plaintiff-finding portal, PlaintiffLink. This process ensures that attorneys have a well-qualified class of plaintiffs, positioning them for successful litigation.
Interested in partnering with us on your next case? Contact us.
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Partner with Darrow to grow your practice
