Legal tech, innovative marketing and good cash flow are key to successful personal injury practice

He added that he had to “learn a lot over the last while out of necessity, how to run a business and engage in effective marketing.”

One of the biggest challenges when you’re a new lawyer starting a law firm, he said, is that “you don’t have a lot of money to start, you don’t have access to a great number of resources to compete with the bigger law firms you are going up against, who have already established themselves.”

For Rudder, that meant finding innovative ways to market his skills without spending money on Google or Facebook ads. Instead, he uses a method called “earned traffic marketing” that “doesn’t require writing a check” but does require an investment of time. In his case, that meant writing a book on personal injury law, Catastrophic Impairment Law in Canada. He also uses social media, such as TikTok, to spread information about his firm and its services.

Also, because Rudder doesn’t have “an army of people” working for him, he depends on client intake software to redirect clients to his website. Once there, “as soon as they give me any information and want to book an appointment, I get notified, and from that point on, my job is to move them from being a lead to a retained client.”

To do that, Rudder said, you must earn the potential client’s trust. To do that involves answering their questions, often with videos that he has already created that deal with various aspects of personal injury law.