Industry Update for February 10, 2017
Converted clicks column retiring, Search Console now connected with Google Data Studio, Customer re-engagement with Facebook Messenger & more SEM news.
Family law attorneys learn the law but not the business side of running a firm.
So scaling a solo practice usually goes the same way. You get busy, you hire someone, and then you find out what payroll taxes are.
At Rocket Clicks, we talk to firm owners who made that jump and got hit by the parts nobody mentioned.
Matthew Langhals went through it. He practiced solo for years in Marysville, Ohio, then built Langhals Law into a three-attorney firm starting in 2021.
Here’s what he learned on the way.
The first hire is where most firms wobble.
Usually the associate is fine. The foundation underneath them is the problem.
As a solo, you can run on instinct. Once somebody else depends on you, instinct runs out.
Matthew knows attorneys who can’t tell you what their firm costs to run. They hope it works out by December.
That’s a coin flip with payroll attached.
Example: Matthew already knows a fourth or fifth attorney means another staff member. His first question isn’t whether to hire. It’s what that costs and where it sits in the budget.
Employees turn you into a compliance department overnight.
In Ohio, that meant unemployment insurance, workers’ compensation, school taxes, and regional taxes, all tracked through a state portal full of red flags.
Example: Matthew calls this a “tiny little pinky muscle” that turned into a bicep. Nothing about it was complicated. All of it was new.
Then there’s the leadership problem.
Associates kept leaving Central Ohio firms after three or four years to hang their own shingle. Matthew watched it happen repeatedly.
Culture wasn’t the reason. Arithmetic was.
Under the old model, an associate keeps a third of what they generate. A third covers firm expenses. A third goes to the partners.
Generate $300,000, take home $100,000, and you start asking where the other $200,000 went.
Then comes the second calculation. Earn $150,000 alone, pay $30,000 in expenses, keep $120,000.
Example: Langhals Law divides firm expenses three ways in real dollars instead of percentages. Everyone pays the same number and keeps the vast majority of what they bring in after that.
Matthew shows his associates the expense sheet. The real one.
He’ll say out loud, “here’s what I’m making off of you.”
Example: His associates know the arrangement completely, and they tell him regularly they don’t want to run the place. They want to practice law and let someone else deal with the state of Ohio.
Transparency only holds up if the operation underneath it does.
That comes down to software and staffing.
Matthew tracked every case in Excel for years. Client names in one column, statistics in the rest.
It worked while he was the only person who ever had to find anything.
Example: His test is simple. If someone walked into your office tomorrow, could they figure out what you were working on? On a spreadsheet, probably not.
Plenty of firms run a legal secretary and a paralegal for every attorney. Two staff members each. Langhals Law runs three attorneys on one office manager.
Process explains the gap, not luck.
Example: Their office manager handles three attorneys with no problem. Matthew expects that to change at the fourth and fifth, and he’s already pricing it.
Matthew opened a second location in Delaware, Ohio. The attorneys rotate through to keep it staffed while it fills up.
Two things move it: relationships and visibility.
A couple of nearby attorneys started referring family law matters after one introduction. The firm still isn’t ranking well locally, so they brought in help on the SEO side.
Both channels work. Neither works fast.
Your associates already know what they generate. The firms that keep them are the ones willing to show what happens to the rest.
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Converted clicks column retiring, Search Console now connected with Google Data Studio, Customer re-engagement with Facebook Messenger & more SEM news.
Anthony Karls highlights the importance of high-authority directory listings for family law firms to boost local SEO, enhance visibility, and connect with potential clients.

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