In a recent episode of the Pareto Legal Podcast, Ben Glass, founding partner at Ben Glass Law and CEO of Great Legal Marketing, shared valuable insights on building and scaling a successful law practice. With over 40 years of experience practicing law and running two thriving businesses, Ben provided practical advice for attorneys looking to create sustainable, lifestyle-friendly practices.
The Power of Community and Connections
Ben emphasizes the importance of building strong professional relationships from the very beginning. When launching his practice, he took an unconventional approach by forming a mastermind group with local competitors.
“When I started my practice, the first thing I did was create a mastermind group with my competitor friends who were my age doing PI cases right here in Northern Virginia,” Ben shares. This collaborative approach allowed attorneys to share knowledge, discuss cases, and navigate common challenges together.
Beyond competitor relationships, Ben highlights the value of connecting with attorneys in complementary practice areas. He advocates for a “how can I help you first?” mindset when networking, focusing on understanding other attorneys’ ideal clients and fostering mutually beneficial referral relationships.
Infrastructure and Systems for Success
One of the key elements Ben stresses is the importance of having a solid infrastructure in place before scaling. Modern law firms must be accessible around the clock, and with today’s technology and a global workforce, firms can implement cost-effective solutions for after-hours coverage. Structured systems for intake, case management, and client communication ensure consistent service delivery, while a strong delegation strategy allows attorneys to focus on high-value activities that drive growth rather than getting caught up in daily operations.
The Mindset Shift: From Lawyer to Business Owner
Ben identifies several critical mindset shifts necessary for attorneys to transition successfully from practicing law to running a profitable business. He encourages attorneys to look outside the legal industry for inspiration, stating, “The best ideas are not going to be found in legal.” Many attorneys struggle with delegation because they want everything done exactly their way, but Ben emphasizes that effective delegation isn’t about replication but about achieving desired outcomes. Understanding one’s zone of genius is also key—attorneys should prioritize tasks that energize them and generate the most value for their firm.
Marketing with Authenticity
Ben’s marketing philosophy centers on authenticity and community engagement rather than relying solely on advertising spend. He has built a unique brand by being active in his community, including serving as a soccer referee. His firm produces a monthly newsletter that focuses not on legal topics but on celebrating team members, local businesses, and client successes. With 80% of his business coming from referrals, Ben demonstrates that strong community relationships are the backbone of a successful law firm.
Specialization and Market Focus
Ben advocates for clear specialization rather than attempting to be a generalist. Many firms list multiple practice areas on their website but rarely handle such cases. Instead, he advises attorneys to focus on their core strengths and build their practice around them. Before expanding geographically, firms should first dominate their local market. Creating niches within broader practice areas can also be a powerful strategy, as targeting specific demographics allows for deeper expertise and stronger client connections.
Final Thoughts
Ben’s insights highlight that building a successful law practice requires more than just legal expertise. It demands a strategic approach to business operations, marketing, and community building. By prioritizing authentic relationships, strong systems, and clear specialization, attorneys can create practices that are both profitable and personally fulfilling.
For those starting or growing their practices, Ben’s message is clear: success comes from being intentional about relationships, implementing proper systems, and maintaining a growth mindset—while staying true to your authentic self.
