Episode 181: Legal Marketing for New Law Firm Launches with Michele Correnti

In this episode, Stephen Seckler speaks with Michele Correnti about branding, websites, LinkedIn, content marketing, and how AI is changing the way law firms market themselves. They discuss  what lawyers should do before and after launching a solo or small firm to build visibility, attract the right clients, and stay top of mind with referral sources.

Michele Correnti, founder and CEO of Correnti Marketing, shares practical advice drawn from years of working with law firms and other professional service businesses.

If you're thinking about launching a practice or rethinking your firm's online presence, this conversation is packed with tactical guidance.

Key Takeaways

• Branding is more than a logo.
• Start marketing before launch day.
• Specificity attracts better clients.
• Niches can expand opportunity.
• Personal branding matters.
• LinkedIn should be used strategically.
• Websites should reflect the real audience.
• AI is a tool, not a replacement.

Timestamps

00:00 - Why legal marketing matters after launching a firm
00:48 - Why potential clients won't find you automatically
01:16 - Michele Correnti's background in professional services marketing
03:43 - Photography, headshots, and visual branding
05:15 - What to do six months before leaving a firm
07:50 - Why your brand is really your reputation
09:16 - Using an ideal client to sharpen your message
16:04 - Personal LinkedIn profiles versus company pages
19:15 - How AI is changing SEO and search visibility
23:00 - Common online presence mistakes lawyers make
27:09 - Launching a firm as a coordinated campaign
32:58 - Where AI helps and where the human voice still matters
37:17 - The risks and opportunities of AI-generated images
40:47 - Three marketing priorities for the first 90 days