How to use this checklist
General information, not legal or regulatory advice. This is a free guide with the content on this page; there is nothing to download. Copy the points into a Notion page and tick them off, one per week.
The 12 points
| # | Action | Done when |
|---|---|---|
| 1 | Define your ideal client and practice focus | One sentence you can say aloud |
| 2 | Write a clear one-line description of what you do | A stranger understands it |
| 3 | Set up a simple website with services, contact and your bio | Phone and email visible on every page |
| 4 | Claim and complete your professional directory and map listings | Details match your website |
| 5 | List your best referral sources | Ten names, with last contact date |
| 6 | Schedule a monthly check-in with referral sources | Dates in your calendar |
| 7 | Answer the five most common client questions in plain-language pages | Five pages published |
| 8 | Create a follow-up routine for enquiries | Reply target set, e.g. same day |
| 9 | Record where every enquiry came from | A source column in your enquiries list |
| 10 | Ask satisfied clients for feedback, within your rules | A short request template ready |
| 11 | Review advertising and confidentiality rules | A one-page note of what you may say |
| 12 | Review results each quarter | Keep, stop, try next |
Track it in Notion
A small Enquiries database is enough: Name or reference, Date, Source, Matter type, Status (New, Contacted, Consulted, Retained, Declined) and Next step. Add a view grouped by Source. If you use LawyerOS Pro, the Clients and Matters databases give you the places to convert an enquiry into a matter; marketing tracking is something you add yourself.
Common mistakes
- Promising outcomes or using language that could mislead
- Publishing client details without consent
- Spreading effort across ten channels instead of two
- Not replying quickly to enquiries
- Never measuring what works
Frequently asked questions
- Is there a file to download?
- No. The checklist is on this page. Copy it into Notion or a document.
- Which point matters most?
- Positioning and referral follow-up, for most small practices.
- Do the rules differ by jurisdiction?
- Yes. Lawyer advertising and solicitation rules vary, so check your regulator.
- Can AI help?
- It can help draft and repurpose content; see the AI marketing guide.
About the author
Raghav Handa trained as a lawyer, then spent years building legal technology, from enterprise legal products to custom systems for law firms.
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