Weitz Morgan PLLC routinely assesses their client experience, business operations, and marketing to prepare for a profitable new year. In our live conversation, Kristi Morgan breaks down how replicating this process in your own law firm will yield more satisfied clients, streamlined processes, and a steady stream of prospects to help you meet your financial goals.

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3. 3 2020 © AppFolio, Inc.
MyCase is a practice
management software that
helps law firms solve the
key challenges of running
a business, so they can
grow, scale, and be more
successful.

4. 4 2020 © AppFolio, Inc.
Hello!
Kristi Morgan Aronica
Weitz Morgan PLLC, Managing
Partner
linkedin.com/in/kristi-morgan-aronica
Casey Patterson
MyCase, Marketing Programs
Manager
linkedin.com/in/casey--patterson
casey.patterson@mycase.com

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Hello!
Kristi Morgan Aronica
Weitz Morgan PLLC, Managing
Partner
linkedin.com/in/kristi-morgan-aronica
● Austin, Texas based
● Practices in the areas of commercial
litigation and government contracts
● Oversees firm operations, ethics
compliance, business development,
and the client experience in addition to
practicing law

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Operations
2020 Focus Areas
Client
Experience
Marketing
➔ Boost word of mouth
➔ Increase positive online reviews
➔ Maintain or uplevel your reputation
➔ Reduce administrative burden
➔ Increase caseload capacity
➔ Reinvest time and money saved
back into your business
➔ Reach more prospective clients
with the right message
➔ Know if your marketing dollars are
yielding results
➔ Retain more clients

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Focus Area
Client Experience

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Client Experience
● Who is my client?
○ Ask critical questions during client
intake
○ Use internal knowledge
○ Create a shared Client Profile

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Client Experience
● What do my clients want?
○ Create a feedback loop
○ Ask what they are satisfied and what
they are dissatisfied with

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● Am I providing what my clients want?
○ Align your services with what clients tell you
they want or need
Client Experience
What this meant for Kristi
Increasing convenience and communication for
clients
● Personal Client Portal for each client
● Online Payments
● Secure Document Sharing

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Client Experience Poll
My firm collects feedback from our clients primarily:
A. Over the phone
B. Via email
C. Via online survey
D. In person
E. We do not currently collect client feedback

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2020 Focus Areas Summary
Client
Experience
• Listen to and know your clients
• Ask what they are satisfied and dissatisfied with
• Align what you provide with what they want
What this means for Kristi in 2020
Focusing on client partnership rather than
transaction
● Monthly client contact
● Client Newsletter
● Client Surveys

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Focus Area
Operations

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● Where are there redundancies in my firm’s
operations?
○ Unnecessary processes
○ Two or more softwares that do the same
thing
Operations

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● What are there gaps in my firm’s operations?
○ Simple, repetitive tasks are not automated
○ An important task that always gets missed
Operations

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● What vendors do I need or need to get rid of?
○ Identify problems (be specific)
○ Imagine an ideal situation
○ Evaluate current and potential vendors with
problem and ideal in mind
Operations
What this meant for Kristi
Outsourcing specialized tasks and re-evaluating
technology
● Outsourced Bookkeeping
● Eliminated bespoke CRM software

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Law Firm Operations Poll
The last time our firm deeply evaluated operations was:
A. Within the last year
B. 2-3 years ago
C. 4-5 years ago
D. 6-10 years ago
E. 10+ years ago

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2020 Focus Area Summary
Operations
• Identify redundancies
• Find operational gaps
• Evaluate current and needed vendors
What this means for Kristi in 2020
Eliminating redundant software
● eSignature is now included in practice
management software

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Focus Area
Marketing

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● Where do my clients go to find legal information?
○ Ask current clients where they look
○ Test different channels
■ LinkedIn
■ Paid Ads or Search
■ Content Marketing
Marketing

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Marketing
● What channels work best?
○ Closely monitor lead generation
■ Channel source
■ Quality
■ Convert-to-case rate (ROI)

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● Tighten your follow up
○ Call/email back fast
○ Don’t stop at one call or follow up
Marketing
What this meant for Kristi
Testing several marketing channels for effectiveness
● Paid Ads
● LinkedIn
● Content Generation
Tracking every lead source
● Utilizing CRM software

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Law Firm Marketing Poll
Primarily, my clients hear about our firm through:
A. Word of mouth
B. Offline Advertising (Billboards, Newspaper ads)
C. Online Advertising (Search, PPC)
D. Another source
E. I’m not sure

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2020 Focus Area Summary
Marketing
• Test new marketing channels
• Closely monitor results
• Tighten your follow up
What this means for Kristi in 2020
Further tailoring to prospective clientele
● Geographic targeting
● Industry focused content
● Hiring a digital marketing
specialist/consultant

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Operations
2020 Focus Areas
Client
Experience
Marketing
• Listen to and know your clients
• Ask what they are satisfied and
dissatisfied with
• Align what you provide with what they
want
• Identify redundancies
• Find operational gaps
• Evaluate current and needed vendors
• Test new marketing channels
• Closely monitor results
• Tighten your follow up

26. 26 2020 © AppFolio, Inc.
MyCase is a practice
management software that
helps law firms solve the
key challenges of running
a business, so they can
grow, scale, and be more
successful.

27. 27 2020 © AppFolio, Inc.
...of MyCase customers say that MyCase helped them grow their business.
66%

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...of MyCase customers feel that MyCase has helped them provide a better
client experience.
83%

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...of MyCase customers would recommend it to a friend or colleague.
96%

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Thank you!
Kristi Morgan Aronica
Weitz Morgan PLLC, Managing
Partner
linkedin.com/in/kristi-morgan-aronica
Casey Patterson
MyCase, Marketing Programs
Manager
linkedin.com/in/casey--patterson
casey.patterson@mycase.com

31. 31 2020 © AppFolio, Inc.