Alicia Grant had practiced corporate law for nearly a decade at one of the top firms in Charlotte. She specialized in business formation, contracts, and dissolutions, but in the big office, she often felt like just another cog in the wheel. She loved helping entrepreneurs bring their visions to life, but her firm’s workload was focused on large corporations. After years of quietly questioning her path, Alicia decided:
She would strike out on her own.
Planting the Seed
On January 2nd, Alicia opened the doors of her solo practice: Grant Business Law. Her mission was clear: guide small business owners from the day they incorporated to the day they transitioned, sold, or closed with dignity and clarity.
But going solo made her starkly aware: she didn’t have a built-in client pipeline.
So she turned where most attorneys of her generation didn’t—social media.
Carving Out Her Space Online
Instead of posting stiff lawyer jargon, Alicia turned her practice into a brand with personality:
- Instagram & TikTok: She posted quick, 30-second videos breaking down topics like “3 Things to Do Before You File Your LLC” or “Biggest Mistakes Owners Make When Closing Down.”
- LinkedIn Stories: She shared mini case studies (with details anonymized): “My client saved $15,000 in taxes by structuring their startup the right way on day one.”
- YouTube: She uploaded weekly 5-minute tutorials on practical business law.
She framed everything around education with approachability, showing entrepreneurs that law didn’t have to feel intimidating.
Finding Her Audience
At first, the likes trickled in slowly. But one morning in February, a 45-second clip Alicia filmed on her phone titled “Why You Don’t Need an Expensive Lawyer to Start Your LLC” meant for TikTok blew up—garnering 45,000 views in two days.
That one piece of content lit the spark. Calls and DMs started pouring in from side hustlers, real estate agents, and boutique owners. The comments made it clear: she was filling a need for real-world, digestible legal advice.
Turning Attention Into Clients
Here’s how Alicia converted social traction into paying business:
- She set up a free webinar series, “Business Law Basics Bootcamp”, promoted on Instagram. Attendees automatically joined her email list.
- She offered flat-fee packages that made budgeting predictable for small business owners: $750 startup kit (LLC formation + contracts) and $950 closing package (dissolution + tax planning referral).
- Every new follower saw a clear link: “Schedule a strategy call today.”
The Six-Month Growth Story
By July, Alicia was overwhelmed—but in the best way possible.
- Her TikTok account had grown to 18,000 followers.
- She had a steady stream of 20 new consultations a month—three times what she’d hoped for.
- Her revenue had tripled in six months compared to her initial modest projections.
The referrals began rolling in too. Past clients would tag her Instagram handle when friends asked, “Anyone know a lawyer for my new business?”
The Turning Point
Looking back, Alicia knew her risk paid off because she wasn’t just selling legal services—she was building a trusted brand in a space where entrepreneurs were more likely to go scrolling than searching.
Her growth wasn’t fueled by billboards or networking dinners, but by the phone in her hand, sharing her voice daily with thousands of people starting businesses just like herself.
Final Reflection: Alicia’s story became a lesson to other lawyers: you don’t have to market law the way it’s always been marketed. Sometimes, the boldest move—mixing accessibility, authenticity, and social media savvy—can triple your success in half a year.
