In this Law Firm Accelerator Viktoria Altman (BSPE Legal Marketing) speaks with Joseph Gates from Gates Law Firm who shares how he focuses on complex cases through close collaboration with referring lawyers, emphasizes staying true to his values and compassionate approach, and relies heavily on genuine relationship-building—rather than broad marketing—for sustained business growth.

Key Episode Takeaways:

1. Referral Focus: Prioritize relationships with fellow attorneys who regularly pass along complex cases to grow your caseload efficiently.
2. True-to-Values Branding: Align your public image with your core beliefs and passion for advocacy to attract like-minded clients and colleagues.
3. Deep Connections: Engage in trial lawyer associations and committees to form bonds that lead to consistent referrals and speaking opportunities.
4. Authentic Outreach: Use automated email tools to maintain genuine, meaningful contact with potential referral sources rather than mass marketing. (Joseph recommends levitate.ai)
5. One-to-One Marketing: Treat each referring attorney or past client as a valued partner and tailor your communication to their specific needs.
6. Storytelling Impact: Highlight real-life case outcomes to demonstrate your commitment to justice and build immediate trust with prospective clients.
7. Efficient Systems: Adopt a robust case management platform to streamline data entry, automate forms, and free up time for high-level legal work.
8. Transparent Timelines: Set realistic expectations about the litigation process to earn client confidence and reduce unnecessary stress.
9. Public Safety Emphasis: Frame your work as a path to preventing future harm, helping clients see a broader purpose behind their case.
10. Financial Preparedness: Minimize personal debt and overhead to retain the flexibility needed for taking strategic risks in your practice.

About Joseph Gates:
Joseph Gates, a personal injury lawyer based in Little Rock, Arkansas, centers his practice on complex, high-stakes cases and emphasizes empathy, transparency, and relationship-building as the core pillars of his legal advocacy.

About Viktoria Altman:
Podcast Host Viktoria Altman from BSPE Legal Marketing focuses on guiding law firms toward sustainable growth, drawing on her own experiences as an entrepreneur and marketer to highlight the strategies that truly elevate legal practices.

About BSPE Legal Marketing:
BSPE Legal Marketing is a results-driven agency dedicated to helping attorneys streamline their online presence, boost client acquisition, and cultivate lasting professional relationships through practical, data-informed tactics.

In this interview from Jane Fowler Law, PLLC and BSPE Legal Marketing, Jane Fowler, a family and estate attorney in Texas, recounts how she started law school at age 45, overcame personal challenges, and built a thriving practice by focusing on genuine connections, inclusive values, and a willingness to explore new opportunities. Jane, and podcast host Viktoria Altman discuss how Jane's background in finance and radio shaped her approach to marketing, networking, and technology, highlighting that it’s never too late to pursue your passion while helping others along the way.

Podcast takeaways:

1. Career Reinvention: Show it's never too late to pursue your passion in law, even if you start later in life.
2. Diverse Skill Set: Leverage non-legal talents, such as business or media experience, to stand out and attract clients.
3. Proactive Support: Hire trusted bookkeepers, accountants, and practice management help so you can focus on client work.
4. Marketing Foundation: Maintain a strong digital presence, especially on Google, to make it easy for people to find you.
5. Strategic Flexibility: Stay open to new case types that align with your core capabilities and past experience.
6. Authentic Networking: Join community groups and bar associations to meet peers, potential clients, and referral partners.
7. Technology Adoption: Use modern tools, from virtual meetings to AI-driven note-taking, to simplify operations.
8. Tailored Solutions: Avoid cookie-cutter forms by emphasizing custom approaches that address each client’s situation.
9. Mindful Spend: Invest in ads and directories with a clear strategy to avoid wasting marketing dollars.
10. Balanced Portfolio: Mix profitable cases with lower-fee or pro bono work to build goodwill and widen your impact.

About Jane Fowler:
Jane Fowler is a family and estate attorney in Texas who enrolled in law school at age 45, bringing a unique blend of business, finance, and radio experience to her practice. She focuses on genuine client care and personalized solutions, believing that a tailored approach is key to guiding individuals through life’s legal challenges.

About Viktoria Altman:

Viktoria Altman is the founder of BSPE Legal Marketing, where she focuses on helping law firms build a robust online presence. Drawing from her years of experience working closely with attorneys she has recently published a book: Small Law Firm Digital Marketing in 2025: Work with Clients You Love, Stand Out, and Scale on Your Terms

About BSPE Legal Marketing:

BSPE Legal Marketing is a digital agency dedicated to helping small law firms stand out in a competitive market. Their comprehensive services span website design, search engine optimization, content creation, and more, all designed to attract quality leads and sustain long-term success.