The Business of Law: How Lawyers Can Build a Profitable and Impactful Practice

Law as a Calling, Law as a Business

For centuries, the legal profession has been revered as a noble calling defending justice, speaking for the voiceless, and upholding the rule of law. But in the 21st century, lawyers must also embrace a fundamental truth: law is a business. And like any business, it demands strategy, innovation, and entrepreneurship. Building a profitable legal practice in today’s competitive landscape is not about choosing between impact and income it’s about mastering the art of delivering both.

As legal tech disrupts the market, client expectations evolve, and globalization redefines borders, the lawyers who will thrive are those who see beyond case files and courtrooms to build practices that are client-centered, scalable, and socially relevant.

1. Reframing the Lawyer’s Mindset: From Advocate to Entrepreneur

“The lawyer of today must wear multiple hats counsel, strategist, and CEO,” says Mark Cohen, CEO of Legal Mosaic and global legal business leader. “Those who cling to the old model of lawyering as purely advisory will be left behind.”

Historically, lawyers have focused on legal skills alone. But today’s clients are looking for more than legal answers they want solutions. That requires lawyers to think like entrepreneurs: identify market gaps, offer tailored services, and constantly innovate.

Case Insight: Africa’s Legal Startups

In Nigeria, firms like LawPavilion have redefined how legal research is done using AI-powered tools. In South Africa, Legal Interact is creating automated workflows for law firms. These innovations are led not just by coders, but by legal professionals who understand that thinking like a business is no longer optional it’s survival.

2. Building a Brand: Why Perception is Currency

In a digital-first world, perception shapes business. Clients don’t just hire expertise they hire trust. That trust is built through visibility, storytelling, and consistency.

“Lawyers must understand that in today’s marketplace, your brand is your business card,” says Ann Gerhart, Managing Partner at a New York-based branding agency for lawyers. “Every webinar you host, every LinkedIn post you write, every article you publish is either adding to or subtracting from—your credibility.”

Practical Tip: Start With Thought Leadership

Lawyers can no longer afford to be silent experts. Start by sharing legal insights on social media, speaking at community events, or even offering free legal clinics. Visibility builds relatability and relatability builds business.

3. Client-Centric Service: Law is Not About You

The most profitable lawyers are not the ones with the longest resumes. They are the ones who listen best.

According to Harvard Law Professor David Wilkins, law firms that center their services around client needs outperform those that operate in silos. “Understand your client’s pain points—whether that’s speed, clarity, cost, or communication and tailor your service to solve it.”

Insight from the Continent:

In Kenya, the firm CFL Advocates introduced a 24/7 legal helpline for small businesses during COVID-19, gaining over 150 retainer clients in less than six months. It wasn’t just legal knowledge that won clients—it was responsiveness and empathy.

4. Technology and Automation: Work Smarter, Not Harder

Gone are the days when lawyers billed by the hour and printed 100-page contracts for every transaction. Today, the most efficient firms use:

• Legal CRMs (like Clio)

• Document automation platforms (like ContractMill)

• AI-assisted research tools (like Harvey AI and Lexis+ AI)

Dr. Roland Vogl, Executive Director of CodeX at Stanford, puts it plainly: “Technology doesn’t replace lawyers it replaces repetitive legal tasks. That gives lawyers more time for strategy, negotiation, and human touch the things AI can’t replicate.”

Action Step for African Firms:

Even without huge budgets, firms can begin with simple tools like scheduling software (Calendly), secure messaging apps (Signal), or virtual meeting platforms. What matters is adopting a mindset of digital fluency.

5. Financial Literacy and Pricing: Know Your Worth

Many lawyers are afraid to talk money. But understanding financials is non-negotiable for building a sustainable practice.

“You must know your profit margins, track time, and structure services into value-based pricing,” says Asha Mohamud, a legal business strategist based in Nairobi. “Flat fees, subscription models, and tiered retainers are smarter ways to grow revenue than hourly billing alone.”

Smart Tip: Create Legal Packages

Turn common legal services like company registration, contract reviews, or intellectual property filings into affordable, branded packages. This gives clients price clarity and gives lawyers revenue stability.

6. Purpose-Driven Lawyering: Profit With Impact

Lawyers don’t have to choose between earning a living and making a difference. In fact, combining purpose with profit often creates the most resilient practices.

In Uganda, BarefootLaw delivers free legal information to rural communities via SMS and WhatsApp, supported by a donor-funded model and private partnerships. Their work has served over 1.5 million people while growing a powerful impact brand.

“People want to support businesses that care,” says Tebello Motshwane, a South African lawyer and founder of Sister In Law. “Being profitable doesn’t mean abandoning your values. It means making your values sustainable.”

Conclusion: The Future is Hybrid—Lawyer as Leader, Builder, and Change Agent

To thrive in today’s legal environment, lawyers must think beyond litigation and legislation. They must design practices that are not only profitable, but also human, efficient, and visionary.

Whether you’re a solo practitioner in Accra, a commercial lawyer in Lagos, or a legal educator in Nairobi, the path forward lies in combining your legal calling with business acumen. The most successful lawyers in this decade will not only defend rights but also build brands, lead conversations, and reshape communities.

Legal Thought Leader Quotes Recap

• Mark Cohen: “Lawyers must think like CEOs.”

• David Wilkins: “Client experience drives success.”

• Tebello Motshwane: “Profit and purpose must coexist.”

• Roland Vogl: “Tech enhances human lawyering.”

• Ann Gerhart: “Your brand is your business card.”