Solo Law Firm Growth: Using AI to Market Better and Run Lean

Kicking off the new year, I sat down with Florida business attorney Matthew Fornaro to talk about two things every lawyer needs to get serious about, building the business side of their practice, and using AI the right way. Matthew has lived both worlds, big firm litigation and an 11-year run as a law firm owner. He shared what actually changes when you go out on your own, and how AI can help lawyers work faster without risking their reputation.

A Big Business Starts Small
Matthew anchored the conversation with a Richard Branson quote, a big business starts small, and it fit perfectly. Most lawyers forget that every impressive company began as a scrappy operation with limited resources and a lot of uncertainty. Matthew’s practice supports entrepreneurs and startups, and he sees the same pattern over and over, growth comes from consistent moves, not perfect conditions. The message for lawyers is simple, stop waiting for the “right time” to build a book, sharpen your brand, and create leverage.

Going Solo Without Losing Your Mind
Matthew explained why he chose entrepreneurship over another big firm move. He saw the ceiling coming and knew that if he did not take the leap then, he probably never would. Like most lawyers, he had to learn the business side on the fly, operations, vendors, systems, and how to avoid getting sold things you do not need. We also talked about how much easier it is today to launch lean. You do not need a fancy office, a huge staff, or an expensive website to get traction. A strong LinkedIn presence, a simple site, and consistent relationship building can take you a lot further than most lawyers realize.

AI for Lawyers: Ethical Leverage, Not Lazy Shortcuts
Matthew is all in on AI, but with control and judgment. He pointed out the obvious problem, lawyers get in trouble when they copy and paste without reviewing. Used correctly, AI can reduce time spent on repetitive tasks, support marketing and content, and streamline internal processes so you can spend more time serving clients and building relationships. His approach is the one I agree with, start with a specific problem, then choose the right tool, instead of chasing every new platform that pops up. We also touched on the bigger shift coming, as AI makes legal work more efficient, the pressure on the billable hour model will only increase, which makes business development and personal branding even more important for long-term control and career flexibility.

Matthew’s Big Mistake
Matthew’s biggest mistake was launching without enough business training. He learned it over time through programs and experience, but he would have saved years by understanding how to run a business before stepping out on his own. That lesson applies to every lawyer, legal skill is not the same as business skill, and business skill is learnable.

About Matthew Fornaro
Matthew Fornaro is a business law attorney serving South Florida since 2003. He began his career at two AmLaw 200 firms, focusing on civil litigation, before founding his own practice. His work includes complex commercial litigation, contract disputes, construction law, intellectual property, and business formation and documentation. He is a member of the Florida and District of Columbia Bars and mentors new attorneys and entrepreneurs through the Kaufman Foundation’s FastTrac NewVenture Program and Florida State University’s Jim Moran Institute.

Connect with Matthew Fornaro
Website: https://fornarolegal.com/
Facebook: https://www.facebook.com/fornarolegal/
LinkedIn: https://www.linkedin.com/in/matthewfornaro/
YouTube: https://www.youtube.com/channel/UCZn4sEROz6hErV5Fb5vvOtQ
Instagram: https://www.instagram.com/fornaro_legal/
X: https://twitter.com/FornaroLegal
Additional Resource: Jeremy Baker, https://operationpalmtree.com/