In the #HipCounsel Spotlight – Joey Vitale, Founding Attorney at Indie Law In Interview With High Performance Counsel
Client Perspective Series
Who are you and what is your role? How did you end up in (or a customer of) the legal business?
My name is Joey Vitale, and I’m the founding attorney at Indie Law, a trademark law firm that helps passionate solopreneurs protect their growing brands. Separate from the law firm, I also have online courses to help new business owners get the legal side of things covered as they launch.
You want the true story? My dad bribed me with a car to get me to go to law school.
Tell us a bit about the organization you’re part of – paint a picture for our audience.
Well, after law school it didn’t take long for me to realize the traditional law firm environment wasn’t a good fit for me. I started connecting with a lot of online business owners who needed legal help but were struggling to find an attorney they felt really comfortable with.
I took those relationships and put them all in a Facebook group. In the past two years, that group has grown to over 7,000 members. The momentum of that community created Indie Law — a firm that helps passionate entrepreneurs with the legal side of business in a caring and human way.
One of my favorite things about what I do is that I get to celebrate with clients and followers of the firm during their big wins, legal or otherwise. And they really appreciate feeling that support, motivation, and empathy from a law firm.
What does your typical day look like?
I love being able to work from home. Due the online and process-driven nature of my firm, I don’t need to commute to an office or rush from meeting to meeting. Instead, I hop a lot of video and phone calls to interact with my virtual team and potential clients. Online marketing is a huge part of the business, so I spent a good amount of time going live on Facebook to interact with my community or being interviewed on podcasts.
The growth of the business is requiring me to embrace the CEO and visionary roles of the company, so I am always working with my team to delegate tasks, review client work, and identify opportunities for improvement.
In your words, describe your experience of using Smith.ai – from your perspective. How does it help you and your organization?
Smith.ai is easily one of my favorite vendors to work with. My business relies on their phone receptionist services every day. That alone takes off so much responsibility on our plate. But smith.ai goes beyond just delivering a great service — they have an amazing team that’s always eager to meet the unique needs of my firm. And they are always striving to get better.
It is so reassuring to know that, whenever our processes change or we want to tweak things to better serve our clients, the smith.ai team is going to do everything they can to bend to our needs. Their level of flexibility and service is something I frankly haven’t encountered in any other business, period.
What advice would you offer others facing similar circumstances?
Many law firms operate under an expectation of (or desire for) a lot of incoming calls with potential clients. Indie Law isn’t set up to need the phone to be ringing like crazy in order for us to hit our revenue goals.
Businesses similar to ours tend to think that, because there are not a lot of incoming calls to the business, a receptionist service wouldn’t be very valuable.
I would encourage you to reach out, explain your business needs, and see how they can save significant time. For example, we have provided smith.ai with a detailed outline of how to handle different types of calls, redirect callers to various pages on our website if necessary, and transfer directly to me when necessary. They also build in call recording to their service, which is appreciated by our clients and our team alike.
FANCY RESTAURANT OR GASTRO FOOD TRUCK – WHAT’S YOUR GO-TO FAVORITE FOOD?
Food truck tacos!
WHAT’S YOUR FAVORITE MOVIE? JUST ONE. AND WHY?
Away We Go. It’s an indie film my wife and I watched together when we first started dating, and now we watch it together every anniversary. (Yes, I am unabashedly looking for husband brownie points).
WHAT’S YOUR FAVORITE HOBBY WHEN YOU’RE NOT BUSY IMPROVING THE LEGAL INDUSTRY?
Walking my dog lakeside in Chicago.
IF YOU WERE STRANDED ON A DESERT ISLAND, WHAT ONE BOOK WOULD YOU WANT?
My wedding photo album. (More husband brownie points.)
A FERRARI, A PRIUS OR A BICYCLE – WHICH WOULD YOU PICK?
Prius — I’d scratch that Ferrari in a second, and it’s too cold to bike in Chicago right now!