30 Days To Rebuild Your Law Firm | Episode 001 @MessyMilitaryLawyer Attorney Jocelyn Stewart
- Mar
- 20
What If You Lost Everything? How Attorney Jocelyn Stewart Would Rebuild Her Law Firm from Zero in 30 Days
What would you do if you lost everything—your office, your team, your client list—and had to rebuild your law firm from the ground up in just 30 days?
That’s the exact question we posed to Attorney Jocelyn Stewart, founder of UCMJ-Defender.com, and known on TikTok as @messymilitarylawyer.
Jocelyn’s insights provide a powerful blueprint for any lawyer trying to grow their law practice in today’s digital-first world.
Whether you’re just starting out, thinking about rebranding, or ready to scale, this post is packed with lawyer marketing strategies that actually work.
Day One: Reevaluate Your Purpose
Jocelyn doesn’t jump straight into websites or ads. The first thing she does is ask herself a critical question: “Is this really where I want to be?”
Before rebuilding anything, Jocelyn gets crystal clear on her vision and purpose. Maybe the new path isn’t practicing law at all—maybe it’s using her marketing skills to help other lawyers grow their firms.
“I might even pivot. I might even call Dustin and say, ‘What can we do together?’”
Your purpose drives everything—your content, your marketing, your message. [Dustin’s thoughts on finding purpose.]
Build Visibility Immediately: Paid Ads + Organic Content
Once the vision is clear, Jocelyn moves quickly to get visibility:
- Run Google Ads for immediate traffic to her website. [Dustin’s video on Google Ads for Lawyers]
- Build new social media profiles on TikTok, Instagram, Facebook, and YouTube.
- Research her competition to see what questions they’re answering—and then answer those questions better through blog content and video.
“If nobody knows you or where to find you, it doesn’t matter how great a lawyer you are,” she says.
TikTok Without Dancing: Building a Real Brand
Initially skeptical of TikTok, Jocelyn thought it was just people dancing. But she soon realized her ideal clients were there, and she committed to producing authentic, informative videos.
She shares real stories from her career—often without makeup, without a script, just her real voice and personality. That authenticity resonated, helping her amass a large following.
Jocelyn’s Rule: 3 TikToks a day for 30 days—and it worked.
“Anybody who’s interesting can make it on TikTok. You just have to show up.”
AI-Assisted Content Repurposing: Scaling SEO the Smart Way
Jocelyn uses AI tools like ChatGPT to help repurpose legal memos, case notes, and other content into optimized blog posts.
- She trains AI to write in her voice.
- Proofreads everything before publishing.
- Embeds a YouTube video inside every blog article to increase SEO value.
This content repurposing strategy allows her to scale organic reach and support her video content with written text for Google’s algorithm.
Video Is King: Why Your Face and Voice Matter
While blog articles are essential for SEO, video is still the most powerful way to build trust with potential clients.
Jocelyn’s content strategy includes:
- TikTok for attention
- YouTube for longer-form trust-building
- Embedding videos on her website to double the impact
Her advice: People don’t just want information—they want connection.
Offline vs Online: Know Your Audience
Jocelyn’s law firm isn’t confined by geography—her clients are active-duty military members stationed all over the world.
For her, online marketing offers global reach that traditional networking events simply can’t match.
But she acknowledges that for some attorneys with local practices, offline methods like events and referrals still matter. The key is knowing your audience and meeting them where they are.
Weeks 3 & 4: Build the Right Team & Infrastructure
Once she has leads coming in, Jocelyn focuses on building a law firm that runs without her.
She’s intentional about hiring only those who share her core values. If your team’s values don’t align with yours (or your ideal client’s), everything starts to fall apart.
Her goal: Work on the law firm, not in it.
Law Firm Marketing Takeaways from Jocelyn Stewart
- ✅ Get clear on your purpose first
- ✅ Build fast visibility through Google Ads + Social Media
- ✅ Create authentic video content to build trust
- ✅ Use AI to scale your SEO and blog strategy
- ✅ Repurpose everything: TikTok ➝ Blog ➝ YouTube ➝ Website
- ✅ Build a values-aligned team to support long-term growth
🔥 Final Thoughts: Lawyer Marketing Isn’t Optional—It’s Survival
If you’re a solo attorney, small firm owner, or law student looking to build a successful legal career, law firm marketing is no longer optional—it’s essential.
And it doesn’t have to be overwhelming. Start with your voice. Start with your story. Just like Jocelyn did.
If you want help growing your law firm using content marketing, SEO, and video strategies that actually work…👉 Contact me here.
👉 Subscribe to my YouTube Channel here: https://www.youtube.com/@DustinSanchezTV
Dustin’s Marketing & Business Takeaways
- “Is this really where I want to be?” Most of the lawyers I meet, do not want to be a lawyer. If this is you, as a licensed attorney, you ALREADY have the skills and drive needed to be successful at whatever the heck you want to do in life. START EXPERIMENTING.
- Jocelyn focuses on video. You can hit the masses faster with video.
- The most HUMAN lawyer wins. Do not “lawyer” at people in your content. Authenticity wins today. Don’t make television commercials, just pick up your darn phone and stream of consciousness it until you get insanely comfortable being yourself on video.
- BRUT FORCE IT: When Jocelyn started on TikTok she published 3x a day, EVERY DAY, for two months straight. If you can’t be great, be voluminous.
- Analyze Your Competition: My strategy in every new endeavor is this: (1) Find the winners, (2) Imitate the winners. Find who is winning and do what they do. Steal like an artist.
- Find YOUR People: In business and in life, everything will work out better, faster, and easier if you are working with YOUR people. Every now and then some attorney who shares ZERO of my personal values will want to hire me despite me trying to talk them out of it. Sometimes I’m dumb enough to let them hire me. They never stay with me long. They get the same product, service, and level of care as all of my other clients, but it just doesn’t “work” for them. You have to work with YOUR people.