From a one-person practice to a 110-person, multi-state family law firm in just a few years, Charles Hatley has scaled Melone Hatley, P.C. with an ego-free, client-first philosophy and relentless marketing experimentation. In this episode, he breaks down the systems, mindset, and gritty details behind that growth—down to cleaning stock rooms and fixing color-print settings. In this episode, Ted and Charles Hatley discuss: How Charles joined his wife’s solo practice and helped grow it into a 9-office, 110+ person family law firmWhy “checking your ego at the door” shapes their culture, client experience, and leadership styleThe firm’s unique intake model: long, free consultations, multi-step qualification, and a coordinator bridging intake and attorneysData-driven marketing across SEO, PPC, LSA, and Google Business—with constant A/B testing by marketLessons for small firm owners on when not to delegate, staying hands-on, and writing marketing that real people actually want to read Key Takeaways: Treating every client like a grandparent—focusing on clear next steps and constant communication—drives Melone Hatley’s client experience design from intake to ongoing representation.A deliberately longer intake process with free consultations helps filter for fit, align expectations on pricing and strategy, and still serve “tire kickers” with value, even if they never hire the firm.Charles stays deeply involved in marketing and operations (down to reviewing blog posts and cleaning stock rooms), which helps him both control quality and truly understand what he later delegates.Their growth engine combines in-house, natural-voice SEO; targeted PPC and LSA; and “boots on the ground” referral building with mortgage, insurance, and other professionals—always tracked with monthly A/B-tested performance data.Consistently updating and leveraging Google Business, along with reviews and content, has materially lowered cost per acquisition in some markets, even where competition is intense. “I tell everybody, just think about your grandparents calling in. As much as everything’s changed in their lifetime, how much you could put them at ease just by telling them, ‘Hey, this is what the next step is. This is what we’re going to do next,’ and communicate to them each and every step of the way so that they’re the most knowledgeable person about what’s going on in their lives.” — Charles Hatley About Charles Hatley: Charles D. Hatley, Esq. is the Chief Executive Officer of Melone Hatley, P.C., where he leads the firm’s growth, strategy, and culture with a focus on building high-performing teams and delivering exceptional client experiences. With a strong background in scaling operations and driving efficiency, he combines big-law experience with an entrepreneurial approach to create a collaborative, client-centered practice. Before leading the firm, Charles managed offices for a national law firm and litigated complex family law cases across Virginia and Washington, D.C. He also hosts the podcast I Now Pronounce You Divorced, where he shares practical insights on divorce, child custody, and co-parenting to help families navigate challenging legal decisions with clarity and confidence. Connect with Charles Hatley: Website: www.melonehatley.com LinkedIn: https://www.linkedin.com/in/charlesdhatley/ Email: chatley@melonehatley.com Traffic to Leads Information and links JuvoLeads.com contact page: https://juvoleads.com/contact/ JuvoLeads website: https://juvoleads.com/ Connect with show host Ted DeBettencort: ted@juvoleads.com Ideas or guests for the show: ted@juvoleads.com Audio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it.
