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Tiffany Cruz built her career on a simple principle: fighting for justice meant standing up for those who couldn’t stand up for themselves. Her experience as a prosecutor showed her that the law could be a powerful tool for protection, but only when wielded by someone who truly understood what was at stake.
Revenue Growth
Lead Intake Monthly
Firm NameCruz Law Firm
Practice Area Employment
LocationTallahassee, FL
How Crisp Helped Crisp Coach Crisp Legal Brand Video Crisp Social Stack
Get StartedWhen she started Cruz Law Firm, P.A., her vision was crystal clear. She wanted to create a practice where every employee facing workplace injustice could find a fierce advocate. From entry-level workers to executives, she envisioned building something different from the large firms where cases became numbers and clients became files.
I wanted to have full control over client experience, the types of cases that we were taking and people we were helping, and really just to be able to be in charge of kind of what that culture looked like, both for our team and for our clients.
But after launching her own firm, Tiffany found herself in the same position that almost every first-time firm owner finds themselves in. What made her a great attorney also made her indispensable to the firm, resulting in her not only taking on the majority of legal work herself, but also managing every aspect of the business. She was drowning in opportunity while struggling to maintain the quality representation each case deserved. Every morning brought a familiar weight: knowing that people who desperately needed her help would slip through the cracks because she simply couldn’t be everywhere at once.
I had never run a law firm before, or any real business for that matter. We knew how to practice law. We just didn’t really know how to operate a business.
Revenue Increased by 160%: The firm’s revenue increased dramatically while keeping the personal touch and high-quality work that made them different from other employment law practices.
Monthly Intake Increased by 300%: They went from depending almost exclusively on referrals to having a consistent and predictable flow of qualified potential clients reaching out every month.
The Firm Became the Undisputed Market Leader: Cruz Law Firm established itself as the premier employment law firm in the Florida Panhandle, attracting both qualified cases and top legal talent.
Her Firm Can Now Run Without Her: Tiffany can now focus on high-impact litigation and strategic leadership while her team operates with excellence, whether she’s in the office or in courtrooms across the state.
If you’re done playing small, we’re ready to help. Get in touch with us and take the first step towards unlocking your firm’s full potential.
The challenge facing Tiffany went far deeper than typical growing pains. Employment law’s contingency model created a particularly difficult situation: the more successful she was at winning cases, the longer she had to wait for payment. Major victories often required two or more years for collection, creating constant cash flow anxiety despite a full caseload.
She found herself overwhelmed trying to manage complex discrimination, harassment, and wrongful termination cases while also handling intake calls, contract reviews, and firm finances. Without proper systems in place, every aspect of the business demanded her personal attention. Marketing happened without strategy. Client experience suffered despite her best efforts. The breaking point came when she realized she was turning away good cases simply because she lacked bandwidth.
The first step in this process was to complete The Firm Health Index assessment, where Tiffany scored herself across four key business areas: Leadership & Vision, Team & Culture, Marketing & Brand, and Operations & Client Experience. This assessment revealed what she already suspected: while she excelled at legal work, she was missing the business foundation needed for sustainable growth.
Her Crisp Coach helped her understand that these weren’t personal failings — they were natural consequences of being a skilled attorney who had never been taught to run a business. With clear direction and hands-on support, Tiffany began implementing the foundational systems every growing firm needs:
With the foundation of a scalable business now in place, the focus shifted to turning her vision of the firm into a concrete roadmap. Instead of having vague goals to “grow the practice,” we helped her develop a comprehensive plan with specific steps and milestones to get there.
Through regular check-ins and planning sessions, they created clear targets for: lead generation (moving from unpredictable referrals to 200-300+ monthly inquiries), conversion rates (turning more of those inquiries into actual paying clients), and case values (focusing on higher-impact employment matters that aligned with her expertise). This gave Tiffany a roadmap that connected her daily work to her long-term goals. Instead of hoping things would work out, she now had a plan to make them work out.
The firm moved beyond total dependence on Tiffany for every decision through systematic implementation of proven business processes. Her Crisp Coach worked with her to identify which tasks only she could perform versus those that could be delegated or systematized.
They established weekly accountability meetings where team members committed to specific actions and reported on progress, creating a culture of ownership throughout the firm. The team implemented tracking systems that monitored key performance indicators, allowing everyone to see how their individual contributions connected to the firm’s overall success. When staffing challenges arose, the firm had backup systems in place to maintain excellent client service. Most importantly, they created comprehensive training materials and standard operating procedures that ensured consistent quality regardless of who was handling each aspect of a case.
Working with Crisp, Cruz Law Firm went from having little visibility to becoming the recognized authority in Florida employment law. The key was strategic positioning and authentic storytelling rather than just spending more money on advertising.
Her Crisp Coach worked with her to define exactly what made her firm different from other employment firms in the area. They clarified that Cruz Law Firm wasn’t just another employment law practice — it was the premier advocate for employees in the Florida Panhandle, backed by Tiffany’s prosecutorial experience and her team’s genuine commitment to justice.
Crisp produced professional brand videos that showcased Tiffany’s authentic story and her team’s genuine commitment to fighting for employees who had been wronged. They captured the human impact of their work and connected emotionally with people facing workplace injustice. The videos performed exceptionally well, with completion rates far exceeding industry standards and generating significant increases in website traffic and brand awareness.
This strategic approach to marketing transformed how potential clients found and chose Cruz Law Firm. They eliminated free consultations, established premium pricing that reflected their expertise, and began attracting clients who were serious about their cases rather than those simply seeking free legal advice. The marketing now attracts ideal clients who understand and value what they do, allowing them to focus on cases where they can create the most meaningful impact.
Today, Tiffany Cruz practices law the way she always envisioned, but at a scale she never thought possible. Her firm handles the complex, high-stakes employment cases that energize her while a well-trained team and proven systems manage everything else. They’ve become the go-to firm that other employment attorneys recommend and other attorneys across Florida now call requesting her as co-counsel on their most challenging employment cases, recognizing both her legal skills and her firm’s operational strength.
The transformation is evident in how the firm operates. Tiffany no longer spends her days juggling legal work with business management. Instead, she focuses on strategic leadership and the cases that create real change for employees while her team handles operations with excellence. The firm that once struggled to respond to everyone who needed help now runs smoothly whether she’s in the office or in courtrooms across the state.
Most importantly, Tiffany has achieved her original mission at scale. She didn’t just grow a law practice. She built a sustainable platform for the employee advocacy work that drives her, proving that strong business fundamentals amplify rather than limit a mission-driven practice.
If your law firm faces similar challenges, let’s talk. We’ll help you take the first step towards transformational growth.
"Crisp Coach has exceeded all of my expectations. The people that I’ve met there and the things that I’ve learned have gone far beyond anything I would’ve imagined. It’s one of the best decisions I’ve ever made."
Alexander Shunnarah Trial Attorneys
Alexander Shunnarah
"Crisp holds me accountable. I see other successful law firm owners who are just as busy or busier than me finding time to improve their firms which motivates me to push harder."
Craig, Kelley & Faultless LLC
David W. Craig
"We needed a scalable marketing source that fit our brand, and Crisp was scalable. Working with a partner that has the same goals and aspirations as you and understands the importance of growth is critical, and Crisp has that."
Berry Law Firm
John S. Berry
"Since partnering with Crisp, our revenue has tripled, our processes have been cemented, and our training and team development have evolved into a state that was once unimaginable."
Amaro Law Firm
James Amaro
"Now we don’t simply talk about a growth mindset — we have ways to evaluate it. We developed a clearer vision that is now communicated to the firm regularly. And we have developed relationships as owners with other successful law firm owners; these relationships have been invaluable."
Chaffin Luhana
Eric Chaffin
"Every aspect of our organization has been impacted through the partnership. I consider Crisp a true partner with a totally shared value system, vision, and commitment to our success."
TorkLaw
Reza Torkzadeh
