Building a book of business isn’t just about bringing in clients. It’s about taking control of your career, creating new opportunities and becoming the person people turn to when they need your expertise.
Most lawyers know they need to network, share content and attend events, but the ones who truly succeed go beyond just showing up. They are intentional about building relationships, creating value and staying top of mind with the right people.
Growing your practice doesn’t have to mean chasing every opportunity. Small, consistent actions such as staying in touch, sharing insights and putting yourself in the right conversations, can have a lasting impact. Here’s how to become a stronger business developer.
Focus on Your Existing Network First
A common mistake lawyers make is assuming business development is all about meeting new people. While expanding your network is important, real growth often comes from strengthening relationships with the people you already know.
Your law school classmates, former colleagues and past clients are some of your best potential referral sources. The key is to stay top of mind in ways that feel natural, valuable and consistent.
- Reach out regularly to check in and maintain genuine relationships. A quick message, email or call can keep connections warm.
- Share relevant insights like an article related to their industry, a legal update or a resource that aligns with their business challenges.
- Make introductions between contacts who could benefit from knowing each other. Being a connector strengthens your reputation and deepens your relationships.
- Extend invitations to events, panels or webinars that align with their interests. A shared experience can create a natural reason to reconnect.
- Be intentional about relationship-building by setting a goal to reconnect with at least one person from your network each week.
People do business with those they know, like and trust. Staying in touch consistently and providing value (without always asking for something) builds goodwill, reinforces your expertise and increases the likelihood that when an opportunity arises, your name is the first one they think of.
Become the Connector
Clients want to work with lawyers who bring value beyond legal services. One of the best ways to build your reputation is by becoming a connector.
- Make introductions between clients and professionals in complementary industries, such as bankers, accountants or consultants. When you help others build their businesses, they will be far more likely to refer opportunities back to you.
- Another great way to do this is by hosting small, curated gatherings of professionals who can benefit from knowing each other. These can be informal breakfasts, intimate dinners or virtual roundtables.
By facilitating these connections, you position yourself as someone who is well-connected and influential within your industry.
Leverage Your Niche Expertise in Unique Ways
Many lawyers market themselves as generalists, but specialization is a powerful way to stand out. Instead of just stating your practice area, find creative ways to showcase your expertise in ways that provide real value and set you apart.
- Launch a niche newsletter with exclusive industry insights, legal updates and practical advice tailored to your target audience.
- Develop proprietary tools that simplify complex legal processes for clients, such as checklists, templates or automated resources.
- Create a practical resource that solves a specific problem for your clients. If you focus on employment law, design an annual employer compliance calendar to help companies track key deadlines. If you specialize in M&A, put together a playbook for companies preparing for an acquisition.
These types of resources don’t just demonstrate expertise. They position you as a go-to authority, make your insights more actionable and keep you top of mind with potential clients and referral sources.
Make Strategic Use of Speaking Opportunities
Speaking opportunities can elevate your credibility and visibility, but the real impact comes from being strategic about where and how you speak and what you do with the content afterwards. Instead of just aiming for high-profile industry conferences, focus on opportunities that put you in front of the right audience – people who can hire or refer work to you.
Speaking is just the beginning. The real impact comes from using that platform to stay visible, strengthen relationships and create new opportunities long after the event is over. Consider:
- Leading an internal training for a potential client’s company to showcase your expertise in a setting where decision makers are present
- Co-hosting a webinar with an industry partner to expand your reach and align yourself with complementary professionals
- Speaking at niche association events where your ideal clients are already active and engaged
The real value of speaking isn’t just the time on stage. It’s what you do afterward that turns a talk into a business development opportunity. For example:
- Follow up with attendees, start conversations and continue building relationships
- Post key takeaways on LinkedIn to extend the reach of your insights beyond the room
- Repurpose your presentation into multiple pieces of content, including blog posts, client alerts or short videos
Develop Strategic Partnerships
Business development doesn’t have to be a solo effort. Identify professionals in adjacent industries who serve the same type of clients you do but offer different services. Accountants, financial advisors, HR consultants and investment bankers can all be strong referral sources if you take the time to build genuine relationships. One way to do this is by co-creating content with these professionals. Host a joint webinar, write a collaborative article or interview each other for a podcast. This cross-promotion benefits both parties and expands your reach to new audiences.
Strengthen Your Post-Client Engagement Process
Many lawyers focus on winning new business but overlook the clients they’ve already served. One of the best sources of future business and referrals is your existing client base. Instead of letting past clients fade into the background, create a structured process to stay in touch and nurture those relationships long after the matter has concluded.
- Set up periodic check-ins to stay top of mind. This could be through a quick email, phone call, or even a holiday card. Regular touchpoints help keep you in the loop for future opportunities.
- Send relevant content with legal updates tailored to their industry or business needs. This positions you as a trusted advisor who is always thinking about their best interests.
- Offer complimentary strategy sessions as a way to add value beyond the initial engagement. Offering advice on how they can navigate future challenges shows your commitment to their long-term success.
Even if a client doesn’t have an immediate legal need, they may be in a position to refer someone who does. Consistently nurturing these relationships keeps the door open for future work, referrals and an ongoing connection that can lead to new opportunities down the line.
Get Creative with Content
Most lawyers understand the value of content marketing but few do it in a way that stands out. Instead of writing generic blog posts about common legal topics focus on content that sparks engagement and showcases your personality.
- Share anonymized stories of how you helped clients navigate a challenge
- Write about industry trends from a unique perspective
- Post quick insightful takeaways from your experiences
Short-form video and LinkedIn posts that feel like personal observations rather than formal articles tend to resonate more with audiences. Look beyond traditional formats to build deeper connections.
- Create an email newsletter with exclusive insights to stay top of mind
- Experiment with podcasts, webinars or voice notes to share insights in a conversational way
- Host roundtable discussions with industry peers to engage a broader audience
- Repurpose content by turning a strong LinkedIn post into an article, a webinar into short clips or a client Q&A into a podcast episode
The key is to find formats that play to your strengths and keep your audience engaged.
Use Your Time at Events More Effectively
Showing up at conferences and networking events isn’t enough – how you use your time determines whether you walk away with valuable connections or just another stack of business cards. Instead of passively waiting for opportunities, go in with a plan.
- Research who will be attending and identify key people you want to meet
- Reach out in advance to set up meetings rather than hoping to run into the right people
- Plan thoughtful questions or conversation starters to make interactions more meaningful
- Be intentional about where you spend your time – high-traffic areas like coffee stations and post-panel discussions are great for organic connections
- Follow up within 24 hours to solidify new relationships while you’re still top of mind
One of the most effective ways to make an impact is by facilitating introductions. Connecting people during the event positions you as a valuable resource and strengthens your relationships with both parties. The more you focus on helping others, the more doors you’ll open for yourself.
Take a Proactive Approach to Business Development
Opportunities don’t just appear. You have to create them. Waiting for referrals or relying on past clients to bring in new business is not a sustainable strategy. The most successful lawyers and professionals are intentional about building relationships, staying visible and positioning themselves as trusted resources.
Being proactive means consistently taking steps to expand your network and demonstrate your expertise in meaningful ways. Consider these key strategies:
- Stay in touch with key contacts by regularly reaching out, checking in and sharing relevant insights. A quick email, a LinkedIn message or forwarding an interesting article can go a long way in keeping relationships warm.
- Create and share valuable content to establish credibility and stay top of mind. Posting on LinkedIn, writing articles or contributing to industry publications helps showcase your expertise to potential clients and referrers.
- Attend events with a strategy instead of just showing up. Research attendees in advance, set up meetings beforehand and follow up afterward to turn conversations into meaningful connections.
- Look for collaboration opportunities such as co-authoring an article, hosting a webinar with a strategic partner or speaking on a panel. These partnerships not only expand your reach but also strengthen your reputation in your field.
- Be intentional about asking for business. Many professionals hesitate to make the ask but business development isn’t just about staying visible. It’s about confidently positioning yourself as the right person for the job. Pay attention to signals from your network and know when to turn a casual conversation into a business opportunity.
Business development isn’t about selling. It’s about consistently showing up, building trust and ensuring that when the right opportunity arises you’re the first person who comes to mind.
Treat Business Development as a Daily Habit
The most successful rainmakers don’t treat business development as a one-off effort; they incorporate it into their routine. Small, consistent actions, such as reaching out to a contact, commenting on a LinkedIn post or making an introduction, will compound over time. Make it a point to do something every day that contributes to your business development efforts. The results won’t be immediate, but over time, they will add up in ways that create lasting success.
Building a book of business as a lawyer requires more than just showing up at networking events or publishing occasional content. It takes creativity, consistency and a genuine commitment to building meaningful relationships. The lawyers who stand out are the ones who go beyond the obvious tactics and look for unique ways to create value, make connections and position themselves as trusted advisors.
By thinking strategically about how you develop business and making it a part of your daily practice, you can set yourself apart and build a strong, sustainable practice that continues to grow over time.
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