In a busy law practice, it’s easy to stay focused on today. The matters on your desk, the filings that need to get done, the client calls that fill your calendar. But the lawyers who consistently build thriving books of business know something others often overlook: relationships take time and the business development pipeline needs constant attention.

Too many lawyers rely on word of mouth, firm reputation or an occasional lucky referral. But that’s not a strategy. That’s hope. And hope is not a pipeline.

A strong business development pipeline isn’t just for rainmakers. It’s for every lawyer who wants more control over their career, a more stable flow of work and deeper client relationships that last.

Here’s how to build and maintain a business development pipeline that actually works and how to fit it into your day, no matter how busy you are.

What a Strong Pipeline Actually Looks Like

A strong pipeline isn’t a contact list you update once a year. It’s an active, intentional network that includes:

  • Current clients who trust you and might expand the relationship
  • Warm leads who know you but haven’t hired you (yet)
  • Alumni and past colleagues now in decision-making roles
  • Referral sources, including other lawyers inside and outside your firm

And most importantly, it’s not static. A strong pipeline evolves as your practice grows. It reflects depth and breadth. Depth means real relationships. Breadth means new opportunities.

At the core, a strong pipeline is built on four things: visibility, credibility, consistency and connection. If any of those is missing, the pipeline dries up.

Fitting Business Development Into a Demanding Schedule

Most lawyers will tell you they don’t have time for business development. And sure, billable hours, internal demands, and client emergencies all get in the way. But business development doesn’t have to take hours. It just has to be intentional.

Think small, repeatable actions. Block 20 minutes a week to send check-ins, comment on LinkedIn or forward an article. Set reminders to follow up with people who matter to your practice. Use what you’re already doing, including deals, presentations, trainings, articles and events, and repurpose insights from them into outreach or content.

This isn’t about dramatic effort. It’s about consistency over time. The lawyers who stay top of mind are often the ones who commit to small, regular habits.

Staying Visible Without Feeling Promotional

A lot of lawyers struggle with visibility because they don’t want to sound self-promotional. And that makes sense. But visibility doesn’t mean bragging. It means being present. It means showing up.

You can stay visible in a way that feels authentic by:

  • Commenting on a client’s or colleague’s LinkedIn post
  • Forwarding an article with a short note: “Thought this might be useful for what you’re working on”
  • Sharing a quick insight from a recent case, deal or development in your space

Focus on offering value, not asking for attention. Show your network that you’re paying attention to their world, not just trying to promote your own.

Identifying High-Value Contacts and Strategically Staying in Touch

If you try to stay in touch with everyone, you’ll stay in touch with no one. The key is to prioritize. Focus on the relationships with influence, potential or history.

High-value contacts often include:

  • Clients with potential for repeat or expanded work
  • Industry contacts who hear about deals before you do
  • Alumni of your firm or law school who are now GCs, in-house or at private equity firms
  • Partners in other practices who could cross-refer work

Use a simple tracking system (such as a spreadsheet or a list in the notes section of your phone) and make sure you’re checking in regularly. Rotate touchpoints. Not everything has to be a meeting. A quick note, a useful article or a congratulations on a new role are all great reasons to reach out to someone.

Using LinkedIn, Thought Leadership and Industry Engagement to Build Relationships

LinkedIn is underused by most lawyers, especially given how often clients and prospects are on it. You don’t have to post every day to be effective. But posting something insightful a few times a month, and commenting on other people’s posts, helps you stay visible to people who can hire or refer you.

Thought leadership also matters. Not in the “I have to write a 2,000-word article” way. Start smaller:

  • Turn a client CLE into a LinkedIn post
  • Summarize a market trend your team discussed at lunch
  • Share a deal takeaway (while keeping it general)

And don’t underestimate the power of industry events. Clients notice who shows up. Attending conferences, speaking on panels, or moderating discussions creates reasons to follow up and deepen relationships.

The goal isn’t exposure for exposure’s sake. It’s familiarity, trust and top-of-mind positioning so when a need comes up, they think of you.

Turning Conversations Into Client Work

One of the biggest questions lawyers ask is: “How do I move from staying in touch to actually getting the work?” This is where timing, positioning and listening matter. Start by spotting inflection points:

  • A client changes jobs
  • Their company raises capital or makes a strategic move
  • They post something indicating a shift or a challenge

These are openings to make the ask but keep it low-pressure and relevant.

Instead of, “Do you have any work for me?” try:

  • “Would it be helpful to talk through how we’re helping other clients navigating this?”
  • “We’ve seen a few clients dealing with similar issues. Want to compare notes?”

Often, the right ask isn’t a formal pitch. It’s a conversation that leads to the next one. And make sure your contacts understand the full scope of what you do. Many don’t, and that gap can cost you opportunities.

Building Business Development Across Levels

Strong pipelines are never built in isolation. The most successful lawyers collaborate – with associates, partners and professionals across the firm.

Senior lawyers can bring associates into client conversations to build trust and succession. Associates can flag opportunities early because they’re closest to the work. Sharing context, intel and updates across practices ensures better coverage and stronger client relationships.

Cross-selling also happens more naturally when people talk. That means taking time to understand what your colleagues do, who they work with, and where there’s overlap.

It only takes one person to open the door. But it takes a team to keep it open.

What You Can Do Right Now

You don’t need a full business plan to take action. Here are a few things you can do this month:

  • Reconnect with three contacts you haven’t spoken to in a while
  • Choose one weekly business development habit (e.g., one check-in, one post, or one call)
  • Block 20 minutes on your calendar every Friday to manage your pipeline
  • Create a simple contact list of 10–15 high-value relationships to track
  • Audit your LinkedIn profile and ask: does this reflect what I want to be known for?

The goal isn’t to be perfect. It’s to keep moving forward. Small progress adds up, and the more visible you are, the more momentum you build.

Building a Pipeline Doesn’t Have to Be Hard

Business development doesn’t have to be overwhelming. It doesn’t have to be transactional. And it doesn’t have to feel unnatural. At its best, it’s about staying connected to people, being helpful and showing up before you’re needed. When done consistently, it creates stability, growth and opportunity at every stage of your career.

Because the best time to build your pipeline isn’t when things slow down. It’s right now – when everything is going well.

Key Takeaways to Building a Successful Business Development Pipeline

  • A business development pipeline is a long-term relationship system, not a short-term sales strategy
  • Start with small, consistent habits that fit into your existing workflow
  • Prioritize relationships with real potential, and use light, relevant touchpoints to stay connected
  • Use LinkedIn and thought leadership strategically to stay visible and credible
  • Look for inflection points to move from conversation to engagement
  • Collaborate across levels and practices to build firmwide momentum

Showing up consistently is what keeps your value from becoming invisible.

Connect with me on LinkedIn, X, Threads, YouTube, Instagram, sign up for my email list and follow my blog.