A Fall Reset for Business Development: How Lawyers Can Strengthen Relationships and Grow Their Practice

There’s something about fall that feels like a fresh start. Summer distractions fade, people settle back into routines and clients start thinking about what’s next. For lawyers, this is one of the best times of the year to reconnect with clients, revisit your business development plans and set yourself up for a strong finish. Budgets and priorities are being shaped now which means there are real opportunities if you take the time to reach out.

The challenge is that business development is usually the first thing to fall off the list when client work gets busy. I’ve seen it happen again and again — good intentions give way to immediate demands. But growth doesn’t happen on its own. It comes from steady actions that build trust and keep you visible. The good news is that it doesn’t need to be complicated. Small, thoughtful touches are what make the difference, and fall is the perfect season to recommit to those habits.

I think of this time of year as my own reset. The energy of September and October makes it easier to be intentional about relationships, and even one or two meaningful conversations now can create momentum that carries into the new year. With that in mind, I’ve pulled together some practical ideas for using the months ahead to strengthen relationships, expand your network and build your practice in ways that feel manageable and real.

Reflect and reset your goals

Fall is the perfect time to pause and take stock. Before you move forward, look back at what you’ve done so far this year. Think about the activities that brought in new matters and the ones that didn’t go anywhere. Consider the relationships that grew stronger and the ones that stalled. Honest reflection helps you see where your time has paid off and where you may need to change course.

Reflection is not about criticizing yourself. It’s about getting clarity. Too often lawyers move from one matter to the next without stopping to ask what is actually working. A few quiet minutes to review your efforts can save months of repeating the same habits that don’t move the needle.

Once you’ve looked back, set clear goals for the rest of the year. Make them specific so you know exactly what you’re aiming for. Reconnect with past clients you’ve lost touch with. Publish something thoughtful on LinkedIn that shows how you think. Attend an industry event where you can deepen relationships. Ask a trusted client for feedback on how you’re doing. The right goals will stretch you without feeling impossible.

Writing your goals down is critical. A goal that stays in your head is just a wish. Put them on paper, revisit them often and hold yourself accountable. Even better, share them with someone who will check in with you. That added layer of accountability often makes the difference between a goal that gets done and one that fades away.

Tips

• Review the year so far and identify which efforts led to real results.
• Capture both wins and misses so you can learn from both.
• Write down specific goals for the rest of the year that you can measure.
• Keep the list short enough that it feels achievable.

Next steps

• Block 20 minutes this week to reflect on your business development efforts.
• Write down three to five goals you want to accomplish before year-end.
• Schedule a monthly calendar reminder to check your progress.
• Share your goals with a colleague or mentor who can help keep you accountable.

Build a target list

Relationships don’t grow on their own. They deepen because you put time into them. A target list helps you be deliberate about who you’re investing in and keeps you from relying on chance encounters to move relationships forward.

Think about the people in your world and organize them into clear groups. Include colleagues inside your firm who can open doors, clients you work with now, past clients who may return, alumni from law school or former firms, industry peers, mentors and personal connections. Add people you’d like to know better but haven’t had the chance to build with yet. When you see your network laid out this way it’s easier to notice gaps and decide where to put your time.

A target list only has value if you put it into action. Outreach doesn’t need to be complicated. It might be a quick note congratulating someone on a new role, a comment on something they shared on LinkedIn, or scheduling a coffee to catch up. The act itself is simple, but the consistency is what matters. When you show up regularly, people remember. Over time that’s what keeps you top of mind when opportunities come up.

Tips

• Organize your contacts into groups that reflect your practice and goals.
• Keep the list focused enough that you can actually use it.
• Revisit and update it so it reflects where your relationships stand now.
• Treat it as a living guide for steady outreach, not a document you file away.

Next steps

• Write your target list and keep it somewhere you’ll see it often.
• Reach out to one person each day in a way that feels meaningful.
• Track your outreach in a simple spreadsheet or calendar so you can see your progress.
• Revisit the list every few months and adjust it as relationships grow or shift.

Make your outreach personal

Reaching out is one of the simplest ways to keep relationships strong, but it only works when the effort feels real. Clients and contacts can tell immediately if your message is the same one you sent to dozens of other people. A vague “just checking in” or a firm alert forwarded to everyone rarely makes an impression. What stands out is when you take the time to reach out because you were genuinely thinking of them.

Personal outreach works best when it connects to something specific in their world. That could be congratulating someone on a new role, sharing an article related to a challenge they mentioned, or sending a note after seeing news about their company. These gestures do not need to be long or formal. What matters is that you show you noticed and that you cared enough to connect.

Tone is just as important as timing. The most effective notes sound like you. Write the way you would if you were catching up in person. Keep your message warm, clear and easy to respond to. A short note that says “this made me think of you” feels more authentic than a polished line that could have been sent to anyone.

The real difference comes from making this a steady practice. Reaching out once or twice a year will not keep you top of mind. If you get into the habit of sending thoughtful notes regularly, you will be remembered as someone who stayed engaged even when there was no active matter. Over time this builds trust and makes you the person they call when a new opportunity comes up.

Tips

• Avoid mass emails and make your outreach personal.
• Anchor your message in something meaningful to the recipient.
• Write in a conversational tone that sounds like you.
• Make personal outreach a regular practice.

Next steps

• Choose three contacts to reach out to this month.
• Identify a clear reason for each message such as a promotion, company news or a past conversation.
• Write short but genuine notes that show you were thinking of them.
• Block time each week to keep this habit going.

Get to know your clients better

Clients want lawyers who understand their business, but they also value lawyers who take a genuine interest in them as people. Ask about their families, hobbies or recent travels. These conversations often lead to trust and sometimes even uncover business challenges you would not otherwise hear about.

I have seen this happen often. One lawyer asked a client how his weekend went, which led to a discussion about a family health issue. The lawyer was able to connect him with a specialist and that gesture strengthened their relationship in a way no amount of technical skill could. When you treat clients as people first the relationship becomes much stronger.

Tips

• Ask open-ended questions that invite clients to share.
• Remember details and bring them up in future conversations.
• Show genuine curiosity and listen more than you talk.

Next steps

• Make it a habit to ask clients about something outside of work.
• Write down personal details after meetings so you remember them.
• Follow up when something they mentioned comes up again.

Refresh your bio

Your bio is one of the most important pieces of marketing you have. It is often the first thing a client, prospect or recruiter will see when they look you up online. If it is outdated, too long or written in generic language, you are missing the chance to make a strong impression.

A great bio tells your story through the lens of the client. It shows what kinds of matters you handle, the industries you understand and the value you bring. It avoids long lists of credentials and instead highlights results, perspective and experience in a way that feels approachable.

This fall is the perfect time to give your bio a fresh read. Add recent matters that illustrate your strengths. Update your speaking engagements, articles and leadership roles. Make sure the language feels current and is written in plain English. Above all, focus on how you help clients solve problems and achieve goals. That is what makes your bio stand out in a sea of sameness.

Tips

• Read your bio with the eyes of a potential client and ask if it reflects who you are today.
• Add recent matters, speaking roles and writing projects that show your expertise.
• Use plain language that emphasizes client outcomes instead of legal jargon.
• Show personality — small details can make you memorable.

Next steps

• Schedule 30 minutes this week to review your bio.
• Write down the updates you need to make and share them with marketing if needed.
• Rewrite sections so they focus on how you serve clients, not just what you’ve done.
• Revisit your bio every quarter to keep it current.

Strengthen your LinkedIn presence

LinkedIn is often the first place people go to learn about you. Before a meeting, a pitch or even a casual introduction, chances are they will check your profile. A strong presence there signals credibility, makes you easier to find and keeps you top of mind with the people who matter most to your practice.

It starts with your profile. Your headline should be more than a job title — it should give a sense of what you do and who you help. Your summary is where you can tell your story and highlight what sets you apart. Your experience should be current, written in plain language and focused on the impact of your work, not just the tasks you perform.

Once your profile reflects who you are, focus on how you use the platform. LinkedIn rewards consistency. Congratulating a client on a promotion, commenting thoughtfully on a peer’s article or sharing your take on an industry trend all show that you are engaged. These actions build visibility over time and often lead to conversations you would not have had otherwise.

The real power of LinkedIn is reach. Every comment or post can extend far beyond your direct network. One thoughtful post can put you in front of hundreds of potential contacts who might never meet you in person. If you are not active, you miss those opportunities to stay in the conversation.

Tips

• Keep your profile current and written with clients in mind.
• Post and comment regularly to show that you are engaged.
• Use milestones like promotions or job changes as natural reasons to reach out.
• Treat LinkedIn as an extension of your networking, not an afterthought.

Next steps

• Block 15 minutes twice a week to spend on LinkedIn.
• Comment on three posts from your contacts each week.
• Share one piece of content or write a short post this month.
• Review your profile this fall and update your headline, summary and experience.

Add visuals to your content

The right visual can turn a good post into one people actually stop to read. A photo or graphic draws the eye and makes your message more memorable. You don’t need fancy tools or a design background to do this well. Often the most effective images are the ones that feel real — a snapshot from a client event, a quote pulled into a simple graphic, or a chart that helps explain an idea in seconds.

Look at what you already have. Photos from firm events, panels or community programs. Team headshots. A quick snapshot from a client celebration or a pro bono project. These real moments bring your work to life and make your posts feel authentic. Pair them with thoughtful text and your content becomes more engaging and relatable.

Easy tools can help too. Canva, PowerPoint and even basic phone apps make it simple to create professional graphics in minutes. Pull a quote from an article, highlight a client achievement or turn a short checklist into a visual. When done well, these images do more than decorate your content — they reinforce your message and make it stick.

Tips

• Pair text with an image whenever you post.
• Repurpose photos from firm events and use them to tell a story.
• Choose visuals that support your message instead of distracting from it.
• Use tools like Canva to quickly create graphics that add value.

Next steps

• Review your recent posts and see which ones included visuals.
• Build a small folder of photos and graphics you can reuse.
• Create one simple graphic this month and share it with a LinkedIn post.
• Make it a rule to add at least one visual element to everything you publish.

Be intentional about networking

Fall is one of the busiest seasons for professional gatherings. Conferences, client receptions and alumni events fill the calendar and it’s easy to go through the motions without walking away with anything meaningful. The difference between wasting a night and building real connections often comes down to preparation.

Instead of showing up and hoping to meet someone interesting, think ahead. Who do you really want to see. Is there a client you have not spoken with in months, a prospect you want to know better or a peer whose perspective you value. Make a short list and reach out before the event to suggest grabbing coffee or sitting together at a session. Even one planned touchpoint can make the entire event worthwhile.

Once you are in the room, resist the urge to talk about yourself. The best networking comes from asking good questions and listening closely. Try asking what they are working on right now, what trends they are watching or what brought them to the event. These kinds of questions show genuine curiosity and often spark conversations that go far deeper than small talk.

The follow-up is what turns an introduction into a relationship. A quick LinkedIn note or email within a day or two shows that you valued the exchange. Reference something specific you discussed and suggest a next step, whether it is sharing an article, making an introduction or meeting again. Consistency here is what builds trust over time.

Tips

• Choose events with intention instead of saying yes to everything.
• Identify two or three people you want to see and reach out before the event.
• Ask questions that invite real conversation then listen closely.
• Follow up quickly with something personal that keeps the momentum going.

Next steps

• Pick two fall events that matter for your clients or industry.
• Write down the names of the people you most want to connect with.
• Prepare three open-ended questions you can use to spark conversations.
• Send a note within 48 hours that references something specific from the exchange.

Visit clients in person

Nothing builds trust quite like sitting across the table from someone. Emails and Zoom calls are efficient, but they rarely create the same kind of connection you get when you make the effort to show up in person. A client visit gives you the chance to slow down, step away from the day-to-day, and have a bigger conversation about the relationship.

When you plan a visit, think beyond the specific matter you’re working on. Use the time to look back at what you’ve achieved together and talk openly about what worked well and what could have gone better. Invite honest feedback and show that you’re listening. Clients notice when you ask for their perspective and even more when you follow through on what they share.

A visit is also the perfect opportunity to look ahead. Ask what’s on their agenda for the next six months, what challenges they’re watching, and how their business priorities are shifting. These questions show that you care about their broader goals, not just the issue in front of you.

If it feels right, bring something extra to the table. Offer a short training for their team, suggest a lunch-and-learn, or share an update on a legal development that could affect them. These gestures turn the meeting into something that delivers immediate value and gives you a reason to be back in touch again.

The best part is that in-person time often sparks conversations you didn’t expect. A casual remark about a new hire, an expansion, or a challenge they’re wrestling with can turn into a chance for you to help. Those moments don’t usually happen in a scheduled call, but they often come up when you’re together in the same room.

Tips

• Schedule client visits with a clear purpose but stay flexible.
• Prepare questions that invite both feedback and forward-looking discussion.
• Offer an extra resource such as a training, update, or introduction.
• Pay attention to offhand comments — they often reveal real opportunities.

Next steps

• Identify three clients you want to visit before the end of fall.
• Reach out to set up meetings now so calendars don’t get too busy.
• Create a short agenda that balances reflection, feedback, and future planning.
• Follow up after each visit with a summary and one action you can take right away.

Do your homework

Clients expect you to understand the law, but what makes you stand out is when you also understand their business and the industry in which they operate. When you know their competitors, challenges, and market shifts, you can anticipate issues, ask better questions and spot opportunities before they do. This level of preparation shows respect for their time and positions you as a true advisor, not just outside counsel.

Doing your homework is about staying curious and plugged into their world. Set up Google Alerts for their company and leadership. Follow their press releases, LinkedIn updates and earnings calls. Subscribe to the trade publications that cover their industry and skim them regularly. Even a quick scan of headlines can give you context and talking points that make your conversations sharper and more valuable.

The real impact comes when you act on what you learn. Send a short note congratulating a client on an acquisition or expansion. Share an article about a regulatory shift and explain how it could affect them. Mention an industry trend you’ve seen and ask if they are seeing the same thing. These touches don’t take long but they show attentiveness, and they often spark conversations that lead to new work.

Think about how it feels when someone remembers something important about your world and brings it up without being prompted. It shows they are paying attention. That’s the impression you want your clients to have, that you’re watching out for them and always thinking a step ahead.

Tips

• Track news about your clients and the industries in which they operate.
• Share articles or insights with a short note that explains why it matters.
• Use industry developments as a natural reason to check in.
• Look for patterns across clients that may signal broader opportunities.

Next steps

• Set up Google Alerts for your top clients and their competitors.
• Subscribe to at least two industry newsletters that align with your clients’ sectors.
• Block ten minutes a day to scan news and note anything worth sharing.
• Send one timely article this month to a client with a personal message.

Ask better questions

Building strong relationships with clients often starts with the questions you ask. The best conversations go beyond the matter at hand and show real interest in how the client’s business is evolving. When lawyers take the time to ask thoughtful questions, they not only learn more, they show that they care about the bigger picture.

Here are some questions that open the door to deeper conversations:

• What’s happening in your industry right now that’s shaping your priorities?
• Where do you see the biggest opportunities for growth?
• What challenges are keeping your leadership team up at night?
• How are you planning for the year ahead?
• What would make it easier for you to reach your business goals?

Questions like these shift the focus from a single matter to the client’s long-term strategy. They often lead to insights that help lawyers anticipate needs, make introductions or offer practical advice. Most importantly, they help clients see their lawyer as a partner who is invested in their success.

The best questions are open-ended and invite reflection. Instead of asking “Is everything going well” try “What are the biggest priorities on your desk right now.” Instead of asking “Are there any legal issues coming up” try “What changes in your business or industry are you watching closely.” These questions spark more thoughtful answers and often uncover needs you can help with.

Listening is just as important as asking. Clients notice when you take notes, remember details and circle back later. That follow-through shows you are paying attention and that their answers matter. Even if the conversation does not lead to immediate work it strengthens trust and positions you as someone who thinks about their long-term success.

Tips

• Prepare thoughtful open-ended questions before client meetings.
• Ask about goals, challenges and industry trends, not just legal issues.
• Listen actively, take notes and repeat back key points to confirm you heard them.
• Look for natural ways to connect their answers to how you can support them.

Next steps

• Add one open-ended question to every client conversation this fall.
• Create a simple client notes file where you track what you learn.
• Review your notes before meetings so you can reference past conversations.
• Follow up with an article, introduction or resource that ties back to something they shared.

Create evergreen content

One of the biggest challenges for lawyers is keeping up a steady flow of content. Client work always comes first, which means marketing often falls to the side. Evergreen content helps solve that problem. When you create material that stays relevant over time, you build a library you can keep drawing from instead of starting from scratch every time you need to post something.

The best evergreen topics are the ones that clients ask you about most often. Think about the questions that come up in meetings or over email. Those are your cues. You can turn them into articles, checklists or short guides that clients will continue to find useful. It might be an explainer on a regulatory process, a step-by-step outline for handling a routine issue or a list of ways to avoid common mistakes. These resources hold their value because the problems they address never really go away.

Evergreen content also takes pressure off during busy times. When deadlines pile up, you can repost something you have already written, refresh it with a quick update and share it again. Over time you build a collection that positions you as a reliable source, not just when news breaks but whenever clients need guidance.

Tips

• Focus on issues that clients ask about repeatedly.
• Keep content practical and easy to understand.
• Refresh and repost older pieces so they stay useful.
• Build a small library you can pull from all year.

Next steps

• Write one evergreen article or checklist this fall.
• Post it on LinkedIn and add it to your firm website.
• Block time each quarter to review and update your evergreen materials.
• Identify three common client questions and outline content around them.

Use conferences to build credibility

Conferences are more than a place to collect CLE credits or sit through panels. They are opportunities to raise your profile, deepen relationships and create content that lasts well beyond the event itself. Whether you are speaking or attending, the way you approach a conference can make the difference between a wasted trip and a valuable investment.

If you are on the program, treat it as more than a chance to present slides. Focus on sharing practical insights that people can take back to their teams. A strong presentation positions you as a resource in your area and gives you a natural reason to follow up with attendees afterward.

If you are attending, do not just sit in the audience and take notes for yourself. Think of the event as a way to gather ideas and then share them. Posting takeaways on LinkedIn, writing a short article, or even sending a summary to clients shows that you are engaged with industry issues and thinking about how they affect your network. When you make your learning public, you turn the conference into a visibility opportunity.

Conferences are also one of the best excuses to reconnect with people you have not seen in a while. Reaching out before the event to set up coffee or a quick meeting makes the trip even more worthwhile. Those one on one conversations are often the most valuable part of the experience.

Tips

• Apply to speak at conferences whenever you can.
• Share takeaways afterward so others see you are engaged.
• Use the event to reconnect with contacts and set up meetings in advance.
• Look for opportunities to create content from what you learn.

Next steps

• Identify one conference to attend before year-end.
• Reach out to three people you want to meet there and suggest a coffee.
• Draft a short LinkedIn post after the event with one or two takeaways.
• Keep notes from sessions and repurpose them into future articles or presentations.

Share content in a personal way

Clients are flooded with information every day. Articles, newsletters, alerts and reports fill their inboxes, and most of it goes unread. What makes your outreach stand out is when it feels like you chose something with them in mind. A client alert that lands alongside hundreds of others does little on its own, but the same piece shared with a short personal note can carry real weight.

The key is to be selective. Instead of forwarding a new alert to your entire contact list, ask yourself who would truly benefit from it. Then add two or three lines about why it is relevant to them. Maybe it connects to a deal they are working on, a regulation they have been watching, or a challenge they mentioned in a past conversation. That small step transforms a generic communication into a gesture that shows you are paying attention.

Personalizing content also creates easy openings for conversations. A note that says “This reminded me of the issue we discussed last month — let’s catch up soon” is far more likely to get a response than a blanket distribution. Over time these touches reinforce that you are engaged in their business and that you think of them even when you are not billing hours.

Tips

• Share content selectively with people who will find it useful.
• Add a personal note that explains why you are sending it.
• Keep your message short and focused on them.
• Use content as a way to spark further conversation.

Next steps

• Choose one client alert or article to personalize this week.
• Send it with a short note that explains why it matters to the recipient.
• Track who responds so you can learn what resonates.
• Build a habit of tailoring at least one piece of content each month.

Highlight your values

Clients pay attention to more than the legal work you deliver. They want to know what you stand for and how you contribute beyond the billable hour. Sharing stories about your community involvement, pro bono matters and diversity initiatives shows your values and helps clients see you as a partner who aligns with their own priorities.

These efforts are not just nice to have. They can be real differentiators in a crowded market. When clients are deciding between firms that offer similar experience, your commitment to giving back or supporting causes that matter can tip the balance. It also makes conversations with clients richer because it gives you more to talk about than just cases and deals.

Think about the impact stories that show your firm at its best. Maybe your lawyers volunteered for a local nonprofit. Maybe your office supported a community event. Maybe a client partnered with you on a pro bono project. Sharing these examples reminds clients that you see the bigger picture and care about making a difference.

Tips

• Share stories that go beyond the work you bill for.
• Highlight how your efforts affect the community or your people.
• Balance your announcements of wins with stories of service.
• Include clients in these stories when they partner with you.

Next steps

• Post one story this fall about a community or pro bono project.
• Ask your marketing team for materials that highlight service efforts.
• Mention these initiatives in conversations with clients to show alignment.
• Look for opportunities to involve clients in future community projects.

Keep building thought leadership

Thought leadership is one of the strongest ways to show that you are engaged with the issues your clients care about. It is not enough to attend conferences or read industry updates. What sets you apart is when you take what you see and turn it into something useful for others.

Sharing your perspective does not need to be complicated. It can be as simple as posting a short takeaway from an event, writing an article that connects a trend to client challenges, or offering commentary on a development in the news. The goal is to position yourself as someone who is paying attention and thinking ahead. When clients see that you are engaged with their industry, they are more likely to view you as a trusted resource.

Consistency matters. A one-time article or an occasional post will not establish you as a thought leader. You need a steady drumbeat of insights that show you are actively following the issues and connecting them to client needs. Over time this builds credibility and helps you stay top of mind.

Tips

• Share insights on a regular basis rather than occasionally.
• Keep your writing or speaking focused on what is useful for clients.
• Use a variety of formats including LinkedIn posts, articles and panels.
• Connect industry developments to the challenges clients are facing.

Next steps

• Draft one LinkedIn post this month that shares a takeaway from a recent event.
• Identify one topic you can write or speak about before year-end.
• Repurpose your insights into multiple formats so they reach more people.
• Block time each month to create or update a piece of thought leadership.

Bringing it all together

Fall has a way of creating space to reset. Clients are mapping out their priorities which makes this the right time to show up, ask questions and remind them that you are invested in their success.

Business development is not about grand gestures. It is about the small, steady actions that build trust over time — a short note to check in, an introduction that makes life easier, a thoughtful comment on LinkedIn or a question that shows you are really listening. Those touches may feel minor in the moment but they add up and they are what keep you top of mind when new opportunities arise.

No matter where you are in your career, putting energy into relationships will always pay off. Doing excellent legal work is the baseline but it will not carry you alone. Clients hire the lawyers they know and trust. This season is a chance to lean into that truth, to strengthen the connections you already have and to build new ones that will carry you forward well into next year.

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