In a legal practice, an attorney’s ability to attract clients and cultivate a thriving book of business is paramount. As attorneys navigate the challenges of the modern legal landscape, adopting effective business development strategies becomes imperative.
In this episode, I delve into top strategies tailored for attorneys aiming to elevate their business development efforts in 2024.
Please note that I will not be discussing advertising or digital marketing strategies in this episode. If you would like to learn more about this kind of approach, please check out some of our older episodes.
- Tips for Creating an Effective Law Firm Website
- Digital Marketing Strategies for Law Firms (2019)
- How to Choose an SEO Agency for Your Law Firm
Four tips to grow your book of business
I started my firm Gerben IP in 2008 without any clients and I’ve used these four tips to grow the firm’s client base by thousands.
Tip 1: Create content
One of the cornerstones of successful business development for attorneys is creating compelling content that showcases their expertise and establishes credibility. When you consistently create and post content, you also stay top of mind for both clients and other attorneys, when they are looking for a lawyer in your niche.
Whether through blogging, creating YouTube videos, podcasting, or active engagement on social media platforms like LinkedIn, attorneys who leverage content creation position themselves as authorities in their respective fields.
Now that you’ve figured out where you’re going to post content, what content should you create? Here are my three guidelines for content creation:
- The content must be useful to other people.
- The content must be something you’re passionate about.
- You need to schedule time to create your content.
By offering valuable insights, answering common legal questions, and sharing case studies, attorneys not only demonstrate their knowledge but also lay the groundwork for potential referrals.
Still stuck on ideas for content? Find someone whose content you enjoy, even if they’re not in the legal field.
Figure out what makes their content so compelling and find a way to emulate it in your own content. I highly recommend checking out Gary Vaynerchuk as he has influenced my content creation.
Also, if you’re anything like me, without planning, content creation always ends up low on my priority list, because there is always a more urgent matter at hand.
I’ve found that by scheduling content creation time on my calendar, I always have time for it and therefore post on a much more consistent schedule.
Tip 2: Position yourself for referrals
Whether you are looking for referrals from clients or other attorneys, these tips will position you for referrals.
Find your legal specialty
If your sink is backed up, would you call a general contractor or a plumber to help you fix it?
The same principle applies in the legal industry. When you specialize in a legal niche, you have more opportunities to stand out for specific client needs.
Build your reputation as the go-to resource.
Once you know your niche, consistently deliver exceptional results and provide superior client service. This will allow you to cultivate a reputation for excellence as an attorney within your specialty.
Strategically refer work to other law firms.
Attorneys should explore opportunities to refer work to other law firms, fostering mutually beneficial relationships that can lead to reciprocal referrals. By positioning yourself as a trusted authority and reliable partner, you can amplify your chances of receiving valuable referrals from satisfied clients and industry peers.
Keep in touch with your network.
This involves actively nurturing relationships with clients and colleagues, staying top-of-mind through regular communication, and networking strategically within professional circles. This is why my first tip, creating content, is so important.
Remind clients that you appreciate referrals.
Referrals from current clients are warm leads and should come naturally from providing your clients with impeccable client service. When your clients let you know that they were happy with the results you provided, tell them to remember you when their friends and family need similar services.
Tip 3: Attend conferences
While attending conferences may not be every attorney’s preferred method of business development, it can be an invaluable opportunity to expand one’s network and generate new business opportunities.
Personally, I’m an introvert and am very uncomfortable at conferences. On the other hand, my partner Eric Perrott is excellent at this kind of attorney business development.
You should selectively choose conferences aligned with your practice areas and personal interests. This will provide you with the best opportunities to connect with potential clients, referral sources, and industry influencers.
Prior to attending, it’s essential to research the event’s attendees and proactively reach out to schedule meetings or networking opportunities.
By leveraging conferences as platforms for relationship-building and showcasing expertise, attorneys can broaden their professional connections and unlock new avenues for business growth.
Tip 4: Earn repeat and referral business from clients
Through the course of this episode, we’ve already touched on how fundamental repeat-and-referral business is to sustaining a successful legal practice. I believe that it’s so crucial that it bears repeating.
So how do you earn this repeat and referral business?
Consistently provide excellent client service.
Regular communication, personalized attention, and proactive problem-solving are essential components of fostering client satisfaction and loyalty.
Create content that keeps you top of mind.
By staying engaged with clients beyond the resolution of their immediate legal needs and demonstrating ongoing value, attorneys can position themselves as trusted advisors and preferred partners for future legal matters.
Remember, business development takes time
Business development is a long-term strategy. While you may see some short-term results, it’s important to remember that you need to put in the work and be patient.
It took five or six years of consistently following these tips to see the effect in my own practice. However, after 16 years in business, we see the results of these business development strategies daily.
Final thoughts
Effective business development is a multifaceted endeavor that requires strategic planning, consistent effort, and a client-centric approach.
By implementing these tailored strategies for attorney business development in 2024, legal professionals can enhance their visibility, attract new clients, and cultivate enduring relationships that propel their practice to new heights of success.
If you have any questions about managing a remote law firm, feel free to send me an email at josh@joshgerben.com or jgerben@gerbenlawfirm.com.
You can also follow the show on YouTube, LinkedIn, and Instagram.
Josh Gerben is a nationally recognized trademark attorney and sought-after thought leader for the national news media. In 2008, Josh founded Gerben IP, a boutique intellectual property firm, with the goal of providing businesses, individuals, and their attorneys with a way to protect their growing brands with the help of experienced attorneys, and without breaking the bank.
Sponsor Information:
This episode is brought to you by Gerben IP, a premier boutique law firm specializing in intellectual property. While primarily focusing on trademark law, Gerben IP also offers expert assistance for copyright and patent matters. Its team of dedicated attorneys serves clients across all 50 states in the U.S. and in over 30 countries worldwide, ensuring comprehensive protection for your innovations and creative assets.