If you’re an attorney looking for new clients to build your book of business, you’re taking one of the most important steps toward career growth, independence, and long-term professional security. Maybe you’re aiming to make partner in a law firm, or go in-house with leverage as a corporate attorney, or eventually launch your own firm. For each of these endeavors, developing a strong client base is essential.  

Be purposeful in your business development strategy. Attorneys who achieve and maintain one or more of those goals will tell you that success is not just about experience and legal acumen. It’s just as much about building relationships, establishing a presence in your local market, sector, or niche, and most important – creating value. The process takes strategy, consistency, and time, but the rewards are substantial.  

Here are tips and solid guidance to help you grow your book of business and position yourself for sustained success in your targeted area of the legal profession.  

1. Strategically leverage your network 

Leveraging your professional network is one of the most effective ways to build your book of business as an attorney. Think about what you can do to enhance your relationships with existing and even former clients. For example, reach out periodically with value-added check-ins, such as updates on relevant legal developments or personalized insights that could impact their lives and businesses. These touchpoints will demonstrate your ongoing commitment and keep you top-of-mind.  

In addition to nurturing clients, consider reconnecting with law school peers, former colleagues, and even friends or family members who work in industries related to your practice area. For many up-and-coming attorneys, these relationships and outreaches often lead to referrals or introductions that you cannot create on your own. When appropriate, never hesitate to ask for referrals. Just do it subtly and professionally, framing it in a way that can help others who might benefit from your expertise.  

As in any profession, a strong, nurtured network may well become your most consistent and trusted source of new business.  

2. Define your niche and expertise

Specialization is one of the most powerful assets in building your book of business. Start by selecting a specific area of law, such as employment, corporate, intellectual property, real estate, or any area of legal discipline in which you have both aptitude and interest. Narrowing your focus allows you to build deep, specialized knowledge that sets you apart and makes you more valuable to existing and potential clients.  

Once you identify your niche, stay up to date on developments in that chosen area of law through continuing legal education, relevant case law, and industry associations and publications. While attorneys with experience in multiple disciplines do find success, clients are far more likely to hire attorneys who demonstrate true expertise in their industries or businesses, rather than generalists.  

In tandem with choosing your niche area of law, go a step further and identify your ideal client profile. Consider factors like industry, company size, annual revenues (if available), geographic region, and the types of legal challenges they face. By knowing and understanding exactly who you want to serve, you can tailor your marketing, networking, and outreach efforts to specific prospects, making your business development strategy more efficient and effective.  

3. Create value through free initial consultations

Offering free consultations is a powerful strategy to expand your book of business. Companies are extremely receptive to complimentary consultations (new perspectives, free advice, etc.). But most important, doing this gets you in the door, creating opportunities to demonstrate your value, your willingness to earn trust, and your sincere interest in understanding a prospect’s pain points and needs.  

Load them up on value. Once you’re in the door, go beyond addressing immediate legal questions. You can add value by providing current industry insights or sharing resources and relevant changes in legislation that reveal deep understanding of your prospects’ legal opportunities and challenges. Further, position yourself as a well-connected and resourceful legal advisor. For example, offer to connect prospective clients with other professionals in your network who can support their broader needs.  

By offering this type of value-added expertise through free consultations, you establish yourself not just as a legal technician who helps clients manage and respond to issues, but as a trusted and knowledgeable advisor who is invested in their overall success. Long-term relationships and referrals are sure to follow.  

4. Partner with other professionals

Collaborating with other professionals is also a key strategy for expanding your book of business as an attorney. For example, work to build relationships with CPAs, financial advisors, real estate agents, and other trusted professionals in your local area to create a valuable referral network. These professionals often encounter clients who need legal services in your area of specialty, and there you are at the top of their minds. 

Additionally, partnering with colleagues within your firm or in adjacent legal practice areas can lead to cross-referrals, helping all parties grow your respective client bases. It’s important to keep nurturing these relationships and your broader professional network. When you keep contacts informed about your area of focus and business development efforts, they’ll remember when and how to refer clients to you.  

By keeping these collaborative relationships alive, you position yourself as a connected and resourceful attorney, increasing opportunities for mutual growth.  

5. Boost your visibility

Staying visible as an attorney is essential for building and maintaining a strong book of business, and ideally, it involves a mix of both online and offline efforts.  

Online: Focus on building a strong LinkedIn profile that clearly highlights your practice area and expertise, making it easy for potential clients and referral sources to find and understand what you offer. Regularly produce or share thought leadership content through social media posts, blogs, or curated articles. Also, actively engage in relevant legal forums on LinkedIn and other respected online platforms by answering questions and contributing to discussions. This type of online engagement will build your credibility by showcasing your knowledge and provide value to your network and prospective clients.  

Offline: Prioritize attending and speaking at industry conferences, taking continuing legal education (CLE) courses, and attending bar association events to build your reputation and connect with peers and potential clients. You might also consider hosting workshops or seminars for clients and prospects, another excellent way to demonstrate expertise directly to your target audience. You could also seek opportunities to get published in legal or industry-specific publications to further cement your standing as a trusted authority in your field of expertise.  

Combined, these online and offline business development strategies will help keep you visible to those who may need your services.  

6. Tap into the connections of an expert legal recruiter

There is no shortage of businesses and law firms that are hiring attorneys with relevant areas of expertise. Many rely on recruiting firms that specialize in legal talent recruitment. I can help you go straight to the source in building your book of business.  

Reach out to me today to explore current opportunities with legal clients through Goodwin Recruiting. I’m happy to share more insights and help you identify ideal fits for your professional goals in the expanding field of law.