In today’s legal market, standing out from the competition is more challenging than ever. To succeed, law firms need more than legal expertise—they need strong relationships with their clients and a clear strategy for growing their business. Whether you’re running a small boutique firm or managing a large practice, developing new business and keeping current clients engaged is key to long-term success. Here are 10 practical strategies to help your firm strengthen client relationships, attract new business, and continue to grow in a crowded market.

1. Show Clients the Numbers: When pitching your services, don’t just tell clients what you can do, show them. Use data to back up your claims and help prospects understand the tangible value you offer. For example, a study by Deloitte showed that businesses save 17% on legal costs by outsourcing their legal work rather than hiring full-time in-house counsel. Incorporating statistics like this into your conversations makes your case more compelling and demonstrates that you can deliver real value.
2. Use Success Stories to Attract New Clients: There’s no better marketing tool than a happy client. 78% of companies that outsource legal services say they experience improved service quality (Thomson Reuters). Turn that into a success story: outline a challenge one of your clients faced, explain how your firm helped and highlight the result. Real-life examples make your firm’s benefits tangible and relatable, especially for prospects facing similar problems. A well-told case study can show exactly what you bring to the table.
3. Build Relationships Over Time: It’s tempting to push for a quick deal, but real, lasting relationships are what keep your business growing. Research shows that it takes 7-10 interactions to turn a lead into a client (Marketing Rule of 7). Instead of going for the hard sell, nurture potential clients by checking in regularly, sharing insights or offering advice. Over time, you’ll become a trusted advisor rather than just another vendor, and that’s when the real opportunities start to open up.
4. Emphasize Flexibility: More than ever, businesses need legal services that can adapt to their changing needs. In fact, according to Thomson Reuters, 65% of companies expect to increase their use of flexible legal services in the coming years. Make sure your clients know that your firm can scale services up or down as their needs evolve. Whether it’s taking on more work during a busy period or scaling back during quieter times, flexibility is a major selling point in today’s uncertain environment.
5. Don’t Be Afraid to Ask for Referrals: A great way to grow your business is through referrals, but many law firms don’t actively ask for them. Don’t hesitate to encourage happy clients to recommend you to others in their network. After completing a successful project, ask if they know of anyone who might benefit from your services. The Harvard Business Review notes that 84% of B2B sales start with a referral, so tapping into your clients’ networks can lead to valuable new connections.
6. Be Proactive About Risk Management: Don’t wait for your clients to come to you with problems. Be proactive about identifying risks and offering solutions. PwC reported that 70% of business leaders believe that legal risks are increasing, which means there’s a growing need for counsel that can anticipate and mitigate potential issues. Whether it’s keeping clients up to date on regulatory changes or providing regular risk assessments, being proactive will help build stronger, longer-lasting relationships.
7. Offer Clients Educational Resources: Clients want more than just legal services—they want to understand what’s happening in their industry and how to stay ahead. According to Gartner, 59% of legal departments are outsourcing to improve efficiency. Share insights like this with your clients through newsletters, webinars or blogs to keep them informed about trends and best practices. This adds value and positions your firm as a thought leader, not just a service provider.
8. Use Events to Generate Leads: Hosting webinars, roundtables or other industry-specific events is an incredibly effective way to attract new business. GoToWebinar reported that 49% of buyers use webinars to make purchasing decisions. By organizing events that focus on relevant legal topics, you can showcase your expertise and connect directly with potential clients. These events give you a platform to address specific issues your prospects are facing and establish yourself as the go-to expert.
9. Focus on Client Retention: Client retention is often more valuable than acquisition. In fact, it costs 5-7 times more to attract a new client than to retain an existing one according to the Harvard Business Review. Keeping your current clients happy should always be a priority. Regularly check in with them to see how they’re doing and offer additional services that could be useful to their business. Strong client relationships lead to repeat business and referrals, making them a key part of long-term growth.
10. Highlight Your Firm’s Efficiency: In today’s fast-paced world, clients expect efficiency. Gartner reports that 59% of legal departments are looking to improve efficiency through outsourcing, so make sure your firm is being seen as part of the solution. Whether it’s using technology to speed up processes or streamlining workflows, highlight the ways in which your firm can save clients time and money. The more efficient your services, the more valuable they’ll seem to clients who are juggling multiple priorities.

Effective business development and marketing aren’t just about chasing the next client—they’re about building trust, adding value and positioning your firm as an essential partner. By using these 10 strategies, your firm can attract new clients, deepen existing relationships and thrive in a competitive market. Whether you’re looking to grow your practice or strengthen client loyalty, focusing on these proven methods will set your firm up for long-term success.