Tech-driven BD: How lawyers can leverage digital tools to win more work
The days of relying solely on client lunches, printed brochures, and ‘hoping for a referral’ are over. Business development in law is evolving – and fast. With shrinking margins, growing competition, and increasingly savvy clients, lawyers are under more pressure than ever to generate work proactively. The good news – from CRMs to content automation and AI-powered intel, the right digital tools can transform the way lawyers win and retain clients. Here’s how to use them. 1. Use a CRM that actually works for you Let’s start with the backbone of any BD strategy: relationship management. The problem? Most lawyers don’t track it. At best, they rely on memory. At worst, they forget altogether. A simple CRM (Client Relationship Management) system changes that. A CRM allows you to track interactions and activities, manage client relationships, organise your pipeline and streamline communications, ensuring nothing slips through the cracks. A solid CRM can help identify growth opportunities, keep you on top of follow-ups, and provide valuable insights into client behaviours. We particularly like tools like Dex and Folk – intuitive, visual, and built with networking in mind. What to track: Coffee chats and client catch-ups Key contacts within client businesses (not just GCs) Promised follow-ups or referrals Birthday or milestone reminders Business intel (e.g., ‘expanding into X market’) Pro tip: Set recurring reminders to check in with top contacts. 2. Turn LinkedIn into a BD engine Most lawyers are on LinkedIn, but very few are using it well. A strong LinkedIn presence isn’t about being an influencer. It’s about visibility, trust, and relevance. Here’s what to focus on: Optimise your profile (headline, ‘about’ section, and featured content) Post valuable insights relevant to your practice area or sector Engage with key contacts’ content (comment > like) Use search filters to identify people in your target client group Connect with a purpose – not just to grow numbers Use the intel to keep up with your short list – send personalised messages to your key targets to deepen relationships Pro tip: Spend just 10–15 minutes a week on targeted engagement. It’s low effort, high return. 3. Automate the admin (and stay top of mind) How many promising conversations have gone cold because of follow-up fatigue? Automation doesn’t need to be robotic. With the right tools, it can be human and consistent. Tools like Mailchimp, HubSpot, or even a smart Google Sheets + Gmail plug-in combo can help you: Send personalised follow-ups at scale Share updates or content with segmented audiences Create simple email sequences to stay visible after pitches or events And when it comes to content marketing – think beyond the firm’s newsletter. Personalised content from you (even a simple ‘thought of you when I saw this’ email) goes much further. Pro tip: Create a ‘light touch nurture’ list – people who aren’t ready to instruct you yet, but you want to stay on their radar. 4. Use AI to spot opportunities before they knock No, you don’t need to become a tech guru. But the AI available today can help you: Scan news or company updates for client intel (try Google Alerts + Feedly) Use tools like Clay or Folk to surface relationship prompts based on changes in your network Analyse engagement trends from LinkedIn to see what content resonates Draft initial BD content faster using tools like ChatGPT Pro tip: Set alerts for key clients or industries. Being the first to offer insight after a merger, expansion or hire = serious BD brownie points. Work smarter, not harder Technology doesn’t replace relationships. But it can make building and maintaining them a whole lot easier. If you’re: Struggling to stay on top of follow-ups Feeling invisible between matters Unsure how to build your pipeline while billing full time… Then digital tools aren’t a luxury. They’re a lifeline. Start small – choose one system, one habit, one platform. And if you need help building a BD approach that fits your practice and your personality – we can help. We’ve built tools and coaching plans specifically for lawyers ready to level up their BD. Book a strategy call
Keeping clients: how to stay relevant, useful and trusted
Winning a client is only the first step. Keeping them – year after year – is where the real work begins. Client retention isn’t just about being ‘good at the job’. It’s about staying relevant, proactive, and connected – even when things are going smoothly. We work with lawyers and BD teams across the UK, and we see the same pattern time and again:It’s not the dramatic missteps that cause client relationships to drift.It’s the slow fade. The missed moment. The lack of rhythm. Here’s how to avoid that – and build relationships that last. 1. Don’t wait for a problem to reach out Too often, communication is reactive – driven by instructions, deadlines, or issues. Clients want to feel like you’re thinking about them before they appear in your inbox. ✅ Schedule regular check-ins✅ Share a relevant article or update✅ Flag a change in their industry or a regulation on the horizon✅ Ask, “How are things going internally?” even when no work is on the table Reaching out before you’re needed shows you’re paying attention – and that you’re in it for the long haul. 2. Understand what the client really needs — not just what they asked for The best lawyers don’t just respond to briefs. They anticipate them. That means: Understanding the client’s business priorities – not just their legal ones Knowing how they’re measured internally Being clear on their pressures, board dynamics, and growth plans When you understand context, you can tailor advice, spot opportunities, and move from supplier to strategic partner. 3. Be consistent, not just brilliant One-off wins don’t build trust. Consistency does. The clients who stay are the ones who know what they’re going to get – in tone, quality, response times, and communication style. That might sound simple, but it’s easy to overlook. Especially when things are busy. Ask yourself: Are our interactions always clear and useful? Do we follow up when we say we will? Are we making life easier – or adding to their to-do list? Consistency builds comfort, and comfort builds loyalty. 4. Avoid the common pitfalls Here are some of the top causes of quiet attrition – and how to counter them:🚫 Lack of visibility: You only speak to one person at the client side.→ Action: Broaden your relationships across the business early.🚫 Too much ‘selling’, not enough listening→ Action: Make space for their concerns. Don’t just pitch – ask.🚫 No clear value between matters→ Action: Share insights, offer briefings, or invite them to sector events.🚫 Inconsistency after the initial engagement→ Action: Set and stick to internal service standards – even for familiar clients. In summary Client loyalty isn’t just earned through great advice. It’s built through trust, visibility, and value – delivered consistently over time.The lawyers and firms that retain clients for the long haul aren’t just technically excellent.They’re intentional.Proactive.And genuinely invested. If your firm wants to strengthen client retention – through training, BD planning, or coaching – we’d love to help. Book a strategy call Or explore how we support firms like yours here.