How Strong Relationships, Expertise and Visibility Lead to New Business
When people talk about business development, they often focus on pitching, cold outreach or splashy marketing tactics. But that’s not how most lawyers and professionals actually get new business.
The best work usually comes from people who already know you or who’ve heard good things about you. That’s why strong relationships, demonstrated expertise and strategic visibility make such a difference when it comes to building a practice.
Here’s how each one works and how they reinforce each other.
Relationships: The foundation of referrals
Most new business doesn’t come from strangers. It comes from your network—past clients, former colleagues, people you went to school with and friends of friends.
Those connections only lead to opportunities when you put in the effort to maintain them. A quick check-in, a shared article, a thoughtful comment or a personal note keeps you on people’s radar. That kind of outreach doesn’t take much time, but it requires intention.
When you stay in touch consistently and genuinely, people are more likely to think of you when the right opportunity crosses their desk.
Expertise: Make your experience visible
Clients want to work with professionals who understand their challenges and know how to help them solve problems. That’s where credibility and clarity matter.
You can demonstrate your experience by sharing a short insight from your work, reacting to a trend or addressing a common client question. These efforts help others see how you think and what you bring to the table.
The clearer you are about what you do and when to involve you, the easier it is for people to refer you.
Visibility: Stay present in the right places
Even the most qualified professionals get overlooked when they go quiet.
Maintaining visibility means staying active where your contacts are already spending time. LinkedIn is one of the most effective platforms for professionals because it puts you in front of clients, colleagues and potential referrers.
Engage with intention. Share ideas. Join conversations that align with your strengths and focus. These are simple ways to stay relevant and visible.
What works in combination
The professionals who build steady pipelines of work do a few things well:
They stay in touch with the right people
They share useful ideas and information
They maintain visibility consistently
This isn’t about volume. It’s about clarity and follow-through.
What gets in the way
Some of the most common mistakes are easy to avoid.
Reaching out only when you need something
Going quiet after a matter wraps up
Posting content that’s promotional rather than useful
Strong reputations are built over time through consistency and relevance.
Where to start this month
Reach out to three people you’ve lost touch with
Comment on a client or colleague’s LinkedIn post
Send someone an article with a short note
Share a practical insight from your work
Make a list of contacts you want to reconnect with this quarter
Small steps done regularly will take you much further than a perfect plan you never act on.
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