You can deliver great service, win a case, and get a glowing thank-you, then never hear from that client again. Not because they were unhappy. Not because they found someone better. But because life moved on and you didn’t stay in touch.
Most lawyers assume past clients will think of them when the next need arises or when a friend asks for a recommendation. But if you’re not visible, you’re not top of mind. And if you’re not top of mind, you’re not getting the referral.
Set a Simple Follow-Up Schedule
You don’t need a complicated CRM or automation platform to stay in touch. Start with a simple schedule: a check-in email three months after the case is closed, another at the one-year mark, and a yearly touchpoint after that.
These emails don’t need to be elaborate. A quick message asking how things are going, reminding them of services you offer, or sharing a resource is enough to stay relevant.
Send a Monthly or Quarterly Newsletter
A basic email newsletter keeps your name in their inbox without needing constant personal outreach. It can include legal updates, practical tips, or even highlights from recent cases (with privacy in mind).
Even if they don’t open every email, just seeing your name reminds them you’re still around.
Connect on LinkedIn
Most lawyers overlook LinkedIn as a tool for staying connected. If your former clients are on the platform, send a connection request after you finish their case.
That way, when you post updates or share articles, you stay visible in a professional setting without having to email directly.
Mark Important Dates
If a client shared a milestone like an adoption date, business launch, or property purchase, mark it on your calendar. Sending a short email or card on the anniversary is a thoughtful way to stay in touch.
Small gestures like this show you remember more than just the transaction. That makes people more likely to remember you in return.
Offer a Referral Incentive or Reminder
You don’t have to discount your services, but reminding clients that you’re open to referrals keeps the door open. A simple line like, “If you know someone who needs help with [practice area], feel free to send them my way,” can make a difference.
Sometimes, people just need the nudge to remember you’re still available.
Top of Mind Means First in Line
Clients can’t refer you if they don’t remember you. Staying visible doesn’t have to be time-consuming or awkward. A few small, consistent efforts keep your name in their inbox, on their feed, and in their conversations.
The lawyers who get the most repeat business and referrals aren’t always the best. They’re just the ones people remember first. Make sure you’re on that list.