Most law firm owners have some version of “get more clients” on their to-do list. But that’s not a goal, it’s a wish. The problem isn’t ambition. The problem is lack of structure. Without a plan, even the best intentions get pushed to the bottom of the pile.

If business development keeps slipping through the cracks, you’re not alone. But vague goals won’t fix it. You need goals that are concrete, doable, and trackable. Ones that actually fit into your week without requiring a full reorg of your calendar.

Step 1: Start With One Clear Outcome

Before you think about tactics, get clear on what you actually want. More leads? More referral partners? Higher-value clients? Narrow your focus.

A strong business development goal should focus on one area of growth, not everything at once. “Add five new referral partners this quarter” is better than “grow the firm’s network.”

Step 2: Break It Into Weekly Actions

If your goal doesn’t show up in your week, it’s not going to happen. Think in terms of behavior, not outcome.

Let’s say you want more referrals. A weekly action might be: “Reach out to one referral partner every Monday.” That’s clear and repeatable. It’s also easier to stick to than blocking a vague two-hour slot for “marketing.”

Step 3: Make It Measurable And Visible

Track it. Write it down. Create a one-page dashboard or use a sticky note on your desk. You don’t need fancy software, but you do need a way to see your progress.

If you’re not measuring what you’re doing, you’ll default to what’s urgent instead of what’s important. Business development almost always loses that fight unless you set up a way to hold yourself accountable.

Step 4: Focus on What You Can Control

You can’t control how many people refer you. You can control how often you reach out, follow up, or show up where your audience is.

Set goals around consistent actions: emails sent, check-ins made, events attended, follow-ups completed. These are the moves that lead to growth over time. And they’re 100% in your hands.

Step 5: Review and Adjust Every 30 Days

Don’t wait until the end of the year to see if your plan worked. Set a quick monthly check-in with yourself. What worked? What didn’t? What needs to change?

This keeps your momentum going and helps you make better decisions. If something’s not moving the needle, tweak it. If you fell off the schedule, start fresh. The point is to keep showing up, not to be perfect.

Goals Don’t Work Unless You Work Them

Business development isn’t a one-time sprint. It’s a weekly habit. The more realistic your goals are, the more likely you are to stick with them and see results.

If you want to grow your practice, pick one target, commit to a few simple actions, and track your progress. That’s how business development becomes something you actually do, not something you just hope happens.