If you’re in the business of offering products or services to your clients, you need to know how to comfortably build your client base to keep growing. But, as a lawyer, it can be challenging to balance current serving clients and bringing in new ones.
So, how can you bring in a larger caseload while maintaining trust with your current client base and staying on top of your day-to-day responsibilities?
The type of law you practice—family law, litigation, criminal law, etc.—generally dictates what types of client base you ultimately will work with. That being said, it’s important to take your definition a step further to build not just a client base but an ideal one.
To define your target client base, ask yourself:
Look at your current makeup of clients to understand who you’ve worked with and why. Have you worked with more males? More clients over 50? Children? What about the personalities of these clients?
This data is all readily available through Smokeball’s Law Firm Insights. Because every detail of every case you work on is tied to the related Smokeball matter, Law Firm Insights allow you to crunch all your numbers to determine your most frequent client type—and which clients are the most profitable. (They may not be the same group.) This information is crucial to determine your path forward to a solid client base.
Sometimes, firms focus on the clients they feel they should be working with instead of those they want to work with. Both types of clients can prove rewarding and valuable for different reasons, and it’s OK to define your target client base not just by what’s worked in the past but by who you hope to work with in the future.
Of course, if you work with a team or your partner, be sure to include them in the conversation. Are younger lawyers looking for a challenge? Are your staff exhausted after a business boom during COVID-19 and seeking a steady course? You might be surprised what they’ll bring to the conversation.
Now that you’ve added both data and the human perspective to the equation, it’s time to actually define your client base (or bases). Try to fit the description into a specific, simple sentence that anyone in your firm can verbalise.
For example:
“Our target clients are single mothers with school-age children, who themselves are enrolled in continuing education and whose values are similar to our own.”
Have you tried to reach a new target audience or focus on your perceived target audience but aren’t experiencing your desired growth? It’s time to examine your past efforts. It could be possible the audience you’re attracting isn’t made up of people who need your services, or vice versa.
Or, it could be a case of going back to the drawing board and doubling down on your referrals and marketing efforts that were successful.
Remember that inbound and word-of-mouth marketing (referral marketing) often go hand-in-hand. You might find that reaching out to your network requires some solid email marketing tactics, which you can build and automate using Smokeball’s Leads Management tools and integrations to grow your client base in your sleep.
Remember that building your ideal client base won’t happen overnight. It requires patience, multiple tactics and dedication. But with Smokeball Legal Practice Management Software, you’ll always have the most up-to-date information on both prospective and current clients at your fingertips, streamlining your day, so nothing falls through the cracks.
Book a live personalised demo to see how Smokeball can help you run your best firm.
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