7 min read

How Solo Attorneys Can Turn One-Time Clients Into Repeat Business

LegalGPS : Apr. 29, 2025

12:55

Many solo attorneys focus heavily on attracting new clients, constantly marketing and networking to keep their pipeline full. While new business is essential, the easiest way to grow a stable and profitable firm is by turning past clients into repeat clients.

Clients who have already worked with you know and trust your services—which means they’re more likely to hire you again than someone new. They also tend to refer friends, family, and colleagues when they need legal help. Yet too many attorneys let past clients fade away instead of nurturing these valuable relationships.

The good news? We’ll go over 5 great strategies to help you turn one-time clients into repeat business. Let’s get started.

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1. Stay Top-of-Mind With Ongoing Communication

Most clients won’t think about hiring you again unless you give them a reason to. Even if they had a great experience, legal services aren’t something they consider daily—until a new issue arises. If they don’t hear from you, they might turn to another attorney simply because they forgot about you.

How to Keep in Touch Without Being Pushy

Instead of waiting for clients to reach out, build a simple follow-up system to check in periodically and provide value. Here are a few effective ways to do this:

Send a follow-up email or call a few months after their case closes. A simple “Just checking in—let me know if you need anything” message keeps you in their mind.
Create a short email newsletter that shares legal tips, updates, or reminders about relevant legal issues.
Send personal updates or congratulations. If you see a client’s business in the news or hear about a life event, a quick message strengthens your connection.

Example – How a Solo Attorney Increased Repeat Business with a Simple Check-In

Lisa, a solo business attorney, started sending annual check-in emails to past clients, reminding them about contract reviews and business compliance updates. Within six months, 20% of her past clients scheduled follow-up services that they wouldn’t have thought about otherwise.

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Pro Tip – Automate Follow-Ups

Use a CRM or email automation tool to schedule follow-ups in advance. This ensures clients hear from you at strategic moments without requiring constant manual effort.

2. Offer Subscription-Based or Ongoing Legal Services

One of the biggest reasons solo attorneys struggle with repeat business is that most legal services are structured as one-time engagements. A client hires you, you complete the work, and the case is closed. But what if you could turn those one-time matters into ongoing relationships?

Many legal needs aren’t just one-and-done—they evolve over time. By offering subscription-based services or recurring legal check-ins, you can create a steady income stream while keeping clients engaged long-term.

How to Structure Ongoing Legal Services

Instead of waiting for clients to return when they need help, proactively offer them an easy way to stay legally protected. Some ideas include:

Business Attorneys: Offer annual compliance packages, contract reviews, or fractional general counsel services where businesses pay a flat monthly or yearly fee for ongoing legal support.
Estate Planning Attorneys: Provide lifetime estate updates or review services to adjust wills and trusts as life circumstances change.
Family Law Attorneys: Offer post-divorce check-ins to assist with child custody modifications, spousal support adjustments, or co-parenting disputes.
Real Estate Attorneys: Provide landlord-tenant legal support subscriptions, ensuring landlords have immediate access to legal guidance when issues arise.

The key is packaging your services in a way that provides ongoing value. Many clients don’t realize they need continued legal support—until you present it as an option.

Example – How a Solo Attorney Created a Recurring Revenue Stream

John, a solo corporate attorney, noticed that many small business clients struggled with contract renewals and compliance updates. Instead of handling these as one-off projects, he created a $250/month legal subscription package where clients could get unlimited contract reviews and quarterly business audits. Within a year, he built a steady base of recurring clients, bringing in thousands in predictable monthly revenue.

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Pro Tip – Position Your Offer as An Investment

When offering ongoing services, position them as preventative legal protection. Clients are more likely to sign up when they see it as an investment that saves them from costly legal issues down the road.

3. Make Referrals a Two-Way Street

Repeat business isn’t just about getting the same clients to hire you again—it’s also about creating a referral system where past clients and professional contacts consistently send you new business. Many attorneys hope for referrals but don’t actively build relationships that encourage them.

The best way to get referrals? Give them. When you send business to others—whether it’s CPAs, realtors, financial advisors, or other attorneys—they’re much more likely to return the favor.

How to Build a Strong Referral Network

Identify complementary professionals who serve the same clients you do but in different ways. This could include accountants, insurance agents, real estate professionals, and business consultants.
Offer referrals first. When a client asks for help beyond your legal expertise, refer them to someone you trust. Over time, they’ll start doing the same for you.
Stay in regular contact. Check in with your referral network a few times a year, meet for coffee, or invite them to networking events. Relationships matter more than one-time transactions.

How Past Clients Can Become Referral Sources

Most satisfied clients won’t automatically refer others unless you remind them to. The key is making it easy and natural for them to recommend you.

Ask at the right time. The best moment to ask for referrals is right after you’ve successfully helped a client.
Provide a simple way to refer you. A past client might not remember your website or phone number. Give them an easy link or business card they can share when recommending you.
Follow up with gratitude. If someone refers a client, always send a thank-you email, small gift, or a simple handwritten note. People who feel appreciated are more likely to refer again.

Example – How a Solo Attorney Doubled His Referrals

David, a solo real estate attorney, started actively referring clients to real estate agents and mortgage brokers whenever legal issues arose in property transactions. Within six months, those professionals began sending him buyers and sellers who needed legal representation. His referrals doubled simply by giving first.

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Pro Tip – Create Referral Partnerships

Create a referral partnership strategy where you meet with key professionals in your area every quarter. A simple check-in call or lunch can keep your name top-of-mind when they encounter someone needing legal help.

4. Offer VIP Treatment and Exclusive Benefits for Returning Clients

Clients are more likely to return if they feel valued. One of the easiest ways to encourage repeat business is by offering perks, priority access, or discounted services to returning clients. This makes them feel appreciated while giving them a tangible reason to hire you again instead of looking elsewhere.

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How to Create a “VIP” Client Experience

Small gestures can make a big difference in how clients perceive your firm. Consider these ways to reward past clients:

Priority scheduling – Offer past clients the ability to book appointments before new clients, especially for time-sensitive legal matters.
Discounted or bundled services – If they previously hired you for one legal issue, provide a reduced rate on related services. For example, a business attorney could offer a discount on annual contract reviews for returning clients.
Free consultations for repeat clients – Waiving consultation fees for past clients can encourage them to return when they have new legal needs.
Client appreciation events – Hosting a small networking event, webinar, or appreciation dinner can strengthen your relationships and keep you top-of-mind.

Example – How a Solo Attorney Built Client Loyalty With Exclusive Perks

Sarah, a solo estate planning attorney, noticed that many of her clients needed periodic updates to their wills and trusts. To encourage repeat business, she started offering a free annual estate review for all past clients. This small gesture kept clients engaged and led to consistent follow-up work when life changes required legal updates.

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Pro Tip – Provide Exclusive Benefits

When providing exclusive benefits, position them as a way to help clients, not just a sales tactic. Emphasizing how a legal check-in or priority service benefits their future stability makes them more likely to take advantage of it.

5. Follow Up at Key Moments When Clients Need You Again

One of the biggest reasons clients don’t return isn’t because they didn’t like your service—it’s because they don’t think about legal needs until a problem arises. By proactively following up at the right moments, you can remind them of potential legal concerns before they escalate, positioning yourself as the go-to attorney when they need help.

How to Identify the Best Times to Follow Up

Different practice areas have natural follow-up opportunities where clients are likely to need additional legal services. Here are a few examples:

Estate planning attorneys – Check in every 2–3 years or after major life changes like marriage, divorce, or the birth of a child to update wills and trusts.
Business attorneys – Offer an annual legal audit to review contracts, compliance issues, or partnership agreements before problems arise.
Family law attorneys – Follow up a year after a divorce to see if custody, child support, or spousal support modifications are needed.
Real estate attorneys – Reach out to past clients when local property laws change or when their lease, mortgage, or title situation may require legal attention.

How to Follow Up Without Sounding Pushy

Clients appreciate reminders that feel like genuine check-ins rather than sales pitches. Instead of sending generic messages, tailor your follow-ups to be personal and helpful.

Reference past work – Remind them of the last time you helped them and why they might need a review.
Tie your message to a relevant legal update – Let them know about law changes that could affect them.
Use a mix of communication methods – Some clients prefer emails, while others respond better to a personal call or a short newsletter.

Example – How a Solo Attorney Re-Engaged Past Clients With a Simple Follow-Up

Mark, a solo business attorney, set up an annual contract review reminder for all past business clients. Every January, he sent a short email:

"It’s a new year—now is a great time to review your contracts and ensure your business is protected. Let me know if you'd like me to take a look at any agreements before issues arise."

This simple outreach resulted in a 30% response rate, bringing in thousands in repeat business from clients who might have otherwise forgotten to review their legal documents.

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Pro Tip – Automate Email Reminders

Use automated email reminders to schedule follow-ups in advance. Tools like Clio Grow or HubSpot CRM allow you to set personalized check-in emails that go out at strategic times—ensuring clients remember you without extra effort on your part.

Final Thoughts – Repeat Clients Are the Foundation of a Successful Solo Firm

Solo attorneys often focus heavily on getting new clients, but the most successful firms build long-term relationships that generate steady repeat business. A strong base of returning clients not only provides consistent revenue but also leads to more referrals, stronger client trust, and a practice that grows organically over time.

Instead of constantly chasing new leads, focus on staying in touch, offering ongoing services, and proactively following up when clients are likely to need legal help again. Simple actions—like a check-in email, a VIP benefit for past clients, or a referral partnership with other professionals—can turn one-time clients into lifelong clients.

Take Action Today

Identify one way to follow up with past clients in the next 30 days.
Consider adding a recurring service that encourages long-term engagement.
Build a simple referral system that keeps new business flowing in.

Attorneys who focus on retention, not just acquisition, create firms that grow more profitably and with less effort. The key is staying proactive—clients won’t return if you don’t give them a reason to.

Legal GPS Pro

Protect your business with our complete legal subscription service, designed by top startup attorneys.