5 Proven Strategies to Increase Client Retention and Referrals

Attorneys tend to focus heavily on winning the case, as they should. But they should also prioritize growing their clientele. One of the best sources of future business might be hiding in your past case files.

At Top Class Actions, we know that building strong, lasting relationships with your clients isn’t just good practice — it is a smart strategy. Clients who feel seen, heard and appreciated are more likely to return when they need legal help again. Even better, they’ll send their friends and family your way, too.

Here are five proven strategies to build stronger relationships, as well as increase client retention and referrals.

Strategy #1: Personalized communication and follow-ups

Clients want to feel like more than just a file number. A thoughtful check-in, a timely case update or even a simple “how are you doing?” message can go a long way in building trust and showing that you care. 

Your existing CRM can help keep things organized. Use it to track client interactions, note important dates, and schedule follow-ups.

Try this:

• Send a quick update, even when there is no major case movement
• Reach out after a matter closes to thank them and offer support
• Set up reminders for future check-ins

Strategy #2: Provide an exceptional client experience

Responsiveness. Empathy. Clarity. These may seem small, but to clients navigating stressful legal situations, they matter — and will set you apart. The better the client’s experience, the more likely they are to return and refer others, the better your client retention. 

Keep clients informed throughout the case. Even when there is no major update, a “we are still waiting on the court” message reassures them that they are not forgotten.

Strategy #3: Develop a referral program

Referrals don’t have to feel transactional; they can be part of a natural, value-driven conversation. Let satisfied clients know you welcome referrals and thank them when they refer someone to you.

If your local rules allow, consider small, ethically compliant gestures of appreciation, such as a handwritten note, a useful branded item or a donation in their name.

Just ask: “If you know anyone who could use legal help, feel free to send them my way.”

Strategy #4: Build a strong online reputation

Referrals often look you up online before they call. What they see should reinforce the trust someone else has already placed in you.

Ask satisfied clients for reviews, and make it easy, with a direct link to your Google or Avvo profile. Respond to reviews (yes, even the less-than-stellar ones) with professionalism and care. It shows future clients you are engaged and committed to doing better.

Strategy #5: Stay connected with past clients

Out of sight does not have to mean out of mind. Keep the client-attorney relationship warm with email newsletters and social media engagement. These touchpoints help past clients remember your name and recommend you when someone they know needs legal help.

If it fits your style and brand, consider hosting a casual client appreciation event. It does not have to be fancy. A pizza night or coffee drop-in can go a long way in showing former clients they still matter.

Ready to put one into action?

When it comes to client retention, you don’t need to overhaul your entire strategy overnight. Just pick one of these five proven approaches and commit to it this month. Whether it is sending check-ins, requesting a review or launching a newsletter, small steps may lead to big results.

Start now. Stay consistent. And watch your referrals grow.

Top Class Actions connects law firms with qualified plaintiffs for class action, mass tort, and mass arbitration cases. With over 2 million monthly visitors and 700,000+ email subscribers, we’re the leading platform for legal news, lead generation, and claim awareness. Trusted by 100+ law firms, we help drive results through targeted outreach and proven strategies.