Webinar Recap: 7 Surefire Ways to Increase the Lifetime Value of Your Clients
It’s not just about landing the client — it’s about what happens next. For most law firms, the biggest growth opportunities aren’t in getting more leads, but in doing more with the ones they already have. From intake to invoicing to ongoing engagement, there are countless touchpoints where firms either build long-term value — or lose it.
In this Lawmatics webinar, Brent Harkins, chief marketing officer at US Legal Marketing Group, laid out seven high-impact ways to strengthen the client journey and increase the lifetime value of every relationship. Whether you’re looking to improve your intake process, tighten up billing, or boost referrals, these key takeaways are a blueprint for getting more out of the work you’re already doing.
Time stamps of key takeaways
6:38 — Improving intake & consultation processes
Intake is your first impression — make it count. Brent recommends treating it like a concierge experience: align messaging, set expectations, and automate where you can. The most overlooked step? Simply tell them you want to represent them.
16:18 — Providing exceptional client experience
Clients remember how you made them feel. Consistent updates, clear communication, and a personal touch go a long way. Brent shared how standardized systems and team-wide trainings help his firm deliver that “white glove” experience at scale.
22:09 — Optimizing billing & accounts receivable
Clear, predictable billing builds trust. Brent’s firm uses bi-weekly invoicing and replenishing retainers to keep cash flow steady and clients informed. He also shared creative A/R strategies like third-party payers and managed receivables.
34:24 — Cross-selling & upselling legal services
Clients don’t know what they don’t know — so educate them early. Brent’s team uses newsletters and trained staff to surface relevant services, like estate planning post-divorce. As Brent put it: It’s about adding value, not squeezing dollars.
45:40 — Strengthening client retention & repeat business
Strong client relationships don’t end when the case does. Brent emphasized personal connection and follow-up — even something as small as using a client’s child’s name. Ongoing communication via email or social helps keep your firm top of mind.
49:48 — Referral marketing & reputation management
Your reputation is your silent salesperson. Brent walked through how to turn clients into advocates by sharing success stories (with permission), strategically timing review requests, and staying active with referral partners.
55:25 — Maximizing value with data & CRM automation
Law firm growth runs on data. Brent stressed the importance of clean data, smart automation, and a CRM that keeps everything connected. Just don’t lose the human touch — automation should support relationships, not replace them.
Webinar slide deck