LP Magazine — Making Conferences Count: Converting Visibility into Business

Conferences represent one of the single largest line items in many law firm business development budgets — and one of the most consistently squandered. In a recent column for the May/June 2026 ABA Law Practice Magazine, Making Conferences Count: Converting Visibility into Business, I offer a candid take on why most lawyers leave conferences with little to show for their time and expense, and what it takes to convert that visibility into business. From the misguided habit of traveling across the country just to rack up CLE hours, to hiding in hotel rooms between sessions, to signing sponsorships without asking whether they deliver real engagement, the column dismantles the passive approaches that keep conference ROI low — and replaces them with a disciplined, intentional framework. If your attorneys are hitting the road this season, this is required reading before they board the plane.

If you are blocked from reading the column behind the ABA paywall, it is provided below in its entirety.

Making Conferences Count: Converting Visibility into Business

Summary

• Many attorneys underutilize conferences by focusing on CLEs or retreating to their hotel rooms; real ROI comes from purposeful engagement, networking, and being fully present.
• Strategic preparation—selecting the right events, planning client visits, and using attendee lists before and after the conference—turns travel into measurable business development opportunities.
• Sponsorships, when evaluated for true visibility and engagement rather than logo placement alone, combined with intentional, enjoyable networking, help convert conference attendance into meaningful business outcomes.

Conferences occupy an outsized place in most lawyers’ business development plans. Between bar association meetings, diversity initiatives, practice‑area programs, and industry events, I spend more than a month each year on the road—along with the accompanying dues, registration fees, flights, hotels, and meals. It’s a significant investment of time and money. And yet, when approached strategically, conferences remain one of the most effective ways to build relationships, strengthen visibility, and generate new business.

The challenge is that most lawyers do not maximize the value of the conferences they attend. They show up, sit through CLEs, attend a reception or two, and leave without meaningful follow‑up or measurable outcomes. To convert visibility into business, lawyers must be intentional about which conferences they attend, how they prepare, how they show up, and what they do afterward.

Choosing Conferences with Purpose

The first step in improving conference ROI is selecting the right events. Not all conferences are created equally, and not every opportunity is worth the investment. When evaluating whether to attend, consider three core factors: time, cost, and potential return on investment.

A conference is most valuable when it aligns with your long‑term business development goals. That often means attending the same events year after year. Consistency builds familiarity, and familiarity builds trust. When colleagues, referral sources, and potential clients see you regularly, you become part of the fabric of the organization. Leadership roles become more accessible. Speaking opportunities emerge. And the relationships you form deepen in ways that sporadic attendance simply cannot replicate.

Quality also matters more than quantity. A handful of well‑chosen conferences will outperform a dozen unfocused ones. If your goal is to build referral networks, bar association and specialty‑practice meetings may be the best fit. If you want to deepen industry knowledge and meet potential clients, trade association conferences may offer better opportunities. The key is alignment: the right audience, the right conversations, and the right visibility.

CLE Is a Benefit—Not the Business Case

One of the most common justifications lawyers give for attending conferences is the need to get their CLEs. This is almost always the wrong reason to spend business development dollars. I work with an attorney who attends a pricey bar conference each year; we pay his dues to the organization and spend thousands on travel—and I will tell you that there is no real networking or connection made for BD. His argument is that he got his CLEs—at a cost of thousands of dollars. I’m always arguing to leave him at home.

CLEs are abundant, inexpensive, and often free. ABA members, for example, have access to unlimited no‑cost CLEs through the ABA Learning Center. Many state and local bar associations offer similar options. If your primary goal is to satisfy CLE requirements, you should not be traveling across the country to do it.

That does not mean CLE programming is unimportant. High‑quality substantive sessions can be valuable, especially in niche practice areas. But CLE should be viewed as a bonus, not the justification for the trip. The real value of a conference lies in the conversations you have, the relationships you build, and the visibility you gain—not meeting your CLE hours.

Unfortunately, many conferences overload their agendas with programming and leave little room for networking. Lunch sessions, back‑to‑back panels, and short, crowded receptions limit opportunities for meaningful interaction. When evaluating a conference, look closely at the schedule. Does it create space for conversation? Does it encourage engagement? If not, its business development value may be limited.

Your Hotel Room Is Not Your Office

A huge pet peeve of mine is attorneys who travel to a conference only to spend most of the time working from the hotel room. Emergencies happen, but they should be the exception, not the rule.

If you know you will be unavailable for large portions of the event, it is better not to attend. Conferences are not remote offices. The value comes from being present—attending sessions, participating in discussions, meeting people, and showing up at receptions and meals. A few “guest appearances” do not justify the investment.

Plan ahead. Block your calendar. Delegate where possible. Treat the conference as a work assignment, not a break from one.

Maximize Travel by Adding Client Development

You know those “client visits” on your annual BD wish list that never translate into reality? When attending a conference—perhaps in D.C., New York, Miami, Chicago, or Atlanta—plan and make those happen. Add a day before or a day after, and maximize the benefits of the conference by doing some actual client development.

Schedule lunches, coffees, or office visits with people you’ve been meaning to see. Reach out to clients you haven’t visited in a while. Meet with alumni, former colleagues, or industry contacts. These meetings often produce more tangible business outcomes than the conference itself.

Use Attendee Lists Strategically

Access to attendee information varies widely by organization. Some conferences provide full lists in advance; others offer only partial information or release it afterward. Increasingly, conferences use mobile apps that include searchable directories and messaging features.

Whatever the format, use the information strategically:

• Identify people you want to meet and reach out before the event.
• Schedule coffees, breakfasts, or dinners in advance.
• Review the list for clients, former colleagues, or referral sources you may not have realized would be attending.
• After the conference, follow up!

Add new contacts to your firm’s CRM or mailing lists for newsletters, client alerts, and invites. Connect on LinkedIn. Send a short note referring to your conversation. These small steps compound over time.

Evaluate Sponsorships for Real Visibility

Conference sponsorships can be valuable, but only when they offer more than logo placement. Before committing dollars, ask how the sponsorship will increase your visibility, access, and engagement.

Consider:

• Will you receive attendee lists or mailing opportunities?
• Are there exclusive events for sponsors?
• Does the sponsorship include speaking opportunities, and, if so, are they credible or perceived as pay‑to‑play?
• Will your firm be recognized in pre‑ and post‑conference communications, not just on‑site signage?

A sponsorship that merely places your logo on signage has limited value, although there can be some benefit in brand awareness and recognition. But often, I want more than that. Look for the gems in the sponsorship proposal packet. Recently, I dropped from a $10k level to a $3k level on a conference because the benefits of the lower‑priced package outweighed the more expensive one. I had a particular goal in mind when making the selection and chose a benefit that matched it.

If an organization is not proactive in delivering sponsor benefits, or if the value is unclear, redirect your dollars elsewhere. There is no shortage of conferences seeking sponsorship revenue. Pick the ones that treat you like a valued customer.

Network with Intention (and Have Fun Doing It)

Conferences should include “fun.” Yes, my wife sometimes thinks I’m on a boondoggle vacation to the USVI, but someone must do it. And there is nothing better than building out your network in an enjoyable atmosphere. It might be a nice steak dinner with potential referral sources in Chicago or drinks with a client in Miami. Either way, those are things we all know lead to business opportunities. Again, don’t travel for CLE hours. Stay out of your hotel room. When approached with purpose, conferences are not just line items on a budget or days away from the family and office. They are one of the most effective tools lawyers have to convert visibility into business. In an age of Zooms and LinkedIn, face‑to‑face will pay bigger dividends.