When you think about where your clients come from, how many of them find you through your website, social media, or advertising? While those marketing efforts are important, they likely aren’t bringing in as many clients as referrals from people who have already worked with you.
In fact, according to
Above the Law, 62% of potential law clients find their attorneys through recommendations from friends and family. That’s double the amount that asked other lawyers for referrals and 25% more than those who found their attorneys through online searches.
In an interview with 30 lawyers, a website for small law firms discovered that referrals were the top driver of new business for all respondents more effective than even internet marketing.
Why Do Referrals Work?
Referrals dominate because they create a personal connection. Unlike clients who find you through an ad or your blog, referred clients come with a level of trust. They’ve heard from someone they know that you’re skilled, effective, and a good match for their needs.
Clients certainly care about credentials, but the deciding factor is often the personal connection they feel or expect to have with you. People want to hire someone they can trust, and a referral offers that assurance.
How to Get More Client Referrals
Providing excellent service is the foundation of generating more referrals. When clients see that you prioritize their case and get results, they’ll naturally want to share their positive experience with others. However, some clients may need a gentle reminder or prompt to refer you to others. Here are a few strategies to jump-start your referral business:
1. Close with the Ask
At the end of a case, if the results were favorable for your client, include a simple request for a referral in your closing message. Making this a standard practice ensures you don’t miss any opportunities to grow your referral network.
2. Be Specific
When asking for a referral, be clear about what you’re asking. Mention the practice area you worked on with the client, and ask if they know anyone who might need similar services. This specificity makes the request more personal and easier for the client to act on.
3. Create a Referral Form on Your Website
Make it as easy as possible for clients to refer you. A simple referral form on your website, linked in your email signature or follow-up communications, can streamline the process. Ensure the form is mobile-friendly so clients can easily share it with others.
4. Thank Clients Who Refer You
Every time you receive a referral, follow up with a thank-you note. You can even include a small token of appreciation, like a gift card, if it’s appropriate for your practice. This gesture shows clients that their referrals are important to you and encourages them to keep spreading the word.
The Takeaway
Referrals are one of the most cost-effective and time-efficient ways to grow your business. Many will happen naturally when you provide excellent service, but by making it easier for clients to refer you, you can keep your law practice growing steadily.
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