Referral programs that work: A guide for small law practices

Digital legal marketing holds measurable power, especially within referrals and a strong person-to-person network. Think of these two marketing channels, online and offline, as working hand-in-hand to create the best business development pipeline your solo or small law firm can have.

In the most recent U.S. Consumer Legal Needs Survey, a poll of 2,000 U.S. adults who had a legal need within the past year, 48% of respondents who learned about the attorney they contacted relied on referrals from family, friends, or trusted coworkers. Looking at that statistic, it should be immediately apparent that word of mouth is a vital marketing tool you can’t ignore.

Let’s take a look at where referrals come from and how you can position yourself to get more of them.

Referral sources for solo attorneys and small law firms

Before we can talk about how to generate more and better referrals, we first need to identify where those referrals come from.  

• Fellow attorneys: You know that not every lawyer handles every type of work. The general public probably does not. When a fellow attorney receives an inquiry for a type of work they don’t handle — but you do — you want to be top-of-mind so they remember to direct the consumer with a legal need to you. 
• Alumni and classmates: People who knew you in undergrad and law school can be great referral sources because they understand your skills, work ethic, and training. They may have connections who need legal services and can recommend you with confidence.  
• Past clients: A satisfied client is the best referral source you could ask for. When a client is happy with the service you provided, they will tell any family members, friends, or coworkers who have a similar legal need that they recommend you.

How to build your referral foundation

It’s important that you lay the groundwork for positive referrals, which can come in at any time. With fellow attorneys, attending bar association events or in-person CLEs (continuing legal education) keeps you in the mix and introduces you to other lawyers in the community — and keeps you at the forefront of lawyers to whom they could refer matters. Plus, there’s bonus points if you have the capacity to write an informative article for a local or regional legal publication or speak on a panel at an event. Those opportunities establish your credibility and burnish your reputation.  

With alumni and classmates, networking via LinkedIn and keeping your alumni association up-to-date on your practice are simple and easy ways to remain in the thoughts of these possible referral sources. Reconnecting periodically through informal meetups or alumni events can strengthen those bonds. And with past clients, communicating well and putting yourself in their shoes ensures a positive client experience. That sounds elementary, but a good experience with you is what will make it most likely that you’ll be referred by that satisfied client.

Strategies for implementing referrals

There’s more than one way to prime the pump for referrals, but here are four you’ll want to seriously consider: 

Client intake forms 

A surprising number of new clients never think to mention how they heard of you unless they’re asked. As part of the client intake process, make it a consistent point to find out how the new client found you. “How did you learn of our firm?” or “Is there anyone we could thank for referring you to us?” are tactful ways to ask. 

Incentive programs 

You might be surprised at how successful, say, a $25 gift card can be at incentivizing past clients to write a review, provide a testimonial, or refer a potential client. How sophisticated a referral program you run depends on your budget, of course. An important thing to remember is some states’ ethical rules prohibit anything beyond a “nominal” expression of gratitude. If that’s the case, a handwritten thank-you note or a phone call might be your best bet. 

Network, network, network 

The power of in-person connection is hard to overstate. People can’t remember you if they never think of you, and they’re more likely to think of you if they actually see you from time to time. Make it a goal to attend an in-person networking event once a month. If you can attend more, great! But start small so you don’t feel like you bit off more than you can chew. 

Give a little, get a little 

If you refer clients to other attorneys, they’ll be more likely to return the favor. Think of it as paying it forward or spreading the love. Just don’t expect a quid pro quo arrangement, because that’s usually seen as ethically dubious. 

Building a strong referral network and positioning yourself to receive the kind of referrals you want is a multi-step process, rather than a single action to take. If you could use further pointers on how to maximize your legal marketing efforts, schedule a complimentary, no-obligation consultation with FindLaw today.