Attorney Referral Programs: 7 Best Practices [+ Tools]

When your current clients recommend your law firm to their friends and colleagues, it creates a significant ripple effect. This not only builds a network of trust but also draws in clients who genuinely need your services.

A referral program for attorneys and lawyers holds great potential for growing your client base. Asking for referrals from previous and existing clients creates a dependable source of new leads, and a referral program standardizes this process. By adopting this straightforward yet effective marketing strategy, you can take advantage of the satisfaction of your clients.

In this comprehensive guide, you will learn about:

• Advantages of referral programs  
• Simple tools for attorneys to implement a program  
• How to determine if you’re ready for one  
• Key practices to ensure the success of your referral program

What is an attorney referral program?

An attorney referral program is an organized approach to motivate and reward previous and current clients for recommending your services to their friends, family, and colleagues. It’s more than simply requesting names.

The software used in your program monitors your clients’ referrals, providing you with important information about the new business they bring in. This online referral program streamlines the tracking and rewards process, removing the hassle of manual recordkeeping.

Lawyer referral programs vs. referral services

Lawyer referral programs are different from certified lawyer referral services (sometimes called lawyer referral and information services, LRS, or LRIS).

Referral services are public services provided by a bar association in your practice area, and connect your firm to set up initial consultations with prospective clients. These clients have contacted the service themselves and submitted a need for legal help in your area of law, usually via a request form or by calling a toll-free phone number. They’re then connected with you for a 30-minute consultation, after which you can both decide whether to move forward with the case.

Meanwhile, lawyer referral programs connect you with prospective clients via people who have already used your legal services, and who can vouch for your quality of service. The previous clients send the referral, and then the prospective client can choose whether to contact you. You’ll run your own lawyer referral program.

While both are great sources of leads, LRIS don’t leverage the power of a previous client vouching for you.

Benefits of attorney referral programs

When it comes to selecting an attorney, individuals want to feel confident that they’ve made the right choice, often dedicating considerable research time to explore their options. An attorney referral program can be advantageous not only for you and your business but also for potential clients seeking the perfect match for their legal needs.

Your prospective clients trust referrals. Clio’s 2019 Legal Trends Report revealed that nearly 60% of clients seek out a referral when looking for the right lawyer, and another 16% both seek a referral and conduct their own additional research. This indicates that 73% of clients who sought referrals ultimately signed on with the lawyer they were referred to.

Here are some more key benefits of implementing a referral program:

• Keep track of every referral made: This allows you to easily monitor your program’s performance and make informed decisions based on data.
• Increase visibility for your legal services: Recommendations from satisfied clients serve as powerful endorsements, helping you reach ideal clients who might not have found your services otherwise.
• Draw in new clients: Referrals from friends carry more influence than other marketing strategies, especially when it comes to legal matters. In fact, client referrals are four times more likely to generate new business for you, thanks to the trust people put in their peers.
• Reduce marketing expenses: Referral programs generally have a lower client acquisition cost compared to traditional marketing methods like advertising. You only incur reward costs for referrals that result in leads or sales, making this a budget-friendly approach.
• Engage in low-risk marketing: Referral programs are low risk since you only reward people when their referrals convert into leads or new clients.

Attorney referral program essentials

Not every attorney is prepared to implement a referral program, even though there are many advantages. For a referral program to thrive, it’s essential to have certain key elements established before you get started:

• A robust network of happy clients who are eager to recommend your services 
• A track record of stellar service – especially with legal problems, people will only refer friends and family when they can rely on the firm to take care of their loved ones’ needs
• Strong relationships with clients, developed through a history of exceptional legal assistance
• An online presence where you can direct potential referrals
• The ability to maintain the high-quality legal aid you’re known for, even as new clients come in
• A clear understanding of your ideal new client
• Insight into your existing clients, including:
  • Demographics
  • Reasons they sought your services
  • Factors that led them to choose you over others
  • Sources of information about you
  • How they share information with their friends

Referral software for law firms [Free Tools]

These referral tools for law firms are a free and easy way to help you start your referral program.

Want a fully automated referral program for your law business? Run your referral program with us at Referral Rock. Find out how we can build your program with you (and tailor it to your unique needs)

Best practices for attorney referral programs

Follow these best practices to make your referral program a success:

Approach rewards carefully

While you don’t have to steer clear of referral rewards altogether, the American Bar Association does have clear rules on referral fees in their Model Rules of Professional Conduct (code of ethics).

You can’t give out cash referral fees to non-lawyers. But you can give out small referral incentives, that are on the same value level as holiday gifts, when a referral results in either a new qualified lead or a new client. This includes gift cards valued at a similar amount to what you spend on other gifts, simple gift baskets, or useful items like a fleece jacket or travel mug. 

“Lawyers [are permitted] to give nominal gifts as an expression of appreciation to a person for recommending the lawyer’s services or referring a prospective client. The gift may not be more than a token item as might be given for holidays, or other ordinary social hospitality.  A gift is prohibited if offered or given in consideration of any promise, agreement or understanding that such a gift would be forthcoming or that referrals would be made or encouraged in the future.” – American Bar Association Model Rules of Professional Conduct

You also shouldn’t promise anything of value to a previous or current client. This means you can give out the small referral gifts, but it’s best not to advertise the incentive. This way, the recommendations you receive are truly based on your quality of service, and not the expectation of the reward.

State bar association rules on referral fees may be stricter than those set by the ABA, so consider those as well. Some states might not allow even nominal referral gifts.  And if you’re in another country, your code of ethics may be similar to the ABA’s, so be sure to check.

As for a reward to the referred party,  it’s best to offer them a discount to encourage them to sign on. This is perfectly fine as you’re likely offering discounts to secure new clients already (outside of a referral structure).

Think about giving back with donations instead

An alternative approach to promote referrals, instead of using conventional incentives, is to contribute to a charitable organization for each successful referral made. This contribution could go to a specific nonprofit organization of your choosing, or one the referrer selects from a curated list of options you provide. This strategy not only fosters goodwill, but also allows your referrers to support a meaningful cause.

Morgan & Morgan Attorneys at Law provides a great example of a charity referral program. They donate money to Books For Keeps, a charity local to their firm that provides books to children in low-income families.

And Michigan Auto Law is another great example. They let referrers choose where to send a $100 donation. Or, if they prefer not to name a charity, the donation will be made on their behalf to the Brain Injury Association of Michigan, one of the firm’s favorite nonprofits.

Ask for referrals directly

One of the simplest and most effective ways to secure a client referral is to ask directly. Since you’ve already built a rapport with your client and have had regular conversations, it makes sense to reach out.

However, timing is key when you make your request for referrals. Look for those moments when your clients are feeling particularly pleased and you’re fresh in their minds. For instance, you might consider asking when they:

• Leave a glowing review or comment on social media
• Share positive feedback in a survey
• Offer enthusiastic praise after you’ve helped them win a case
• Suggest your services to friends outside of the referral program

If you’re aware that a client was happy with your services, it’s a great idea to request a referral when you send out the invoice for a completed appointment. 

Once you’ve nailed the timing, how to make the ask?

• Let them know how much you value their choice to work with you.
• Remind them of why they sought your services, and how this makes them a great fit to refer others. 
• Be specific! Inquire if they know anyone who matches the ideal client profile and need your services.
• Lastly, include a straightforward link to your referral program to encourage clients to take the next step easily.

You might also consider sending clients a thank you gift or card after ending a case. While doing this, why not acknowledge that they were an excellent client, and then introduce the referral program using a QR code?

Promote, promote, promote

Successful brands with effective referral programs make sure to promote them consistently across various channels. The more your clients are aware of your program, the higher the likelihood of attracting new clients and increasing revenue. Therefore, it’s essential to widely promote your referral program through different avenues:

On your website: Feature a striking hero image or banner that prominently showcases your referral program. You might also want to add buttons in both the top and bottom menus for easy navigation.

Client interactions: Whenever you engage with a happy client, take the opportunity to mention your referral program, encouraging them to share their positive experiences.

Personalized referral emails: Reach out with individual referral emails to your most satisfied clients, highlighting how their recommendations can help others.

Mass emails: Regularly send targeted emails about your referral program to all clients. We suggest doing this monthly to quarterly to keep the program top of mind.

News/update emails: Incorporate details about your referral program in various communications, such as newsletters, appointment emails, invoices, and other unrelated messages.

Social media promotions: Actively promote your referral program on social media platforms like LinkedIn, Facebook, or Twitter to engage a wider audience. Don’t forget to include a link to your program’s landing page.

Email signatures and social media bios: Add a short and engaging description of your referral program in your email signatures and social media bios, ensuring it’s visible to everyone you interact with.

Make sharing as simple as possible

To boost engagement in your referral program, ensure it’s easy for clients to grasp and share.

• Outline the program in a few simple steps—three to four is ideal. 
• Highlight the intrinsic benefits of sharing – mainly, helping a friend who needs legal services.
• Keep your program page tidy, avoiding excessive text or distractions. 
• Incorporate a prominent call to action (CTA) that motivates sharing. 

Additionally, aim to reduce the effort needed for clients to refer others.

• Provide multiple sharing options that align with how clients typically communicate with friends, such as through email, social media, and text messages. 
• Create a referral link that clients can easily copy and share (referral software can generate these links seamlessly). 
• Draft a friendly message for clients to send to their friends, so they don’t have to come up with their own wording. Ensure the message feels personal and conversational. 
• Design a mobile-friendly referral program for convenient sharing on the go, as people often share their favorite finds with friends via mobile devices. 
• Use Referral Rock’s One Click Access links to simplify the process even further. These links allow clients to start sharing immediately without needing to sign up for the program. Make sure to include these links in all your promotional emails for the program.

Keep an eye on your referrals with software  

To successfully track the effectiveness of your referral program, it’s crucial to monitor referrals closely. Setting clear client acquisition goals and regularly assessing your progress is key, but doing this manually can be quite challenging.  

This is where Referral Rock referral software comes into play. It simplifies the process of creating and managing your referral program. With Referral Rock, you can:  

• Design a personalized referral experience: Customize your referral program to fit your brand, choosing any type of reward and structure you prefer.  
• Identify referral sources: Each client gets a unique referral link, allowing you to pinpoint exactly where each referral originated.  
• Reward instantly: Automated reward distributions ensure that incentives are delivered right when they’re earned, keeping your clients satisfied.  
• Automate marketing efforts: Engaging, automated promotional emails help maintain client interest, and the passwordless links make sharing a breeze.  
• Gather program insights: Quickly assess your program’s performance and make data-driven adjustments for improvement.  
• Count on professional support: Onboarding experts collaborate with you to build your program and provide guidance throughout the process.  

Show appreciation for referrals  

Thanking your clients for their referrals not only acknowledges their support but also motivates them to keep referring others. When a referral leads to a new client, take the time to express your gratitude to the referring client. A personal, handwritten thank-you note can go a long way in showing your appreciation.  

In addition, consider giving a shout-out to the referring client on your social media platforms, publicly recognizing their support. This kind of acknowledgment not only strengthens your relationship with the referring client but also encourages others to refer their clients to your services.

Start your own attorney referral program 

An attorney referral program allows you to tap into the trust and credibility that comes from personal recommendations to bring in new clients. The advantages of such a program include straightforward tracking of referrals, heightened visibility for your services, the development of loyal clientele, cost efficiency, and minimal risk.

By creating a thoughtfully crafted financial advisor referral program and adhering to these best practices, you can leverage referrals to boost your business growth, draw in dedicated clients, and position your business as a reliable and in-demand law firm.