How to Build Word-of-Mouth Business Through Referrals
One of the most challenging aspects of running a web design business is finding and attracting the right clients. With algorithm changes and more competition in the marketplace, strategies that may have previously worked for your business may not be a reliable or consistent source of leads today. But even in the rapidly changing world of online entrepreneurship, one thing doesn’t change: the value of word-of-mouth referrals from clients and colleagues.
Compared to other methods of client acquisition, referrals often lead to higher conversion rates and longer client retention. Curating your process to attract high-quality leads from your network can generate more work for your web design business. Plus, it can result in additional income, especially if you’re a Circle member who participates in the Circle Referral Payments Benefit. Just think: with every website you launch or tool you set up for a client, you don’t just receive payment from the client for your time and talent, but you also receive a commission from Squarespace.
So, how do you attract high-quality referrals? Read on to discover effective methods for building and maintaining client relationships, as well as how to request referrals from past clients.
Deliver exceptional client experiences
When you deliver top-tier client experiences, past clients are thrilled to talk about your services with others who may be in need. Providing outstanding customer service begins with the client’s first touchpoint and ends with the offboarding and support processes. It also includes every moment in between. It’s important to set and manage expectations, be clear (and frequent) with your communication, and deliver what you’ve promised.
When the opportunity presents itself, you can exceed expectations by adding a touch of surprise, such as an additional page layout or a collection of social media graphics. If a potential client isn't a good fit for your process, it’s best to say no to the project from the outset. You want each web design project to be a great experience for you and the client.
To cultivate an experience that’s grounded in exceptional service, remember to:
Deliver high-quality web design solutions
Align with client goals and objectives
Keep the project on time and budget
Offer a streamlined and simple process from start to finish
Fostering connections with existing clients
Encourage word-of-mouth referrals by cultivating relationships with current and past clients. You can do this by including them on your email newsletter list (with their permission), or by sending out personalized emails on their website or project anniversary. For instance, you could check in six months post-launch with every client, confirming they're still happy with the state of their website. In these correspondences, you can ask clients to refer anyone who they think might benefit from your services.
Other strategies to maintain regular communication with your clients can be anything from offering website maintenance packages to engaging with them on social media.
Request feedback at the end of every project. This can strengthen your workflow, and you can feature positive reviews as testimonials on your website and social media profiles.
Learn more ways to re-engage past clients.
Implementing a referral program
Incentivize clients to refer your services by offering them a reward or commission for any projects they send your way. There are many options for tracking referrals, depending on how you manage your projects, but one opportunity is to ask during the project onboarding phase:
How did you hear about me?
If you were referred, who can I thank for connecting us?
Keep track of referrals in a spreadsheet that notes the project, the referrer, and the timing and amount of the reward or commission. For smaller services, the reward could be a thoughtful note with a gift card for coffee or a sweet treat. For larger projects, it could be a commission (i.e., a percentage of the package capped at a specific dollar amount). If you are running short on discretionary funds, consider offering a free site update or strategy session for your referrer.
For each referral sent your way, email the client who referred you and thank them. If the project isn’t a fit, briefly explain why (e.g., you don’t take ecommerce projects), so they know not to send those your way in the future. Or, let them know that you’re looking forward to working with their referral. When the project is complete, send another email with a link to the completed website and ask for the best way to deliver their reward or commission.
It’s important to keep track of these referrals and clearly communicate with your references through multiple touchpoints. Expressing gratitude and acknowledging clients who refer your business ensures your clients continue to feel excited about referring your services.
Leveraging online platforms and social media
When you post on online platforms (i.e., job boards) or social media, you not only provide valuable information and insights to potential clients, but you reinforce your connection with existing and past clients as well. Posting and engaging with your audience helps keep you top of mind for anyone who might refer you to others. Plus, when you share tips or answer questions on these platforms, you showcase your expertise in web design, establishing stronger associations with your brand.
Posting testimonials on social media is another way to remind past clients of your work together, while highlighting your skills and ability to deliver exceptional experiences with potential clients. Share client testimonials in social media posts and directly on your website, with positive client feedback peppered throughout your homepage, services page, and portfolio.
Networking and collaborating with industry professionals
Networking and building relationships with other professionals can help you establish a community and widen your reach in your area of expertise. Connections in the web design industry can lead to referrals from other professionals, particularly when a potential client is outside their niche or price point. Building relationships across other industries, such as copywriting, search engine optimization (SEO), and brand photography, can also lead to introductions to potential clients who need a website. For instance, if you find a copywriter whom you enjoy working with, you could create an inclusion in your proposal for a copywriting add-on, or even package your services together. Collaborating with other professionals can level up your client’s experience while giving you space to focus on the parts of the project that you most enjoy.
At first, it can feel overwhelming to build your network of industry professionals, but it becomes more natural and manageable with time. Watch for industry events like Circle Day, where you can meet and engage with other web designers and members of the Circle community. Or consider joining professional associations or local networking groups for small business owners.
Generating referrals
When you ask for referrals, make it easy for clients by keeping the process as simple as possible. If you email clients asking for referrals, include all relevant details and a link to your website. Make your request more appealing by offering a reward or commission and a discount for anyone they refer. The following is a sample email you can send, replacing the information in the brackets with your own details:
Subject line: Refer my web design services and earn rewards
Hi [Client Name],
It’s been [six months] since we launched your website, and I wanted to check in and see if you have any questions for me. I’d love to hear any compliments you’ve received or any wins you’d like to share!
I enjoyed working with you, and I’m actively looking to work with more [solopreneurs, coaches, appliance repairmen, etc.]. If you know someone who could use a new website, I’d be grateful for an introduction. I’m currently offering [two-day websites starting at $1,750 + a link to your services page]. I’d like to offer your referrals a [10% discount] when they mention your name.
And to say thank you for anyone you send my way who completes [a custom web design project], I’m offering a commission of [5%, up to $250] per project. For smaller engagements like [setting up Email Campaigns or Acuity Scheduling], I’d love to send you [a coffee on me]!
Thank you again for choosing to work with me on your website project. It was a delight! And thank you so much for considering referring my work to others.
Best,
[Your Name]
Pro tip: Create email or social media templates for your connections that they can send or post to generate interest from their networks. Anything that makes the process of sharing your information and services more efficient increases the chances your clients will participate.
Earn client referrals
Earning client referrals can become an integral part of your client acquisition strategy. Fostering connections with fellow web designers and related professionals not only enhances your professional network, but also opens the door to potential referrals and partnerships. Maintaining communication with previous clients via email and social media can help ensure that you are the first choice for web design referrals. Lastly, streamlining the referral process can generate a strong pool of leads without taking too much time.
Above all, don’t be afraid to ask for referrals. If you’ve provided great help and exceptional service, your connections and clients will be happy to refer you to others.
Want more?
Check out Squarespace Circle, Squarespace’s program for professional web designers, developers, digital entrepreneurs, and creatives. Along with exclusive content, discounts, and other perks, Circle brings professionals together from across the globe to exchange advice while connecting with new clients and collaborators.
