Roberta M. Gubbins, Esq.
I Write Content--You Practice Law

Draft Three / blog

How to Increase Your Referrals in 2018

The oldest, most reliable form of generating leads for lawyers are referrals. In fact, it is probable that your very first client came to you via a referral, who, in turn, referred the second client and so forth. The 2017 Clio study found that 62-percent of people find their attorneys through referrals from family or friends. How can you increase your referrals?

Do Good Work: The best referrals come from satisfied clients and doing good work for those clients is the very best way to get those referrals. Clients notice the small things—being on time, listening to what they say, explain and explain again until they understand, even when they don’t get all they want. Those contented clients will remember you and will send others your way.

Expand your e-mail list: Be sure to ask for a new client’s e-mail and permission to send information via e-mail. Assuming your website has content, use that content to send out a periodic e-newsletter. Your newsletter should include great content, images, links and overviews. It doesn’t need to be long, simply well-written and attractively formatted. And don’t forget to include bits about the daily goings-on in the office that shows off your staff’s personality. Such content gives a personal touch and makes people feel invested in the people behind your brand.

Create and maintain relationships with other businesses: Forming relationships with businesses that complement your practice such as, for example, accountants, investment advisors, realtors, or health professionals can also lead to referrals. Keep them up to date with a newsletter and remember to refer business their way when appropriate.

Out of the Office Activities: Lawyers donate a lot of time to their communities. Most find such work gratifying. Report about it in your newsletter. Remember that clients and peers who know more about the firm are more comfortable making a referral. 

And, finally, show your appreciation for clients who refer work your way. This can be as simple as a hand-written thank-you note to show your gratitude for the effort they’ve taken to help your business. Even if you don’t take the matter and refer it to another lawyer, be sure to thank the client. They will remember, refer other matters and your business will grow.

Roberta Gubbins