How Do You Build a Referral Network? 8 Tips

Referrals don’t happen by accident. Relying on word-of-mouth alone without a strategy means money left on the table. Building a referral network takes work, but the steady stream of quality leads that roll in is worth it.

From investing in a robust website to networking with legal and non-legal professionals, these eight tips help law firms improve their referral game and create profitable connections.

1. Invest in a Great Website

A law firm without a strong website leaves clients confused. Create a website highlighting client testimonials, case outcomes, verdicts, and settlements showcasing your credibility. People want to feel confident when they refer a friend or a client, and a strong digital presence proves your expertise.

Don’t sacrifice user experience for content, though. People will turn away if your firm’s website is slow, cluttered, or unintuitive. Keep navigation simple, highlight practice areas clearly, and make contact information easy to find. If a visitor can’t easily see what work you do, they’ll seek out another law firm. 

Develop a Landing Page for Referrals 

Build a dedicated referral landing page explaining what cases you accept and how referrals work. Clarify whether referral fees are allowed in your state. Create a simple form to enable professionals to send clients your way without a cumbersome back-and-forth exchange. 

2. Set Up Client Referral Programs

Law firms have some clear-cut rules regarding compensation for services, but they can encourage word-of-mouth referrals within ethical limits. The American Bar Association’s Model Rule 7.2 allows lawyers to pay for advertising but restricts direct referral payment unless it is part of an approved arrangement. 

When setting up client referral programs, focus on relationships, not transactions. Happy clients talk, and a well-structured referral program makes them more likely to spread the word. Follow up with satisfied clients, thanking them for referrals. Consider offering small tokens of appreciation where permitted. Just remember to keep your program honest and ethical.

3. Run Email Campaigns 

Your previous clients and professional contacts should hear from your firm more than once a year. Email marketing campaigns keep your name fresh in their minds. Share recent case wins, legal updates, or client success stories. Make emails concise, personal, and conversational — no one wants to read a law school dissertation in their inbox.

Don’t forget to include other lawyers in your email campaigns. After all, referrals come from them, too. A quarterly email with insights on your practice area or a simple check-in can keep you at the top of their list when they must pass a case along.

4. Connect With Your Community

People refer businesses they recognize and trust, as well as those supporting causes they care about. A law firm that sponsors a local sports team, contributes to a scholarship, or provides free legal workshops isn’t just advertising — it’s building relationships. According to Forbes, giving back is good for business. Customers like knowing that some payments go back to their community or important causes.

Charity events and local sponsorships also put you in front of business owners and professionals who could become referral sources. A well-placed logo on a banner at a school fundraiser may seem small, but it keeps your name in front of potential clients when they need legal help.

5. Network With Other Lawyers

Lawyers often refer cases to other lawyers. For example, a workers’ compensation attorney might refer a personal injury case to a PI firm, knowing they’ll receive a referral fee if the firm wins the case and if the referral is allowed under local rules. 

Building relationships with attorneys in different practice areas can create a steady pipeline of referrals. For this reason, consider attending bar association meetings, legal conferences, and social events hosted by legal organizations. 

Next, think about joining professional organizations related to your practice area and follow up with people you meet. Consistent communication builds trust and long-term professional relationships. 

6. Connect with Non-Legal Professionals

Connect with people outside of the legal industry, too. Some of your best referrals may come from non-legal professionals related to your field. Doctors, union representatives, accountants, and HR professionals interact with people who may need legal help. A well-placed recommendation from a trusted professional carries weight.

Professionals who align with your practice could look like a personal injury attorney connecting with doctors and physical therapists. Business attorneys typically know accountants and financial planners. Build natural relationships that make sense, and those professionals will consider you when their clients need legal services. 

7. Join Online Legal Platforms

Listing your law firm in directories on legal platforms such as Avvo, FindLaw, and Justia increases your reach by putting you in front of potential clients and referring attorneys. 

In the ABA’s recent Marketing TechReport, 33% of respondents said they created an Avvo profile. Why? Thirty-nine percent of those respondents did so for advertising, while 33% said it was to get endorsements from other lawyers. 

If you choose this route, regularly monitor metrics to track the ROI. Does the platform generate quality leads? Where do referrals come from? Remember, this is an investment. If the leads aren’t coming, you may need to adjust.

8. Be Authentic and Ethical

Referrals come from trust. If clients or referring professionals feel uneasy about your ethics and authenticity, they won’t send people your way. 

Lawyers must follow strict rules for talking to people represented by counsel — like not communicating with represented parties without permission. They must clearly understand (and speak to their clients about) licensing limitations, attorney-client privilege, and confidentiality. How well you abide by professional guidelines and the rules of communicating with represented parties could make or break referral leads.

Final Thoughts

Building a strong referral network will take strategic planning. While a great website, thoughtful networking, and community involvement all build trust, the results don’t happen overnight. However, law firms prioritizing relationships with clients and other professionals should hopefully see the benefits of consistent, high-quality referrals. 

This article was written by Lewis Goldman, who works as a Fractional Law Firm CMO at Digital Authority Partners.