You did a great job. The client thanked you. Maybe they even left a glowing review. But months go by, and you realize they’ve never sent anyone your way. It’s not that they didn’t have a good experience. It’s that good experiences alone don’t lead to referrals.
Referrals don’t just happen. They come from clarity, confidence, and convenience. Most of your clients aren’t sitting around waiting to refer you, they’re going about their lives. If you want to stay top of mind, you have to make it easy for them to remember you and talk about you.
They Don’t Know Who to Refer
One reason clients don’t refer you is they’re not sure what kind of client you actually want. Maybe they remember that you “do estate planning,” but they don’t know if you also help with probate. Or they assume you only take high-net-worth cases. Or they forget altogether.
If you don’t clearly explain who you help, how you help them, and when someone should reach out, your clients won’t be able to spot the right referral even if it’s right in front of them.
You Didn’t Ask
A lot of lawyers avoid asking for referrals because they don’t want to sound pushy. But most clients won’t think to do it unless they’re prompted. A simple, “If you know anyone dealing with [issue], feel free to send them my way,” can go a long way.
It doesn’t have to be awkward. You’re not asking for a favor, you’re letting them know you’re open to helping someone else. Just like they didn’t know you wanted the referral, they also might not know how to give one unless you bring it up.
You Disappeared After the Work Was Done
Referrals usually happen weeks or months after you finish working together. If you’re not staying in touch, you’re easy to forget, even if they really liked you.
Staying top of mind doesn’t require a big effort. A short monthly email, a holiday card, or even a quick LinkedIn post helps remind people you’re still out there and still helping clients like them.
They Don’t Know What to Say
Even when clients want to refer you, they might not know how to talk about you. They’re not legal marketers. They’re not sure what you want them to say or what you’d find helpful.
Give them simple language they can use: “He made the whole thing really easy to understand.” “She kept us informed the whole time and never made us feel rushed.” Help them describe your value in plain English and they’ll be more likely to say it to someone else.
You Didn’t Deliver a Remarkable Experience
A good experience is expected. A remarkable one stands out. That doesn’t mean being perfect. It means doing small things that make the process feel easier, more personal, or more thoughtful than expected.
Returning calls quickly. Explaining things clearly. Following up after the case is closed. These aren’t fancy touches, but they make people talk. And the more talk-worthy you are, the more likely someone is to recommend you.
Referrals Come From Intention, Not Luck
If you’re waiting on referrals without giving people a reason, a reminder, or a way to follow through, you’ll be waiting a long time. But if you stay visible, make your value easy to talk about, and remind clients who you help, the referrals will come.
Even happy clients need a little help turning their good experience into your next case.