Ever wondered how to get freelance clients through referrals? You’re not alone.

Let’s set the scene:

You’ve just finished up a project.

The dust has settled, the money’s in your bank account, and you’ve got a wave of fresh inspiration.

Except… you haven’t got another project lined up.

Cue the panic.

We’ve all been there.

As freelancers, we’re tasked with finding our own work which can be both a blessing and a curse.

It means we get to work with clients on projects we love. But it also means we’re responsible for keeping our cash flow in check.

The majority of ways to find freelance clients require a bit of patience, and getting client referrals is no different.

What does client referral mean?

If you’re new to the game, a client referral is simply when a client you’ve worked with previously recommends you to another brand or colleague.

It’s basically a word-of-mouth recommendation that makes it easy for the new client (because they don’t have to hunt around for the perfect freelancer), your existing client (because they look good referring a good freelancer), and you (because you get a new client and don’t have to do the whole backwards and forwards thing of bringing them onboard).

I did a poll on Twitter recently that reveal the majority of freelancers find their clients through referrals. This wasn’t a massive surprise, as client referrals come with in-built social proof.

Most importantly, client referrals are a passive way to generate a consistent stream of leads without even realising it.

Think about it: you finish a project with a client who loved what you did for them. Eight months later, you get an email out of the blue from one of their peers asking to work with you after they received a glowing recommendation.

If that happened with every single client, you could easily land a new client every month for a whole year.

But you can’t plan for it to happen.

That doesn’t mean you can’t make it easier for clients to refer you, though.

More often than not, it won’t cross a client’s mind until you give them a little nudge.

It’s human nature.

We’re forgetful; especially marketing managers and creative leaders that have a to-do list as long as their arm.

Sure, your name might crop up when a distant colleague asks if they can recommend anyone. But how can you pre-empt it and encourage clients to actively share your name before anyone even asks for it?

Here’s how to do it.

1. Timing is Everything

Asking a client to refer you halfway through a project is a bit like interrupting someone when they’re telling a joke.

It can ruin the flow and put the spotlight on you (often not in a good way).

Instead, save your ask until the right moment.

This might be when:

• The project wraps up
• A client provides particularly lovely feedback
• You’ve just finished up one stage of a multi-stage project
• A past client comes back to hire you for another project

These moments are all key milestones and show a client is happy working with you. And we all know that a happy client is more likely to recommend you.

Feedback like this is the perfect foundation for a referral conversation. 

2. Create a Network Loop

Referrals don’t have to just come from your own clients, they can come from other freelancers too.

There are plenty of freelancers who are overwhelmed with work or who don’t have quite the right skillset for a project they’ve been approached for.

This is your moment to swoop in and save the day.

There are two ways you can make this kind of referral work for you:

1. Actively build a circle of freelancers with complimentary skill sets. You might include a designer, a marketer, a writer, and a developer, and all vouch to refer others to right-fit projects
2. Passively network at conferences, workshops, local events, and in online groups to get your name out there. The more people that know about you, the more likely you are to get referrals

The key to getting network referrals is to keep things organic. Don’t push yourself on other freelancers – this can come across as desperate and annoying. Instead, forge real relationships with people and pay the favour back.

I regularly refer work to other freelancers in my network when I’m at capacity or it’s not a good fit for me.

3. Let Your Work Do the Talking

Instead of asking clients to refer you, let your work do the talking.

Create case studies of successful projects where you interview clients and encourage them to share their feedback.

Not only do you get a shed-load of conversion-worthy proof that you can do what you say you can, but clients are likely to share the case studies with their networks.

As a result, you’ll reach potential clients who might be in need of a service like yours.

Rosanna of byRosanna.co.uk gives a brief rundown of her client projects. 

4. Offer a Reward Program or Incentive

Everyone likes to win something, right?

This is why a rewards program can be effective – but you have to do it right for it to work.

The key is to offer something to both the referring client and the potential brand who might need your services.

Here are some incentives you might decide to offer:

• A % discount on a follow-up project for an existing client if they refer you to another brand
• A % cut of client’s month services for a freelancer that recommended you
• A % cut or a special discount for referred clients to take advantage of during the first month they work with you

5. Be Straight Up

Don’t dance around your words.

Simply ask clients.

How do you ask clients for referrals? 

It’s relatively simple because you already have a relationship with this client and they trust you. You can either do it on your off-boarding call or in an email once a project is finished.

You can use a script like this:

Hey [client],

I’ve really enjoyed working on this project with you and would love to chat about any future projects I might be able to help out with. In the meantime, I’d really appreciate it if you could mention me to any other brands you think could do with my help. Thanks!

See? Simple, but effective.

You can also be specific with your requests too.

If you know that a client is close with a brand you really want to work with, you can ask them to introduce you.

Use a script like this:

Hey [client],

I’ve really enjoyed working with you on this project and would love to chat about any future projects I might be able to help with. I notice you’re on good terms with [BRAND]. I’d love to get an intro to them as I think I can really help them with [SERVICE]. No worries if not! Thanks!

As the saying goes: if you don’t ask, you don’t get.

6. Return the Favour

Client relationships are a two-way street.

You can’t constantly take without giving anything back. Well, you can, but it can make your relationships suffer.

Instead, show clients how you want to be treated.

Refer people to them and let them know about it.

For example, if you’ve written for a social media scheduling tool, recommend it to a Facebook group you’re a part of and let your client know that you’ve done so.

This will spark a sense of reciprocity and encourage clients to recommend you to their network in return.

7. Stay Front of Mind

Clients won’t recommend you if they forget about you. And no one wants to be the forgotten freelancer.

Even if you’ve finished a project with a client, you can still stay front of mind.

Think about connecting with them via:

• Social media, and sharing or commenting on their posts
• Email, and send them resources you think they’d enjoy (or check in every couple of months)
• Real-life mail, by sending them a Christmas card or a congrats card when they achieve something awesome

Every time you make a connection that’s not necessarily work related, you’ll inch up their list of people to recommend.

8. Exceed Expectations

The absolute best way to get client referrals is by doing a really great job.

Clients won’t refer mediocre freelancers because their reputation is at stake. If you didn’t deliver a project on time or missed the mark on the brief, they won’t want to burden their peers and colleagues with that. Otherwise, they’ll look bad too.

So, if there’s one thing you do, make sure you do a fantastic job.

Keep communication open at all times, go above and beyond, and under-promise and over-deliver.

You’d be amazed at how difficult it can be for brands to find good freelancers. When they do find one, they’re willing to shout about them from the rooftops. Make sure it’s you!