How to Get Word-of-Mouth Referrals From Your Clients (Without Feeling Awkward)
Most designers say word-of-mouth is their best source of clients.
Very few designers have a clear system for encouraging it.
That usually leads to one of two things:
Hoping referrals just “happen”
Feeling uncomfortable ever mentioning them at all
There’s a simple middle ground — one that feels professional, generous, and easy to maintain.
This is the referral approach I use, and it consistently brings in well-aligned web design clients.
First: Why Most Referral Systems Don’t Work for Designers
Referral programs often fail because they:
Feel salesy
Ask too much of clients
Offer rewards that don’t actually matter
Or turn into something you have to manage constantly
Designers don’t need complex funnels for referrals.
They need something that fits naturally into existing client relationships.
The goal isn’t to push referrals — it’s to make them easy and appreciated when they happen.
The $200 Printed Products Credit (How It Works)
Here’s the structure:
When a client refers someone who books a web design project, they receive a $200 printed products credit once that project is complete.
That’s it.
No forms.
No tracking links.
No awkward follow-ups.
It’s simple, clear, and easy to explain in one sentence.
Why This Works So Well
1. It Feels Like a Thank-You, Not a Transaction
Cash referral bonuses can feel uncomfortable — especially in creative industries.
A printed products credit:
Feels thoughtful
Feels aligned with your services
Feels like a genuine thank-you, not a commission
Clients don’t feel like they’re “selling” you. They’re simply being appreciated.
2. It Attracts the Right Referrals
People are unlikely to casually refer someone for a booked web design project unless:
They genuinely trust your work
They believe the person is a good fit
They expect the experience to be solid
This naturally filters out low-intent referrals and keeps your pipeline clean.
3. It Reinforces Your Expertise in More Than Websites
Printed products credits do more than reward referrals — they quietly remind clients that:
You handle ongoing marketing needs
You offer tangible, useful business assets
You’re someone they can return to again
Many designers find that these credits lead to:
Business cards
Packaging
Promo materials
Reorders later on
Which means referrals can turn into long-term client relationships, not just one-off rewards.
When (and How) to Mention It
This part matters.
You don’t need to promote this constantly.
The best times to mention it are:
At the end of a successful project in a casual follow-up email or wrap-up message
and in a little note in the gift basket at the end of the project
Keep it light. For example:
“If you ever refer someone who ends up booking a web design project, I offer a $200 printed products credit as a thank-you once their project is complete.”
And of course, pad this with other text like, “It was a pleasure working on your website and I’m looking forward to helping you grow your business through the weekly content growth plan.” (if they signed up for that, of course.)
No pressure.
No call to action.
Just information.
Why You Don’t Announce It Everywhere
This works best when it feels:
Personal
Intentional
Calm
You don’t need:
A referral landing page
Social posts about it
Email campaigns pushing it
This is a relationship-based system, not a marketing campaign.
And because it’s tied to a booked project, it protects your time and pricing.
The Bigger Picture
Word-of-mouth doesn’t require hustle.
It works best when:
Your process is solid
Your clients feel taken care of
And appreciation is built into your business model
A simple referral credit like this turns happy clients into quiet advocates — without you ever having to ask.
And that’s usually where the best projects come from.
