For most local businesses, the best customers come from other customers. Someone asks a neighbor “Who did your roof?” or posts “Can anyone recommend a good dog groomer?”, and a happy customer types your name.

You can’t control those moments, but you can make them happen more often. Most happy customers would gladly recommend you. They just don’t think of it, or don’t know how to pass your details along. Here’s how to help.

Ask at the right moment

The best time to ask is right after a customer says they’re happy: when they thank you, compliment the work or book again. Keep it short and personal:

“Thanks, I’m really glad you’re happy with it. Most of our work comes from people like you telling friends and neighbors. If you know anyone who needs this, I’d really appreciate you passing my name along.”

That’s it. No script, no pressure. Then make it easy for them.

Make it easy to pass you along

People refer you more when sharing your details takes no effort:

  • Hand over two business cards, one to keep and one to give away. Say exactly that.
  • Text your details after the job: your name, business name, phone and website in one message they can forward.
  • Make your website easy to share. A clear page for each service gives people a link to send. “Here’s who did our deck” works better with a link.
  • Show up where people ask. Neighbors ask for recommendations on Nextdoor and in Facebook groups. A claimed business page on each makes you easy to tag. Our guide to business listings beyond Google shows how to set them up.

Thank every referral

When someone sends a customer your way, thank them. A personal text or a handwritten note goes a long way, and people who feel appreciated tend to refer again.

You can also offer a simple reward, like a discount on their next visit or a small gift card, for each new customer they send. Keep it simple and fair:

  • Reward the referrer after the new customer actually books, so it’s easy to track.
  • Treat the new customer well too. A small welcome offer for both people works well.
  • Check your industry’s rules. Some licensed trades and health and financial professions limit referral rewards. If you’re in one of those, check before you offer anything.

Referrals and reviews are different

This trips up a lot of business owners:

  • Referral rewards are generally fine. Thanking someone for sending you a customer is ordinary business.
  • Review rewards are not. Google doesn’t allow you to offer anything in exchange for a review, and the FTC bans buying reviews. Never tie a reward to a review, or to a positive review.

So ask for both, but keep them separate. Ask happy customers for a Google review, with no strings attached, and thank them warmly when someone they know becomes a customer. Our guide on getting more Google reviews covers the review side.

Stay in touch (without being annoying)

People can only recommend you if they remember you. A few light touches keep you in mind:

  • A follow-up message a week after the job, asking if everything’s still good.
  • A seasonal reminder for repeat services, like gutter cleaning, AC tune-ups or lawn treatments. Only send it to customers who said yes to hearing from you.
  • Occasional posts on your Business Profile and Facebook Page, such as a finished project or a seasonal tip. Our Google Business Profile guide shows how to post updates.

Skip the weekly sales emails. Helpful and occasional beats frequent and pushy.

Make the first impression count

A referral often starts with a link or a name, and the first thing the new customer does is look you up. If your website is out of date or hard to use on a phone, a warm referral can go cold in seconds.

BoostCrow builds clear, fast websites for local businesses, so referred customers find exactly what they need and can call or book in a tap. See a free demo of your new site. It costs nothing and there’s no commitment. Or compare plans.