Why bother with a referral scheme?
Because your best customers are already recommending you. They're just doing it for free, with no tracking, and no incentive to keep doing it.
According to Nielsen, 88% of consumers trust recommendations from people they know — more than any ad, review, or social media post. And research from the Wharton School of Business shows that referred customers are 18% less likely to leave than customers you acquire any other way.
A referral scheme turns an informal process into a reliable channel. You know who's referring, who's converting, and what it's costing you.
Setting up your referral scheme — step by step
Step 1: Decide what to reward
Keep it simple. Pick one reward type to start with:
- Cash — £10 to £50 per successful referral
- Discount — percentage off their next job
- Gift card — Amazon, local restaurant, or similar
- Free service — a free boiler check, garden tidy, or PT session
You can always add tiers later — start with something straightforward.
Step 2: Set up your referral page
With WOM, this takes under five minutes. Create your page, add your rewards, and you're live. You get a branded referral page to share with your customers — they visit it, fill in a few details about the person they're referring, and WOM handles the rest.
Step 3: Tell your existing customers
Send a quick text or email to your current customers. Something like: “I've set up a referral reward — if you send someone my way and they book, you get £20. Here's my referral page.” That's all it takes.
Step 4: Make it part of your routine
After every job, share your referral page. Add it to your invoice. Mention it in your follow-up text. The businesses that get the most referrals are the ones that ask consistently.
Ready to set up your referral scheme?
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Set up your referral page freeFrequently asked questions
Are there legal requirements for running a referral scheme in the UK?
There are no specific laws against referral schemes in the UK, but you must comply with GDPR when collecting and storing personal data from referred leads, and with PECR when sending electronic communications. You also need to be transparent about the rewards you offer and honour them as promised. If you offer cash rewards, these may be taxable — check with your accountant.
Do I need to worry about GDPR and PECR when running a referral scheme?
Yes. When a customer refers someone, you need that person's consent before contacting them or storing their details. Good referral software like WOM handles this by building consent collection into the referral process, so you stay compliant without extra admin.
How long does it take to set up a referral scheme?
With WOM, most businesses are set up in under five minutes. You create your referral page, choose your rewards, and share it with your customers. No website changes, no coding, no waiting for developers.
What should I offer as a referral reward?
The best rewards are simple and valuable. Cash (£10–£50 per referral), discounts on future work, or gift cards all work well. You can also set up tiered rewards so the more someone refers, the bigger the reward. The key is making it worth their while without cutting into your margins.