This is an excerpt from the SiteSwan Training Program for Website Sales to Small Businesses

 

This playbook is organized two ways:

1. Whether there's an incentive attached
2. Which channel you're using.

Pick whichever combination fits the moment — none of these require all of them.

 

No Incentive

In Person / Phone

Ask when the excitement's highest. Right after the reveal, not weeks later in an invoice email.
Say: "You seem really happy with this — is there anyone else you know who'd want the same thing?"

Ask for a name, not a category. A vague question gets a vague answer.
Say: "Who's the first person that comes to mind when you think about who else needs a website like this?"

Ask inside their industry. They already know who else is in the same boat they were in.
Say: "Are there other [their industry] owners in your circle who could use something like this?"

Ask again once it's actually working. There's a second moment you're probably skipping — when the site brings a real call or lead, not just when it looks good.
Say: "Since this has been bringing you [result], is there someone else you'd want to see get the same thing?"

Ask about their network, not just their contacts. A chamber, a BNI group, a local association — one ask can open a room instead of a single name.

Say: "Are you part of any local business groups? I'd love an intro if there's an opening for that."

Text

Start a group text on the spot. This is the strongest one on the list — instead of asking them to remember to refer someone later, get the introduction happening right then, while you're both still standing there.

Say: "Got two minutes? Add [friend's name] to a quick group text with us — I'll introduce myself and you can just vouch for the work."

A short check-in text a few days later. Low-pressure, easy to ignore or easy to answer.
Say: "Hey [Name], glad the new site's been working out! Quick favor — know anyone else who could use one? Happy to take care of them the same way."

Forward the compliment. If they texted you something nice about the finished site, ask them to send that exact message to someone else. Say: "Would you mind forwarding that to one person who could use this?"
 

Email

The wrap-up email PS. Tack the ask onto the email where you hand off login info or say the project's done — it's already a natural point of contact.
Say: "PS — if you know anyone else who could use a site like this, I'd love an introduction."

Make it forwardable. Literally invite them to forward the email itself, so there's zero composing required on their end.
Say: "Feel free to just forward this email to anyone who might need a hand with their website."

With Incentive

A few incentive ideas worth having in your back pocket, beyond the standard discount:
 

• Bill credit — a month off, applied automatically when the referral signs.
• Free add-on or upgrade — an extra page, an SEO tune-up, something they'd otherwise pay for.
• A physical gift — a bottle of wine, a local gift card. Feels personal instead of transactional.
• Double-sided incentive — the friend they refer also gets something (a discount on setup), which reframes the ask as doing their friend a favor, not just helping you.
• A charitable donation in their name — good for clients who'd feel a little off taking a "reward" for a personal recommendation.
• A monthly raffle — everyone who refers that month gets entered to win something, so it works even for clients who only ever refer one person.
• A public shoutout — feature their business on your own page or site as a client spotlight. Appeals to owners who want the exposure more than a discount.

 

In Person / Phone

The straightforward credit offer.
Say: "Send someone my way, and I'll knock a month off your bill when they sign on."

The gift offer.
Say: "If you refer someone who signs up, there's a bottle of wine with your name on it."

Text

Group text plus incentive. Same move as the no-incentive version, but with the offer stated up front so there's an immediate reason to say yes.
Say: "Add [friend's name] to a quick group text with us — if they sign on, you'll both get a bonus month free."

A raffle announcement to your client list. One text to everyone you've worked with, timed once a quarter or so.
Say: "Refer anyone this month and you're entered to win [prize] — as many entries as referrals."
 

Email

A formal referral announcement. Works well as a one-time email to your whole client list rather than a one-off ask.
Say: "I'm doing something a little different this month — refer a friend, and you'll both get [incentive]. Just reply with their name and I'll take it from there."
The charitable-donation version.
Say: "Refer someone who signs on, and I'll donate [amount] to [cause] in your name."

 

This information is intended for general educational purposes and is not legal, financial, or investment advice. Before starting a business or selling services, consider having your financials and economic projections aligned with your investment intentions.

Interested in running a web design business smarter and more profitably? Go to www.siteswan.io