Referral partner landing pages: Build trust and scale referrals

When someone refers you a client, there’s already trust in the room.

The goal now? Don’t let that trust drop.

A well-designed referral partner landing page provides your referred clients with a personal and confident starting point. It helps them feel like they’re in the right place – because they are.

In this article, we step you through the what, why, and how of referral partner pages.

What is a referral partner landing page?

It’s a simple, hidden page on your website tailored to a specific business you regularly receive referrals from – think accountants, mortgage brokers, or even your professional networking group.

When Accountant ABC refers a client to you, they don’t just send them to your home page. They send them to a dedicated link like:

yourbusiness.com.au/accountant-abc

The client sees a page that:

• Confirms the partnership (“How Accountant ABC and Your Business work together”)
• Introduces your firm in a warm, approachable way
• Explains how you work together with the referrer
• Encourages a simple next step

It’s simple. It’s tailored. And it works.

When should you use referral partner landing pages?

Referral partner landing pages are useful in several scenarios:

• Established partners who regularly send you new clients
• New partnerships where you want to make a strong first impression
• Business development opportunities, especially when you’re building referral networks – having a page ready shows you’re proactive, polished, and easy to work with

They’re also great for giving nervous partners (e.g. those new to referring financial advice) something structured and clear to pass on.

What should the referral partner landing page include?

Keep it purposeful. Here’s an ideal example layout:

1. Header – A warm message acknowledging the referral

Referred by Accountant ABC? Welcome, we’re glad you’re here.

2. Introduction to your business – In plain language, briefly explain who you are and how you help

3. The partnership – Mention how you and the referral partner work together (e.g. shared values, regular collaboration, communication etc.)

4. Imagery – Ideally, include imagery of you and the referral partner together. Alternatively, include your headshots side by side. We recommend that you include both company logos as well.

5. Testimonials – Include testimonials and success stories from mutual clients and the referral business (with permission, of course). Video testimonials add even more legitimacy. Learn more about the power of testimonials in financial advice in our blog.

6. Next step – Provide a clear CTA:

• A short form
• A Calendly booking link
• A phone number with an invitation to call

In the next section, we help you get the most out of your call to action.

Go beyond with your call to action

This is where you can stand out. The beauty of a referral landing page is that you already know where the visitor came from – and that means you can tailor your call to action accordingly.

Here are smart ways to do that:

• Swap your generic ‘Book a Chat’ link with something more meaningful. For example, “As a valued referral from Accountant ABC, you’re invited to skip the initial screening and book a complimentary Discovery Meeting directly.”
• Route the lead to a specific adviser. If one of your advisers is the lead contact for a partnership, you can send referred leads directly to that person’s calendar.
• Use a shared contact form. Include a short contact form that:
  • Alerts both you and the referring partner when a client reaches out
  • Includes a built-in consent checkbox (if applicable) for sharing basic information between the two firms
• Ask more upfront questions. With trust already present, you can afford to be a little bolder. Ask more detailed intake questions than you would on a public form.

How to position the partnership

We recommend describing your referral relationships with a warm, professional tone. Here are a few examples of phrases to get you started:

• “We’ve worked closely with the team at Accountant ABC for many years. Together, we ensure our mutual clients have clarity and confidence when it comes to their finances.”
• “We regularly collaborate with Accountant ABC to provide aligned, personalised financial guidance for our shared clients.”
• “If you’ve been referred to us by Accountant ABC, rest assured you’re in good hands – we work together often and share a commitment to great outcomes.”

Scaling your landing pages

Once you’ve created one referral landing page, it’s easy to replicate.

To streamline the process:

• Base – Set up a repeatable structure and duplicate it for each new partner
• Adjust – Make it easy to swap in different logos, images, and copy
• Maintain – Include steps like notifying your team, adding the partner to your CRM, or setting a reminder to review the page annually

Over time, this becomes a scalable system, not just a one-off marketing task.

Make your partners feel valued

This isn’t just about the client. A referral page also reinforces the relationship with your partner.

Here’s how to turn the process into a win-win:

• Preview the page with your partner – get their blessing and feedback, and they’ll be more likely to share it in their referral process
• Include their branding with permission
• Be positive – speak highly of the referral business, e.g., “We love working with the team at Accountants ABC – they’re proactive, thoughtful, and genuinely care about client outcomes, just like we do.”

Referrers want to know their clients will be looked after. Showing that you value them builds long-term loyalty.

Final thought

Your referral relationships are gold. Treat the clients they send you like gold, too.

A tailored landing page takes just a little effort, but it can make a big impact on first impressions, conversion rates, and long-term partnerships.

Want to include referral partner landing pages in your website upgrade, or learn about other awesome functionalities to elevate your practice’s website? Get in touch today.