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.
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
Case study: Seedli is a fantastic example of an advice practice that uses referral partner landing pages as part of its website strategy to engage ideal clients.
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, which 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: Build a repeatable template and duplicate it for each new partner (WordPress custom post types make this especially easy to scale)
- 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: Make sure you have their 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 requires some effort, but can significantly impact first impressions, conversion rates, and long-term partnerships.
Learn more tips like this in our value-packed downloadable guide:
Website essential for financial advisers
Referral partner pages FAQs
The article describes referral partner pages as “hidden,” but that term is worth unpacking. In most cases, hidden simply means the page is not linked from your main navigation, so a casual visitor browsing your website will not stumble across it. It does not automatically mean the page is blocked from appearing in Google search results. If you want the page to be genuinely private and unsearchable, you need to add a “no index” instruction to the page, which tells search engines not to include it in their results.
In WordPress, most SEO plugins, such as Yoast or Rank Math, let you toggle this setting on a per-page basis without coding. Whether to noindex a referral page is a judgment call. Some firms prefer that a page for “Accountant ABC” does not appear when someone searches for that accounting firm’s name. Others are comfortable with it being findable. Talk to your web developer or SEO provider about which approach suits your firm’s strategy.
Yes, and this is an easy step to overlook. A business’s logo is typically a registered or common-law trademark and is protected as intellectual property. Using it without permission, even in a context intended to be positive, can expose you to a complaint or request to remove it. The article correctly notes that you should have the partner’s permission before including their branding. In practice, getting that permission in writing is the safest approach, even if it is just a short email exchange.
You should also check whether the partner has brand guidelines that specify how their logo may be used, including minimum size, colour version, and clear space requirements. Using a logo incorrectly can reflect poorly on both parties. If the partnership ever ends, make sure you have a process for promptly removing or updating the page. IP Australia provides general information on trademarks at ipaustralia.gov.au. This article does not constitute legal advice, and you should seek your own guidance if you are unsure about your obligations.
Under the Privacy Act 1988 (Cth) and the Australian Privacy Principles, you generally need consent before disclosing a client’s personal information to a third party, which in this context includes the referring accountant or broker. For consent to be valid, it must be informed, meaning the client must understand what information will be shared, with whom, and for what purpose. A checkbox that simply says “I agree to share my information” is unlikely to be sufficient on its own. The checkbox should be accompanied by clear language explaining specifically what is being shared, such as the client’s name, contact details, and the nature of their enquiry, and that this will be passed to the referring firm.
Consent should also be freely given, meaning it cannot be a condition of proceeding with the enquiry if sharing with the referrer is not strictly necessary. Review your privacy policy to ensure it addresses this disclosure scenario, and consider having your compliance manager or a privacy lawyer review the consent wording before you go live. The OAIC publishes guidance on consent and the APPs at oaic.gov.au. This article does not constitute legal or compliance advice, and you should seek your own professional guidance.
XplanConnect is a feature within the Xplan practice management platform that allows external web forms to push data directly into Xplan, automatically triggering workflows, tasks, or client record creation. On a referral partner landing page, this means that when a referred client completes your intake form, their details can flow into Xplan without anyone on your team having to manually enter them.
From there, you can configure Xplan to automatically create a new prospect record, assign the lead to a specific adviser, send a confirmation email, and trigger an onboarding workflow, all based on the responses submitted. Setting this up requires configuration within Xplan and some technical work on your website form to ensure the fields map correctly. If you are not already using XplanConnect, start by speaking with your Xplan account manager or support contact and asking them to walk you through the XplanConnect setup documentation. Your web developer will also need to be involved to connect the form on your landing page to the Xplan endpoint.
This is a practical gap that the article does not address. When a referral partnership concludes, leaving a page live that promotes the relationship can confuse prospective clients, reflect poorly on both businesses, and, in some cases, raise questions about whether the partnership still exists. The first step is to either unpublish the page or redirect it to a neutral page, such as your general enquiry page or homepage. If the page was shared publicly by the referring partner in their own communications, let them know it is coming down so they can update their links.
Remove any reference to the partner from your CRM tagging, your team’s intake processes, and any automated email sequences that reference the partnership. If the partner’s logo or testimonials appear elsewhere on your website, review those placements too. Finally, document the change in your website maintenance records with a date, so you have a clear record should the matter be queried. As the article briefly suggests, building a simple annual review process for all referral partner pages is the most reliable way to catch these situations before they become problems.
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