Word-of-mouth marketing and online reviews can grow your business
Word-of-mouth marketing is one of the most powerful ways to grow a local service-based business. Your best clients don’t just return—they tell others about their experience, creating a self-sustaining cycle of referrals and repeat business. Over time, this cycle compounds, and a single client who feels truly valued can help your business thrive for years to come.
Online reviews amplify this effect. Did you know 81% of consumers read Google reviews before choosing a business? Studies show that just five positive reviews can potentially boost sales by up to 270%. Combining personal referrals with glowing reviews creates a powerful engine that attracts and retains clients.
In this post, we’ll explore practical ways to turn clients into raving fans, driving referrals, repeat business, and online reviews—all while providing exceptional experiences that make your clients feel appreciated.
1. Deliver Exceptional Service That Inspires Sharing
Every interaction is an opportunity to impress your clients and create stories they want to share. The foundation of word-of-mouth marketing is consistently providing excellent service while showing clients you care.
For example, we had a client 20 years ago who still sends us referrals from time to time. One of those referrals referred someone else, who became a repeat client, and that client referred yet another person. Many of our current clients can be traced back to that one client who felt supported and appreciated enough to tell others.
Across industries, the principle is the same. A fitness trainer who customizes workouts for each client, a salon stylist who remembers a client’s preferred hair color and style, or a massage therapist who checks in after appointments—these thoughtful touches create experiences that clients are excited to talk about. Every small detail adds up to building raving fans.
QUICK TIP: Identify one small way to surprise or delight clients in your next session, whether it’s remembering a detail, offering an extra tip, or sending a quick follow-up message.
2. Ask for Reviews on Google and Other Platforms
Online reviews are essential for local businesses. They build trust, influence potential clients’ decisions, and improve your visibility in search results. Tools like ReviewSpark make the process easy and convenient.
With ReviewSpark, you can send an email or text with a direct link for clients to leave a review on Google or another platform. You can also display a QR code at the point of service that links directly to a review page. Having a pre-written review ready to go makes it simple for clients to act in the moment, increasing your chances of getting authentic feedback.
If you prefer, you can also set up an email automation to request reviews and follow up with clients automatically. This ensures no opportunity is missed and keeps your business top-of-mind while maintaining a personal touch.
WHY THIS WORKS: Online reviews don’t just influence new clients, they reinforce existing clients’ trust. Positive reviews validate their choice and make them feel proud to be associated with your business.
3. Encourage Referrals Thoughtfully
Referrals are the heart of word-of-mouth marketing. Make it easy for clients to share your business with friends, family, or colleagues. The goal isn’t to bribe them, it’s to give them a simple path to share their excitement.
For example, a spa or salon might mention a referral program casually or include a note in follow-up emails. A pet groomer could include a small thank-you card with a “share with a friend” note. These subtle touches make referrals natural and easy, reinforcing that their loyalty is appreciated.
QUICK TIP: Add a simple, clear referral prompt in your email signature, appointment reminders, or on your website to make sharing effortless.
4. Keep Clients Engaged Between Visits
Staying connected between appointments keeps your business top-of-mind and nurtures long-term loyalty. Email and SMS campaigns are perfect for sharing tips, helpful content, and gentle reminders that clients will forward or discuss with friends.
For example, a dentist might send brushing tips or friendly check-in messages. Fitness studios can share mini-challenges or workout tips. Even a hair salon can send seasonal styling ideas. These small touches remind clients you care, encourage repeat visits, and create natural referral opportunities.
5. Create a Repeat-Referral Cycle
When clients become raving fans, they don’t just return, they bring others with them. Repeat clients who love your service naturally refer new clients, who often become repeat clients themselves. This self-sustaining cycle builds long-term growth and strengthens your reputation in your local community.
Across local service businesses like salons, gyms, spas, restaurants, or automotive services, this principle applies. Every positive interaction and review strengthens the chain, creating a marketing engine that runs for you, quietly and consistently. Make sure you are carefully planning each touchpoint to ensure your customers have the best possible experience.
Common Mistakes to Avoid
Failing to ask for reviews or referrals – Clients may love your business but won’t think to share unless prompted.
Making the process complicated – If leaving a review or referring a friend is too hard, clients will skip it. Keep links and instructions simple.
Neglecting follow-ups – Even a great experience can fade if you don’t remind clients to share or leave feedback.
Want to spark more reviews for your business?
If you want to start generating more reviews for your local business, it’s time to set up your ReviewSpark. This service creates a simple “app” for your phone that helps you request Google reviews (or reviews on other platforms) quickly and easily. You can send them a direct email or text, or even show a QR code at the point of service so leaving a review takes just seconds.
At Charisma Graphics, we will set up your own ReviewSpark so the process is seamless, efficient, and effective. Best of all, it’s FREE! Let’s get you set up so you can start collecting authentic feedback and referrals that grow your business.
Misty Canfield
Founder of Charisma Graphics
Hi, I'm Misty
I’ve been designing for businesses for the past 20+ years. At Charisma Graphics, we specialize in conversion and charisma optimized WordPress websites, email marketing, and helping you get more traffic, leads, and clients. I love helping people turn their ideas into reality. It’s truly amazing how good design & strategy can bring a dream to life.
Do you have a great idea that you’d like to breathe life into?