Tips for Collecting Testimonials


You have poured your heart, soul, and countless cups of coffee into your small business. You turned your passion into a daily hustle and took your leap of faith into the business world.

You’re not just a business owner; you’re a dream chaser, a risk-taker.

But you’re missing out if your potential clients don’t know about the magic you’re weaving behind the scenes.

It’s time for authentic, heartwarming, and conversion-boosting tales that showcase how you transformed clients into loyal fans.

The Significance of Testimonials

Testimonials play a pivotal role in the success of your business. Why? They provide valuable information that future clients need to decide whether they want to work with you.

Approximately 9 out of 10 clients read online reviews before choosing a service or product. Further, 87% of people use Google to research local businesses.

Testimonials (aka social proof) are more than words on a page—they are your brand’s best trust-building and credibility tools.

Another perk is receiving valuable feedback on how your business is perceived. Do you need to change your services, processes, or staff? Can you implement changes that will enhance efficiency? What can you continue to do or invest in to provide the best client experience?

Feedback from your clients bridges the gap between uncertainty and confidence, so you connect with your ideal clients.

Choosing the Right Questions

To collect compelling testimonials, you need ask the right questions. Your questions should resonate with both your business and your clients.

Here are a few sample questions to consider for your testimonial requests:

  • What made our business stand out to you and persuade you to choose our company?
  • How has our service improved your life or business?
  • What specific results or outcomes have you experienced since working with us?
  • What was your favorite part about working with us?
  • What do you wish we had done differently for you?
  • What would you say to your best friend if they were looking for our services or products?

Looking for more testimonial ideas? Download my free guide “The Art of Testimonials!”

Types of Testimonial Requests

There are various ways to collect testimonials, including:  

  1. Immediately After Sale

Leverage the client’s excitement right after a sale to request a review or feedback.

  • Email Automation

Set up email automation for testimonial requests. Automation benefits both you and the client. You can time the email based on the sale or service, ensuring clients can respond at their convenience.

  • QR Codes

Add QR codes to invoices, thank-you cards, business cards, and more. These codes can lead clients to a survey or your authentic Google Review link on your Google Business Profile.

  • Text Messages

Send personalized text messages asking for reviews. Timing is key; send the request soon after the experience before enthusiasm wanes.

  • Surveys

Include testimonial requests in post-purchase or post-service surveys. This is particularly helpful if you are gathering data about a specific service or looking to learn more about the overall experience.

  • Video Testimonials

Many clients are comfortable and prefer video testimonials to share their feedback. Companies like Boast, Testimonial Hero, and Storyprompt offer video testimonial services (no affiliation). Plus, you can provide clients with questions in advance to guide the conversation.

  • Social Media Engagement

Engage your audience by sharing success stories and asking for testimonials during specific campaigns.

  • Google Reviews

Google Reviews are one of the most vital forms of social proof you can have. Request reviews using your unique Google Review link to ensure authenticity. Be sure to adhere to Google’s policies—read here for more on review gating.

Creating Impactful Testimonial Snippets

To make the most of your testimonials, consider transforming them into concise, impactful snippets. These snippets are like movie trailers for your brand, leaving readers wanting more while conveying your service’s value and satisfaction.

  • Identify Key Messages: Begin by identifying the core messages within the testimonial. What is the main point or sentiment the customer is expressing? Look for phrases that resonate with your brand’s values, strengths, and unique selling points.
  • Highlight Specifics: Select specific details that showcase the tangible benefits of your product or service. Focus on measurable results, such as time saved, money earned, or problems solved. Specifics make your testimonials more convincing.
  • Craft a Headline: Compelling headlines or taglines encapsulating the testimonial’s essence can be impactful. Make it concise and capture the reader’s attention immediately.
  • Emphasize Emotional Impact: If the testimonial contains an emotional element, don’t overlook it. Emotions resonate with readers and create an authentic connection.
  • Keep It Brief: Aim for brevity. Snippets should be short and to the point. In most cases, one to two sentences are sufficient to convey the testimonial’s message.
  • Add Visuals: Accompany the snippet with relevant visuals or images that enhance the message. Visual content increases engagement and makes your testimonial shareable on social media.
  • Consistency is Key: Maintain a consistent style for your testimonials. Use the same font, color scheme, and design elements for a cohesive look across your website or social media.
  • A/B Testing: Consider running A/B tests to see which snippets resonate most with your audience. Testing helps you refine your approach over time.

Types of Testimonials

Once you receive information from your client and you’ve selected snippets, choose the type of testimonial that will showcase your brand’s value the best.

Some types of testimonial options include:

  • Customer Success Stories: Share real stories of clients who achieved outstanding results with your service, illustrating your value.
  • Video Testimonials: Capture satisfied clients’ authentic emotions and experiences through video, offering a more engaging and personal touch.
  • Written Testimonials: Traditional written testimonials in text form are easily showcased on your website and in marketing materials.
  • Case Studies: Dive deep into specific client experiences, highlighting their challenges and your service’s solutions.
  • Before & After Testimonials: Emphasize the transformation your offering has brought to your clients’ lives or businesses.
  • Social Media Testimonials: Collect positive mentions and feedback from social media platforms, reflecting real-time interactions with your brand.
  • Expert Opinions: Obtain testimonials from industry experts who can speak to the quality and significance of your offerings from their professional perspective.

Testimonials are your secret weapon for authentic insights into the real-world experiences of working with you and boosting your business’s reputation.