This topic is really close to my heart and I’m pretty passionate about this. I’ve seen firsthand how the right testimonials can make a HUGE difference. If you want to see what I’m talking about, visit my testimonials page. Trust me, it’s worth a peek!
So, let’s get into where a lot of small businesses stumble when it comes to client testimonials—and how you can totally avoid these pitfalls.
Forgetting to Request Testimonials
First off, many businesses just forget to ask for testimonials. You might have asked for some ages ago and then let it slip.
Life gets busy, and suddenly you’re left with outdated feedback. If this sounds like you, don’t stress!
It’s easy to start fresh. Reach out to your past clients and ask for their thoughts. Even if it’s been a while, it’s worth a shot.
📌 Just remember, it’s best to ask when the experience is still fresh in their minds. You may find it more difficult to hear back from clients who you worked with 2 years ago!
Not Thinking to Request A Photo
Another common mistake? Not asking for a photo.
I would say 50% or more of my clients never thought to request photos. But here’s the thing: a photo makes the testimonial feel more credible.
Seeing a face helps potential clients relate better. If the photo quality isn’t super professional, don’t worry—something is usually better than nothing.
If needed, you can even grab a photo from their social media (with their permission, of course) and ask them if they’re happy for you to use that one. It just fast-tracks things if the client is slow to supply a photo. We want to do whatever we can to make the process easier for them, as we are asking for a favour here.
The Content Conundrum
Now, let’s talk about the meat of the testimonial.
I think most business owners just say “Hello {client} can you please write me a testimonial”. and the client does their best to respond.
But here’s the catch: most clients are not professional copywriters and have no idea what information is going to be most helpful to include.
👉 A great testimonial highlights the “before” and “after” of working with you. For example, if a client was struggling with confidence and then felt empowered after working with you, let’s hear about it!
This way, potential clients can see things they can relate to experiencing with the “before” picture. Then when they see your past clients were able to solve that very problem they’re wrestling with, they think “Well, if she could solve her problem, maybe I can too!”
Another good one to talk about is any hesitations the client might have had before working with you. Maybe they were worried about the cost, the time commitment, and whether they could really “follow through” on the work required on their end. Calling out these hesitations potential clients have and then showing that the concerns were not warranted and the experience was actually nothing to worry about is SO reassuring for the reader.
Guiding Your Clients
So, how do you get these amazing testimonials?
Simple! Guide your clients with a set of questions.
I use a handy PDF or Google Form to get them to answer specific prompts. This ensures you get detailed, relevant feedback. Here are the key questions I recommend:
1. What did your life look like before working with me? Identify the pain points they were facing.
2. Did you have any concerns before signing up? Address any hesitations they had.
3. What did you love about working with me? Highlight the most valuable parts of the experience.
4. What’s your life like now? Showcase the positive impact of your work.
5. What would you say to someone considering working with me? Get their personal recommendation.
Crafting the Final Testimonial
Once you’ve got the answers, it’s time to polish them up.
You might end up with a long version and a short version of the testimonial.
📝 Use the shorter one for places where you don’t want to overwhelm your readers and the longer one for a dedicated testimonials page.
Also, style your testimonials well—make the standout lines bold or use a different colour to grab attention.
Additional Tips
👉 Ask for Reviews Elsewhere: Don’t forget to request reviews on platforms like Facebook, Google My Business, or LinkedIn. Make it easy for clients by providing direct links.
👉Video Testimonials: If clients struggle with writing, consider a video testimonial. You can transcribe it and use it as a written testimonial if they’re more comfortable speaking than writing.
If you’re in a field where testimonials are tricky (like therapy), make sure you’re following industry rules.
For product-based businesses, consider using review apps that automatically request feedback.
I hope this gives you a fresh perspective on getting amazing testimonials. Remember, the effort you put into this process will pay off big time.
Want to get even more guidance?
Grab my video guide and plug-and-play template to help you receive better testimonials that will help you book more clients here.
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Stay tuned for future episodes where I’ll dive deeper into the practical steps of creating your brand visual identity.
