How To Get Testimonials That Build Your Business
You need testimonials on your website!
Testimonials are one of the most powerful tools for building trust and converting potential clients into loyal customers.
But not all testimonials are created equal. To truly stand out, you need testimonials that tell a story and highlight the transformation you create for your clients.
This guide will show you exactly how to get those kinds of testimonials and when to ask for them to maximize their impact.
Why Story-Driven Testimonials Work
A good testimonial doesn’t just say you’re great—it proves it by sharing a client’s journey. Research shows that 72% of people trust a business more when they see positive reviews. But a testimonial that includes a clear before-and-after transformation? That’s what turns trust into action.
Here’s the difference:
Example of a "Nice" Testimonial:
"Sarah is so kind and great to work with! She made the process easy and stress-free."
This is sweet but vague. It doesn’t give potential clients a reason to believe you’ll solve their specific problem.
Example of a Testimonial That Sells:
“When I started working with Sarah, I was constantly fatigued and struggling to manage my stress levels. She created a personalized wellness plan that was easy to follow, and within six weeks, I was sleeping better, had more energy, and felt more balanced than I have in years!"
The second example shares the client’s problem, the process, and the results—making it much more compelling and relatable.
The 5 Questions to Ask for Testimonials That Work
What challenges were you facing with [insert problem or niche] before we worked together?
When did you first notice the changes we made were helping you?
How did the process of working together feel for you?
What results have you seen since we worked together?
What would you say to someone who’s considering working with me?
When to Ask for a Testimonial
Timing is everything when it comes to getting great testimonials. Here are the best moments to make your request:
Right after a big win: If your client just achieved a significant result or milestone, they’ll be excited and more likely to share their success.
At the end of your work together: Once the project is complete, your client can reflect on the full transformation you’ve helped them achieve.
During a check-in: If you have ongoing relationships with your clients, a regular check-in is a natural time to ask for feedback and a testimonial.
Pro Tips for Getting Testimonials
Make it easy: Provide your clients with the five questions above to guide their responses. You can even offer a form or email template to simplify the process.
Follow up: If a client agrees to provide a testimonial but gets busy, a polite reminder can help. Don’t hesitate to circle back—most clients will appreciate the nudge.
Use video testimonials: Whenever possible, ask clients to share their story on video. Seeing and hearing their genuine excitement can make an even bigger impact.