Learn how to get client testimonials that sell, how to ask for testimonials, and how to use testimonials on your website and in your marketing.
Selling to existing clients is easy because they already know, like, and trust you. But what about those prospects who don’t know you yet? The ones who haven’t built that relationship with your brand? How do you move them from prospect to buyer in a way that feels natural and not gross and pushy?
The answer is simple: real, raw, honest testimonials and reviews.
Why Testimonials And Reviews Are Sales Magic
Client testimonials are unbiased reviews and stories from past and current clients that help prospects overcome fear and skepticism, establish trust and credibility, and build on emotions and feelings without you having to get all salesy (ick). Customer reviews and testimonials provide powerful social proof that puts new buyers at ease, positions purchasing as a smart idea, and helps convince prospects to become customers.
You’ve seen social proof at work for years, in ads that say things like:
- 9/10 dentists agree…
- Join over 10,000 others…
- I approved this message…
- Trusted by [celebrity name]…
- 95% of moms choose…
When prospective clients are trying to decide whether or not to hire you, buy from you, learn from you, or subscribe to your email list, they’re going to have questions like:
- Can this he/she/they really do what they say they can do?
- Am I going to get ripped off?
- Is this going to be worth the investment?
- Will I actually achieve my goals?
- Is there something I’m missing?
- Have other people had success?
- What do other people say?
Testimonials and reviews provide positive reassurance that others have been happy and satisfied with their investment, have achieved the same results they want to achieve, had a remarkable experience, and would recommend the service, product, program, or course to others.
And, studies have shown that people make buying decisions based on emotion (their heart) and then back up the decisions with logic (their head). This premise is what makes reviews and testimonials so powerful — they provide an opportunity to connect with your audience on an emotional level through real, personal stories of past and current clients and customers.
No Testimonials Yet? Here’s How To Get Started
For current clients, getting great testimonials or reviews is pretty simple. They’ve already hired you, enrolled in your course, or bought from you, and as long as you meet or exceed expectations and either ask for a testimonial, you’re good to go! Most people are happy to provide feedback after having a great experience, but never do simply because no one asked them to.
But what happens when your freelance business is brand new and you don’t have “past clients” to tap for testimonials, or when you’re selling a new offer and you have no testimonials yet?
There are four ways to get reviews and testimonials for new businesses and offers:
Offer It For Free
The easiest way to get initial reviews and testimonials is to provide whatever you’re selling for free in exchange for feedback. Authors mail their books to hundreds of people for reviews, movie studios give advance copies of movies to reviewers, and product companies send people free products to review.
Over the years, I’ve been gifted concert tickets, show/event tickets, access to special media events, software subscriptions, courses, books, products, and more all in trade for some type of effort on my part — providing feedback and critiques, publishing reviews, sharing my thoughts with my network, and participating in promotions.
If you provide something free in exchange for a review or testimonial, and the review or testimonial is a requirement:
- Research the legal requirements for disclosure of that relationship and adhere to them.
- Be sure the agreement is spelled out clearly, and what you expect in return (and when you expect it) is communicated and agreed to in advance.
- Consider using a contract or written agreement to make sure both parties hold up their ends of the bargain.
Offer A Beta Version
If you’re creating something new, consider offering access to the beta version or running a beta program so real customers can engage and provide feedback along the way and help improve your offering.
When I first launched Profitable Project Plan, I offered a beta opportunity to my email list, inviting my loyal subscribers to take the courses at a super low discount in exchange for their honest feedback on where the course could be improved. I also asked them to share an honest review/testimonial if they felt like the course earned it, but it was not a requirement.
This strategy helped me identify a few gaps in my lessons and opportunities to make the course better. It also gave me a few honest, real testimonials that I could include on the sales page!
Host A Soft Launch
When a new restaurant or bar is getting ready to open, they often host a soft launch before the official public launch. A soft launch, often in the form of a quiet “friends and family night,” gives the staff practice, helps iron out any kinks in processes, and provides an opportunity to gather reviews and testimonials that can be used in the public launch marketing and media blitz.
Similar to a beta offer, a soft launch is a fantastic way to test the waters, get some purchases under your belt, fix any issues, and gather testimonials and reviews before your marketing campaigns and media efforts begin.
Gather Character Testimonials
Just because clients haven’t hired you yet doesn’t mean you can’t benefit from other people saying great things about you! If your business is brand new and you haven’t worked with clients yet, consider asking for character testimonials instead of work testimonials.
In this situation, rather than asking clients to talk about your work, you’re asking key people in your life to share character testimonials — to speak to who you are and why they believe in and trust you.
Identify people who know what value and skill you bring to the table and ask them to vouch for your character. Have them focus on communicating traits that clients and customers value, like:
- Your ability to meet deadlines
- How you consistently deliver on promises
- Your exceptional communication skills
- Being dependable and reliable
- Your expertise and skill level
- How helpful and responsive you are
Character testimonials establish credibility when you’re just starting out and help prospects feel more comfortable working with someone who hasn’t yet built a client portfolio. These personal testimonials say, “Hey, I believe in this person and they are trustworthy, skilled, and reliable,” and their confidence in you can turn browsers into believers and buyers, and help you land your first paying clients.
Asking For Testimonials (Without The Awkward)
The act of asking for a testimonial can sometimes feel a little uncomfortable and awkward, but the right timing and clear communication can make it much easier.
For example:
- When a client is already praising you, ask if you can use their words or feedback in a testimonial, and ask if they would be willing to elaborate a bit. If they say yes, ask them some clarifying questions.
- When a project comes to an end, host a wrap-up call. On the wrap-up call, ask the client if they would be willing to provide a testimonial by answering a few questions. If they’re hesitant, let them know that you’d be more than happy to write it up and send it to them to approve before use.
- Once a certain amount of time has passed, check in with clients. Often, time is needed to see the results of your work come to fruition, so define that length of time and then follow up. Reach out to ask how it’s going and invite clients to share concrete specifics. (This is a great way to update old testimonials and gather new insights that strengthen case studies!)
My Six Go-To Questions To Get Great Testimonials:
While I change up the exact language I use when asking for a testimonial to fit the service, course, product, or program I am asking about, and sometimes I add a few extra questions, there are six core questions I use pretty much every time:
1. Tell me about you! Who are you, what do you do, and who do you serve?
This question gives context and background to the review and helps prospective buyers make a quick connection. For example, if your ideal client is a mid-level executive who wants to get promoted, all of your marketing efforts will be aimed at getting this buyer to your website. If they then see reviews from other mid-level executives who hired you and got promoted, the likelihood that they’ll also hire you skyrockets.
2. What was going on in your business before hiring me for X?
This question speaks to a client’s “before state” — the problems or challenges they were struggling with before they hired you, and why they hired you. By sharing this information, prospective clients can see that others who were in the exact same place they are right now, found success after hiring you. This reassurance offers the subtle nudge that they should also hire you.
3. Did you have any doubts about hiring me?
This question helps squash objections that might be bubbling up in prospective clients’ minds. As they read your sales page and browse your testimonials, it’s only natural that they start thinking, “Yes, but…” And when someone else addresses that “but” head-on in their feedback, sharing that they felt the same way and it never was an issue, they do all the work to remove uncertainty and hesitancy for you.
4. What was your experience like? How does it compare to other experiences?
These questions focus on what your client thought about working with you and what they liked about their experience going through your process. This is your opportunity to get details on the perceived value of your client relationships. It also helps establish how you’re different from other service providers who offer the same or similar services and why future clients should hire you instead.
5. What is your business like now that we have completed our work together? Can you share any specific improvements, results, or achievements?
These questions speak to a client’s “after state” — the changes made, the results achieved, the value received, and the impact on their business. This is where you get the story of how much better things are because your client chose to hire you, and it illustrates for prospective clients what’s possible for them if they also hire you.
6. What would you say to someone on the fence about hiring me?
This question seals the deal by asking happy, satisfied clients to make the case for your services. By asking them to share their advice, knowing what they now know about how amazing you are, you’re inviting them to use their authentic powers of persuasion to pitch for you — and that is so much more effective than you bragging on yourself!
Asking For A Testimonial Out Of The Blue
There are also times you may need to ask for a testimonial out of the blue — when a serious amount of time has passed since you worked with a client, or you’re asking for more general character testimonials or character references.
Let’s just agree that this is super uncomfortable. It feels so awkward and causes all sorts of impostor syndrome junk to bubble up. I mean, the speed at which we can imagine and make up all the judgment and horror others will feel is astonishing. It’s also totally fake. It’s head trash.
The reality is, if you ask for the testimonial the right way, most people are happy to help!
The trick? Make responding to your testimonial request easy and fast. Do not make them work to understand why you’re asking or how you’re using their testimonial. And do not make them work to remember what the heck you actually did together or figure out what to say.
Be crystal clear in your ask:
- Walk them through what you are doing.
- Share why you are asking them for a testimonial.
- Remind them of what they achieved after working with you or what they have shared with you in the past about your work.
- Tell them how their testimonial will be used.
- Explain your goal. Be upfront about what you want to communicate or what you want other people to understand.
- Tell them about how long you want it to be.
Is this more work on your part? Absolutely. Is it worth it? Hell yes! The more direct and specific you are with your ask, the more likely you are to get a high-quality testimonial that sells for you.
Best Practices For Using Testimonials That Convert
Using client testimonials and customer reviews on your website and in your marketing can be an incredibly powerful tactic to boost sales conversions and get new clients, but only if you use them the right way. Not every testimonial is equal, and not every review is helpful.
Here are seven best practices for gathering and using reviews and testimonials you should always follow:
1. Never Ever Fake It
Always use real customer reviews and client testimonials with the appropriate attribution. Never make up fake reviews or testimonials for a quick boost in sales or to position yourself or your business in-authentically. Testimonials and reviews are used to build trust and establish credibility, and publishing fake reviews will destroy your credibility, eliminate trust, and tarnish your brand reputation.
I can’t tell you how many times I’ve seen fake testimonials paired with stock photos, and it makes me cringe every single freaking time. The risk that comes with using fake testimonials is just not worth it.
2. Use Real Names And Photos
When featuring customer reviews and client testimonials on your website or in your marketing, include their real name and their real photo for the best results. Without full names and photos, reviews often feel fake, even if they’re not, but highlighting real people they can see will accelerate trust-building and allow prospective buyers to more easily connect with the stories and experiences being shared. Even better? Ask for video testimonials!
If you’re in a sensitive industry where your clients or customers are happy to provide a testimonial but don’t want their full name or photo shared, include a disclaimer that says something like: “Our clients are happy to share their experience working with us, but due to the personal and sensitive nature of our work, only first names are being used to protect their privacy.”
3. Stay Focused
When collecting testimonials and reviews, it’s best to keep the source of the testimonial and the content or story focused and to the point. The reviews and testimonials featured on your website and in your marketing materials should help move a prospect to a buying decision.
If your ideal client persona is a woman, age 30-50, who is living in the suburbs and juggling running a business with being a parent, don’t seek out or prominently feature testimonials from city-living, thirty-something men or young single women.
Instead, focus on gathering testimonials from women who match the type of clients you want to attract so future clients can see themselves in the stories shared, believe in your brand, and buy into your offer promises.
Also consider securing reviews from clients who solved a specific problem or challenge with your product, program, course, or service that future clients desperately want to solve. This will again help prospective clients identify similarities between themselves and your clients, which makes it far easier for them to realize they’re your perfect fit client too.
4. Ask For Details
When asking a client or customer for a testimonial or review, be as specific as possible with your request so you get a specific result in return. Reviews that say, “I love this product,” or “Jennifer is amazing,” aren’t helpful for anyone. For client testimonials to be effective, they need to tell a story and communicate specifics.
For example: “I learned so much in this course,” is general and unhelpful, while “What I learned in this course helped me land three new clients in one week,” is specific and very helpful.
To get reviews and testimonials that tell a story, you need to ask your clients and customers to not just provide feedback, but to answer specific questions about their client experience. Use the six testimonial question prompts I shared above, so clients share where they were before, what they experienced, and where they are now/after.
5. Promote Your Client
When asking your client for a testimonial, remind them that this is also an opportunity to brag it up and promote themselves a bit.
While you want them to share their experience working with you, it’s also best to get a bit of background on the person giving the testimonial. Invite your clients to include who they are, what they do, and who they serve. This gives prospective clients more ways to connect with the testimonials being shared, see themselves on the same journey, and make a buying decision.
6. Edit, But Not Too Much
There are times when you’ll receive reviews and testimonials from clients with spelling and grammar errors, funky punctuation, the wrong words, and all sorts of extra background content that isn’t relevant.
- It is okay to edit a testimonial to fix glaring typos, grammatical errors, and replace a wrong word with the right word so your client can feel smart and proud of their feature.
- It’s also okay to edit a testimonial for length as long as the edits don’t change the meaning or context of the testimonial.
If editing testimonials or reviews, be careful not to edit them too much. They need to always remain in the voice of your client or customer, using their words, their writing style, and their intentions — and if you’re ever hesitant about an edit, ask your client about it! Run the edited version by them to get their approval before using it.
7. Use Your Testimonials Everywhere
If a client takes the time to provide a testimonial or a customer puts in the effort to write a review, be sure to use it!
- Add new testimonials to a testimonials page or a reviews page on your website.
- Feature testimonials and reviews in your marketing.
- Highlight testimonials on relevant sales pages, landing pages, and services pages.
- Back up your stories and claims in webinars, trainings, and masterclasses by including relevant testimonials. (Just don’t over do it and make people sit through a brag-fest.)
- Place your best testimonials right next to conversion points, like your calls to action, forms, and buy buttons.
Time To Gather Your Reviews And Testimonials
Client testimonials, reviews, and success stories play a critical role in attracting new clients and growing your freelance business. They help you stand out in a crowded market and show others how you’re different or better and why you’re the best choice. They also reduce risk and skepticism with honest, real social proof, and help future clients emotionally connect with your brand and see themselves in the stories shared.
But you have to ask for testimonials. They rarely show up on their own!
The hardest part of securing great client testimonials and customer reviews for your freelance business and professional services is asking for them! But luckily, you don’t have to worry about that now that you know:
- How to get testimonials for new offers and packages.
- How to use testimonials if your business is brand spankin’ new and haven’t worked with any clients yet.
- The exact questions to ask to get results-driven testimonials.
- How to ask for testimonials and reviews “out of the blue.”
- How to put your testimonials to work to sell for you once you have them.
Moving forward, I urge you to set up a system for collecting client testimonials and customer reviews and consider automating it. In Profitable Project Plan, I share the step-by-step process I use to automate testimonial-gathering and the exact emails and scripts I use to ask for them — and it works! Trust me when I say, it’s a beautiful thing to receive a glowing testimonial from a happy client without having to ask for it!
Now it’s up to you to ask! Don’t be nervous — you’ve totally got this!
