How to Ask for Customer Testimonials: Tips to Build Trust and Credibility
Customer testimonials are more than just nice words about your business—they’re trust-builders, credibility-boosters, and decision-makers for potential clients. With people relying more on peer recommendations and authentic reviews than traditional ads these days, testimonials play an important role in showing the true value you deliver.
But how do you go about collecting these customer insights without feeling awkward or pushy? Let’s break it down.
Why Customer Testimonials Matter
Think about it: would you rather believe a brand that says, “We’re great!” or one whose customers share real-life examples of how the brand made a difference for them? Testimonials give your business a voice that connects with people just like your audience.
They create social proof, build trust, and help potential clients envision the benefits of working with you. In fact, 92% of consumers read testimonials before making a purchase decision.
How to Ask for Testimonials (Without the Awkwardness)
Approaching a customer for a testimonial doesn’t have to feel salesy or uncomfortable. It’s all about making the process easy and authentic. Here’s how you can do it:
1. Email Requests
Emails are a go-to method for asking for testimonials because they give your customer time to reflect and craft their response. Here’s an example of how you might phrase your request:
Subject Line: We’d Love to Hear About Your Experience!
Hi [Customer’s Name],
We hope you’ve been enjoying [specific project or service]! We’re reaching out to gather a few thoughts from our amazing customers, and we’d love to hear from you. Could you take a quick moment to share a testimonial about your experience with [your company]?
Your feedback means the world to us! You can reply directly to this email or share your thoughts here: [Insert link].
2. In-Person Requests
If you have a strong relationship with your customer, an in-person or phone request can feel more personal. Here’s a possible script:
“Hey [Customer’s Name], it’s been fantastic working together on [project]. Your feedback has always been so valuable to us. Would you be open to sharing a short testimonial? It would mean a lot and help others understand how we make a difference.”
3. Automated Feedback Forms
If you’re looking for a scalable solution, consider using a feedback form that includes an optional testimonial request. Platforms like Google Forms or SurveyMonkey make it easy to collect responses in one place.
Timing is Everything
The best time to ask for a testimonial is right after a successful interaction. Did you just complete a project that the client is thrilled about? Are they raving about your service during a conversation? That’s your window of opportunity.
Catching them when the positive feelings are fresh increases the chances of receiving an enthusiastic, detailed response.
Asking the Right Questions for Testimonials
The key to getting insightful testimonials is asking questions that prompt meaningful answers. Instead of vague questions like, “what do you think of our service?,” try these:
- What made you choose [your company] over others?
- How has [your product/service] helped you solve a problem or achieve a goal?
- What specific results have you seen since working with us?
- What would you say to someone considering [your company]?
These questions guide your customers to share stories, specific benefits, and tangible outcomes that potential clients will find compelling.
Incentives: A Gentle Nudge
Sometimes, a little incentive can go a long way. Offer something simple, like a discount, a free resource, or even just a heartfelt thank-you note, to show your appreciation. Just be sure to keep the process ethical—your goal is honest feedback, not paid promotion.
Making Testimonials Easy
Above all, simplify the process for your customers. Provide clear instructions, offer multiple ways to submit their testimonial (email, form, video, etc.), and respect their time by keeping it straightforward. The easier you make it, the more likely they are to say yes.
How to Successfully Use Testimonials
Customer testimonials aren’t just a nice bonus—they’re essential in today’s competitive market. Think of them as your customers doing the selling for you. They validate your claims and give potential clients the confidence they need to choose you.
But it’s not enough to simply collect testimonials—you’ve got to use them creatively, putting them in front of the right audience in ways that leave a lasting impression.
- Put Them Where People Will See Them: Make sure testimonials are front and center—on your homepage, service pages, and even in emails. When someone’s deciding if they should work with you, a glowing review can make all the difference.
- Make Sure They Match the Moment: Use testimonials that fit what you’re talking about. Highlight a customer story that relates to a specific product or service you’re promoting so it feels relevant and relatable.
- Add Personality: Include photos, logos, or even quick video clips if you can. It makes the testimonials feel more real and helps people connect with the stories being shared.
- Share on Socials: Don’t keep those great reviews just on your website; post them on social media! A positive review can spark conversations, get shared, and bring in even more people.
- Show a Range of Experiences: Different people use your services in different ways, so showcase a mix of stories. This helps new customers see themselves in the experience of others.
Your Next Steps to Customer Testimonial Success
It’s time to put those customer stories to work! Whether you need help crafting the perfect testimonial prompt for your customers, building a testimonial strategy, or figuring out where to showcase them for maximum impact, we’re here to help.
Let’s work together to turn your customer stories into one of your strongest marketing tools.
Meet The Author
Claire Smith, Marketing Specialist
Claire is a graduate from Grand Valley State University with a Bachelor of Arts in Advertising and Public Relations with a minor in Digital Studies. Prior to joining the team at RED66, Claire worked at REI and completed internships with Pure Michigan and AgHelp. She is passionate about creating meaningful client relationships through digital marketing.
In her free time, Claire can be found outdoors either camping, backpacking, hiking, birding, mountain biking, rollerblading or reading a book. Additionally, she enjoys trying out new crafts such as learning how to crochet and creating terrariums. She is also a proud cat mom to her two rescues Bowie and Poppy.
