How to Ask for Testimonials: A Comprehensive Guide

Testimonials are powerful tools in establishing credibility and trust for businesses. When potential clients see positive feedback from previous customers, it can significantly influence their decision-making process.

Therefore, asking for testimonials is essential to any successful marketing strategy.

In this comprehensive guide, we’ll explore effective methods to request testimonials from clients, crafting testimonials, the significance of these, and their impact on businesses.

Let’s delve deeper into the world of testimonials and understand how to harness their power effectively.


1. Understanding the power of testimonials

Before delving into the how-tos of asking for testimonials, let’s understand why testimonials are crucial for businesses.


a. Why are testimonials important?

Testimonials serve as social proof, indicating to potential clients that your products or services are credible, reliable, and worth investing in.

When people see others sharing their positive experiences, they are more likely to trust and engage with your business.

Client testimonials help build trust by providing evidence that your business delivers on its promises. Customers are more inclined to trust a company that has satisfied clients willing to vouch for them.

Consider a scenario where a potential customer is deciding between two different service providers. One has a few client testimonials showcasing their excellent service, while the other lacks any testimonials.

The potential customer is more likely to choose the first provider due to the positive experiences shared by previous clients.

Here’s an example of a great testimonial. One of our clients reviewed our services.

Our video animation company produced this video. If you’d like to work with us and shoot a video testimonial for your business, get in touch. We’d love to help you out.

Want a video for your business?



b. Impact of testimonials on conversion rates

Studies have found that simply testimonials on a landing page can increase conversion rate by 34%.

This emphasizes the substantial impact testimonials have on the conversion rates and overall success of a business.

A high volume of positive testimonials can lead to increased conversion rates. When potential customers read about the positive experiences of others, they are more likely to convert and become paying customers.

A software company includes customer testimonials on its website, showcasing how their product streamlined operations for various businesses.

Prospective clients, after reading these testimonials, are more likely to sign up for a trial or purchase the software.


2. How to ask for testimonials

Now that we understand the significance of testimonials, let’s discuss how to ask for them in a way that encourages clients to provide genuine and impactful feedback.


a. Build a strong relationship

Establishing a solid relationship with your clients is crucial before requesting a testimonial.

Make sure they are satisfied with your products or services, as a satisfied client is more likely to offer a positive testimonial.

Tailor your interactions with clients to make them feel valued. Personalization creates a stronger bond, making clients more willing to provide testimonials as a way of reciprocating the personalized service they received.

Imagine a client has been consistently impressed with the quality and efficiency of your service. They’re likely to be open to providing a testimonial to express their satisfaction.


b. Choose the right time

Timing is key when requesting a testimonial. Ask for feedback when your client has just experienced a successful outcome with your service.

This ensures that their positive emotions are fresh, leading to a more enthusiastic and authentic testimonial.

Reach out to clients shortly after they’ve utilized your service. Their positive experience at this stage makes it an opportune time to request a testimonial.

Suppose you are a fitness trainer, and a client achieves their fitness goals after following your training program. This is an opportune moment to ask for a testimonial, capturing their joy and success.

Read more: Our Pick of the 10 Best Video Testimonials Ever Made


c. Be clear and specific in your request

When you ask for a testimonial, be clear about what you’re looking for. Provide guidance on the type of information you’d like them to include.

This could be their overall experience, specific benefits gained, or any standout features of your product or service.

Offer a simple questionnaire or template to guide clients in structuring their testimonials. This can help them provide more comprehensive and focused feedback.

You could ask a client, “Could you please share your thoughts on how our video helped your business achieve its goals and how satisfied are you with our service?”


d. Offer different modes of communication

Provide clients with options for giving testimonials. Some may prefer written testimonials, while others might be more comfortable providing a video testimonial.

Respect their preference and make the process as convenient as possible for them.

Offer various options for submitting testimonials, such as through email, a dedicated testimonial form on your website, or even through social media.

Diversifying the formats increases the likelihood of receiving testimonials.


3. Craft compelling testimonials

Encouraging clients to provide testimonials is just the first step. Equally important is crafting these testimonials into compelling narratives that resonate with potential clients.

Let’s watch an example.

Here’s how to create impactful testimonials.


a. Showcase specific results and benefits

Encourage clients to mention specific results or benefits they’ve experienced as a result of using your product or service.

Specificity adds credibility and helps potential clients envision the value you can provide.


i. Quantify achievements

Encourage clients to provide numerical data when possible to quantify the positive changes they experienced. This adds a layer of tangibility to their testimonials.


ii. Highlight the unique features of your business

Ask clients to mention what sets your business apart. Whether it’s exceptional customer service, innovative solutions, or a personal touch, these unique features make your business memorable and appealing.

Read more: 10 Examples of Best Product Launch Videos


b. Address pain points

Encourage clients to discuss the challenges they faced before using your product or service and how your business uniquely addressed those challenges.


c. Elicit emotions and tell a story

Encourage clients to share their journey and emotions throughout their experience with your business. A well-told story can create an emotional connection with potential clients.


i. Use story arcs

Guide clients in structuring their testimonials like a story, with a beginning (problem), middle (engagement with your business), and a resolution (positive outcomes).


4. Utilize video testimonials for maximum impact

Video testimonials can significantly enhance the impact of your testimonials by adding a human touch and authenticity. Here’s how to effectively incorporate video testimonials.


a. Request short, authentic videos

Ask clients to record short video testimonials using their smartphones. Authenticity is key, so encourage them to speak from the heart and share their genuine thoughts.


b. Suggest video topics

Offer clients suggestions on what they can cover in their video testimonials to ensure the content is relevant and impactful.

For instance, incorporate a short video clip of a client sharing their positive experience with your product or service.

Seeing a person talking about their positive experience can be incredibly persuasive for potential clients.


c. Showcase diverse client experiences

Feature a variety of clients in your video testimonials to showcase the diversity of your satisfied customers.

This can help potential clients relate to different experiences and feel confident about your offerings.


i. Create a video series

Consider creating a series of video testimonials, each featuring a different client or a different aspect of your product or service.

Create a video montage of different clients from various backgrounds expressing their unique positive experiences with your service.

Freemius has a series of client testimonials. Here’s one of the videos.


4. Methods for receiving client testimonials

Once you’ve built a strong relationship with your clients and identified the right time to ask for testimonials, it’s crucial to employ effective methods to encourage clients to share their feedback.

Here are various methods to facilitate the process of receiving client testimonials:


a. Email requests

Send a personalized email to clients, expressing your appreciation for their business and politely requesting a testimonial. In the email, provide clear instructions on how they can submit their feedback.


Tips for email requests

Personalization: Address the client by their name and reference specific interactions or projects you’ve worked on together.

Clear instructions: Clearly outline what you’re asking for and how they can provide the testimonial, whether through a reply to the email, a feedback form, or a link to a testimonial submission page on your website.


b. Feedback forms on your website

Create a dedicated page on your website where clients can easily submit testimonials. Place a feedback form on this page, prompting clients to provide their testimonials along with relevant details.


Tips for feedback forms

Short and simple: Keep the form brief and straightforward to encourage completion.

Fields to include: Ask for their name, designation, company name, testimonial, and permission to use their testimonial publicly.


c. Post-purchase thank-you pages

After a client completes a purchase or engages with your service, redirect them to a thank-you page. On this page, invite them to leave a testimonial about their experience.


Tips for thank-you pages

Express gratitude: Start by thanking them for their purchase or engagement to set a positive tone.

Direct call to action: Clearly guide them to provide a testimonial by clicking a button that leads to a testimonial submission form.


d. Social media requests

Leverage your social media platforms to request testimonials. Post a status or tweet, encouraging clients to share their experiences with your business.


Tips for social media requests

Engaging visuals: Accompany your request with eye-catching graphics or visuals to capture attention.

Engage directly: Respond to comments or direct messages promptly to encourage more clients to share their testimonials.


e. One-on-one requests

Reach out to satisfied clients individually and ask for a testimonial through a personal conversation, phone call, or video call.


Tips for one-on-one requests

Express specific interest: Mention particular aspects of their experience that you’d like them to highlight in the testimonial.

Offer assistance: Offer to help in crafting the testimonial if they need guidance or assistance.


f. Incentivize testimonials

Consider offering a small incentive, such as a discount on future purchases or a freebie, in exchange for a testimonial. Make sure the incentive aligns with your business ethics and policies.


Tips for incentivizing testimonials

Be transparent: Clearly state that the incentive is in exchange for a testimonial and not contingent on a positive review.

Compliance with policies: Ensure compliance with applicable laws and regulations regarding incentives for testimonials.


g. Video testimonial interviews

Offer to conduct short video testimonial interviews with clients, where they can share their experiences verbally. Edit and publish these interviews on your website and social media.


Tips for video testimonial interviews

Prepare interview questions: Structure the interview with a set of questions to guide the client in sharing their experience effectively.

Professional editing: Ensure the final video is professionally edited for a polished presentation.


h. Use third-party review platforms

Encourage clients to leave testimonials on third-party review sites such as Google Reviews, Yelp, or industry-specific platforms. Provide links and guidance on how to do this.


Tips for third-party review platforms

Regular monitoring: Keep track of reviews on these platforms and respond promptly to both positive and negative feedback.


Templates for email

Now let’s talk about reaching out to clients for testimonials. Here are email templates to get you started.


Template 1: personalized request

Subject: How’d you like working with us?

Hi [Client’s Name],

It was a pleasure working with you on [project/service]. Your satisfaction is essential to us, and we value your feedback. Could you please spare a few moments to share your experience with our services?

Your insights would help us understand what we’re doing right and where we can improve. it’ll also be a source for our prospective clients to gain valuable information about our quality of work and dedication.

Please feel free to share your thoughts at your convenience. Thank you for being a valued part of our journey.

Best regards,

[Your Name]


Why it works

Personalized: The email is personalized, showing that you value the client’s opinion.

Highlights importance: It emphasizes the importance of their feedback in improving services.

Clear instructions: It’s clear and concise, making it easy for the client to understand the request.


Template 2: the satisfied service request

Subject: Can we share your success story?

Hi [Client’s Name],

First off, I want to congratulate you on a successful launch. And I’m glad my team and I were able to support you on your journey.

We’d be ecstatic if you could share your experience in the form of a testimonial.

If you’re up for it, we’d love for you to write a short paragraph about your experience working with us and how our assistance impacted your business. Additionally, if you could also record a quick video of your testimonial, that would be fantastic.

Thank you for your time. Looking forward to hearing from you.

Warm regards,

[Your Name]


Why it works

Acknowledges success: The template begins by acknowledging the client’s success, making them more likely to share their positive experience.

Appeals to empathy: By mentioning that the testimonial can inspire others, it appeals to the client’s empathy and willingness to help others.

Specifies length: By suggesting a short paragraph and video, it provides clarity and reduces the perceived effort enquired.

You can adjust the given templates to suit your specific client relationship and the context of your request.

Related: How to Take Advantage of B2B Testimonial Videos


5. That’s a wrap

In conclusion, client testimonials are an important tool for establishing credibility and trust in the eyes of potential customers.

When asking for testimonials, focus on building strong relationships, timing your requests well, and being clear in your communication.

Remember, authenticity is key in both written and video testimonials, and presenting genuine client feedback will undoubtedly contribute to your business’s success.

By effectively requesting and showcasing testimonials, you can build a narrative around your business. This will encourage potential clients to choose your products or services with confidence.

So, start asking for those testimonials and watch your business thrive with the power of testimonials.

And in case you’re looking for someone to make a video for your business, contact us! Our team would love to make a video for you.

Want a video for your business?


Posted by Samra Tiwana

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