Let’s face it—asking for testimonials can feel a bit like an awkward blind date. But a solid testimonial can build trust, add credibility, and show future clients and customers what it’s like to work with you or the product quality they’re buying.
Avoid the awkward ask with these tips for collecting testimonials.
1. It’s All About Timing
The best time to ask for a testimonial is after you wrap up a project, deliver a product, or after they’ve had a positive service experience.
Pro Tip: Send a short “thank you” email with a gentle ask. “We’ve loved working with you! We’d love to hear your feedback and learn about your experience.” The user will then click through a one-question form about their experience. Be sure to collect their name and email address if you can.
2. Take It Easy
Don’t make it complicated. Give people a clear path to share their thoughts; your form should be short and sweet. Try a one-question form at first.
Keep It Clean & Concise
When it comes to your form’s design, you don’t want to overwhelm your customers. Use your brand colors, logos, and fonts, but don’t overdesign it.
Pro Tip: Make sure your form is mobile-friendly. Test it on your phone, tablet, and desktop to ensure your users have no problems filling it out.
What to Ask
Avoid yes or no questions. Ask open-ended questions that encourage detailed responses like—
- What problem were you trying to solve?
- How did we help?
- What surprised you most about working with us?
- What was your situation before and after your experience with us?
- What specific challenge were you facing before using our product/service?
- What made you choose us over our competitors?
- What part of our service was the most valuable to you?
- How would you describe your experience with our customer service team?
- On a scale of 1-10, how likely are you to recommend us? Why?
Depending on your budget, you can set up your form in multiple ways:
- A Google form
- Ask for an email reply
- Use a review platform like Boast
- A link to a form hosted on your website
- Or a link to a Google Review
Pro Tip: You can even provide sample answers to your questions to give them an example of what a good testimonial looks like and can also prompt them.
3. Make a Mad-Libs Style Form
People are busy. Make it a no-brainer (and fun) with a fill-in-the-blank, Mad-Libs-style testimonial.
Here’s one I whipped up for my log contractor friends, but you can adapt it whether you’re a CPG company or a nonprofit.
“Before I met Log and Timber Solutions, I struggled with [describe the problem you were facing here]. The [adjective] team at Log and Timber Solutions restored my dream log home by [description of service]. The best part was _________________. I would recommend Log and Timber Solutions to anyone who [a problem we solved for you].”
4. Make It Personal
Testimonials labeled “Anonymous” or “Happy Customer” fall flat and can even feel fake.
Ask your clients for permission to list their full name, business name, photo, or even a short video. Personal details add credibility and context to your testimonials and help your customers imagine themselves in the same shoes.
Pro Tip: Third-party services like Boast.io can help you collect video testimonials easily.
5. Showcase & Tell
Now that you’ve collected your testimonials, it’s time to show and tell the world. Here are a few ideas on where to sprinkle them:
- Your website’s homepage and service pages
- Thoughout your email campaigns
- In Your sales proposals
- Social media posts
- Point-of-purchase displays (yes, even there!)
6. Make It Part of Your Process
Make it a routine part of your process to ask for testimonials. That way, you’re always building a library of fresh feedback. You can do this when:
- Finishing up a project or job
- After a purchase (set up an automated email)
- Put it on your task list for monthly or quarterly
7. Mind Your Manners: Say Thank You!
Show your appreciation with a little thank-you note or a personal and thoughtful reply can keep your customer relationships strong.
Pro Tip: If you're seeing low response rates try offering an incentive like, how it will help future customers, give them a discount on future purchase, or try you can even ask if you can write it for them.
The Bottom Line
Testimonials don’t have to be awkward—they can be collaborative, kind, and downright inspiring. They help potential customer imagine what it's like working with you and know what to expect. With a little bit of intention and creativity, you’ll build a library of customer stories so folks can say “yes” with confidence.
I help build brands. I love partnering with folks across the building materials, nonprofit, and consumer goods industries—big or small. I aim to help you get the good word out about your products, services, and mission so you can grow.
