If you’ve been wondering how to get testimonials from clients that actually help you win more business, you’re not alone.
Testimonials are one of the most powerful tools for hybrid business owners—aka high-end consultants and service providers who also offer digital products and courses.
Here’s an example of one that landed in my client feedback form yesterday…
But how do you ask without feeling awkward or pushy?
Let’s break it down, step by step, so you can collect glowing testimonials that showcase your expertise and boost conversions.
Why getting testimonials from clients is non-negotiable
You know that good word-of-mouth is priceless, right?
Testimonials are the modern-day version of that. They act as social proof, showing potential clients that you deliver results.
But not all testimonials are created equal.
Generic reviews like, “Great to work with!” don’t do much.
You want specific feedback—something that speaks to the problem you solved, the process you used, and the results you delivered.
A quality testimonial builds trust and demonstrates your expertise in a way that no self-written bio ever could.
How testimonials shape persuasive copy
Here’s the thing: testimonials aren’t just nice-to-haves—they’re the foundation of persuasive copy.
If you’re serious about connecting with potential clients and driving conversions, you need to be gathering testimonials consistently.
Why? Because testimonials do more than just provide social proof.
They have the power to:
- Reflect your client’s voice.
The words your clients use in their feedback are gold. They reveal the exact language your audience resonates with, making your copy feel relatable and personal. - Highlight real results.
Testimonials showcase the outcomes people can expect when working with you. These specific, results-driven statements make your offers feel tangible and achievable. - Uncover unexpected insights.
Clients might share things about their experience you hadn’t even considered highlighting. These nuggets can inspire new angles or benefits to emphasise in your marketing. - Address objections.
Client feedback often tackles concerns others might have, like “I wasn’t sure this would work, but…” Testimonials help neutralise doubts before they arise.
By staying in touch with clients after you’ve completed your work together, you’re not just collecting glowing reviews—
You’re gathering the building blocks for marketing copy that speaks directly to your audience’s needs and desires.
When you see testimonials as tools for crafting your messaging—not just for filling a “Reviews” page—you’ll start to understand their real value.
So, make it a priority to follow up with clients and capture their stories.
Their words will do more than sell your services—they’ll shape how you market and communicate your value moving forward.
You’re not bothering people by asking
Asking for a testimonial can feel intimidating, right?
Maybe you’re worried about bothering someone or coming across as pushy.
Let me reassure you: you’re not bothering them; you’re reminding them.
Here’s why:
- They’ve already solved their problem.
Your client came to you because they had a problem, and you helped them solve it. Now that they’re enjoying the results, they’ve likely moved on with their life, but that doesn’t mean they’re not grateful. - Positive clients are happy to help.
If a client had a great experience with you, they’ll be more than happy to share it. They just need a little nudge because sharing feedback isn’t at the top of their minds like it is for you. - It’s okay to ask for what you want.
Testimonials are a win-win: they help you grow your business, and they give your client an opportunity to reflect on their success and get their business featured in front of your audience. Don’t let hesitation hold you back.
Think of it this way: your clients aren’t sitting around avoiding giving you a testimonial.
They’re busy.
When you ask, you’re simply making it easy for them to help you both—and many will be glad you did.
When and how to ask for feedback from clients
Asking for feedback is all about timing.
Catching your client at the right moment ensures their responses are thoughtful, vivid, and relevant.
Here are the best times to ask:
- Right after they sign up to work with you.
This is when their starting point is clearest, and they can describe their initial challenges in detail. - Right after a big win.
Think of those “aha!” moments when they’ve achieved a breakthrough or are thrilled with their progress. - At the end of a project or course.
When their experience is fresh in their mind, it’s the perfect time to reflect on what they’ve learned or achieved.
How to ask without feeling salesy
Worried about coming across as pushy? You don’t have to. A warm, thoughtful approach will always work best:
- Be warm, but direct.
Let them know you value their feedback and how it will make a difference—for both you and them. For example, mention how their input could help you improve your services or showcase their success on your website, emails, or socials. - Make it easy for them to respond.
Whether it’s a survey link, a few questions in an email, or a short interview, eliminate any barriers to sharing feedback. - Use a template to take the pressure out of asking.
If email feels like the best fit for your audience, set up a reusable testimonial email template. This not only saves you time but also removes the “cringe factor” of drafting a fresh email each time.Not sure what to say? Grab a copy of mine here
With this approach, asking for feedback will feel natural—for both you and your client.
Tips for getting customer reviews that shine
Not all clients know what to write in a testimonial, so it’s your job to guide them. This is why a survey works so well. Here’s how:
- Make it easy. Provide a link to a survey or form with clear, open-ended questions.
- Be specific. Let them know you’re looking for feedback about their experience and the results they achieved – give a few examples!
- Follow up. Sometimes clients need a gentle nudge. A quick reminder email (or 2) can make all the difference.
Examples of good testimonial questions for students or clients
When you ask for feedback, frame the request in a way that encourages clients to reflect on:
- The challenges they faced. Identifying the problem makes the testimonial relatable and creates a sense of connection.
- The emotional or practical impact. Agitating the problem reinforces why they needed a solution.
- How you helped solve it. Wrapping up with your role ties the results directly back to your work.
- The results they achieved. Starting with success helps hook potential customers while showing the transformation your services deliver.
This approach transforms ordinary feedback into compelling stories that inspire trust and drive action.
Want to learn how to phrase your questions to encourage this type of response? Swipe my set of strategic questions here.
How to encourage customers to write reviews
If clients are reluctant to leave reviews, you can make the process more enticing by:
- Asking them why they are reluctant. Find out what their objection is so you can address it head-on.
- Sharing examples of testimonials. Show them what a great testimonial looks like—it might inspire them!
- Letting them know what’s in it for them. Getting free exposure for their brand and letting them know it will be used in a flattering light helps!
- Reassuring them about how you’ll use their words. Transparency builds trust.
The power of the interview testimonial
If you want testimonials that feel personal, authentic, and deeply impactful, consider conducting an interview.
Unlike written feedback, interviews capture the client’s tone, enthusiasm, and unique perspective—all of which make the testimonial more compelling.
However, conducting great interviews and getting the answers you need succinctly is an art!
Here are my hard-won tips for getting the most out of an interview testimonial:
1. Start with easy questions to break the ice.
A relaxed client will give you better, more natural responses. Start with something light to set a conversational tone, such as:
- “How has your week been so far?”
- “What’s been keeping you busy these days?”
These openers help your client feel at ease before diving into specifics about their experience.
2. Be recording before they get on the call—and don’t stop until they hang up.
Some of the best, most authentic feedback happens during casual moments before or after the “official” conversation.
Maybe they’ll casually mention a surprising win or give off-the-cuff praise.
Recording the entire call ensures you won’t miss these golden nuggets.
3. Dive into their pain points and results
This is where the magic happens.
Guide the conversation so your client reflects on their challenges, the impact those challenges had, and the results they achieved through your work.
Your audience needs to hear the specific journey your client went through—this is what builds trust and confidence in your services.
Keeping the conversation focused on this structure ensures the testimonial feels relatable, emotional, and tied to the transformation you helped create.
4. End by asking for permission
Before I wrap up, I like to get explicit consent to use their feedback. If they’re happy to share, ask for a headshot to accompany their testimonial to ramp up the persuasive power.
If anyone is nervous, you can also let them know that they can review the testimonial before it goes live!
Using testimonials effectively on your site
Once you’ve gathered quality testimonials, it’s time to put them to work:
- Feature them prominently. Do NOT hide them in a carousel or burying them at the bottom of a page!
- Repurpose them. Use snippets in social media posts, emails, and sales and landing pages.
- Make sure they go with a photo. It’s eye-catching and builds even more trust to see the face behind the words.
This is really just the tip of the iceberg.
There are so many ways you can leverage testimonials and customer’s words and experience to make more sales from your website and sales pages.
Ready to dive in deeper and learn how to transform them into website copy that sells? Check out Site Launcher Lab, where I share advanced strategies for getting the most out of your client feedback.
Stop putting it off. Start getting feedback from your clients today.
Getting quality testimonials doesn’t have to feel awkward or overwhelming. With the right timing, questions, and follow-up, you’ll have a collection of powerful client stories that highlight your expertise.
Start today by sending that first email. It could be the key to landing your next dream client for your service- or course-based business.
Want to skip the guesswork? Get my proven email survey questions and email template here
