Your Testimonial Toolkit: Gathering, Editing and Showcasing Customer Praise

When potential customers visit your website, they're not just looking for what you say about yourself - they're searching for proof that you deliver on your promises.

Enter testimonials.

These genuine words from satisfied customers can transform cautious browsers into confident buyers. But how do you gather these truth-telling treasures and display them effectively?

Seeking testimonials that shout it loud

Collecting powerful testimonials isn't about fishing for compliments - it's about capturing authentic stories of transformation. The most compelling testimonials show the journey from problem to solution.

Here are six questions to ask your favourite client to get the quotes you need:

1. What issues were you experiencing that prompted you to seek our service/product?

   
   

2. What impact were these issues having on your life?

   
   

3. Why did you choose to use our business?

   
   

4. How did our service/product solve your issue?

   
   

5. In what way is your life better as a result?

   
   

6. What would you say to someone who is experiencing the same issues you had?

   
   

These questions guide your clients to share their complete story, from frustration to resolution, giving potential customers a roadmap they can relate to.

When to Ask for Testimonials

Timing is everything. Ask too early, and your customer hasn't experienced the full benefit of your service. Ask too late, and the initial excitement may have faded.

So where is that magic middle point? When your customer has just experienced a tangible win from working with you. That post-project glow or that moment when they see results is when feelings of appreciation run highest.

Send a friendly email or message saying: "I've loved working with you on this project. Would you be willing to share your experience in a testimonial?" Keep it simple and specific.

Crafting Testimonials That Connect

Not all testimonials are created equal. The strongest ones:

• Address specific results rather than vague praise

  
  

• Include relevant details about the customer (position, industry, challenge)

  
  

• Speak in authentic, conversational language

  
  

• Highlight what makes your service or approach different

  
  

When clients share their feedback, don't be afraid to thoughtfully edit their words to spotlight the elements that matter most. While you must always preserve their authentic voice and never fabricate content, you can respectfully reshape what they've provided - removing generic phrases, reordering sentences for better flow and focusing on the specific points that support your key messages.

If clients struggle with what to write, offer to draft something based on your conversation for them to review and approve. Send them a simple note saying: "I've put together a draft testimonial based on what you shared. Please feel free to adjust it to ensure it accurately reflects your experience." This approach respects their time while ensuring the final testimonial serves both their truth and your marketing aims.

Sharing Testimonials with Impact

The standard testimonial strip running along the bottom of your website has become expected, but there are fresher ways to showcase customer praise too:

1. Video Testimonials

Capturing customer views on film creates undeniable authenticity. Keep these under 30 seconds for maximum impact. They can double as engaging social media content too!

If you're camera-shy about directing these yourself, I love working with the Front Foot Creative team who are wizards at putting nervous interviewees at ease on film.

2. Case Studies

Enhance great testimonials by telling the whole story. A strong case study includes:

• Background on the customer

  
  

• The problem they faced

  
  

• Your solution

  
  

• The successful outcome

  
  

• Direct quotes from the happy customer

  
  

• And some supporting images or samples of your work

  
  

3. Customer Interview Blog Posts

Transform your regular blog schedule by featuring interviews with satisfied customers. Ask questions that highlight your strengths, but publish answers in your interviewee's own (edited) words for authenticity.

4. Hero Image Testimonials

Instead of that initial view of your website homepage sharing your own tagline, what if you started with what your customers say? Combine branded design with a choice testimonial that captures your impact for an attention-grabbing first impression.

 

Making Testimonials Work Harder

Testimonials aren't just for your website. Remember to share them all over your marketing to support every stage of that customer journey. Strategic placement can make them work harder:

• Include them in proposals and pitch documents

  
  

• Feature them in email signatures

  
  

• Share them as social media content

  
  

• Add them to product pages near purchase buttons

  
  

• Incorporate them into presentation slides

The Ripple Effect of Great Testimonials

When customers share their stories of transformation, they aren't just providing feedback - they're validating every key message you want potential clients to know, backed by real-life experience.

These personal journeys resonate deeply with people facing similar challenges. They see themselves in these stories and think, "If your business could solve their problem, perhaps it could solve mine too."

This ripple effect transforms one positive experience into multiple new opportunities. Each authentic testimonial builds not just credibility, but connection, showing that you understand the problems your audience faces and have proven solutions that make a difference.

Getting Started

• Begin by identifying your three best clients - the ones whose results make you proud and who genuinely appreciate your work. Reach out with your six questions and start building your testimonial library.

  
  

• Remember, testimonials let you showcase all your best selling points without sounding boastful. After all, it's much more convincing when someone else describes you as ‘amazing’, ‘genuinely lifesaving’, or ‘incredibly productive and fun!’

  
  

• Winning the trust of potential customers is often the final step to them choosing your product or service. Don't underestimate the power of testimonials - they're the social proof that turns interest into action.