How to Collect Testimonials that Work

What you should be looking for when you ask your clients for testimonials.


We’ve all seen them, the plethora of testimonials on a website that sound like they were written using a generic testimonial generation program (is that a thing?). Sometimes these testimonials have an equally generic photo to match or no photo at all. As soon as I see a testimonial like that on a website, I think, ‘this is fake,’ and I wonder why the business didn’t gather a few high-quality testimonials instead.

A few high-quality, honest testimonials that demonstrate a real human has used your product or service has far more influence on a potential client than a generic testimonial or no testimonial at all.

Taking the time to gather feedback from your current clients is not only good business, but when the feedback is considered and complimentary, it makes a great testimonial.

The testimonials section of your website serves one key purpose — to help your audience overcome any objections they may have about investing in your product or service and understand what sets your business apart from the competition.

Take, for example, a personal training business. When you’re looking at a personal trainer's website, you’re searching for the answer to a few pre-qualifying questions. The answers to these questions will lead you to buy or take your business elsewhere. A few questions may include — is this person going to solve my problem, how is this person going to solve my problem, and how has this person solved my problem for other people?

Let’s look at these two examples below:

“Kate is a great personal trainer. She motivates me and the workout routines she put together for me are fun while getting results.”


“I’ve struggled with weight loss and improving my fitness for years, especially when work is busy. After many failed attempts with programs over-promising on their results, Kate helped me get into a consistent health and fitness routine that I love. She has helped me with a complete lifestyle change and keeps me motivated on the days when I feel too tired or lazy to exercise.”

Which one is going to influence your choice to buy? The second one, of course.

In just 60 words, the client has told us what problem the personal trainer solved and how it was different from other programs in the market.

Next time you’re asking your clients for feedback to use it as a testimonial, make sure you ask a few specific questions to ensure the testimonial does the job of helping potential clients in their buying decision.

A few questions you could include are:

Why did you sign up to work with me?

What kind of results have you achieved by working with me?

What weaknesses did I help you overcome, compared to other programs or resources?

Being specific about the feedback you’re looking for will ensure your testimonials strengthen the ‘know, like, trust’ factor of your business and assist in pre-qualifying clients by addressing potential objections. 

Do you currently have testimonials on your business page? If you do, ask yourself if they’re helping to overcome potential objections to your offering and strengthening a person’s likelihood of working with you.

If you have any further questions about gathering testimonials or if you’d like to chat about your business, feel free to send me an email. I'd love to hear from you!