How to get conversion-focused testimonials
We all know that trust is hard to come by on the internet. I mean, is that wombat really riding on an alligator in your Instagram feed or is that AI? Who’s to say.
And then my son, who’s building a dropship business, showed me how ridiculously easy it is to fake product reviews. It’s hard to know who to trust online.
Which is exactly why a genuine, specific testimonial from a real client carries so much weight right now. But most service businesses don’t have a system for actually getting them.
Okay, sidebar: my friend says he likes to end every romantic relationship leaving women better off than he found them. Whether or not he’s actually doing that, it makes me giggle thinking about having an exit interview at the end of every relationship.
Most of us don’t do that. But the end of a client engagement is one of the few times we’re allowed to solicit praise. So we should take advantage of it.
Most testimonials are completely useless, though. You know the ones: “She’s great! I loved working with her! Highly recommend!”
They're generic. They're forgettable. And they don't address any of the real objections your potential clients have.
What separates useful from forgettable
The best testimonials do two things:
→ address the hesitation someone has before they buy
→ show the specific result they got after working with you
I send a questionnaire to every client at the end of each project, and it's completely changed the quality of testimonials I receive.
Two real testimonials from recent clients show exactly what I mean:
Testimonial #1:
“Caitlin took my DIY website and turned it into something I'm genuinely proud to share. My old website was fine, functional, professional enough. But I never wanted to send people there. The cost of a rebrand felt like a big commitment, but Caitlin made a daunting process seem simple. Now my website beautifully reflects the work I do, and I'm already getting inbound leads through it, even without any marketing.”
→ Notice what she did there — she named her hesitation about the cost, which is one of the objections I hear most often. But then she explains why hiring a pro made all the difference.
Testimonial #2:
“Hiring Caitlin is truly the best investment in my own company to date. Caitlin is an incredible listener, and I was astounded at how much she gleaned in such a short time, requiring very little lift on my part. She gently nudged where I needed it and left me with something that feels far more polished and much more reflective of my personality than what I was ever able to do on my own. I'm so proud of the result and can't wait to see how it helps evolve my company in the future.”
→ She mentioned the time commitment (minimal), the DIY comparison, and how it felt to finally have something that actually reflects her. Those are the things you’re probably wondering about too.
My questionnaire (steal it)
This is the questionnaire I send to every client at the end of a project:
→ What hesitations did you have before hiring me?
→ What made you decide to work with me?
→ What did you like most about working with me?
→ How do you think our work together will impact your business ?
→ What would you say to someone who is thinking about working with me?
Don’t stop there
Don't think of testimonials as a one-and-done thing. Follow up with clients a year or two after you’ve worked together to see how things are going.
A few months ago, a former client (who’s become a friend) came to a party at my house and casually mentioned that she keeps getting new clients specifically BECAUSE OF HER WEBSITE.
You bet I asked her for an updated testimonial. I asked her on the spot and then followed up with an email with some prompts—and of course it’s even better than the original.
One little excerpt that makes me all glowy inside:
“Since launching, I’ve had countless people comment on how aesthetically beautiful my site is, while also being clear, professional, and easy to navigate. Several clients have told me that my website was a deciding factor in choosing to work with me. It conveyed trust, professionalism, and warmth all at once.”
What about you? Do you have any tips for getting quality testimonials?
Goodies Just For You
WHAT I’M THINKING ABOUT: Anyone else watch DTF St. Louis? I found it genuinely surprising and delightful. Funny, sad, poignant. Great quirky tone. I didn’t know where it was going, which I loved. And the performances by Jason Bateman, Linda Cardellini, and David Harbour were all fantastic.
WHAT I’M MAKING: Sheet Pan Garlic-Parmesan Chicken Tenders. This is a fan favorite for kids AND grown-ups. Quick and easy. Baked, not fried. Super yummy.
WHO I’M ADMIRING: I’ve worked with Julia Rohrbach of Julia Fay Photography several times now, thanks to a handful of great Charlotte-based clients. She and her team do beautiful work AND they have a smooth, dialed-in process. Not always a given. Managing a shoot from across the country could be stressful, but with Julia’s team, I always know my clients and I are in good hands. They also just launched Video Vault, a membership (plus one-time collection buy) of video b-roll with still photos included. If you’re near Charlotte, NC and need brand photography and/or video, check them out!
