How to Get Testimonials that Sell
We all know that trust is hard to come by on the internet. I mean, is that deer REALLY bouncing on the trampoline on Instagram or is that AI? Who’s to say.
My teenage son is working on a dropship business, and he recently showed me how ridiculously easy it is to fake product reviews. It's hard to know who to trust.
This is exactly why good, specific testimonials are absolutely crucial for your service business.
But unfortunately, most testimonials are completely useless. You know the ones: "She's great! I loved working with her!"
They're generic. They're forgettable. And they don't address any of the real concerns your potential clients may have.
What makes a good testimonial?
The best testimonials do two things: they address real objections and speak to the transformation your clients experience.
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:
"Before working with Caitlin, we wondered whether we NEEDED to hire someone. Being on the other side, I can say with 100% confidence that it was a great investment of time and money! If I had tried to write the copy and create the design myself, there is no way it would look half as professional or distinctive."
Why this works: It addresses the biggest objection I hear—"Can't I just do this myself?" This client literally wondered the same thing, then 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."
Why this works: It speaks to my unique process (deep listening, minimal time commitment) and the emotional outcome (pride in the result, true reflection of personality). She also references trying DIY and being glad she chose professional help.
A peek behind the curtain
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 your new branding and website will impact your business?
→ What would you say to someone who is thinking about working with me?
Bonus question:
→ Is there anyone you know who might benefit from my services? Would you be willing to refer them to me?
I know it's easier to draft testimonials for clients and get their sign-off. But I'm genuinely curious how my clients would describe the experience without any prompting from me. Plus, it gives me real feedback I can learn from.
One more tip!
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.
This past weekend, 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.
We launched her rebrand a couple years ago. And then Saturday night, over wine and cheese, she told me that her coaching business is thriving (yay!). AND that she’s been getting a lot of positive feedback from clients and prospects about 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.”
Now that’s a testimonial!
Goodies Just For You
WHAT I'M THINKING ABOUT: Ann Napolitano's novel, "Hello Beautiful." Ohmigosh this book gutted me. I couldn't stop reading it and I couldn't stop crying over it. But it was worth it. A lot of it is about grief, but it’s also about love and the idea that you can only feel grief when you also feel big love. Beautiful.
WHAT I'M MAKING: I had a party on Saturday and made a lot of cute little finger foods. One of my favorites is Caprese Skewers. I use marinated mozzarella balls from Trader Joes. I cut the cherry tomatoes and mozzarella balls in half. And then on each skewer I put half a tomato, a piece of basil, half a mozzarella ball, and then the other half of the tomato. I drizzle the plate with plain balsamic vinegar and if you put the bottom tomato flat side down, they can stand up on their own, on the balsamic.
WHO I'M ADMIRING: A couple weeks ago I said I was only going to promote 2 men here (I would normally only promote women). The second one is Peter Giordano. He's a pricing and profit strategy expert and a really fun hang. Last year I did his $10k in a Day offer and walked away with a super clear, actionable plan to reduce expenses and increase revenue. And it was an absolute delight to spend the day with him. He's now upped the ante and is offering $20k in a Day and $50k in 2 Days (Basically he figures out how you can make or save those amounts by deeply investigating the backend operations of your business). I'm a fan. Check him out.
