How to use Client Testimonials after you’ve asked for them

What is the purpose of client testimonials?

The simplest answer is — TRUST.

Did you know 88% of people trust testimonials & reviews as much as a recommendation from a friend? (Big Commerce)

And 72% of people making purchases say positive testimonials increase their trust in a business. (Big Commerce)

So if you’re looking to establish that you’re a trustworthy professional quick-fast-and-in-a-hurry—spicing up your marketing materials with client testimonials is THE way to go!

How to ask for client testimonials?

Naturally, the next question that springs to mind is, “Ok, B — how do I ask my clients for testimonials?”

And in a very Brittany-esque fashion — I’ve got options for you!

Text ’em

If you’re on a texting basis (or even Voxer messages or DMs) — send a message!

And don’t worry about being all fancy. Keep it simple & straightforward.

Here’s an example:

“Hi [insert your client’s name]! I’m updating my client testimonials & would love to feature something from you. I’ve really enjoyed working with you! If you’re willing & able to help, let me know & I’ll send more details to you.”

Ask face-to-face (virtually or in the same room)

All my introverted homies are cringing right now! (I feel you! It took me years to get comfortable asking people for their feedback face-to-face. But now I do this weekly in my massage practice!)

I’ll share examples for a couple different settings.

When asking my massage clients (who have their literal face next to my literal face in the same room), I’m just having a regular old conversation with them.

And when they say something positive/nice/kind about their massage session—I simply say something like, “Oh, how thoughtful of you! Hey… any chance you’d be willing to put that in writing so I can use it on my site?”

10/10 times the client is more than happy to share!

If I’m in a more Zoom-face to Zoom-face situation with my copywriting clients—I’m still aiming to have a natural conversation with them (as natural as one can be on Zoom 🙄).

One pretty major difference here is that on the offboarding call—I send these clients a packet (the Offboarding Guide) with a link they can use to share feedback with me. So I mention that on the call.

(It feels a little more scripted, but still less awkward than Brittany in Business circa 2015.)

Email your people

The idea is going to be pretty similar to the message up top. ↑

Most of us business owners are on an email communication level with clients.

And this is a great option to take advantage of if you’re wanting to reach multiple clients—quickly.

The general idea here is still to be honest & open about why you’re asking & what you’d love from them.

Example message:

“Hello there, [insert client’s name]!

I’m in the process of updating my featured client testimonials & would love to include something from you.

I’ve really enjoyed our time together! If you’re up for the task—let me know & I’ll send more details to you.

[your preferred signature & name]”

Or send clients a testimonial template

Hire it out

And *of course* you always have the option to place this task on someone else’s plate. (Awkward ask — be gone!)

If this is something you’re considering or possibly interested in — here’s what that could look like. (AKA: What it would look like if you’re working with me!)

You’d find a pro (likely a copywriter or marketing expert) you trust & hire them to do your client interviews — Woohoo! Now go celebrate (or work or whatever) while the following takes place… Said pro will schedule time with your clients (I like talking with at least 3 former or current clients of yours).

That interview process could look like:

They will have a chat — likely a recorded Zoom — iced coffee: optional. The time (20-30 minutes — or more if you have really fun & chatty clients!) will be filled with the pro asking your client questions about how they found you, what their experience working with you has been like, & any wins they’ve had as a result.

After the call, many pros will pull out the crème de la crème of quotes from the client & pop ‘em in a Google Doc for you.

The entire project (depending on ease of scheduling time with your clients) can take as little as 2 weeks!

And bing-bang-boom — you’ve got your time back AND some primo client wordage for your website.

I need someone to interview my clients

When should you ask for a testimonial?

Lots of healthcare professionals ask me when is the “right” time to ask their clients for a testimonial.

Here are a few of my favorite times to ask for feedback:

→ During the project — When they’ve said something nice

It’s likely that your clients say kind things to you while they’re working with you. Hold that moment so close to you that if it had eyeballs — they’d be popping out!

This might look like a client texting you how happy they are with what you’ve created, or like your client saying something nice to you on a mid-point Zoom call.

Your job is to recognize these moments & go in for the ask.

If it’s a screenshot — grab it (& remove any identifying information about your client if you don’t intend to give them credit).

And if it’s a nice moment on a call — simply ask them if they’d be willing to say something like that in writing so you could use it.

This was from a client right after she accepted the project proposal!

→ When you’re wrapping a project

This is 1000% the most natural time to ask for feedback from clients.

Some business owners do it on a Zoom call, some are able to do this face-to-literal-face, & others email a survey or offboarding packet with a link.

If you’re feeling the awkwardness of asking for client testimonials — this is the option I’d suggest for you. (And don’t worry — it gets easier!)

→ Any other time!

You’d be surprised at how many clients follow up after a project with their wins & nice words.

Grab those & “Add to Cart” as fast as possible!

Same noteworthy moments as above. ↑ If it’s screen-grabbable — do it.

If it’s something said verbally — ask if they could put that in writing for ya.

Or if you’re feeling weird — send them an email after the nice thing has been sent or said.

Get the testimonial template & get quotes fast

What are examples of client testimonials?

Well I’ve already spilled the coffee beans a bit as we’ve wandered down the page to this point, but here’s the official rundown of client testimonial types.

Screenshots

Client texted you something super nice?

Grab it before technology goes sideways on you!

Just be sure to remove any identifying info IF you don’t plan to give the client credit for the words.

These can feel easy-breezy — like Covergirl — & are a wonderful option if you’re still new to the client testimonial gathering game.

Here’s an example of a screenshot from one of my podcast listeners:

client testimonial about case study stories with Brittany Herzberg

Video

Attention all serious & savvy client word gatherers! This is likely your jam.

By 2020 — we all knew video was going to be the best way to do …everything!

People love watching videos.

And they especially love quick & efficient videos with personality.

Keep this in mind if you decide to feature video testimonials.

These can feel intimidating to some clients, so choose (& ask) wisely in order to keep this a positive experience for everyone!

Testimonial Template
Ahh — the most hands-off, efficient, & fun way to collect client words!
Testimonial templates make the process go by in the blink of an eye for you (the business owner).
And they feel so fast & fun for your clients!
(I have client testimonials to prove this.)
The only reason this testimonial template exists is because one of my clients (& friends) — Brenna McGowan — loved it so much she asked if I’d sell her a copy.
(You’ll see her face & words featured if you visit this page. ↓)

I want the testimonial template!

Where should you use those client testimonials?

To wrap this whole thing up like a dog in a blanket — let’s look at what you can do with those testimonials.

Emails
A great option is to add these client words — either written or in picture form — to emails.
Welcome sequences often have a dedicated email that’s all about sharing “Hey — this is what my past & present clients think of me & my work.”
Ooh! Pre-launch & launch email sequences do this too.
Remember (at the beginning of this post) how I shared that 88% of people trust client testimonials as much as a recommendation from a friend? (Big Commerce)
Yeah — this is basically the room where that happens. Keep this in mind — ”If it’s time to build trust or time to sell, it’s time to show a testimonial.”
Social Media
Places like Instagram, Pinterest, & Facebook are wonderful options to share client testimonials!
Not only do you have a great visual because of the text, you’ve also got the post caption.
As an example — Instagram captions for featured client testimonials could expand on what that client was dealing with when they found you, what their client experience was like, etc.
Make it a goal to share at least — at the very least — 1 client testimonial per month.
You can do it!
Website
You better be plastering client testimonials allllll over your website!
And I mean — everywhere!
Your home page, about page, services page, & sales pages.
What I don’t mean — is a testimonial page. (This is one of those hills I’ll die on, I’m sure.)
If you shove all your testimonials on 1 web page — they lose their magic.
What is a better spot for them?
Sprinkle them around your site!
Make a statement & back it up with client words.
Want to spread even more pixie dust on your site?
Take a client testimonial — & crank it up to 10!
How do you do that (& what’s the point)?
Here’s what I’m talking about — if you go to this page on my site, you’ll meet Nurse Meg, one of my clients!
That’s right — I dedicated an entire web page to Nurse Meg’s experience of finding & working with me.
You may have heard of “case studies,” but you haven’t seen them done like this! (And by “like this,” I mean with personality & storytelling.)