Build Your Credibility

Creating Community

Any investment is a worthy investment – big or small. This is especially true when investing in peace of mind for your future clients. Potential customers often need some form of validation while deciding on which business is best suited for them, whether through reviews or provided testimonials. Of course, you know that you’re the best option, so aim to sell yourself as such. Basic sales information may help convince them of this; however, it might not be enough. In the digital age, people often consider the opinion of peers rather than taking the professional’s word for it. This is why client testimonials and customer reviews are so vital. PowerReviews conducted a study that shows the impact this can have on your inquiries. 

  • 97% of consumers consult product reviews, while 85% seek out negative reviews before making a purchase.
  • The majority of consumers read between one to ten reviews before making a purchase.
  • Over one-third of shoppers won’t purchase products in a brick-and-mortar store without first consulting reviews.

Looking to peers for purchasing advice is more important than ever before, so making this information easy to find is a step in the right direction. By providing customer testimonials on your social media, website, and even in email newsletters, you are making these customer affirmations more accessible. By doing so, possible clients can find reassurance that one, their needs are relatable; and two, you can fulfill those needs better than anyone else.

HOW-TO: collect and implement a testimonial program

make your business look as credible as you are! 

WHEN to Ask

As you begin to collect your testimonials, send an email to faithful past customers. They understand your business and know the benefits your offering provides. The relationship between you will make them happy to help in your success. You may have already received unsolicited appreciation from your customers. Reach out to them and ask if you can use their words for promotional purposes.

Moving forward, work to get your client’s testimonials right away. For service-based businesses, ask for feedback upon completing the project while they are excited about your work. For product-based companies, wait until the customer gets value and sees the benefits for themselves.

HOW to Collect

Ensure they know and give consent for their feedback to be used for promotional purposes. We suggest getting it in writing if there are any questions regarding its validity in the future. 

Your customers don’t owe you a testimonial; be respectful and grateful for their time. Work through the process to ensure this is as seamless as possible. Collecting testimonials can be done via mail, email, website submission form, or a review platform.

Does asking this favor for praise seem uncomfortable? Create a templated email request that you can reuse to ease the process. Doing so will also be more efficient, so what’s not to lose?

WHAT to Include

Let’s dive into what we are looking for. Before we get to the testimonial itself, we need some basics. Have your customer share their name, business, website, location, offering purchased, and a photo of their headshot or logo. We suggest asking for all of these items but sharing that they are more than welcome to leave out what they’d like. If it takes them too long to get a headshot, they may not provide a testimonial at all if it seems required. They may also prefer to keep theirs vague for privacy reasons, and that’s fine. A testimonial without some of this information will still make an impact. 

The testimonial needs to help you sell. After all, that’s why we’re collecting them. Have your customers focus on your partnership benefits and the results your offering provided and continues to provide them. Think of questions that inquirers may have and make sure they are answered in the testimonials. Your customers can also add in reservations they had when hiring you or purchasing your products and services. Just ensure they also include how these were overcome once working together. This is relatable and what inquiring viewers want to know. As your testimonial collection grows, you may see some holes in the information form. Keep these in mind as you collect new ones. You can provide your customer with prompt questions to guide them to fill these holes with their experience.

WHERE to Use

Once a few of the notes singing your praises arrive, it’s time to put them to work! Consider creating a dedicated testimonial page on your site that houses the entirety of them. You can link to this or add the webpage to your collateral. Then, sprinkle them throughout your marketing materials. Find the most powerful ones for each topic and feature them to add credibility. Some may focus on the success of your offerings, while others may focus on the benefits of your customer service.

Check out how we use testimonials to our advantage here!

Once you get the first one out of the way, it will only get easier, so don’t be shy! The odds are that your customer is just as excited about your success as you! Get out there, get those endorsements, and in no time, you’ll be watching them do the selling for you!


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