Happy clients rarely write testimonials on their own. They are busy, and they do not know what to say. Ask at the right moment and make it take two minutes.
Ask right after a win
The best moment is when the client is already pleased. A project just went live. They sent you a thank-you note. They mentioned a result.
Ask within a few days of that moment. A month later, the feeling has faded and the request feels like a chore.
Ask two questions, not "can you write something?"
"Could you write a testimonial?" is hard to answer. People stare at a blank box. Two specific questions are easy.
- What was the problem before we worked together?
- What changed after?
The answers give you a before and an after. That is far more convincing than "great to work with".
Template: the request email
Hi Priya,
I am really glad the new site is live and already bringing in bookings.
Would you be willing to share a few words I can put on my website? Two questions are enough:
- What was the problem before we worked together?
- What changed after?
A couple of sentences for each is perfect. If it is easier, reply in your own words and I will tidy it into a short quote for you to approve.
Template: offering a draft
Some clients say yes but never get round to it. Offering a draft based on what they already told you removes the blank page.
Hi Priya,
No pressure at all. Based on what you said on our last call, here is a short draft. Feel free to change anything, or tell me to start over.
"Before, we took bookings by phone and lost them after hours. Since the new site went live, about a third of our bookings come in overnight."
If it sounds right, just reply with "approved". Can I use your name and company with it?
Only publish words the client has approved, with their name the way they want it shown.
Make it easy to say yes
- Ask for a few sentences, not a page.
- Offer a short call instead of writing, if they prefer.
- Say where it will appear.
- Send one reminder after a week, then let it go.
Where to use testimonials
Put them where a doubt comes up. Next to the price. Next to the contact form. On the page about the service they describe.
A testimonial that names a specific result beats a page of general praise. Keep them in one place you can find, and use them in your sales emails and proposals too. Once you have a few, asking for referrals is the natural next step.