How to Write the Perfect Testimonial: A Step-by-Step Guide
Testimonials Are Worth Their Weight in Gold
But they’re NOT all created equal. Learn how to craft high-converting testimonials using my step-by-step framework.
Testimonials are one of the most valuable marketing assets you can have. Compelling stories from satisfied customers build trust, increase conversions, and set your business apart.
But not all testimonials are created equal. Crafting the perfect testimonial requires a strategic approach that resonates with your audience and compels them to take action.
In this post, you’ll learn:
Why testimonials are so critical for business growth
The anatomy of an effective testimonial
Step-by-step instructions for writing high-converting testimonials
Tips for collecting powerful video testimonials
Best practices for repurposing testimonials across platforms
Ready? Great, let’s dive in!
Why Testimonials Are So Important
Testimonials build trust and credibility like nothing else. It’s one thing for you to talk about the amazing results you provide; it’s another for those claims to be backed up by real customers.
According to recent studies, testimonials can increase conversions by up to 270%. Clearly, displaying social proof is tremendously beneficial for your business. What’s more, 97% of consumers look at reviews before making a purchasing decision, a mindblowing indicator of how critical testimonials are to the buying process.
But testimonials do more than establish trust. Effective testimonials:
Help prospects relate to past clients and envision achieving similar success
Showcase your ideal clients so prospects identify with them
Prove you understand your clients' pain points and can solve their problems
Demonstrate the incredible transformations and results you deliver
In other words, testimonials enable prospects to step into the shoes of a past client and envision the journey for themselves.
Consider these statistics:
88% of consumers trust online reviews as much as personal recommendations
87% of consumers read reviews for local businesses
72% of consumers will take action after reading a positive review
Clearly, testimonials and reviews significantly influence buyers. It’s essential to showcase satisfied customers to grow your business.
What Makes a Great Testimonial?
An amazing testimonial isn’t just praise.
It's a strategic story that resonates with your audience and compels them to take action.
Here are the key elements your testimonials should include:
The Client's Pain Points
Describe their struggles before working with you. These should align to your ideal client.
For example: “As a busy mom of three, I was overwhelmed and exhausted. I had no time for self-care or nurturing my own needs.”
What Prompted Hiring You
Explain the “aha moment” when they realized they needed your help.
For example: “After getting sick for the 3rd time in 2 months, I finally admitted I couldn't do it all alone. I needed support before I burned out completely.”
The Transformational Outcome
Highlight the incredible results achieved from your service or product.
For example: “Within just 8 weeks, I had more energy than I've had in years. For the first time in forever, I truly felt at peace and in control of my life.”
Unexpected Benefits
Note powerful unintended positive effects.
For example: “On top of the increased energy, I also lost 15 lbs without even trying! My husband is so impressed with the positive changes he's seen.”
Impact Statement
Summarize the meaningful impact you made on their life.
For example:: “Coaching with [Your Name] gave me my life back. I never could have made these changes on my own.”
How Should I Structure My Testimonial?
Follow this strategic story arc structure:
Introduce the client
Describe their pain points and struggles
Explain why they hired you
Outline the results and transformation
Note unexpected benefits
Emphasize your impact
This narrative flow enables readers to relate to the client’s journey and envision achieving similar success.
What Questions Elicit a Great Testimonial?
Don’t just ask for general feedback. Strategic questions provide direction and pull out compelling details.
Questions to ask clients:
What specific problems or struggles were you facing before we started working together?
What was the “final straw” that prompted you to seek my help and services?
Since working together, what are the biggest transformations or improvements you’ve experienced?
What results were you most excited or surprised by?
How has your life improved overall because of working with me?
Using Surveys to Create Amazing Testimonials
Here are some tips for using surveys to easily collect powerful testimonials:
Build a 3-5 question survey around your ideal testimonial structure
Send the survey to recent or past clients via email
Follow up with clients to encourage them to complete the survey
Compile your favorite responses into polished, complete testimonials
Offer an incentive or gift for clients who complete the survey
Surveys make it simple for clients to provide testimonials by answering a few strategic questions, rather than having to write something from scratch. You can then take the best responses and turn them into compelling stories.
How to Make Testimonials Look Good
Some tips for visually formatting testimonials:
Use the most powerful snippet as your headline
Bold important copy
Break up long testimonials
Pair with client images for authenticity
Use graphics to highlight stats
How to Get Raving Video Testimonials
Video testimonials capture emotions and stories in a powerful way. Follow these best practices:
Keep it authentic - no scripts!
Coach clients to share emotions and stories
Choose clients with compelling transformations
Keep videos ≤ 60 seconds
End with a strong CTA
Consider asking clients to record videos on their phone to make it easy. Then compile the raw footage into polished video testimonials to feature on your website and in ads.
Where Should I Showcase Testimonials?
Don’t just relegate testimonials to your website. Repurpose them across platforms:
Email sequences: Include a different testimonial in each email
Facebook/Instagram: Share testimonials and reviews
YouTube: Create a testimonial compilation video
Ads: Use parts of testimonials in copy and creative
Sales collateral: Print booklets with testimonials to share
Get creative with how you showcase the social proof!
Testimonial Collection Checklist
Follow this checklist to start collecting persuasive testimonials:
Craft strategic questions to ask clients
Make it easy for clients to give testimonials
Offer incentives for participating
Follow up systematically
Compile into different formats like written, video, and survey
Feature on website, ads, email, social media
Continuously collect new testimonials from happy clients
Turn Browsers Into Buyers With Social Proof
As you can see, compelling testimonials enable you to connect deeply with prospects and nudge them to purchase. They build trust and provide social proof of your results.
But you need a strategic approach - vague feedback won’t cut it. Follow the guidelines in this guide to start showcasing testimonials that grow your business.
Want hands-on help further optimizing your copy and conversions? Let’s chat! I’d love to partner with you to take your marketing to the next level.
