As service providers, we know our work makes a real difference for our clients. But conveying that value to potential clients can be challenging – especially when we’re working remotely and can’t rely on local word-of-mouth referrals. This is where well-crafted testimonials come in.

What Makes a Testimonial Truly Effective

The most powerful testimonials do more than just praise your work: they tell a story that potential clients can see themselves in. When a testimonial describes the client’s initial challenge, their experience working with you, and the concrete results they achieved, it helps prospects understand exactly how you could help them too.

Great testimonials are specific rather than generic. Compare these two examples:

“Emma was great to work with, I would highly recommend working with her!”

versus

“Emma helped us streamline our client onboarding process, reducing the time we spent on paperwork by 75% while making our clients feel more supported. Her systematic approach and clear communication made the whole process painless.”

The second testimonial gives potential clients a clear picture of both the service provided and its impact. It also highlights your working style and professional qualities – elements that help build trust before someone even reaches out to you.

Creating a Simple Yet Effective Feedback System

Getting great testimonials starts with consistently gathering client feedback. This doesn’t have to be complicated. In fact, this simple four-question format yields great results:

1. What challenge brought you to work with me?
2. What did we do together?
3. What did you like or dislike about our process?
4. What results did you achieve?

This framework serves multiple purposes. It gives clients a clear structure for their thoughts while ensuring you get the specific details that make testimonials powerful. Just as importantly, it creates space for honest feedback about their experience working with you – including any aspects that could be improved.

Three Proven Approaches to Gathering Testimonials

1. The Post-Project Feedback Form

Make feedback gathering a standard part of your project wrap-up process. Send clients a simple form with the four questions above as soon as the project concludes, while the experience is still fresh in their minds. This approach serves two vital purposes: it helps you continuously improve your services while providing raw material for potential testimonials.

If the feedback is positive, you can follow up with a request to use their words as a testimonial. Include direct links to your preferred platforms (like LinkedIn or your Facebook business page) to make it as easy as possible for them to share their experience publicly.

2. The Video Testimonial

Video testimonials add an extra layer of authenticity that written reviews can’t match. They let potential clients see and hear real people describing their experience working with you. While some clients might feel intimidated by the idea, using the same four-question framework makes the process more approachable.

For clients who are open to providing video testimonials, you have several options:

• Set up a video call where you ask them the questions and record their answers
• Have them record answers on their own time
• Work with a professional service (like Tracy’s Testimagical) that handles the interviewing, recording, and video editing

If budget allows, professional testimonial services can be particularly valuable. They handle the technical aspects while making your clients feel comfortable and ensuring you get high-quality results.

3. The Done-for-You Testimonial

Sometimes clients want to help but struggle with writing testimonials. This is where the done-for-you approach comes in handy. If you’ve already received detailed feedback through your form or in conversation, you can draft a testimonial yourself and send it to them for approval.

When writing testimonials for clients, keep them concise and focused on specific outcomes. Use their actual words where possible, maintaining their voice while structuring the content for maximum impact. Always get explicit permission before publishing, and be open to any edits they suggest.

Making It Part of Your Process

The key to getting great client reviews is building it into your standard workflows. Add feedback gathering to your project completion checklist. Schedule follow-up emails for testimonial requests. Create templates for different situations so you’re not starting from scratch each time.

Remember that not every piece of feedback needs to become a public testimonial. The primary goal is understanding your clients’ experiences and continuously improving your services. The testimonials that emerge from this process are a valuable bonus that helps you attract more of your ideal clients.

Taking Action

Start by creating your feedback form using the four questions outlined above. Set up a simple system for sending it to clients when projects wrap up. Then, based on their responses, you can follow up with an appropriate request for a public testimonial.

As you gather more testimonials, pay attention to which ones resonate most with potential clients. This insight will help you refine your approach over time, ensuring you’re collecting the kind of social proof that truly helps your business grow.