How to Get More Customer Testimonials to Build Credibility

In today’s digital world, customer testimonials are more than just nice-to-have—they’re critical for building trust, establishing credibility, and boosting sales. Whether someone is buying a product, signing up for a service, or partnering with a business, they want reassurance that they’re making the right decision.

Testimonials do just that.

Here’s why they matter and how you can gather more testimonials to strengthen your brand and drive more traffic to your business.

Why Customer Testimonials Are So Important

In a nutshell, here is why it is vital to collect customer testimonials for your business:

1. Builds Trust

   Testimonials showcase real experiences from real customers. They give potential buyers confidence that your product or service delivers on its promises. People trust what others say more than what a business says about itself.

   
   

2. Provides Social Proof

   When potential customers see others benefiting from your offering, they’re more likely to take action. Social proof taps into the psychological principle that people follow the behavior of others—especially when making decisions.

   
   

3. Improves Conversions

   A well-placed testimonial on a landing page, website, or social media post can make the difference between someone clicking “buy” or leaving your site. Testimonials provide validation at just the right moment in the buyer’s journey.

   
   

4. Humanizes Your Brand

   Testimonials allow your audience to see the human side of your business—how it impacts lives, solves problems, and meets needs.

   
   

3 Ways to Get More Customer Testimonials for Your Business

1. Ask Directly (and Make It Easy!)

Your happy customers are often willing to share their experience, but they might not do it unless you ask.

How to Do It:

• Reach out to satisfied customers via email or text after they’ve had a positive experience. (You can set this up on automation btw)

• Use specific questions to guide their feedback, like:

  • "What problem did our product solve for you?"

  • "What did you enjoy most about working with us?"

• Give them a direct link to the review site, like Google (keep this link in a convenient location to send).

• Repurpose that review by adding it to your website or advertising material.

  
  

Example template for how to request a review:

"Hi [Customer’s Name], we’re so glad you enjoyed [product/service]! Would you mind sharing a quick testimonial about your experience? It would mean the world to me/us!"

2. Incentivize Feedback

Sometimes, people need a little nudge. Providing an incentive can encourage customers to take the time to share their thoughts.

How to Do It:

• Offer a discount, freebie, or entry into a giveaway for leaving a testimonial.

• Make sure the process is clear and transparent, and let them know their honest feedback is what you’re looking for.

  
  

Example: "Tell us about your experience with [product/service] and get 10% off your next purchase!"

You can also offer a gift card, free mini-service, or cash discount for the next service.

3. Capture Testimonials at Key Moments

Timing is everything. The best time to ask for a testimonial is when the customer is happiest—immediately after they’ve experienced success or satisfaction with your product or service.

How to Do It:

• Ask for feedback after a successful purchase, project completion, or when a milestone is achieved.

• Use automation to trigger testimonial requests, such as sending an email after a customer gives you a high rating in a survey.

• Encourage live testimonials during events, workshops, or in-person interactions.

  
  

Example: "Thank you for using our [service/program]! We’d love to hear how it helped you. Your feedback inspires us and helps others find solutions too."

Bonus Tips for Maximizing Testimonials

• Diversify Formats: Collect written reviews, video testimonials, and star ratings to add variety and credibility.

• Showcase Testimonials Strategically: Place them on landing pages, sales pages, social media posts, and in email campaigns where they’ll have the most impact.

• Highlight Specific Results: Testimonials that include measurable outcomes or before-and-after stories are especially persuasive.

  
  

Final Thoughts

Customer testimonials are one of the most powerful tools for growing your business. They validate your offerings, build trust, and ultimately convert more leads into loyal customers.

By asking for feedback directly, incentivizing testimonials, and capturing them at the right moments, you’ll take your brand to the next level.

By the way...

I conduct a 1:1 Virtual Marketing Success Audit with you to see where you can fill in the gaps in your marketing and exponentially increase your revenue. If you're done trying to DIY your marketing while trying to simultaneously run your business, it's probably time to get some help! You can schedule your audit here.