How to ask for Testimonials that actually help you Sell
You’ve probably received feedback like “Your business/workshop/product is amazing!” or “Highly recommend!”
Generic praise feels good to receive but rarely does much for the people reading it. The testimonials that build real trust tell a specific story: where your client was before, what shifted, and what became possible as a result.
This is a simple, repeatable process for collecting testimonials that are specific, results-based, and genuinely useful on your website and in your marketing.
The right questions produce better testimonials
Start by emailing past clients to let them know you are updating your website or marketing materials. Tell them you would love to include their experience and ask for their permission to share their words publicly.
Be clear that you will ask just three quick questions
Let them know their answers may be lightly edited for clarity, not for content
Ask whether they are happy to have their name, photo, and business name included
Step 1: Reach out with context and respect
A simple, warm email explaining what you are doing and why makes the request easy to say yes to. Most clients who have had a good experience are glad to help when asked clearly.
Step 2: Three well-chosen questions are all you need
Keep it short. Three thoughtful questions is the sweet spot:
Where were you before we worked together, and what challenges were you facing?
(This builds relatability and sets up the before story.)What has changed since our work together? What results or shifts have you experienced?
(This is the most valuable part: tangible outcomes, concrete results, genuine feeling.)What part of the experience stood out to you most?
Step 3: Present testimonials in a clean, consistent format
Once you have collected responses, present them consistently. Include:
Client's first name, or full name with permission
Company name, particularly for B2B work
Location, where relevant
A professional quality photo where possible
The testimonial itself, focused on results, shifts, or specific wins
Strong testimonials show how you helped, not just that you did
The best testimonials don't say "you're great." They show what changed and why it mattered. With the right questions and a little structure, you will collect stories that speak directly to the people considering working with you.
Bonus: your clients' words are a resource for your own copy
Here is something worth remembering. Clients often use words and phrases you would never think to use yourself; but that capture the experience of working with you more accurately than anything you might write. Language that is emotional, grounded, and specific. That is genuinely useful for your website copy, service descriptions, and how you talk about your work.
Read your testimonials when you are stuck on how to describe what you do. Often, they say it better.
Curious what this looks like in practice?
Take a look at what my clients have said.
