Writing Effective Testimonials for Websites

Testimonial requests tend to sound like homework. “Would you mind filling out a quick review form?” “Could you write a few lines about your experience?” As Abe Lincoln once said - ain't nobody got time for that. Not when they’re drowning in QBR decks and budget asks. But here’s the good news: You’re ALREADY getting testimonials. You’re just not capturing them. How? Well, your best reviews happen mid-sentence...not in post-call surveys. Every week, your customers are saying: - “This saved us so much time.” - “I had no idea we could do that.” - “You’ve made my job way easier.” THAT'S your testimonial. Don’t ask for it later. Double back immediately. “Loved that feedback - any chance I can turn that into a short quote for our team? I’ll write it up for you to approve.” The answer is usually yes. Here’s a 3-part system CSMs can use: 1. Use Sybill to identify key praise moments. Tag the call. Clip the quote. Make it easy for marketing to use. Bonus points if it aligns to a launch, feature, or persona. 2. Send the follow-up within 24 hours. Keep it short: “Hey Samantha - loved what you said on today’s call. I drafted a quick version below. Let me know if you’re cool with it or want to tweak anything.” Now it’s opt-in. You removed homework from the equation. 3. Tie review asks to key milestones. Don’t wait until EBRs. Ask after: - a successful onboarding. - a new feature rollout. - a strong support save. - a surprise ROI win. All you're doing is reinforcing momentum. tl;dr = testimonial collection isn’t so much of a marketing play as it is a CS system. If your team’s sitting on dozens of glowing comments each month, but none of them make it into your website, your decks, or your content, you simply need to do a better job of capturing what's already coming your way. Fix that and the next case study writes itself.

The Secret to Creating Testimonials That Speak to Buyers! Testimonials can make or break your business.  They need to speak directly to potential clients. Here’s how to create testimonials that convert. Know who you want the testimonials to reach. Understand their pain points and objections. Make sure your testimonials tackle common concerns. “Will this really work for me?” “Is it worth the investment?” “How will this solve my problem?” Have clients talk about overcoming challenges.  Show how your service solved their problems.  This builds trust and credibility. Create a narrative that walks through the entire experience. From the initial problem to the final result.  Make it relatable and engaging. Include scenarios where your service exceeded expectations. Be specific. The more detailed, the better. Put these testimonials where potential clients are engaged. On your website, social media, and email campaigns. Testimonials that address objections and tell a story convert better. They build trust and show real results. Ask for Specifics: When requesting testimonials, ask for detailed feedback. Use Video: Video testimonials are more impactful and engaging. Keep It Authentic: Authenticity resonates more than perfection. Great testimonials are your best sales tool.  They speak directly to your buyers’ needs. Stop using generic testimonials. Start crafting stories that convert. What’s your biggest challenge with testimonials?

The secret to powerful testimonials? 👇 Understanding the 𝗰𝗹𝗶𝗲𝗻𝘁'𝘀 𝘀𝘁𝗼𝗿𝘆! To truly master the art of testimonials, you must: ↳ 𝗘𝗻𝗰𝗼𝘂𝗿𝗮𝗴𝗲 𝘀𝗽𝗲𝗰𝗶𝗳𝗶𝗰𝗶𝘁𝘆 to demonstrate clear before-and-after scenarios. ↳ Dive into the 𝗲𝗺𝗼𝘁𝗶𝗼𝗻𝗮𝗹 𝗷𝗼𝘂𝗿𝗻𝗲𝘆 to make the impact more relatable. ↳ Highlight 𝘂𝗻𝗶𝗾𝘂𝗲 𝗯𝗲𝗻𝗲𝗳𝗶𝘁𝘀 that set your service apart. [Check out the infographic for more details!] 1. What was your initial problem? ↳ 𝗪𝗵𝘆 𝗔𝘀𝗸: Sets the stage for the testimonial by identifying the challenge faced. ↳ 𝗧𝗶𝗽: Encourage detailed descriptions to underline the value of your solution. 2. How did the frustration feel? ↳ 𝗪𝗵𝘆 𝗔𝘀𝗸: Emphasizes the emotional relief your service provided. ↳ 𝗧𝗶𝗽: Prompt for vivid emotional details to paint a clearer before and after picture. 3. What makes our service unique? ↳ 𝗪𝗵𝘆 𝗔𝘀𝗸: Distinguishes your service from others and highlights special features. ↳ 𝗧𝗶𝗽: Guide clients to mention specific aspects that they found most beneficial. 4. When did you notice our service worked? ↳ 𝗪𝗵𝘆 𝗔𝘀𝗸: Captures the 'aha' moment of your service’s effectiveness. ↳ 𝗧𝗶𝗽: Ask for a specific instance or turning point to make the story compelling. 5. How is your life better now? ↳ 𝗪𝗵𝘆 𝗔𝘀𝗸: Shows the practical and lasting benefits of your service. ↳ 𝗧𝗶𝗽: Request both tangible and intangible examples of improvements. 6. How do you feel about your business now? ↳ 𝗪𝗵𝘆 𝗔𝘀𝗸: Reflects the transformation in their business and mindset. ↳ 𝗧𝗶𝗽: Encourage comparison to their state before using your service for greater impact. 7. What would you tell a friend about us? ↳ 𝗪𝗵𝘆 𝗔𝘀𝗸: Elicits a natural and genuine endorsement. ↳ 𝗧𝗶𝗽: Suggest framing their response as if they were having a casual conversation. Go beyond surface-level praise! 𝗧𝗲𝗹𝗹 𝗮 𝘀𝘁𝗼𝗿𝘆 of transformation and satisfaction. What strategies have you found most effective for gathering testimonials? #cocreate #marketing #entrepreneurship #business #digitalmarketing #innovation #strategy _____ Found this helpful? Help others by sharing it 📤. Follow me Marco Franzoni for similar insights!

Most people do customer testimonials wrong. Here's my winning playbook for great testimonials... 👇 1) Start with a video interview If your client agrees, always start by interviewing them on camera (you record over Zoom). People share a lot more when speaking so you'll have more content to work with than if you start with text. Here are some questions to ask on the interview: - What problem(s) did you face before working with us? - How did you first discover our company? - What made our product or service a good fit for you? - What made you choose to hire us over other solutions? - What were your goals when you started working with our company? - What results have you achieved since you started working with us? How has it impacted your business? Can you quantify the results with numbers? - What has your experience been like working with our product or our team? - What advice would you give to anyone thinking about working with us? 📌 Interview tip: Ask them to mention your company name and to rephrase the question in their answer 2) Edit the video Edit the video to highlight the most interesting and positive comments. 3) Pull out highlights Find one or two highlights from the interview and write them as text. Then send a message to the client saying something like, "this was really great what you said, would you mind sharing this quote as a Google review as well?" Send them the text of what they previously said so they can simply copy/paste. This way, you get video and text reviews 😎 You can ask them to post the text on LinkedIn, Google or anyplace else you're trying to get more online reviews. Make it as easy as possible for your client to help you. 4) Share the testimonial Share the video and text highlights far and wide - Organic social - Paid social ads (especially for retargeting) - Embed on your website - Create a mashup video from multiple client interviews Any other suggestions for getting better customer testimonials?