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How To Get Great Testimonials And Use Them On Your Website To Grow Your Online Business

A Testimonial Strategy For Beginners: How to Collect And Share Them Effectively

Did you know that 93% of consumers say that reviews influenced their buying decision?

Wowza! 93%.

I knew testimonials were important but that’s way more than I thought and I live, work and breathe the online space!

Just knowing that fact, coupled with the latest conundrum I found myself in, makes me cringe a little.

Here’s what happened...

I recently finished a project for a client where I reworked her sales page.

Writing and consulting on sales page copy is one of my favourite jobs!

It’s creative, it’s exciting, it’s copywriting strategy and techniques utilised to the max and I am all for it!

We both, me and my client Michelle, were incredibly happy about it, she was an absolute delight to work with and I loved every second of the project.

So, why then, when it was time to ask for customer feedback did I metaphorically drag my heels?

I don’t know about you but for some reason, I find this part of the customer off-boarding sequence a little awkward and uncomfortable. I don’t know why.

Especially because I’m blessed to be able to work and collaborate with some of the most talented, spirited and kind-hearted people but nonetheless I find this a little bit awkward.

So, yep, you guessed it, we’re talking all about testimonials, baby ~

  • Why they’re important

  • The best questions to ask so you get the best quality responses

  • AND how to use them on your website in the best possible way!

And hey, if you’re just starting out and don’t have any testimonials yet then resist the urge to bounce and instead stick around because at the end I’ll be sharing how to get your first client or customer and collect a review so it’s ready to shine bright when your website goes live.

OK, let’s kick this off by looking at why testimonials are so important for your brand ~

5 awesome reasons to include testimonials on your website:

  1. They build trust

  2. They work like referrals

  3. (When done right) they showcase the benefits of your products and services

  4. They explain how your products and services work

  5. They can build an emotional connection with your audience

Ok, so now that we understand the benefits of testimonials and are on the same page, you know the page titled “Great Testimonials Rock!”

Let's now look at how to get great testimonials

Before we explore this, there’s something I want you to keep top of mind when it comes to testimonials:

Testimonials are designed to showcase the transformation of a customers journey

You want the testimonials on your website to do WAY more than merely say: You’re nice to work with and that You are professional.

I mean those characteristics should be a given, right?


A Quality Testimonial Needs To:

  1. Highlight the challenges the customer was facing

  2. How they were feeling before they discovered and used your product or service

  3. What they were able to achieve, learn or experience after working with you

  4. Specific details such as stats, before and after stories, star ratings reviews etc.

  5. How they are feeling and what they’re able to do or achieve since working with you

So, you’re probably thinking ~

That’s great, Nat, but how do I get quality testimonials?

Well, my dear, the answer is... You ask quality questions.

Here are 17 questions you could ask a happy client or customer after they’ve worked with you:

1. What was it like before you had our product or service?

2. What problem(s) were you trying to solve with our product or service?

3. What made our product or service stand out from other options?

4. What sold you on buying this product or service?

5. What made you happiest about working with our company?

6. What have you been able to achieve since using our product or service?

7. What has exceeded your expectations since working with us?

8. What's the main reason you recommend our product or service?

9. What about our business surprised you the most?

10. What would you tell someone who's considering our business?

11. Was there anything we could have done differently?

12. If there’s one word you could use to describe your experience with us, what would it be and why?

13. How has your business been impacted since starting to use our product or service?

14. If you had to choose one, what would be your favourite feature of our product or service? How has it made your life easier?

15. On a scale of one to ten, how likely are you to recommend our product or service to others?

16. What’s one story of success that wouldn’t have been possible without our product?

17. Is there anything else that you would like to comment on or say about our product or business?

The Tools For Collecting Testimonials

So, after you’ve got your questions lined up you’ll want to think about the best tools to use to collect them

I always think when you just starting out, do whatever is easiest and most affordable - ideally free.

In the beginning you could start by sending your questions via email and then consider tools like Google Forms and Typeform.

When you’re a little more established or have the budget then a CRM tool (Client Relationship Management tool) like Honeybook and Dubsado are great options.

I currently use Typeform in my business. It has a free plan and paid for plan and is easy to build and customise.

OK, the next step is to…

Share them on your website.

YES! They’re no good to you sitting in your inbox or Google Drive collecting dust. It’s time to show them off!

The best ways to do this is on your website and on social media.

Here are 4 Ways To Share Testimonials On Your Website:

  1. Spread them across your website pages. Don’t list them on one page.

  2. Find the “killer” line and feature it as a heading above the rest of the testimonial so it stands out and grabs the readers attention.

  3. Use pictures and names to add a layer of authenticity. In some professions, it might not be appropriate, such as if you work in the medical sector and patient confidentiality is important but in most other cases, pictures and names are a great idea.

  4. Use page-specific testimonials. Think about a potential customer visiting your website… If she’s scanning your homepage, you’ll want your testimonials to highlight results and stats and glowing endorsements. As she moves over to your About and Services Page, you can get more specific and use testimonials that rave about your working style and the nitty-gritty details about a product or service.

Remember: The Key Is To Sell The Transformation

When it comes to Sharing Testimonials On Social Media:

  • Collect and save any positive feedback from clients in messages and emails and share them on social media

  • Use screenshots of comments and share them in your Stories and in your Feed

  • Tag the customer as well so they know that you’re shouting them out

Now, I know these tips and ideas are great if your business is up and running.

But what should you do if you’re just starting out and don’t have any customers yet?

Well, you could try the following ~

  1. Reach out to someone who fits your ICA (your ideal client)

  2. Tell them your business idea and ask if they’d be interested in being your first customer

  3. You can offer your service or products at a discount price

  4. Or swap your skillsets if you could use one another’s services

  5. Then provide you best possible service and follow the steps we’ve just outlined.

Alright, that pretty much sums it up ~

How To Collect Quality Testimonials And Use Them On Your Website To Grow Your Online Business

And one more thing ~ in order to get dream testimonials you will need to attract dream customers.

If you’d like to know how to Grow Your Business With Dream Customers then grab my freebie on how to

bars of soap with text that reads Grow Your Business With Your Dream Clients
Make sure you attract the best customers

do precisely that… In fact, this FREE guide will help you know your customers SO well that they’ll think you’ve been reading their journal… for real! You’ll find a link to it, where you’re watching this video.

Now, I’d love to hear from you! Did you like this video? Was it helpful in any way? What’s the one, big or small, idea or takeaway that you can implement in your business right now?

Leave a comment below

Love Nat x

1 Comment

Nichola O'Hara
Nichola O'Hara
Sep 16, 2021

Nat, this was great 👍 I am sooo bad at asking people what they think of me and my services and am always surprised when they give a rave review! (I think I need to work on my self belief! ). So I really needed this info. I’m just starting out so don’t have lots of people to ask but I like to start as I mean to go on, so knowing this at the beginning I think will be really beneficial in the long run. Just need to work on attracting my dream customers, so will def be grabbing your freebie! Thanks 🙏😊

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