How to Build Your Reputation Through Client Testimonials

One of the most compelling ways a client can learn about your services is through a testimonial. When companies are looking to hire an independent contractor, they want to know more than what your resume lists. What are you like to work with? What sort of projects have you completed for other clients? A testimonial can be particularly persuasive in this regard because it gives hiring managers a glimpse into your work history through the eyes of previous clients.  

How Do You Ask for a Testimonial? 

There’s an art to asking a client for a testimonial—timing is key. Asking when you hand your client your final bill, for example, probably won’t work in your favor. Instead, consider asking during a guided review of a finalized project. If you have worked well with your client so far and they are happy with the results, you can thank them and then mention that a testimonial would mean a lot to you as you grow your business.  

Or a client may comment midway through a project about how well it is going. This would also be an opportunity to ask if they are willing to give you a testimonial once the project is complete. Then, you can revisit the conversation once you wrap up the project. Opportunities for asking for a testimonial will naturally come up during a project that is flowing well. Keep your ears open and be ready to have the conversation when the chance presents itself.  

Key Strategies for Asking for a Testimonial 

Make it easy to provide feedback

The easier it is for a client to provide feedback, the more likely they will do so. You don’t want to get caught in a situation where you muster up the courage to ask for a testimonial and then don’t have a plan for how you want your client to provide it.  

Showcasing past testimonials on your website can be a helpful point of reference for clients. Or consider creating a short template of 3-4 questions that your client can fill out. Use their answers to craft a testimonial and then run it by them for approval before you use it. Some clients may not want their specific name or logo used, but you should be able to work around this by speaking in generalities when it comes to mentioning their company.   

Offer an incentive

Some clients may be more moved to provide a testimonial if you offer an incentive or rewards program. For example, if you are likely to work with your client again, you may offer them a discount or percentage off services for a successful referral or testimonial. An incentive may be as simple as sending your client a coffee card, taking them to lunch, or giving them a small gift as a thank you. 

Always say thank you

Speaking of thank yous, always be sure to thank your client after they provide a testimonial. A thoughtful email or handwritten card will go a long way. You may also consider giving a referral in return by leaving a detailed review for your client. Remember, they are part of a business as well and a positive endorsement for them will be appreciated. 

How Do You Showcase a Testimonial? 

Consider different submission methods

A variety of testimonials in different mediums can be great marketing tools for your business. Video testimonials require a bit more work but can be particularly compelling. Smartphone video quality is more than sufficient and there are many video editing apps available that make it simple to put together a short video. If you are able to meet with your client face-to-face, you can record their testimonial on your phone or consider working with a local videographer who can capture you talking to each other. If your client is comfortable recording their own testimonial on their phone and sending you the footage to edit, that is another workaround. No matter which route you go, be sure to send your client a copy for review before you use it publicly. 

Case studies are another form of testimonial that can provide prospective clients with valuable information. If you find a client interested in participating in a case study, work closely with them to gather information. You’ll want to include an introduction section—background information about your client and the problem you helped them solve, an action section—describing the steps you took to resolve their problem, and a results section—detailing what happened. A case study can be long- or short-form. Just make sure that it is easy to view and follow. 

 A third type of testimonial to consider is a short paragraph or pull quote. These short-form testimonials can be particularly useful in social media postings. Pair them with a simple graphic or photo of your client along with their name and business.   

With a testimonial in hand, be sure to share them across your various platforms including your professional website, social media channels, email marketing, and LinkedIn profile.