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How to Use Client Testimonials in Your Marketing Strategy

Sharing client testimonials on your website is one of the most effective methods of showcasing the services you offer from the perspective of enthusiastic experts — your current clients. Incorporating honest, positive feedback from your clients into your marketing strategy is a no-cost way to establish trust and turn prospective clients into new clients. 

Below you’ll find ideas for how to ask for customer reviews, automate the request process, and use client testimonials in your marketing strategy. 

Decide which questions to ask clients

Your first step toward generating customer testimonials is to decide on the content of the questionnaire you’ll share with customers. 

When you’re asking clients to review your services, there are three best practices to crafting your questionnaire: 

  1. Keep it succinct, typically under 10 questions. Anything longer than that and people will be less likely to take the time to answer. 

  2. Ask questions that are specific to your business and industry practices. Open-ended questions usually lead to jumbled answers or blank responses, so keep it concrete. 

  3. Get your clients’ consent to share their testimonials, along with their first names and last initials. 

For example, if you’re a photographer asking for a client testimonial, here are some questions that you might want to include in your questionnaire: 

  1. Name (First and last initial is okay.)

  2. Website (if applicable, and if you’d like me to link back to your site)

  3. What was your biggest concern before scheduling a shoot with me? Did I address it?

  4. What was your favorite part of this experience? (I want to make sure I do more of what my customers appreciate.)

  5. Do you grant permission for this testimonial to appear on a website, in ads, and on social media in association with [business name]?

  6. Is there anything else you want me to know about your experience with me and/or about yourself?

Use that example of a client testimonial questionnaire as inspiration for crafting your own questions that are more specific to your business in any industry. 

Make it easy for clients to respond

When clients can share feedback quickly and easily, they’re more likely to do it thoughtfully. There are three common methods for requesting client testimonials: 

Link clients to a questionnaire form 

This is the most comprehensive and streamlined method. Creating a form helps to keep the standardized questions and answers paired and organized on the backend of your business. It also gives clients a dedicated place to land and organize their thoughts. Plus, it’s easy to add a form to your website. That way, it’s discoverable to clients even when you haven’t directly asked them for feedback. 

Ask clients to respond directly to your email

This method is most useful when you have only 1-2 questions to ask them. Any more than that could appear overwhelming and reduce responses. 

Link clients to review platforms

This method could be right for your business if your strategy is to increase client reviews for your business on popular review hubs. Rather than collecting client testimonials that you post on your website or marketing materials, clients review their experience with you directly on your business’s review page on hubs where prospective clients search for services like yours. 

Automate your ask with follow-up emails

Once you’ve decided which questions you’ll ask and how you want clients to respond, your next step is to automate your ask. The simplest way to automate your ask is to build it into your follow-up email flow. With Squarespace Scheduling you can customize emails that will automatically send to clients after their appointments with you. 

Here are the key elements to include in your follow-up email when requesting feedback for a testimonial: 

Be direct about why you’re reaching out 

Get straight to the point about what you’re asking and why it matters: You’re asking for their feedback so you can use their testimonials to impact your business. 

Offer an incentive

People are generally more likely to take the time to review something when they are offered something in return. 

Make the call to action (CTA)

This is where you make your concrete ask. For example, if you chose to create a questionnaire form on your website, you would link clients to that form and ask them to fill it out. Get creative with your CTA by formatting it as a button, or simply bold that text to help your ask stand out more clearly to clients. 

Leverage client testimonials into your marketing

The most important step in this process is to leverage those client testimonials that you and your clients worked so hard to create. How and where you use client testimonials as part of your marketing strategy depends on your business, industry, and stage in your business journey. 

Here are some examples of where to use customer reviews: 
- Websites
- Email footers
- Social media feeds
- Advertisements
- Proposals to new clients

When you format your reviews in any location, here are a few best practices:

  • Quote the most compelling parts of their feedback. You don’t need to use every single thing they’ve written in the testimonial, as long as the core intent of their review remains intact. 

  • Fix any typos or grammatical issues in the final testimonials.

  • Attribute the testimonial to their first name and last initial that they’ve provided, plus their business name and link, if applicable. 

  • Share back the formatted testimonial with your client and give them a heads up about where you’ll be sharing it. 

Ready to leverage client testimonials? 

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