How to Ask for Testimonials (Without It Feeling Awkward)
And Why They Matter More Than You Think
Growing up in the California desert, my brother and I loved reading about the Wild West. It was easy to imagine ourselves as early settlers defending the homestead or guarding our horses from rustlers.
That rugged independence is a part of the American story—and if we’re honest, it still shapes how many of us do business.
We’re proud to stand on our own. We don’t like asking for help. And when it comes to marketing? That self-reliance can show up in subtle ways—like hesitating to ask for a testimonial.
Maybe you’ve wondered:
“Do testimonials even matter anymore?”
(Especially if you’re not writing a long-form sales page.)
But here’s the truth:
Testimonials, case studies, and reviews are still some of the most effective ways to build trust with prospective clients—especially if you offer a high-trust, high-expertise service.
The Psychology Behind Testimonials
In his classic book Influence: The Psychology of Persuasion, author Robert Cialdini describes social proof this way:
“One means we use to determine what is correct is to find out what other people think is correct.”
In other words: when people aren’t sure what decision to make, they look to others for cues.
It’s why lines form outside busy restaurants—and why people are more likely to trust a service if others have had a good experience with it.
This is especially important in professional services.
Unlike a physical store, your prospective clients can’t walk through your doors or chat with a receptionist. You may never meet face-to-face. And in an era of AI-generated everything and scammy online offers, you need legitimate, human-to-human proof that your work delivers real results.
So, How Do You Ask for a Testimonial (Without It Feeling Weird)?
Here are two best practices I use and recommend to clients:
1. Make It Part of Your Process
Asking for a testimonial shouldn’t feel like a one-off request. Build it into your client experience.
Depending on your service:
- If you run a coaching program or course, schedule a midpoint or wrap-up email that prompts for feedback.
- If you offer done-for-you services, ask after you’ve delivered final files or once the client starts seeing results.
- If a client emails you with excitement about how something worked? That’s your cue. Celebrate the win—then ask if they’d be willing to share it as a testimonial.
Just like your favorite stores email you after a purchase to request a review, your business should have a repeatable system to ask for testimonials.
2. Make It Easy to Respond
Most clients are happy to share good feedback—but they don’t always know what to say.
Having a short set of prompts or questions makes it easier for them to give you a thoughtful response.
Here are a few examples you can offer:
- What problem were you trying to solve before we worked together?
- What hesitations (if any) did you have before starting?
- What changed for you during our time working together?
- What would you tell someone considering working with me?
You can also point them to a simple guide or form that collects responses. (This testimonial prompt guide by Danielle Levy is a great place to start.)
What to Do With the Testimonials You Collect
Once you receive a testimonial, present it in a way that’s both credible and relatable. A few tips:
- Use full names and clear identifiers.
Example: Laura Naiser, Mindset Coach for Christian Entrepreneurs sounds far more trustworthy than Laura N., Texas. - Add a headshot or video if possible.
High-quality images create visual connection. A 30–60 second video? Even better. - Respect privacy when needed.
If you serve clients in sensitive industries (law, finance, healthcare), not everyone will want their name or face included. That’s okay.- Offer options: initials + role, city/state, or even a custom Canva graphic labeled “Confidential Client.”
- You can also quote anonymous feedback and introduce it with context:
“This feedback came from a financial advisor who works with high-net-worth families and prefers to remain anonymous due to the nature of their client base.”
- Use standout lines as headers.
If your client didn’t write a headline, you can pull a strong line from their words and use it as a lead-in.
Here’s a real example from one of my clients:
“Best investment ever!”
I didn’t think I could afford to spend the money to hire Sharon to write my Nurture and Welcome Sequence. I see now I couldn’t afford not to. She produced something far more effective than I could have and it is DONE and working for me instead of sitting on my to-do list.
— Laura Naiser, Mindset Coach for Christian Entrepreneurs
The Best Testimonials Start with Doubt and End with Confidence
A tip I picked up from email strategist Chase Dimond:
“The best testimonials are constructed—not manipulated, but structured with intention. Start with hesitation. End with results.”
This is powerful because it mirrors your future client’s decision journey.
So when you ask for a testimonial, prompt your client to reflect on:
- What they were unsure about before they started
- How they felt during the process
- What changed as a result of working with you
This narrative builds empathy and shows transformation.
Where Should You Use Your Testimonials?
Everywhere.
- On your website (not just a testimonials page—sprinkle them throughout!)
- On sales pages and service descriptions
- In your email sequences
- On your social media
- In proposals, landing pages, and scheduling links
Here’s a rule of thumb:
If you only show one or two testimonials, readers assume that’s all you’ve got. But if you include three or more, it suggests you’ve worked with many clients and are sharing the highlights.
Final Thoughts from Your Conversion Copywriter
Don’t wait until you’re writing a sales page or email sequence to start gathering testimonials.
Collect them consistently. Make the ask feel natural. And give your clients the tools to share their success.
Also—don’t forget to follow up. Most people have good intentions… and busy schedules. A gentle nudge or thank-you note can go a long way in helping them follow through.
And if a client expresses hesitation about giving a testimonial? See if they’d be willing to talk through the options. Respect is key, and there’s almost always a creative way to showcase their feedback while protecting their comfort.
Testimonials aren’t about bragging.
They’re about making it easier for future clients to say yes to the transformation you offer.
