How to Ask a Client for a Testimonial

“92% of people read online reviews before making a purchase.” (BigCommerce)

That number blew me away the first time I saw it. And it made me realize: testimonials aren’t just “nice to have.” They’re proof. Proof that real people trust you, like you, and would gladly work with you again.

But here’s the problem. Asking for a testimonial feels… awkward. You’ve delivered great work, you’ve built trust, and yet the moment you go to ask for a little feedback? It feels like you’re asking for a favor you shouldn’t.

I know because I used to dread it. The first time I asked a client for a testimonial, I almost apologized while doing it. But here’s the thing: a happy client has already received real value from you. They’re usually glad to help. And in all the years I’ve been doing this, I’ve never had a client say no.

Step 1: Ask at the Right Time

Timing is everything. The best moment to ask is right after you’ve delivered your service—when the results are fresh and your client is still excited.

Think of it like cooking: you want to serve the meal while it’s hot. If you wait weeks or months, that excitement cools down. The client gets busy. The memory of how good your work was fades into the background.

So, ask right after they’ve seen the benefit. Their kitchen remodel is finished? Ask. Their SEO campaign is starting to show results? Ask.

Step 2: Keep the Ask Simple

We overthink this part. I used to rehearse “the perfect pitch” in my head before asking. Turns out, the best way is just… simple and friendly.

You can say:

“Hey, I really appreciate working with you. I have one ask—would you mind writing a quick testimonial about your experience?”

That’s it. No need for a fancy script. It works via email, phone, or even in person. I often send mine as a short, lighthearted email, because by that point, the relationship is warm and relaxed.

Step 3: Match the Ask to the Client

Not every testimonial has to be the same.

• Easy win: Ask for a Google review or have them fill out a client testimonial form to use on your website. Almost every client will do this.

• Self-recorded video: Some clients are comfortable shooting a quick selfie-style video. It’s low-effort for you, but keep in mind—many people get nervous on camera.

• High-value video testimonial: This is the gold standard. If you’ve got a client who’s over the moon with your work and they’d represent you well on camera, that’s when to invest in a professional video shoot. These become powerful sales tools you can use for years.

  Learn how a video testimonial can be your secret weapon!

One of my clients runs a carpet cleaning business. They wanted more commercial work, so we filmed a testimonial with one of their property management customers—a big, respected name in the area. Now they use that video to land more property management clients. It’s like cloning your best customer.

Step 4: Always Be Gracious

Here’s the mindset shift that made it easier for me: asking for a testimonial isn’t begging. It’s inviting your client to share their success story. You’re giving them the spotlight.

Still, humility goes a long way. Thank them for trusting you. Tell them how much you value their words. Keep it human.

Client Testimonial Template

Once you're comfortable asking your clients if they'd be willing to leave you a testimonial, now you need to have some guidance for them to feel more comfortable and to give you the best content they can. I don't believe in a one size fits all approach when it comes to client testimonial templates, but this will be broad enough for you to adapt to your own industry and customers.

• Outline the service performed: A client testimonial will only be impactful if it's relatable. Forgetting to remind the client to mention specifically what you did for them can result in uninspiring statements like "They were great to work with."
  
  
• Identify the problem that was solved: Too often are we overlooking pain points or taking them for granted. The reason your client hired you is the same reason somebody else would want to. Make sure they mention why they wanted your service in the first place.
  
  
• Character and craft: You're a big part of this testimonial, encourage your clients to talk about you! Ask them about your quality of service, your expertise, responsiveness, professionalism, etc - these are all big motivators for potential clients considering your service.

Client Testimonial Form: Yes or No?

Having a client testimonial form can be an excellent way to get consistent testimonials from your clients, as long as you're strategic about how you use it. I strongly encourage you to keep a form like this off of your website - these should be used in a calculated manner and not just hung out in the open for anybody to fill out. You could incorporate it in your email outreach and automate a follow up after finishing a project. If you're in a business where you do a large volume of jobs, this could be an excellent strategy.

On the other hand, you can easily outline what you're looking for from your clients in a short email template and only choose to send it to very specific clients. It really depends on your industry, how you operate as a business, and your relationship with your customers.

You may also like our post on how to use social media for business.

Client Testimonial Video: A Powerful Tool

A video testimonial can be your best friend in sales. These are a more difficult ask because it requires more effort on the clients part to participate, but the clients who are willing are going to make a measurable difference in your bottom line.

These videos will up your conversion rate on landing pages, can generate new leads being incorporated in email outreach, and can serve as some feel good content being repurposed for social media. The only person who sells you better than you is your happy customer. When we film client testimonial videos, we control the production. That means we make your clients comfortable, get them to say what we want without telling them what to say, and build a video testimonial that exudes a client's gratitude in praise for you and your business. There's no sales tool more powerful than that!

Final Thoughts

Testimonials build trust faster than any sales pitch. They turn your happy customers into your best marketers.

So don’t overcomplicate it. Ask at the right time. Keep it simple. Match the ask to the client. Be grateful.

And remember this: a happy client is almost always happy to help you grow. You just have to ask.