How to ask for testimonials from clients — practical tips email template to use

Have you ever come across a commercial site that didn’t have a testimonial section? Probably not – that’s because a site without it seems incomplete, and isn’t as persuasive.

Nine in ten people say they always look at reviews before buying something new, and almost eight in ten say they deliberately search for websites that feature ratings and reviews on-site. So, if you’re not collecting testimonials yet, the time is now!

You might think it’s difficult, time-consuming, or even scary to reach out to customers for these types of endorsements. But we’re here to tell you it doesn’t have to be. In this post, we share how and when to reach out to customers and what your message should be like to see that brand love start pouring into your site.

Is collecting testimonials worth the hassle?

Testimonials from clients are one of the most powerful ways to provide social proof. They offer the ‘authenticity’ factor, which is something even the most exciting ad or website copy can’t offer simply because it doesn’t come from a client.

You might be wondering – “is collecting testimonials important if I already have reviews on social media? Can’t I simply rely on reviews on Facebook or video endorsements from influencers”? The answer is, not quite as strongly as you could a few years back.

While social media still helps bring great products forward, social media users are starting to feel that some influencers are abusing their trust by only promoting products they’re highly compensated for. These aren’t always items they genuinely liked or used consistently.

A study revealed that 90% of social media users are now tentative – or even annoyed – when they see promotional posts from influencers. Instead, they want to see genuine, unpaid reviews from real-life clients. 2024 and the years ahead are set to be the era of user-generated content (UGC), and testimonials from verified customers will be pure gold.

How to ask for testimonials? 7 tips that will make it a LOT easier

So, how do you go about asking your clients for testimonials? Here are seven tips that will help you break the ice.

1. Timing is everything

This sounds a little cliché – we know, but when it comes to collecting testimonials you really have to pick the right time to contact your client. If they’re in a bad mood or swamped with work, high chances are they’ll ignore your request – don’t take it personally!

So, when is the best time to ask?

In general, you should wait until you’re absolutely sure they’re pleased with you. This might be after getting an email complimenting your work – send one back to say you’re happy to hear it, and ask them to write a short review.

Taking advantage of this “happy” moment will not only improve the likelihood of getting a “yes” from your client, but also make the testimonial sound more authentic.

2. Build relationships

Speaking of timing and patience in testimonial collection; as you wait for that perfect moment to ask for a review, be proactive. Put your best foot forward by showing that, right next to offering a top-quality service or product, you’re also a reliable, trustworthy person.

If you work on deadlines, be sure to keep them. And if a customer needs help with using your product or service correctly, always show up to give them a helping hand.

Building positive connections with clients makes it easier for them to leave you a genuine testimonial – one that will feel personal and trustworthy for potential customers.

3. Contact the person you regularly work with

This applies particularly if you’re serving a group of people, like a business, and have a few points of contact. For example, say you offer SEO consultations and communicate with three people in the marketing team. Whom do you work most frequently with? That’s the person you should turn to with your testimonial request, even if they don’t have the highest seniority within the team. They’re the ones who will have the most to say about your services.

4. Offer multiple options

A good thing about testimonial collection is that you can get one in numerous ways. Here are a few options:

• Ask the client via email to write you one – you can simply email your client to ask for a testimonial at the right time, as mentioned earlier.
• Write it for them and send it for approval – some people are happy to provide a testimonial but they’re not much of a writer. In this case, you could offer to write it for them and send it to them for their review.
• Use a social media quote – if you regularly scroll through social media, especially LinkedIn or Facebook, then you’ve probably noticed posts where people look for recommendations, like the one below.

While a lot of comments include just someone’s name, some are more generous, and also have a few words of recommendation. If they refer to you, then you can use this quote as your testimonial. Just ask the person who posted it for permission.

• Give them the option to record it – recording a testimonial might not only be more convenient for the client (and quicker), but could also benefit you. According to social media today, 80% of people are more keen to buy a product if a website includes videos from customers.

5. Consider automation

If you sell digital products, you might use automation while asking for testimonials.

Using a tool like Easylove, you can send a tailored message to a group of customers. For example, if you recently published a new ebook and sold a couple of hundred copies, you could send a testimonial request to all buyers. You could create a dedicated wall of love, as we like to call it, and publish it on the landing page where you offer the book.

The best part? You can give your customers the option to give you a text-based endorsement or record a short video – whichever option they prefer. This can make the whole testimonial collection process faster.
These testimonials will be automatically added to your board draft until you’re ready to hit publish.

An extra tip: Give your clients enough time to use your product.

How much time, exactly?

This will call for some trial and error – you’ll have to figure out, on average, how long it takes a customer to familiarize themselves with the product. To give them a little motivation boost, you can offer an incentive for writing a review, for example, a discount code.

6. Ask to keep it short

Make sure to specify how long you’d like the testimonial to be – keeping it within similar length will make it look nicer on your website. It’s good to stick to 3-5 sentences – it’s enough to mention what the customer liked about working with you without boring the reader.

7. Explain how you’ll use it

While collecting testimonials, mention how you’re going to use them. For example, you could say that you’re going to publish them on your website to boost credibility. Or use them in your outreach emails – the client deserves to know that.

Asking for testimonials – a template you can borrow

Ready to start reaching out to clients? Here’s an example of a testimonial request that is personalized:

Hi [name],

Thanks for your last email. I am so happy to hear that you’re pleased with my work! Since we’ve been collaborating for over three months I wanted to ask whether you’d be open to writing a short testimonial. It wouldn’t have to be long – just 3-4 sentences would be enough. I’d love to place it on my website – it would help me tremendously in getting more clients.

Please let me know.

Thanks,
[your name]

Notice how it refers to a recent, flattering message from the client. Referring to it in your message makes it feel appreciative and explains the timing for the testimonial request. Here, you’re not pushing a client who didn’t express their satisfaction yet to give you a review.

The message is short and to the point, and it’s transparent about what you’ll use the testimonial for and where you’d like to display it.

Asking for testimonials can be easy (and fast!)

Testimonial collection doesn’t have to be hard or take forever – that is, if you do it right. The most important factors are timing and relationship building – these can’t be forged and make the testimonials sound honest.

To make it easier to collect them, you can use tools like Easylove, which give your customers the option to either write their opinion or record a short video.

See how easy it is to build out a wall of love for your brand – you don’t even have to register to try it out.