How to collect and use testimonials (without feeling awkward)
A simple system for gathering feedback that helps you land more clients.
If there’s one thing that used to make me cringe, it was asking for testimonials. For years, I just hoped clients would send a nice note on their own. And sometimes they did, but most of the time, the moment passed and I was left with a lot of “word of mouth” and not much proof.
Eventually, I realized that collecting genuine feedback doesn’t have to be awkward or pushy. It’s about making it easy for people to share what felt good (and what could be better), and then using their words (honestly) to help the next person feel confident saying yes.
The steps below are the system I wish I’d had from the start. Take what you need and make it your own.
Step 1: Pick your moment
The best time to ask for a testimonial is right after a win: when the project wraps, or a client sees a clear result. Don’t wait until weeks later, when the momentum is gone.
Step 2: Make it ridiculously easy
Send a short, personal note by email, message, or whatever channel feels natural for your relationship. Here’s the script I use:
Hi [Name],
I’ve loved working together on [project]. If you have a minute, I’d be grateful for a few words about your experience: what changed for you, or what stood out about working together.
No pressure to make it fancy, just what feels true. Your feedback helps me do better work, and it really helps others decide if this is right for them, too.
Thank you,
[Your name]
Step 3: Offer a prompt (or three)
Some clients freeze at a blank page. Give them 2–3 prompts; they can pick one, or answer them all:
What was your biggest concern before working with me, and how do you feel now?
What felt different about this experience?
If you were recommending me to a friend, what would you say?
Step 4: Edit (lightly), always ask permission
When a testimonial comes in, check for typos or long tangents. If you need to edit, send the revised version for approval:
“This is perfect! Would you mind if I tidied it up for my site? Here’s what I’m thinking. Let me know if it feels right to you.”
Step 5: Use them where it counts
Don’t bury your testimonials. Sprinkle them on your website, proposals, social posts…wherever new clients make decisions.
Pair feedback with the specific offer it references. Real words, from real people, build real trust.
Your testimonials toolkit (copy, paste, repeat)
Script for the ask
2–3 prompts for specifics
Light edit and permission
Ready-to-go folder for future use
Collecting and sharing feedback doesn’t have to feel self-promotional or weird. Done right, it’s about closing the loop, helping new clients feel seen before they even start, and giving yourself a steady reminder that your work makes a difference.
