Great testimonials are specific, relevant, and credible. Use these standards to turn raw feedback into persuasive, on‑brand proof.
Know your target audience
- Prioritize customers who mirror your ICP: industry, company size, role, use case.
- Match language and outcomes to the buyer’s priorities (speed, revenue, compliance).
- Use recognizable peers to boost instant relevance.
Ask at the right moment
- Immediately after a win: launch, KPI hit, support save, or renewal.
- Embed asks into NPS/CSAT flows and onboarding milestones.
- Offer options: quick quote, short video, or email approval of a draft.
Provide frameworks and examples
Guided prompts turn vague praise into persuasive copy. Share one of these:
- Before → After → Outcome: What wasn’t working? What changed? What results?
- Problem → Solution → Proof: The pain, why you picked us, numbers or time saved.
- Quote starters: “We switched because…”, “Within X weeks…”, “The biggest surprise was…”
Share drafts and get approvals
- Send a polished draft with name, role, company, headshot, and logo.
- Confirm permissions: public website, ads, and social reuse.
- Track approvals and expiration dates if required by legal.
How to write testimonials that convert
- Pain → Solution → Results: Keep the arc tight; lead with outcomes.
- Use data + emotion: Pair numbers (time saved, ROI) with feeling (confidence, peace of mind).
- Keep it short: 40–80 words is scannable; bold the key phrase.
- Attribute clearly: Full name, role, company, and (if allowed) logo/photo.
- Format for reuse: A text quote, a designed image card, and a short clip.