Testimonials are some of the most persuasive content you'll ever have, and most solo businesses forget to ask for them. The secret is not a clever script. It's asking at the right moment and making it effortless with specific questions.
When to ask
Ask right after a clear win, when a client says "this is great," hits a milestone, or sees a result. That's when their enthusiasm peaks. Wait until the project is a distant memory and you get vague, lukewarm praise, or silence.
Use questions, not "a few words"
"Could you write a few words?" puts all the work on the client and produces generic results. Instead, guide them with a short set of questions:
1
What was the problem you were facing before we worked together?
2
What hesitations did you have before starting?
3
What was it like working together?
4
What specific result or change did you get?
5
What would you say to someone considering working with me?
Copy-paste templates
Template 1 — the simple ask
Hi [Name],
I'm so glad [specific result] worked out. Would you be open to a short testimonial I could use on my website?
To make it easy, just a few lines on these would be perfect:
• What problem were you facing before?
• What was it like working together?
• What result did you get?
No rush — and thank you!
Template 2 — "I'll draft it for you"
Hi [Name],
Would you be happy for me to feature your results as a short testimonial? I know you're busy, so if it helps I can draft something based on [the outcome] and send it over for you to edit or approve.
Totally fine to tweak it however you like. Thanks so much!
Push for specifics. "Great to work with" is forgettable. "Cut our onboarding time in half within a month" sells. Ask about the concrete before-and-after.
Once you have great testimonials, place them where buyers decide, next to claims on your key pages. See the website conversion checklist for where proof has the most impact, and pair this with a referral system to turn happy clients into new ones.
