How to Write Testimonial Samples and Use Them Effectively

By Indeed Editorial Team

Published 1 November 2021

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

If you want to provide evidence that your products and services work as intended, testimonials are one of the most effective forms of social proof. Testimonials can be a powerful marketing tool as they show prospective customers the impact of your solutions. If you're looking to leverage testimonials, it's important to know how to write and ask for them. In this article, we provide testimonial samples, discuss these tools, show how to write them and explain where to use them for maximum impact.

Testimonial samples

Here's a list of testimonial samples that you can use as a reference:

Quote testimonial

Here's a sample of a quote style testimonial:

We were looking for a digital marketing agency that didn't just provide numbers but could deliver results. Titanic Dynamics came to the rescue. They created a user-friendly website design for us, with a powerful analytics tool and proprietary content management system which makes content strategy and content creation a breeze. Now, our site speed has increased by a whopping 140% thanks to their choice of hosting.

Our writers also report that the new CMS is easier to use and we can attest to that because productivity has improved 45% in the last eight weeks. We can't thank the guys at TD enough.

- Peter Sham, CEO Balaclava Publishers

Social testimonial

Here's a sample of a social testimonial:

If you're looking for the best chilli sauce to spice up your home recipes, Baba Putt creates this magical bottle of delights. It brings out the spark in all my dishes. I highly recommend it!

- Mary Wang, Customer

How to write a testimonial

Follow these steps to write a testimonial sample:

1. Define the purpose of the testimonial

Before you write a testimonial, determine the story you want it to tell customers. An ideal testimonial provides social proof for a specific aspect of your product, service or company. You can use the testimonial to highlight the problems it can help customers solve, the benefits they can gain from using your offers or the value they're missing by not coming to your business.

2. Make it direct

When asking customers for testimonials or writing it on their behalf, it's important to ask them specific questions. Ask them the problems they had before buying your solutions, how their purchase solved the issues and before and after results. Whether you're writing the testimonial or the customer, you want to start with the most impactful statement. That way, even if people don't get to the end, you can still make sense of what you're trying to say.

3. Be brief and conversational

The best testimonials are short and conversational. Keep the text to two or three paragraphs, maximum. Write the testimonial in an accessible tone that customers can relate to. This way, they can understand and connect with the experience better.

4. Be authentic

A good testimonial is authentic and contains proof that a customer wrote it. One way to do this is to include the customer's name and picture. That way, you give the story a face, making it more believable when people read or see it. If the customer is a business, consider including their name and logo in the testimonial if they allow you.

How to get testimonials

Here are ways to get testimonials from customers:

1. Ask them

A simple way to get testimonials from customers is to ask them directly. You can ask them via email, on social media or even in person. Some companies design surveys where they ask customers specific questions and include a testimonial request at the end of the questionnaire. One way to increase the chances of getting testimonials this way is to ask customers immediately after they send you feedback about their positive experience with your business.

2. Search your social media

Social media is a powerful tool for getting testimonials from customers. One way to do this is to search your business to see what people are saying about it. You can screenshot favourable feedback and post it on your official handle. Another way to use social media for testimonials is to organise events where you encourage people to share their experiences with your products or services. Then, you can highlight posts that serve as social proof for your business.

Related: What Does a Social Media Manager Do? Duties and Importance

3. Pull quotes from customer emails

Emails can also be an effective tool for generating testimonials from customers. You can use quotes from the emails people send you about the benefits and value they derive from using your products and services. Before using quotes from people's emails, it's important to request their permission to do so.

4. Use comments on your blog

If you have a blog on your website, the comments section can be a source of genuine feedback and honest reviews about your offers. While people mostly comment about specific posts, they may still praise your efforts. If you're lucky to find such positive reviews, you can screenshot and use them as testimonials on your website or social media. You can also encourage people to share their thoughts by asking them for feedback at the end of your posts.

Related: How to Write an Apology Email to Customers (With Examples)

Types of testimonials

There are several types of testimonials, including:

  • Quote testimonial: This testimonial comprises the exact words from a satisfied customer. Quotes are the easiest form of testimonials because they're easy to get. Because of their simplicity, quote testimonials are also easy to fabricate, which is why companies include images and calls to action to make them more authentic.

  • Social testimonial: These are testimonials based on customers' experiences shared on a business's social media handles. Because people can click through to the person's account, social testimonials are considered authentic social proof.

  • Video testimonial: This involves sharing a video of your customer talking about your product or service. It's one of the most engaging and authentic forms of testimonials.

  • Interview testimonial: This testimonial involves asking customers open-ended questions regarding their experience with your business. It can be in a video, audio or text format.

  • Influencer testimonial: This is a testimonial where a company hires social media personalities or celebrities to speak positively about their brand.

  • Case studies: Case studies are a powerful tool for showing prospects how your product or service helped a customer solve specific problems. It usually involves a before and after comparison to describe the customer's problems and their situation after using your solution.

  • Documentary: If you have the budget, you can film the success stories of customers who benefited from using your products or services. You can share such documentaries on social media, your website and at events.

Related: What Is a Customer Relationship Manager? And Other FAQ

Where to use testimonials

Many businesses create a testimonials page where they publish all the good feedback from customers. The problem with this strategy is that customers hardly visit testimonials pages because they already know you're trying to use it to convince them to buy. Rather than presenting all of your social proof in an obscure part of your website, there are many other places where they can have a more significant effect on your business. Here are places to use testimonials for maximum effectiveness:

Place it near the product or service it highlights

One of the best ways to leverage the power of testimonials is to pair them with the products or services they mention. If the testimonial discusses the benefits of one product or service, place it on the page where you sell the item. That way, you can use it to clear the doubts of people who are sceptical about buying.

Put them on pages that include keywords in the testimonials

If you rank for certain keywords and key phrases, you can boost the social proof and traffic to such pages by adding testimonials with those words. Because those pages already rank for those words on search engines, putting such testimonials on them means more people come in contact with the evidence of your excellence in those areas. This can lead to more traffic and direct more willing customers to the page.

Put them in places that get the highest traffic

Since testimonials are social proof, it makes sense to place them on pages where the highest number of visitors can see them. That means including them on your home page, about us page and other popular product or service pages. You can also include them in high-friction areas, such as your promo page, social media handle and other high-traffic locations for maximum engagement and impact.

What to include in testimonials

To make your testimonials sound more authentic, consider including the customer's name, position, company and picture. If the person won't allow you to include their full name and picture, ask whether you can use their initials. You can also include logos if the customer is a company.

Another way to make your testimonials stand out is to include a captivating sub-headline that summarises the content. Doing this can persuade people to read the entire testimonial and also give people who don't read it an idea of the content. You can also add a call to action at the end of the testimonial to prompt people to take action.

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