We already know that word-of-mouth is powerful and with all the digital platforms we have now to spread the word further, testimonials are a great way to provide social proof, build trust and remove doubts that potential customers may have about working with you.

Part of the challenge with testimonials is getting customers to provide one! I was talking with a client this week about how to make this process easier to remove any barriers and objections to getting a testimonial and it has inspired the content of this blog.

If you want more (and better) testimonials, you need a system that simplifies the process. Here’s some ideas for how to do that:

  1. Ask at the Right Time

Timing is everything. The best moment to ask for a testimonial is right after your customer has experienced a win—whether it’s a successful project, a solved problem, or great results from your product or service.

💡 Create a habit of checking in with customers after a positive experience and ask for feedback while the excitement is fresh.

  1. Make It Effortless

Donald Miller, author of *Building a StoryBrand*, reminds us that customers need clear and simple instructions. If you ask for a testimonial without guidance, they may hesitate because they’re unsure what to say.

💡 Provide a simple structure:

  • What problem were you facing before working with us?
  • How did our product/service help you?
  • What results have you achieved?

This framework helps customers tell their story without feeling overwhelmed.

  1. Offer Multiple Formats

For every person that loves to record a video there are another three that don’t! Not everyone want to be on camera, or write a lengthy review, and that’s okay! You need to find the method that’s right for the customer

💡 Give customers options:

  • A quick video (offer to record it for them)
  • A short written review (a few sentences are enough)
  • A social media comment or post (tag your business to increase visibility)
  1. Automate the Process

Systems create consistency. If you rely on testimonials happening organically, you may get them in dribs and drabs, or you may not get them at all. Instead, build testimonial collection into your business processes.

💡 Create a process:

  • Set up an automated email that triggers after a purchase or successful service completion, asking for a review.
  • Include a testimonial request in your onboarding or follow-up process.
  • Offer a small incentive to encourage participation (not payment, but a thank-you, perhaps a small gift, shout-out or special offer).
  1. Showcase Testimonials Everywhere

Donald Miller emphasises that your marketing should be customer-centric, not business-centric. Testimonials make your customers the heroes of your brand story. If you have great testimonials but aren’t using them strategically, you’re missing out.

💡 Feature testimonials on:

  • Your website (homepage, sales pages, and service pages)
  • Social media (turn them into quote graphics or video clips)
  • Email campaigns and proposals
  • Printed marketing materials

Collecting testimonials shouldn’t be an afterthought—it should be a core part of your marketing strategy. By making it easy, structured, and rewarding for customers to share their experiences, you’ll build a library of powerful, trust-building content that helps drive more sales.

What’s one thing you can do today to make it easier for your customers to give you testimonials?