How to ask a customer for a testimonial

Most happy customers will give you a testimonial. Few will do it unasked, and fewer still will write a good one if all you say is "could you leave us a review?" This guide covers when to ask, what to ask, and wording you can copy.

Ask at the right moment

Ask when the customer has just felt the benefit, not when the invoice goes out.

• Right after they tell you something went well. If a customer writes "this saved me a whole afternoon", that message is the testimonial. Ask whether you may quote it.
• After a result they can see: the job finished, the order arrived, the first month's numbers came in.
• After you solved a problem for them. A customer whose complaint was handled well often says the most convincing things.

A week of silence after any of these, and the moment has passed.

Ask one question, not for "a testimonial"

"Would you write us a testimonial?" hands the customer a blank page. Most people freeze, or write "Great service, highly recommend", which persuades nobody.

One specific question gets a specific answer:

• What were you unsure about before you bought? The answer speaks to the next visitor's doubt.
• What changed after you started using it? The answer names a result.
• What would you tell a friend who was considering us? The answer is in the customer's own voice.

Pick one. Three questions feel like a survey.

Make it a two-minute job

• Ask for a reply, not a form. "Just reply to this email" removes every step.
• Say how short it can be: two or three sentences.
• Say where it will appear, and ask whether you may use their name.

A form earns its place when you ask many customers the same way: a link after every order, or a code on the counter. A testimonial form you can copy has one that takes a customer about three minutes.

Wording you can copy

Change the words to sound like you. These are starting points.

After a customer says something kind

Thank you, that made our day. Would you mind if we quoted what you said on our website? We would show it with your first name and your town. If you would rather we did not, that is completely fine.

A short email after the work is done

Hi Maria,

It has been two weeks since we finished your kitchen, and I hope you are enjoying it.

Could I ask one question? What were you unsure about before you hired us, and how did it turn out?

Two or three sentences in a reply to this email would be plenty. With your permission, we would like to show your answer on our website with your first name.

Thank you, Sam

After you fixed a problem

Hi Daniel,

I am glad we got the delivery sorted out. If you were telling a friend what it is like to deal with us when something goes wrong, what would you say?

If you are happy for us to share your answer on our site, just say so in your reply.

If the answer is vague

"Great service!" is a start. Reply with one follow-up:

Thank you! Was there a particular moment that stood out?

The second answer is usually the one worth showing.

Get permission, and keep the words theirs

• Ask before you publish, and keep the reply that says yes.
• Show the name the customer agreed to. A first name and a role or town is enough for most readers.
• Do not rewrite the praise. Trim it if it is long, fix a typo, and leave the rest. If you change the meaning, ask again.
• Do not offer a reward for a good review. A thank-you afterwards is fine. Many review sites forbid paid praise, and in many countries the law treats an undisclosed reward as misleading.

Then put them to work

Once you have three or four, choose a layout and build a widget to show them on your site. How to add testimonials to your website covers which ones to pick and where to put them.