Testimonial templates your customers can fill in

Ask a customer for "a testimonial" and most will not know where to start. A template gives them the first few words of each sentence and leaves the rest to them. The answer stays theirs, and you get something more useful than "great service".

Below are five templates to send to a customer, a message to send them with, and a note on what you may and may not change afterwards.

How to use a template

• Send one, not five. Pick the template that fits what the customer is likely to say.
• Say it is optional. "Use this if it helps, or ignore it and write whatever you like."
• Never fill it in yourself. A testimonial you wrote and a customer signed is not a testimonial. In many countries it is also against the rules on advertising.

1. Problem and result

The most useful all-round format. It suits almost any product or service.

Before we worked with [your business], we struggled with [the problem]. Now [what has changed]. The part I value most is [one specific thing].

2. Doubt and outcome

Use it when new customers hesitate over the same thing: the price, the time it takes, the risk of switching.

I was not sure about [the doubt] before I bought. What I found was [what happened]. I would tell anyone with the same worry that [advice].

3. Before and after, with a number

Use it when the customer can measure the difference.

We used to [how things were, with a number]. Since [what you did for them], we [how things are, with a number]. That took [how long].

4. One line

For a busy customer, and for a spot on your page with little room.

[Your business] is the only [what you are] that [one thing you did that others did not].

5. A recommendation

Use it when your customers find you by word of mouth.

I would recommend [your business] to anyone who [the kind of person or situation]. They [what you did], and [how it turned out].

A message to send with it

Hi [name],

Thank you again for [what they bought or what you did]. Would you be willing to write a sentence or two about how it went? I would like to show it on our website.

If it helps, here is a way to start:

"Before we worked with [your business], we struggled with ... Now ..."

Use that or ignore it, whichever is easier. If you are happy for us to show your name and [your town or company], please say so in your reply.

Thank you, [your name]

A line that asks for permission

Keep the customer's yes in writing. One sentence is enough:

I agree that [your business] may show these words on its website and in its marketing, with my name and [role, company or town].

What you may change afterwards

• Fix a typo or a missing word.
• Trim a long answer, as long as what is left means the same.
• Do not add praise, numbers or details the customer did not give. If you want something changed, ask the customer to change it.

What to do with the answers

Once you have three or four, choose a layout and build a widget to show them. If you would rather ask questions than send a template, see testimonial questions to ask your customers. To see what a good answer looks like, see the testimonial examples. How to ask a customer for a testimonial covers when to send the message.