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How to Ask Your Clients for a Testimonial + Email Scripts

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There’s an easy way to get 99% of your clients to leave a review or testimonial – and it’s all in the way you ask.

Client testimonials and feedback are essential not only for learning and improving as business owners but also for showcasing our value to potential clients. This social proof is great for marketing your business on social media, backing up your offer claims on sales pages, and helping potential clients see your value through the eyes of past clients.

To start getting those high-quality reviews you’ll love to share, there’s one thing you need to know how to do: how to ask your clients for a testimonial (and I’m going to tell you exactly how to do this and why).

When to Ask Your Clients for a Testimonial

Did you know that the end of your project isn’t the only time you can ask your clients for feedback? If you’re in a year-long contract or your project is worked in phases, it might look slightly different than doing one-off projects.

Instead of asking for feedback at the end of your project, consider asking:

  • At the end of three to six months for ongoing projects
  • Toward the end of a phase or mid-point of your project
  • After the ‘set-up’ portion of your project before moving into a retainer

When you’re asking for a testimonial, I recommend asking within 24 hours of closing out the project. Wait too long after completion, and your clients will have already moved on and will be less likely to take the time to give you a testimonial.

And a quick tip: if you end your services with a closing call or final note, mention that you’re sending a testimonial and feedback form their way! With this quick reminder, you’re getting them to keep an eye out for your form (and they can’t pretend they didn’t know or “didn’t see it”).

How to Ask Your Clients for a Testimonial + The Email Scripts I Promised

Nothing burns quite like sending out a feedback questionnaire after you did your best work, only to hear CRICKETS from your client. And while I touched on one of my favorite tips a moment ago, there are a few more things I want you to keep in mind – like how you’re asking your clients for feedback.

Approaching your clients for feedback can feel uncomfortable, but part of getting the best feedback (and getting a response) is asking with confidence. Remember, you did an amazing job, and your clients will tell you all the good things (you can make it even easier for them by using these testimonial templates and prompts).

When you request a testimonial or send your feedback form, go ahead and thank them in advance for taking the time to leave their thoughts. Don’t be afraid to follow up if you don’t hear anything from them; your work together might not be the first thing on their mind, and a quick email will be the reminder they need.

If you need a little help putting all that information into action, I have just the thing – try these initial + follow-up email templates:

*Replace and/or pick the phrase that best matches your brand and voice from the copy within the brackets [ ]

Initial Email Template 

SEND THIS ONE FIRST – 

Hey [Name] — I can’t believe we’re already finished with your project! It’s been an honor creating [x] with you, and I’m looking forward to seeing it all [come together/published/in the wild].

Attached, please find a feedback questionnaire where you can share your thoughts — good, bad, incredible — on our time together and your finished product.

I’m always looking for ways to improve the client experience and be the best [your title] — in my opinion, the only way to do that is by asking for and applying relevant feedback. That’s where you come in! Your feedback means a lot to me because [personalized message goes here].

This should only take about [x] minutes, and as a thank you, here’s [$/%] off [a future service/my template shop/other incentive].

Thank you in advance!

[Signature]

Follow-Up Email Template

SEND ONLY WHEN YOU NEED TO –

Hey [Name] — I hope you’ve been well since we wrapped up your project. [Personalized message goes here.]

I’m following up about the feedback questionnaire I sent on [date]. Do you plan on completing that? It should only take about [x] minutes and would genuinely mean the world to me.

If you don’t currently have the capacity for this, please let me know so I can [stop bugging you/close your project out]. But if you do plan on leaving me some words of wisdom (which I would love), I’ll leave it open until [date].

Thanks so much, and talk soon,

[Signature]

How to Get Feedback You’ll Love to Share (and Your Clients Will Love to Leave)

With the help of some of your new favorite email templates (scroll up if you missed them) and best practices for asking your clients to give you feedback, you’re left with only one last challenge – how to get your clients to leave feedback that’s more than “She was great!” or “Loved working with her!”

It’s great feedback to hear, but it doesn’t give you the social proof you need to share on your website or Instagram (and let’s be honest, it’s not the most convincing feedback for potential clients). Just as there are best practices for asking your clients for a testimonial, there are questions that help you get the best responses in a testimonial.

To make it even easier for your clients, leave them a prompt or sentence start. This will help your clients who “don’t know what to say” even though they rave about your work – they just can’t quite put it into words on a form.

Start asking the right questions, get the testimonials you need, and know exactly how to ask and what to say using Testimonials That Convert,  pre-written prompts and questions to send clients for better, high-converting testimonials and reviews – it was made for you!

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