"A happy customer is the most powerful form of marketing."
As a solopreneur, building trust and credibility is essential for the success of your small business. One powerful way to achieve this is by gathering genuine reviews and testimonials from satisfied customers.
No matter how long you've been in the game, social proof is a must-have in promoting your small business. Having concrete documentation that your work delivers results is one of the best ways to sell your services, products and packages.
Customer testimonials and reviews are powerful tools that can transform your business’s online reputation. Unlike ads or branded content, they provide an authentic perspective that potential clients can connect with on a personal level.
But how do you get clients to leave reviews that truly reflect the impact of your work and attract more sales? In this blog post, we'll explore effective strategies to request, collect and utilize reviews that showcase your business's value and resonate with prospective clients or customers.
"When people are uncertain, they look to the actions of others to guide their decisions."
Robert Cialdini
Step 1: Create a Stellar Customer Experience
The foundation of obtaining meaningful reviews and testimonials starts with providing an exceptional customer experience. Delivering top-notch products or services and going the extra mile will naturally lead to positive feedback. Encourage open communication, address any concerns promptly, and exceed expectations whenever possible.
Step 2: Prepare Your Tools and Systems
Implement user-friendly platforms like Facebook, Google Business or Yelp for customers to leave reviews.
A feedback form on your website can be really helpful. You can ask qustions and in the form let them know that you will use their answers to write the testimonial as a narrative paragraph. Make sure to put a space on the form for them to consent to this, along with whether they consent to use their name and photo.
Don't forget to include clear calls to action and instructions to guide customers through the process of leaving their feedback.
Remember, Social proof is most impactful when it's genuine. Sometimes, the best testimonials are hidden in unsolicited feedback—comments on social media, private messages, or follow-up emails. With permission, these can make powerful testimonials. For example, sharing a screenshot of a glowing text message from a client can have an authenticity that’s difficult to replicate with polished copy.
"People will forget what you said, people will forget what you did, but people will never forget how you made them feel."
Maya Angelou
Step 3: Time It Strategically
Timing is key when soliciting reviews. Reach out to customers after they've had a positive experience, and their satisfaction is still fresh. Craft personalized emails or messages expressing your gratitude for their support and kindly requesting them to share their thoughts about their experience.
Example:
Hi! ___, thank you for choosing _____. We’d love to hear about your experience with us. Please click on the link below and leave us a review. Have a great day!”
Sometimes, the biggest transformations take time to manifest. Consider checking in with past clients a few months after your work together to see how they’re doing and if they have any additional insights to share. Long-term testimonials show potential clients that your impact isn’t just immediate but has lasting benefits.
"A satisfied customer is the best business strategy of all."
Michael LeBoeuf
Step 3: Ask the Right Questions
A simple “Can you leave me a review?” request may feel polite, but it’s unlikely to result in the kind of feedback that will be memorable and persuasive. Instead, help your clients tell the story of their experience by providing a few specific questions they can answer.
These questions encourage clients to go beyond generic praise, making their review more relatable and storytelling-driven. This storytelling approach allows potential clients to envision themselves in a similar transformation, fostering a deeper connection.
Here are some examples:
What problems or challenges were you facing before we worked together?
What other brands or businesses had you tried to solve these problems? What had you already tried in the past that didn't work?
What hesitations did you have in working together? What made you decide to move forward in working together?
In your own words, what was the primary goal of this project/collab?
How was your experience during our collaboration? What was your favorite part about working together?
What did you discover, learn or realize in working together? Any surprises?
What are the 3 biggest or most tangible results you experienced in working together?
Why would you recommend me to someone else?
Why/how is this service or product valuable for your brand?
Anything else they want to share that would be helpful for someone thinking of working with you?
Got their input? Next copy and paste their answers into a short paragraph, focusing on the specific results they got, making sure to use any common language that your prospective clients would resonate with.
"The key is to set realistic customer expectations, and then not just to meet them, but to exceed them—preferably in unexpected and helpful ways."
Richard Branson
Step 4: Make It Easy & Effortless for Customers to Share
Let’s face it—some clients may appreciate your work but simply don’t have the time (or perhaps the words) to write a testimonial. A helpful solution is to offer to draft the review yourself, based on their feedback, and then ask if they’re comfortable with it. Here’s a simple way to word this offer:
“Thank you so much for the kind feedback! I’d love to share it as a testimonial. Would it be helpful if I drafted something for you to review?”
Often, clients find it easier to respond to an existing text than to start from scratch, and they may even add insights you hadn’t considered. This approach not only takes the pressure off your client but also gives you control over the message while ensuring it remains authentic.
"You don’t build a business. You build people, and people build the business."
Zig Ziglar
Step 5: Incentivizing Reviews Responsibly
While incentives can be enticing, it's important to approach them ethically. Avoid offering incentives in exchange for positive reviews, as this can compromise the authenticity of the feedback. Instead, consider providing discounts or exclusive content to all customers who leave a review, regardless of its nature.
Step 6: Showcasing Reviews to Boost Trust & Credibility
Once you've collected a substantial number of reviews, it's time to put them to work. Strategically showcase them in places to build trust with potential clients. Display snippets of glowing testimonials, share success stories, and create a dedicated section on every page for reviews.
To format client experiences into compelling testimonials, consider using the Before-After-Bridge formula:
Headline: Bold Text sharing the main big result they got or any other copy that makes working with you sound amazing.
Before: Highlight what your client was struggling with before they came to you.
After: Share the specific results and positive changes they experienced.
Bridge: Describe how your work together brought about this transformation.
Credit: Their name and photo, and job title (if applicable)
This template makes testimonials more engaging and relatable. They move from vague compliments to meaningful narratives, giving future clients insight into what it’s like to work with you.
Don’t just tuck them away on a “Testimonials” page—spread them across your website and marketing channels. Consider including them in:
Landing pages and sales pages: Place relevant testimonials near calls-to-action to enhance trust at critical points.
Social media: Regularly share testimonials on your social platforms for greater visibility.
Email newsletters: Include recent testimonials as part of your updates to keep your success stories in front of your audience.
Case studies and blog posts: Expand on testimonials by building them into case studies that illustrate your process and results.
"Your brand is what people say about you when you’re not in the room."
Andrew Griffiths
Step 7: Responding to Reviews Professionally
Acknowledge and respond to all reviews—both positive and negative—with professionalism and courtesy. Express gratitude for positive feedback with a simple"Thank you so much! We're grateful for you"
Responding to negative reviews is trickier. In the event this occurs, respond graciously and diplomatically. Address any concerns in a constructive manner, demonstrating your commitment to customer satisfaction and dedication to improvement. A calm, empathetic response that invites further dialogue demonstrates your transparency and humanity. This approach not only reflects well on your brand but also offers a second chance to win the client’s loyalty.
Examples:
“We’re sorry to hear that your experience didn’t meet your expectations. Please reach out to us directly so we can better understand what happened and work towards a solution.”
‘I am so sorry your experience wasn’t satisfactory. We unfortunately don’t have your credentials in our database, and no record of you joining us for services. If you could call us at xxx-xxx-xxxx, we’d love to hear the details of your experience and help make it right’
"People influence people. Nothing influences people more than a recommendation from a trusted friend. A trusted referral influences people more than the best broadcast message."
Mark Zuckerberg
Five-Star Testimonial Examples
Here are three examples of testimonials that capture transformation, value, and authenticity, which will resonate well with potential clients by showing tangible benefits and the impact of working together:
"I was completely stuck in my business and unsure of my next steps before working with Erin. I had tried multiple strategies on my own, but none of them seemed to fit. Erin helped me clarify my vision and reshape my approach, creating a step-by-step plan that actually made sense for me. Since then, my revenue has increased by 45%, and I’m attracting clients that genuinely align with my values. It’s amazing to finally feel excited and confident in my work again!"— Jamie S., Business Owner
"I wasn’t sure if Erin’s services would be the right fit for my company, but after our first session, I knew I had made the right choice. Erin really took the time to understand my goals and challenges. Through her guidance, we’ve redefined our brand voice and messaging. The result? We’re now reaching a wider, more engaged audience, and our social media engagement has doubled! Erin’s expertise has been invaluable in helping us connect with our ideal clients and stand out in a crowded market."— Alex B., Marketing Director
"Before working with Erin, I was overwhelmed by the idea of marketing my services. I had no clear strategy and felt I was spinning my wheels without results. Erin not only provided clarity but helped me feel empowered by my own voice. In just a few months, I’ve gone from dreading marketing to actually enjoying the process. My client inquiries have tripled, and the best part is I’m now working with clients who are the perfect fit for my business. Thank you, Erin, for helping me find my confidence and direction!"— Morgan L., Wellness Coach
These testimonials use specific details and metrics that help build trust, while also showing the impact of your services through relatable stories and transformation points. Check out how much more confidence it instills as the reader, to see that people continued to get results and still feel the program was a GREAT choice, long after the initial high has worn off. That’s how you want your clients to view your work – make them see how valuable it will be in the longterm.
"If you make customers unhappy in the physical world, they might each tell six friends. If you make customers unhappy on the Internet, they can each tell 6,000."
Jeff Bezos
Wrapping it Up
Prioritizing exceptional customer experiences, strategically collecting feedback, and showcasing reviews responsibly, will set you well on your way to sales, solidifying your reputation and attracting a loyal customer base.
Getting high-quality testimonials takes a little extra effort, but the rewards are well worth it. By helping your clients articulate their experiences, you turn generic praise into powerful, persuasive stories.
When potential clients read detailed, engaging testimonials, they’re more likely to feel a connection—and to take the next step in working with you.
Social proof isn’t just a nice-to-have; it’s one of the most effective ways to demonstrate the value you provide, building trust with each story shared.Use these tips and you're bound to gather amazing testimonials you can go and share everywhere! These will literally sell your self for you, so get out there and start now.
Ready to take your solopreneur venture to new heights? I specialize in marketing strategies, business coaching, and content creation tailored to heart-led entrepreneurs like you. Contact me today to explore how we can collaborate to elevate your business and turn your vision into reality.
"People do not buy goods and services. They buy relations, stories, and magic."
Seth Godin
Erin Ratliff is a holistic, organic growth + visibility business coach and consultant serving energy-sensitive soul-preneurs, heart-led self-starters, and founders with the mission of personal and planetary healing.
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