The Ultimate Guide to Client Testimonials for Maximum Marketing Impact

Getting great testimonials isn’t just about collecting reviews—it’s about asking the right questions at the right time to create powerful marketing tools. When done strategically, testimonials build credibility, address client objections, and attract more of your dream clients.

In our recent webinar, Testimonials That Convert, Dubsado Certified Specialist Angela Munoz shared exactly how to ask for, receive, and showcase client testimonials that drive conversions.

If you missed it, this ultimate guide breaks down everything you need to know—including why testimonials matter, the best questions to ask on your client feedback form, and how to use them to grow your business.

Why testimonials are a game-changer

Testimonials aren’t just nice words from past clients—they are essential marketing tools. Here’s why:

✅ They build trust & credibility – 72% of people trust a business more after reading positive reviews.

✅ They create emotional connections – The right testimonial makes potential clients feel seen and understood.

✅ They work like referrals – Future clients rely on past experiences when making a decision.

✅ They are free, reusable marketing content – Once you have them, you can repurpose them for your website, social media, emails, and more!

Powerful stats to know:

📊 92% of people read online reviews before making a purchase.

📊 95% say testimonials influence their decision.

📊 63% are more likely to buy from a site with reviews.

The takeaway? Strategic testimonials make a real impact.

How to ask for testimonials without feeling awkward

Asking for testimonials can feel uncomfortable, but it doesn’t have to! Angela shared a simple framework to confidently request reviews:

💡 Reiterate excitement & appreciation – Thank them for working with you and express how much you enjoyed the experience.

💡 Set expectations for time commitment – Let them know it’ll only take 5 minutes to complete.

💡 Make it easy with prompts – Clients often struggle with what to write. Providing a few guiding questions helps them share more valuable insights (and gets you the strategic type of content you’re looking for!).

💡 Consider offering an incentive – A simple thank-you note, gift or discount for future work can encourage responses.

💡 Use automation – Set up a Dubsado client feedback questionnaire and workflow let’s you:

• Send requests automatically after work completion

• Add guiding questions to make it easier for clients to respond

• Link to external review sites for easy sharing

• Follow up automatically if they haven’t submitted a response

• Send a thank you post submission—either automatically or after you’ve gotten the chance to review it.

When to ask for testimonials

• Event-based services (photographers, wedding planners) → Ask 1–2 weeks after the event when excitement is high.

• Goal-based services (branding, coaching) → Ask 1–2 weeks after project completion + follow up 3–6 months later for measurable results.

• Ongoing work (VAs, social media managers) → Ask 4–6 weeks in and again every 3–6 months.

What makes a good testimonial?

Not all testimonials are equally effective. The best ones:

✅ Speak to specific problems the client faced before working with you.

✅ Highlight how your service made an impact (time saved, stress reduced, conversions increased).

✅ Use real data & emotions (e.g., “I saved 10 hours per week and increased client conversions by 20% in 3 months!”).

✅ Address buyer concerns (pricing, ease of process, ROI).

💡 Example:

❌ "Angela was great!" (Too vague)

✅ "Before working with Angela, I was overwhelmed, constantly chasing payments, and losing track of client details. She made the process seamless, and now I save 10+ hours a week. My client conversions increased by 20%, and I finally feel in control of my business!"

By crafting emotionally compelling and results-driven testimonials, you make it easier for potential clients to say YES.

What questions to ask on your client feedback form

Not all testimonials are created equal—the best ones tell a story, highlight real results, and address potential client concerns. To ensure you’re gathering impactful testimonials, ask specific and strategic questions on your client feedback form.

Here are five key categories to cover:

1. Relatable struggles & overcoming concerns

Goal: Identify pain points your clients had before working with you and how your service resolved them.

• What challenges or frustrations led you to seek out this service?

• Were there any concerns or hesitations before working with me? If so, what were they?

• How did those concerns change after our work together?

💡 Example response: "Before hiring Angela, I was constantly overwhelmed, chasing payments, and losing track of client details. I was hesitant about the investment, but after working together, I saved 10+ hours a week and saw a 20% increase in client conversions!"

2. Building connection & trust

Goal: Showcase your unique strengths and what clients loved about working with you.

• What made you choose to work with me over others in my industry?

• What was your favorite part of the experience?

• How did you feel throughout the process?

• What would you tell a friend who is considering working with me?

💡 Example response: "Angela made everything feel effortless! She truly listened, provided creative solutions, and was always one step ahead. I felt supported and confident throughout."

3. Your signature process & experience

Goal: Highlight how smooth and professional your client experience is.

• Can you describe what the process was like working with me?

• Did you feel well-informed and confident in each step?

• What surprised you most about the experience?

💡 Example response: "I was worried about the time commitment, but Angela made everything seamless with a clear step-by-step process. I always knew what was coming next!"

4. The final results & impact

Goal: Showcase the transformation and tangible benefits.

• What were the biggest results you experienced after working together?

• What specific improvements did you see in your business or life?

• Would you recommend this service to others? Why?

💡 Example response: "After working with Angela, I now save 10 hours a week, my workflows run automatically, and my client experience has improved dramatically."

5. Making it public & easy to share

Goal: Encourage clients to post their feedback publicly.

• Can we share your feedback on our website or marketing?

• Would you be open to recording a quick video testimonial?

💡 Tip: Make it easy! Add a section where clients can copy and paste their responses directly to Google Reviews, The Knot, or other review platforms.

6. Areas for Improvement

Goal: Understand how you can continually improve your client experience and services. It can be hard to hear constructive criticism, but gathering honest feedback from clients will only help you grow. Ask:

• Is there anything I could have done to improve your experience?

• Was there a part of the process that felt unclear or overwhelming?

• What could have made this even better for you?

How to use testimonials in your marketing

Once you have testimonials, maximize their impact by placing them strategically:

🔹 Website – Feature the best ones on your homepage, ones about you on your about page, reviews about your ease of process or ROI reached on your services page, and “you won’t regret it” type of testimonials on your contact page.

🔹 Social media – Share snippets in posts, Reels, and Stories (especially behind-the-scenes client wins).

🔹 Lead emails – Add testimonials to inquiry follow-ups or consultation reminder emails.

🔹 Proposals – Place testimonials in your proposals near your service packages to reinforce the value of your services.

📌 Bonus tip: Ask for video testimonials! A quick 30-second video builds trust even faster. Clients can simply record on their phone—no fancy setup needed.

Action steps: Implement this now!

Want to start collecting and using testimonials effectively? Follow these steps:

☑️ Create or update your client feedback questionnaire in Dubsado with clear, guiding prompts.

☑️ Create a Dubsado testimonial request workflow to automate sending & follow-ups.

☑️ Add testimonials to your website & marketing materials (website, social, emails, proposals).

Final thoughts

Testimonials aren’t just about collecting reviews—they are powerful conversion tools when done right. By asking at the right time, using strategic questions, and leveraging testimonials across your marketing, you’ll attract more dream clients with ease.

🚀 Ready to take action? Start implementing these strategies today and watch your conversions skyrocket! New to Dubsado? Start your free trial today and see how easy it is to automate your testimonial collection.