Asking for Client Reviews & Testimonials

There’s no arguing that client reviews and testimonials are invaluable marketing tools. They not only highlight the benefits of working with your company but provide social proof to potential clients. Unfortunately, while everyone wants reviews, they rarely happen on their own. More often than not, you have to ask for them—which can be a little intimidating.

The good news? It doesn’t have to be! Use the following tips to help you master asking for client reviews and testimonials.

Have a Goal in Mind

It’s a lot easier to ask for a testimonial or review if you have a clear goal in mind. Understanding what you want out of the review will help guide the entire process, from how you make the request to the information the client shares. Ask yourself the following questions to help determine your goals.

• How will the reviews and testimonials be used?

• What kind of details will have the biggest impact?

• What methods will be used to collect them?

• Where will they be shared once collected?

Know When to Ask

When it comes to asking for a client review or testimonial, timing is essential.

Asking when they’re still buzzing with excitement increases the chance they’ll say yes. It can also generate a more detailed review because the experience is still fresh in their mind. Try to time your request with a positive experience. For homebuilders, it could be the day the client gets the keys to their new home. Roofing contractors, on the other hand, could make the ask when checking in on a client that experienced their first big rainstorm after installing a new roof.

Ask the Right Questions

A great client testimonial is all in the details. The more detailed and thoughtful a review is, the more impactful it will be. Including a few simple questions in your request challenges the client to really think about their experience and why they’re satisfied. The questions you ask should reflect what you want to get out of the review, whether it’s highlighting a particular service, process, or something else. Be sure to use open-ended questions, which will prevent oneword answers and help generate good client quotes.

Make It Easy

Make it as easy as possible for clients to write a review or testimonial for your company. One of the biggest roadblocks people run into is not knowing what to say. In addition to posing questions that let them know what kind of feedback is helpful, give clients several options so they can pick the one that is most convenient for them.

• Create a questionnaire or online survey

• Invite them to record a video testimonial

• Ask them to write a Google or Houzz review

• Keep a tablet in the office dedicated to collecting client on-site reviews

• Print out and share a flyer with online review instructions

Develop a Process

Sadly, writing a review doesn’t always make it to the top of a client’s to-do list. They may get busy or simply forget. To keep it top of mind, consider mapping out a request process with multiple touchpoints. Making requests in different formats lets you ask more than once without bothering or overwhelming the client. It also catches clients at various points of the process, which offers a well-rounded view of what it’s like to work with your company. Try using the methods below to collect client feedback.

• Include a call to action and review link in a marketing email

• Add a review link to your company email signature

• Work it into your social media strategy

• Make the request in a thank-you note

• Add a call to action to the bottom of an invoice or proposal

Be Gracious

Finally, remember that clients who write a review or testimonial for your company are doing you a favor. So, it’s important to show them that you value them and their feedback—even if that feedback reveals areas your company can improve. Send a quick thank-you note when someone writes a testimonial, and always be sure to write a thoughtful response to a Google or Houzz review.

With a bit of practice, asking for reviews and testimonials will become a natural part of your business operations.