Why You Need To Get Testimonials For Your Small Business

Being a small business owner means you wear many hats. Marketing Director and Sales Director are just some of your titles. Promoting your business should be your top priority, especially when you start out. Testimonials are a way for you to show your value.

I learned this the hard way. For many years, I forgot to take before-and-after photos, get recommendations/testimonials from my clients (affiliate), and market my organizing business using this information. When I think about all the before-and-after photos, testimonials, and marketing I missed, I still get upset with myself for forgetting that this is part of what a small business owner needs to show prospective clients about my valuable service. No matter how much I market and value my business, third-party perspectives will be more valuable to others than just my word.

82% of small business owners have said their main source of new business is referrals. – Constant Contact

82% of small business owners have said their main source of new business is referrals. – Constant Contact Learn more: Why You Need To Get Testimonials For Your Small Business Share on X

The Benefits of Getting Testimonials In Writing

Requesting clients to rate your business with five stars is excellent. But asking them to go the extra step and write a few words can be challenging. However, it is important. You may not get everyone to write a testimonial, but the ones that do will be worth their weight in gold. Here are the benefits of getting testimonials in writing:

• It keeps your website and social media pages fresh and up to date.
• It shows people you are still in the business and taking on new clients.
• It helps your potential clients see what others think of you.
• It shows you how your business is doing.
• It helps your business look more professional.

Even if you can’t get all your clients to write a few sentences, ask the clients you have worked with the longest.  They want to give back to you for helping them out, so take the step and ask them. Most likely, they will help you out. But if you don’t ask, they will never know you want a testimonial.

How to ask for a testimonial?

First, make it as easy as possible for your clients.  Just asking them via text or in person will not help them get your written referral to you. People want to help, but you may never see the statement if you don’t give them guidance. Here are some tips on how to ask your clients:

Make a goal for you and your business.

How many people do you want testimonials from? Where do you want to share the content? Do you want them to write a comment on certain social media pages? Or do you want to share it on your services page or on a separate page called Testimonials? Write down where you plan to use these testimonials.

Make a list of clients you want to ask.

Create an email list of your existing and past clients. Then create an audience on your favorite content marketing site, such as MailChimp or Constant Contact. Include their name, email address, and any other customized item you want to make your email to the request a referral more personal.

Create a few questions to guide them on what to write.

Here are some examples.

• Why did you start using our company?
• What were your issues?
• How did you feel about those issues?
• What made you decide to hire us?
• What has (company name) done for you that helped you improve your life?
• How did you feel after the service was completed?

Write a general mass-mailing email to send to your clients.

Here are some examples of what to include in your email.

• Thank your customer for the opportunity to work with them.
• Add the questions you created above to help the client write something up quickly.
• Include the URL links you want them to share their comments on. If you want them to share their content on a social media page, include the link to that page.
• Include a deadline date. People respond better with a due date.  I like to allow two weeks.  Include this at the end of the email.
• And, always end with an appreciative comment.

Once you have all these steps in place, take action and send the email.  And watch what comes in.

Why Video Testimonials Matter More in 2026

Written testimonials still work, but more and more small business owners are asking clients for a short video instead, and it’s worth adding to your request. Video testimonials tend to stick with people longer than written ones, and buyers say they feel more confident purchasing after watching a customer talk about their experience on camera.

You don’t need anything fancy. A 30-60 second video recorded on a phone works fine. Here’s how to make it easy for clients:

• Ask if they’d be comfortable recording a quick video instead of (or in addition to) writing something.
• Send them the same guiding questions you use for written testimonials; it keeps them from feeling put on the spot.
• Let them know where it’ll be used (your website, social media, etc.) so they feel informed.
• Always ask permission before posting, even if they already agreed verbally.

If a client isn’t comfortable being on camera, that’s okay a written testimonial is still valuable. Give them the choice rather than making video the only option.

Where to Showcase Your Testimonials

Once you have testimonials in hand, don’t let them sit in an email inbox. Spread them across the places your potential clients are actually looking:

• Your website. A dedicated testimonials page (like this one) is a must, but don’t stop there; sprinkle a testimonial or two on your services pages and homepage too.
• Google Business Profile. This is one of the first places people check before choosing a local service provider, so ask happy clients to leave a review there directly.
• Social media. Turn a short testimonial into a simple graphic or short-form video for Instagram, Facebook, or LinkedIn. Check out Alignable as well and add your testimonials.
• Email signatures or newsletters. A rotating testimonial quote is a small touch that reinforces trust with every email you send.

The more places a potential client sees proof that others trust you, the easier it is for them to decide to reach out.

CHALLENGE FOR THIS WEEK:

I challenge you to get two written recommendations from your clients and post them on your website.

FAQs for Testimonials

Now it’s your turn: do you have testimonials/referrals on your website and social media pages? How many do you have? Are they recent? Do you struggle with getting referrals from your clients?  What stops you from doing this? Please leave a comment below.

Visit our small business success stories here for more inspiring ideas to market your business. 

If you need help gathering this information, I can help. Check out my Virtual Consultation Services and reach out today to discuss your needs.

Please note these are affiliate links through Amazon (affiliate), and at no additional cost to you, I will earn affiliate fees if you decide to make a purchase.