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Customer testimonials are one of the most powerful tools for building trust and credibility. Whether you're a freelancer, agency, SaaS company, or service provider, showcasing real experiences from satisfied clients can significantly influence new prospects. But to get impactful testimonials, you need to ask the right questions.
In this guide, we’ll cover the best questions to ask, how to structure your testimonial request, and offer a giant list of question ideas categorized by purpose.
Why Testimonials Matter
- Build social proof and trust
- Reduce uncertainty and remove objections
- Showcase real-world results
- Create emotional connection with prospects
Best Practices for Collecting Testimonials
- Ask shortly after a win: Timing is key. Reach out when the client is happiest.
- Make it easy: Offer video or written format. Send a simple list of questions.
- Guide the response: Open-ended, thoughtful questions produce better stories.
- Focus on results and transformation: Don’t just ask how they liked the service—ask how it helped them.
Foundational Testimonial Questions
These questions help set the scene:
- Can you introduce yourself and your business?
- What challenges were you facing before working with us?
- What made you decide to try our service/product?
- What goals were you hoping to achieve?
Results-Focused Questions
These uncover the impact:
- What results have you seen since working with us?
- How has your business or life changed since using our service?
- Can you share a specific win or success story?
- What kind of ROI did you get from our solution?
Emotional & Relational Questions
These add depth and authenticity:
- How did you feel before and after using our service?
- What was your first impression of working with us?
- What surprised you about the experience?
- How would you describe our team?
Experience & Workflow Questions
These showcase process and reliability:
- How was the onboarding or setup process?
- Was communication smooth and clear?
- How would you describe our working relationship?
- What was your favorite part of the experience?
Competitive Edge Questions
Use these to stand out:
- What made us different from other options?
- Why did you choose us over others?
- Have you worked with other similar providers? How did we compare?
Final Persuasion Questions
End with impact:
- What would you say to someone considering us?
- Would you recommend us? Why?
- Is there anything you’d like to add?
Bonus: Giant List of Testimonial Questions
About the Customer:
- Who are you and what do you do?
- Who do you serve or help?
Before Working With Us:
- What was going on in your business/life before you found us?
- What were your biggest pain points?
- What held you back from solving this earlier?
Decision & Choosing Us:
- What made you say yes?
- Did you have doubts or concerns before working with us?
- What reassured you?
Experience Working With Us:
- What was the process like?
- Did we meet or exceed your expectations?
- What was the standout moment for you?
Aftermath & Results:
- What specific results did you achieve?
- How fast did you start seeing results?
- What has changed for you since then?
Comparison & Recommendation:
- How do we compare to others you’ve tried?
- Would you work with us again?
- What type of person or business would benefit most from working with us?
Final Tips
- Keep the tone natural—like a conversation.
- Don’t overwhelm your client—5 to 7 questions is enough.
- If filming a video, prep them with the questions in advance.
By asking thoughtful questions, you’ll uncover rich stories that do the selling for you.
Need a team to capture on site or remote testimonials? Get Quote today!
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