How to Ask for Client Testimonials and Referrals

Clients are essential to your business growth in more ways than the obvious one – paying you for your services. You can also request client testimonials and referrals to help build your business.

In this blog, I’m going to share my advice on how to ask a client for a testimonial and referrals, as well as my EXACT templates asking for each.

Why Testimonials are Important for Business Growth

When you’re looking at purchasing a product or service, what’s the first thing you do? I’m guessing you look to see if there are any online reviews.

Testimonials are crucial to solidify customer loyalty, social proof, and brand legitimacy. It comforts potential clients and reassures them that you’re a professional who has worked with people like them.

And they’re much more likely to believe someone else’s experience vs. what you have to say about yourself. That’s just how things go.

They want to see social proof before hiring you. That could look like:

• Testimonials (duh)
• Data/stats
• Case studies
• Portfolio work
• Awards
• Certifications
• Media mentions

Obviously, the one we’re talking about today is testimonials. I think this one matters the most to your business growth and success.

Here’s why:

• Provides social proof
• Reduces the risk for new clients
• Highlights your results in a believable way
• Differentiates you from competitors
• Showcases your process, personality, and reliability

The good news is client testimonials are a lot easier to get than you think. You don’t have to wait around, twiddling your thumbs, hoping a client will remember to leave you a glowing review.

How to Collect Client Testimonials

There are a few ways you can ask clients to leave feedback. I personally prefer Google reviews because that also positively impacts my SEO. When clients use keywords in their review (and they 99% of the time, they naturally do), it shows Google your business is active and boosts your local search ranking.

Yes, local search is important even if you’re an online business serving nationwide.

Google reviews are part of Google’s local ranking algorithm. It uses three factors for local SEO: relevance, distance, and prominence. Reviews fall under prominence. A business with more high-quality, consistent reviews signals to Google that it’s trusted and active.

Here are some other ways you can ask for client testimonials:

• Feedback form
• Email request
• During check-in calls

A Template to Ask for Testimonials

Not sure what to say? Try this template.

Hi (client’s first name),

I’m working on updating my website and was wondering if you’d be willing to share a testimonial? I’ll include your name, a photo, and a link back to your website. I’d love it if you could touch on the quality of my work and how I contribute to the team. 

Thank you!

(your name)

You can edit what you’d like the client to speak to; just make sure it aligns with the type of clients you want to attract.

Maybe you’re going into web design and want a client to speak to how quickly you turned around the project or the quality of the work you performed. This can vary between clients, too!

Get a good mix of testimonials that speak to:

• The quality of your work
• Your work ethic
• How you contribute to larger teams
• The results you earned for them
• Your work style
• How you helped them grow their business

Asking for Client Referrals

Again, people trust the people they know more than you at first. They want to hear about someone else’s experience before working with you.

That’s why client referrals are so powerful. Referrals are one of the best ways I find new clients.

After working with a client for a few months and we have a good relationship, I ask them to recommend me to people in their network who may be interested in my services.

It’s a super easy ask, and if they’re happy with your work, they’ll be more than happy to recommend you. You just have to let them know you’re open to more work!

Here is a template you can use to ask for referrals!

Hi (client name),

I wanted to send you a quick message and let you know how much I enjoy working with you and your brand. I currently have space available to take on new clients if you know of anyone who is looking for (insert your services).

I would be so grateful if you passed my information along. If you’d like, you can refer people to my website to learn more about the services I offer. 

Thank you for being such a wonderful client!

Warm regards,

(your name)

I’ve even had a client upsell herself after I mention the services I offer in this email. Even though she didn’t have a referral for me at that time, I still got new business out of the email.

People won’t know you’re open to more work unless you tell them. They might start to keep an eye out for opportunities for you, too!

Send a Thank You For Successful Referrals

Another thing I want to mention relating to referrals… If a client took the time to talk about you to someone in their network, that person reached out to you, and you booked them as a client, it’s appropriate to send a thank you gift to your client.

I always send a small gift to them via Sugarwish to show my true appreciation for supporting my business. It always makes my client’s day and makes them feel valued.

Here are some other options:

• Paypal
• Gift card
• Discounted service

Start Asking for Client Testimonials and Reviews

It shouldn’t be scary to ask clients for testimonials and reviews. If it is, you might need to wait a little longer and work on building a stronger relationship with them before asking.

I’ve never had anyone say ‘no’ to a request for a testimonial, and I’ve gotten so many referrals from my network! People won’t know you want or need something from them until you ask.

Now that you know how to ask clients for a testimonials, get going on those emails!

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FAQs About Asking for Client Testimonials