How To Organize Customer Testimonials

Testimonials give customers confidence in your product. They can resolve a customer's primary concerns, make them feel good about contacting you, and solidify their decision to buy. What your testimonials do for your business depends mainly on how they're presented. We've updated this blog post in 2021 to include nine testimonial templates and examples, how they're used, and how you can get these types of testimonials for your business.

What is a Testimonial and Why You Should Use Them?

A testimonial is a customer's endorsement of your business. It shows approval and support for the product, service, or experience you provide. Some testimonials are short, with just a sentence or two showing the customer's approval. Other testimonials are longer, with detailed descriptions, pictures, and videos. Both of these types of testimonials, and those in between, can be valuable, depending on how you use them.

Testimonials are important to build trust in your business and help move leads down the sales funnel. Over 70% of consumers say positive testimonials increase their trust in a business . Testimonials can also increase revenue by turning more leads into customers. In fact, using customer testimonials regularly can generate approximately 62% more revenue .

It's important to leverage testimonials, but what makes up a great testimonial?

What Makes a Great Testimonial?

Testimonials that win over customers have a few things in common. When you know what makes a great testimonial, you can ask questions and provide prompts that will help to steer your customers in the right direction.

Great testimonials will succeed in at least one of the following:

Addresses a common concern or doubt a new customer might have about the product or service
Shows the best use of the product or service and the advantages a customer can expect
Demonstrates the competitive advantages or best aspects of the product or service
Shows which customers the product or service is ideal for
Describes a special experience the product or service provides
Shows the business can respond to or resolve a problem

In each of these testimonial templates and examples, we'll show you how you can steer customers or other advocates in these directions.

9 Testimonial Templates to Win Over Customers

Product Testimonial Template

product testimonial example — Patagonia's product testimonials give prospective customers essential information in an organized format.

Product testimonials are ideal for overcoming objections or hesitations a potential buyer might have. Placing these testimonials on the product page or a similar landing page can help to ease the conversion process. Product testimonials for a high-priced product that requires a lot of customer consideration should be longer and more thorough. In comparison, product testimonials for lower-priced products requiring less consideration should be shorter.

In a product testimonial, the goal is to highlight the product's benefits, resolve objections, and describe the product's use. A simple product testimonial template looks something like this:

"[Product name] had a great [product advantage]. I was a bit worried about [objection], but it wasn't a problem at all. I love using [product name] when I'm [best use scenario]."

For example, if you have a fashion company, the following testimonial might get more customers to make a purchase once they're on the product page:

"This shirt is so soft and comfortable. I was a bit worried about the size running small, but I normally wear a medium and it fits great. It's so comfortable and breathable, I can wear it to bed or to the gym, and it looks great day-to-day too."

To steer customers towards this product testimonial template, you might use fewer open-ended questions or include targeted prompts. Patagonia's reviews on their products highlight selection-type answers, such as "size" or "fit," to give prospective customers information.

Here are some questions you might include on your review form or some prompts you might use to help your customers create testimonials close to this product testimonial template.

What is your favorite thing about this product?
Where or how do you use this product most?
Did you have any hesitations about buying this product? Did the product resolve these hesitations?

Download our Testimonial Request Toolkit for everything you need to collect raving testimonials from your customers, including editable email templates!

Service Testimonial Template

Service testimonials are very similar to product testimonials. These testimonials are ideal for describing what you do while also resolving a potential customer's objections and giving them confidence in your business. Just like with product testimonials, if your service is relatively low-cost, it's better to have numerous, shorter testimonials or reviews. If your service requires more investment, you'll want more in-depth reviews addressing more aspects of your business.

The ideal service testimonial describes what you do, the benefits the customer experienced, and how you resolved objections or hesitation the customer had. The optimal service testimonial template looks like this:

"[Business name] was [positive attribute]. The team helped me [problem the business solved]. I had a problem with [key challenge], but they took care of it right away."

For example, let's say you own a landscaping business. You help a customer restore their lawn and gardens after a remodeling project. An ideal service testimonial might look like this:

"The Landscaping Professionals were quick, courteous and very helpful. They helped me restore my lawn and gardens completely after putting in my deck. I was worried it wouldn't be done in time for my garden party, but they finished the job with time to spare!"

You can get your customers to fill in this testimonial template with a few strategic questions or prompts. On your testimonial submission page, include the following hints:

How would you describe our team?
Was our team able to solve your problem?
Did you have any hesitation about scheduling your service? If so, were they resolved?

Case Study Testimonial

video testimonials case study — Case studies work best with greater detail, which makes the video format a natural fit. For the greatest effect, you might combine video and text, like this testimonial from Ángel Alegre at Vivir al Maximo.

A case study testimonial is more in-depth than other types of testimonials. These types of testimonials are ideal for businesses with products or services that require extensive investment.

The ideal case study testimonial not only describes your business and what you provided, but it also describes the customer, the reason they selected your business, and their experience with you. This can help to win over other customers who have the same experience or problem. For a case study testimonial, you want to choose a customer who best represents your target market, so you can reach this segment most effectively.

Case studies will look slightly different for B2B and B2C businesses. A B2B case study testimonial template looks something like this:

"[Customer name / Business name] Case Study

We are a [information about the customer; company size, industry, etc]. We were facing a significant challenge with our [problem encountered]. This was having a negative effect on our business by [negative business impact of the problem].

When we discovered [your company name], they were immediately [company strength]. We saw significant improvements right away and, after [time as a customer], we have seen [measurable benefit]."

Let's say you own a cleaning service specializing in small businesses in offices. An ideal case study testimonial might look like this:

"Best Software Business Case Study

We are a small accounting company with ten employees, with each person having their own office, as well as a kitchen and lobby area for our clients. At first, we thought we could keep the office tidy ourselves, but things kept getting away from us; overfilled trash cans, leftover coffee cups, dirty floors. When our clients commented on it, we decided to get a cleaning service.

Local Cleaning Service has been great. They are accommodating to our needs and budget, while also doing a great job. Right away, having a clean space was a load off our minds. We've been a customer for four years and our productivity is better, our stress is lower, and our clients are happier ever since we started working with Local Cleaning Service."

To fill in this case study testimonial template, try the following questions or prompts when you talk to your customer or ask for a written testimonial.

Tell us a bit about yourself: (for B2B) what is your industry? How many employees do you have? (for B2C) what were you looking for in a product/service? What is your main challenge?
What problem were you struggling with before you started working with us?
How long have you worked with us?
What was your immediate impression of our product/service?
Has your original problem been solved? In what way?
What benefits have you seen now that your problem has been solved?

Direct Quote Testimonial

The direct quote testimonial is ideal for lending social proof to your products or services quickly. This type of testimonial is best for products or services that don't require much investment or consideration but could still benefit from a vote of confidence.

This testimonial should quickly and immediately display your customer's enthusiasm. Your customer might mention your product or service's best attribute or talk about what their experience was like. Whatever they talk about, it should be clear that they enjoyed the product or service. You might use an entire quote or a piece of a testimonial, but this type of testimonial shouldn't be too long. It's better to have more of these testimonials that customers can scan rather than having a few in-depth.

Here is a direct quote testimonial template that is generally good to follow when looking for these types of testimonials.

"I just started using [product or service] and it has been [key benefit]. I feel [emotional response]. I would definitely say [recommendation or response to product/service]"

For example, if you owned a bakery, the following would be an ideal direct quote testimonial.

"I ordered a wedding cake for my big day and it was beautiful! It was just what I wanted. I will definitely recommend you to all my friends!"

To point your customers towards this type of testimonial template, remember that less is more. You're looking for an enthusiastic emotional response, so the testimonials you receive will depend more on who you ask rather than how you ask them. Even if customers feel strongly about your product, not all of them will give you strong quotes. Try one of the following questions or prompts when asking for direct quote testimonials:

Thanks for working with us! How was your experience?
What did you enjoy most about working with us / using our product?
Can you say a few words about your experience?

Problem Resolution Testimonial

This testimonial template is similar to the case study but focuses more on the customer's original problem and its resolution rather than their overall experience. The problem resolution testimonial is ideal for solution-oriented products or services, with a very clear benefit. This type of testimonial isn't ideal for businesses focused on providing an experience and addressing multiple needs.

For this type of testimonial, work with a customer who best represents your target market and has used the product or service in a typical or expected way. This person should have their problem solved, but you don't want to give potential customers unrealistic expectations.

Here is a problem resolution testimonial template you might use:

"I immediately knew I had a [customer problem]. I needed this resolved [product or service competitive advantage]. [Your business name] did it, and I [overall satisfaction]."

Let's say you operate a pest control business. Customers that come to you have an obvious problem, and prospective customers want proof that you can solve it. The problem resolution testimonial will address their concerns quickly, and help them make up their mind. Here's a testimonial example you might get from a customer:

"When I realized I had an ant problem, it was out of control. I needed an exterminator immediately. Pest Control Company sent someone out right away and I haven't seen an ant since—I would definitely recommend them."

To fill in this testimonial template, include these questions or prompts on your testimonial submission page, or use these when you talk to your customer.

What was the problem that made you call us / order from us?
What was the number one thing you were looking for in a solution (fast, inexpensive, high-quality, something else)?
How did you feel about our response? Were we able to solve the problem?
Overall, were you satisfied? Would you recommend us to friends or family?

Video Testimonial

A video testimonial is a powerful way to capture your customer's experience with your business. According to Wyzowl , 47% of people say testimonial videos are effective because they help visualize how a product or service works. A video testimonial tells your customer's story about how they had a problem, and your product or service helped them resolve it. Here are two examples of video testimonials using Boast's platform.

This type of testimonial naturally creates an emotional appeal from your customer's story. As humans, we're drawn to that emotional connection that can influence our buying decisions . While you want a video testimonial to be authentic, you still want to aim for key components. Below is a video transcript testimonial template for how a B2B product/service helped solve a problem.

"Hello my name is [customer name] and I'm the [title] for [business name]. Our team was experiencing trouble with [state your problem] which was negatively impacting our sales. We had tried some options to resolve this problem, but nothing seemed to work. Then we found [product/service], which quickly resolved our issues and our sales began to increase. We highly recommend [product/service] if your business is facing similar problems. It changed everything for us!"

Here is another example of a video transcript testimonial template for B2C where a product/service helped a customer.

"I was really struggling with [state your problem] which was negatively affecting me. I started by asking my friends and family what they've tried, and someone recommended [product/service]. After a little more research, I decided to go with [product/service] and I'm glad I did! My friend was absolutely right, this product/service has done wonders for me and I'm never going back. If you're facing similar issues, I highly recommend giving [product/service] a try."

The testimonial templates above are a great starting point, but each customer will be different. Try asking open-ended questions to help guide your customers in what to say during their video testimonial. Here are some examples:

What were you hoping to solve or accomplish when you started working with us/ buying our products?
Have you tried alternatives/competitors? What was missing?
How were we able to solve your problem or provide what you were looking for?
What is your favorite thing about our business/ our products?

Third-Party Testimonial

testimonial example template — A third-party testimonial on Google, like this one, can be valuable to businesses and prospective customers.

Many testimonials are useful to have on your own website or marketing materials, to convince prospective customers who would be considering a purchase. However, some testimonials are more valuable in other locations on third-party websites.

Most customers start their search for a product or service by simply looking for information. They might start with a simple Google search, looking for reviews on a particular product, business, or location. Most customers look first to third-party websites that they consider impartial, like Google Reviews, Yelp, Angie's List, and hundreds of others. It's valuable to have testimonials on these third-party sources as well, so you can reach prospective customers right away.

Here's an ideal third-party testimonial template:

"I visited [business name] and tried [product or service the customer used]. The experience was great, it [advantage enjoyed by the customer]. I'd highly recommend them to anyone."

If, for example, you owned a restaurant, prospective customers might find your business on Google Maps, and look at the listed reviews to make a decision. A testimonial like the following might convince them that your business is exactly what they're looking for.

"Local City Restaurant has great food at a great price. The wait staff was friendly and quick, the burgers were top-notch, and we had a great time. We'll be back soon!"

When collecting these types of testimonials, it's essential to make the process very easy. You can use many different prompts, but remember to keep it simple. These types of testimonials are usually short and shouldn't take your customer more than five or ten minutes to submit.

First, make the link to the review page very obvious
Explain anything the customer might need to know about submitting their testimonial
Check the third-party website's rules to make sure it's acceptable to ask your customers for testimonials. Yelp, for example, expressly forbids asking for reviews.
Ask your customers brief, simple, open-ended questions like "tell us what you enjoyed about your experience" or "what stood out to you about your visit?"
Thank your customers for submitting their testimonials to the third-party site. Tell your customer, briefly, what this means to you. You might say, "your support helps other customers find us."

Influencer Testimonial

Your customers don't have to be celebrities to submit powerful, valuable testimonials. However, customers with a notable platform or following can use this to extend the reach of your business and help you reach even more potential customers. Testimonials from influencers can be especially helpful, especially when these influencers are well-known and beloved amongst your target market.

These types of testimonials are often paid relationships. While it's okay to pay an influencer for their time, you must disclose that you are paying them, and the testimonial must also be honest. The Federal Telecommunications Commission (FTC) lays this out in their "Guides Concerning the Use of Testimonials and Endorsements in Advertising." Also, keep in mind that these types of paid testimonials are not acceptable on third-party review sites like Google, Amazon, Yelp, and others.

When it comes to gathering influencer testimonials, it's important to choose carefully. The influencers should be well-known and well-respected by the audience you're trying to reach. Also, the influencer does not have to be well-known to everyone. They might be well-known on a local level or known for their particular talent or personality. The content and length of the testimonial might vary widely. Remember, though you are paying the influencer to provide a testimonial with some questions or prompts to help, you cannot tell them what to say.
An influencer testimonial template might look like this:

"I tried [product or service] over [time period] and it helped me a lot. When I am [activity the influencer is known for] I sometimes have trouble with [challenge]. This [product or service] helped me solve it by [notable advantage]."

Let's say you've just opened a new bike shop in town. An influencer testimonial from the local cycling club's leader could help you generate some buzz.

"Our cycling group visited Local Cycling Shop for some much-needed tune-ups in the spring. Some of our bikes had flat tires, issues with gears and brakes, and more. Local Cycling Shop got us all up and running fast and easy, with rates we could all afford. We would all recommend Local Cycling Shop to all the cyclists in town!"

To get an influencer testimonial, keep the following in mind:

Research potential influencers to find who will be accessible to you and relevant to your audience
The influencer might volunteer to give a testimonial because they love your business, or they might only give testimonials in exchange for payment. If you pay them, make sure this is disclosed.
Use your own platform to spread the influencer's testimonial, and ask them to do the same. If you are paying for a testimonial, be sure you know what sort of reach and impact you can expect.

Press Testimonial

A press testimonial is similar to an influencer testimonial, except a publication has an established platform within a location or group. These types of testimonials are generally reviews of particular products or services, such as movie or restaurant reviews. In addition to a traditional newspaper, magazine, or television testimonial, a press testimonial source might also include a popular website, social media group, online video channel, or other emergent media.

For this type of testimonial, a media group might approach you about covering your business, or you might make a request. The media group will probably have an established column or the equivalent, such as a regular restaurant review column. These types of testimonials are especially valuable because they easily reach your audience, they lend your business authority and trust, and are usually detailed.

Every publication or media group does its testimonials, reviews, and endorsements a bit differently. There is no particular testimonial template for this type of endorsement. However, if you are trying to earn a review from a publication, you might try the following:

"Dear [publication/media group contact person],
I've been an avid [reader/listener/watcher] of [publication/media title] for [time period] and I've always enjoyed your work. I'm contacting you about your review spot, [title of column or spot]. I've had [type of business] for [number of years] and we are very proud of the work we do. Our customers consistently praise our work and we'd love for your reviewers to give us a try. We at [business name] would be so proud to be featured in [review spot name]. What can we do to earn this spot?"

For example, a restaurateur might contact a local paper about a feature in their regular restaurant review section. Their request might look like this:

"Dear Meg A. Writer,
I've been an avid reader of Local Happenings Paper since I moved to town 10 years ago, and I've always loved your work. I'm contacting you today about your exceptional restaurant review section, Local Foodie Corner. I've owned and operated Great Local Restaurant for 8 years and everyone here is very proud of our work. We have over 1,000 amazing reviews from our long-standing happy customers, and we'd love for your reviewers to give us a try. Everyone at Great Local Restaurant would be so proud to be featured in Local Foodie Corner. What can we do to earn this spot?"

There are many types of testimonials, so use these testimonial templates as a starting point to help your customers or design your testimonial submission page. These questions and prompts can help you with text testimonials or video testimonials. If you're using text, be sure to include an image of your customer as well, so prospective customers know it's not a fake testimonial. If you're creating video testimonials, make it easy for your customer to record and submit or schedule a meeting with your customer so you can help them.