Why your testimonials aren't working

We all appreciate the power of testimonials, just look at how many decisions to buy, eat or stay somewhere are dictated by reviews or ratings. It's the same when it come you your business and getting new clients.

Over the next few posts I'll be discussing the difference between a good and bad testimonials, how to always get great testimonials and how to use them as a magnet for attracting new clients.

Why are they important?

Testimonials are evidence that you are good at what you do. An endorsement of a happy client goes a long way to reassuring potential new ones that you are worth hiring. If you want people to hire you, you need to have quality testimonials that will make you their only choice.

Common mistakes

Too often I find testimonials on websites that feel vague and generic, they aren't specific enough and are therefore dismissed by potential clients. It's a big mistake is to have too many that all sound the same.

Although it is good to have lots of testimonials, you need to be selective when choosing which ones to feature on your website. Clients won't spend ages reading every single one, so make sure the best ones are easy to find.

Having testimonials that describe 'how good you were', or 'how nice you are', won't cut it. It's a standard requirement to be nice, but it's more important that, as a professional, you are able to solve the client's problems, help them achieve their goals and grow their business.

What makes a good testimonial?

To understand what makes a good testimonial, you have to put yourself in the place of the person who is reading them. Potential clients are coming to you because they want you to help them, they aren't hiring you because it's fun. They want to attract new customers and increase their revenue. They need to see that you have a track record of doing this for other people.

They need to see you as an investment, not an expense.

There has to be a tangible monetary benefit to working with you. The main ways of demonstrating this is to explain how you:

  1. Made the client money,
  2. Saved the client money or
  3. Were able to turn around the project extremely quickly.


When asking a client for a testimonial dig a little deeper and try to quantify the tangible financial results that were obtained from working with you. If you helped them make money, ask how much. This is the type of information that new clients want to hear, but many fail to include.
Thad CoxComment