The ingredients of a great testimonial

A testimonial is described as:

  1. A written declaration confirming a person’s character or conduct.
  2. A letter or written statement of recommendation.


In business terms, your testimonials are just as important as your online reviews and case studies. Why? Because, just like your other trust points, testimonials provide your audience with reliable information about the services you offer. They can help to build your trust and credibility, as well as increase your brand awareness and traffic.

When it comes to building trust amongst your audience, many businesses can often forget testimonials. These are quotes or words from your client, based on their experience with your brand. By displaying testimonials on your website, you’re giving your audience an insight into your brand from a third party.  


Testimonials can come in all shapes and forms, and different types will achieve different results. Examples include:

  • Quote testimonials – the most common type of testimonials, which include exact words from your client about your services.
  • Social testimonials – written by your satisfied client on any of their social media platforms. This is great for organic reach via word of mouth, as they’re essentially advertising your product or service.
  • Video testimonials – these are a great way to boost engagement. Uploading an authentic video of your client builds trust and confidence amongst your audience.
  • Interview testimonials – using a Q&A format, you’re able to control the interview and guide your client to discuss exactly what areas of your product or services you want to promote.


No matter which of the above formats you’re planning to use, there are five key ingredients to a great testimonial:

1. A brief

Before planning anything else, think about why you’re writing this testimonial. What are your goals? Is it to promote a new service or product? Try creating a brief for yourself to ensure you’re covering all key points. You could also include any problems or challenges your client may have faced, and how you overcame them together.

Also, consider which of the above testimonial formats you want to use. Would a video testimonial be best for your business? If you can provide your audience with a visual display of your product or service, this can help your testimonial feel more real and genuine.

one hand holding question marks, the other holding light bulbs.

2. Questions

Even if you aren’t planning to create an interview testimonial, make sure you’re asking your clients questions to obtain all the information needed. Consider providing your client with a rough guideline on any areas you would like them to cover. For example, ‘how did we help you to overcome your concerns?’ or ‘why would you recommend us to others?’.

Asking open-ended questions can help you to gather as much information as you can, which can be narrowed down further down the line.

3. Short and sweet

Remember to keep your testimonial simple – too much writing can be overwhelming to read. Keep the length of your testimonial short and sweet to maintain engagement whilst allowing your readers to read through it quickly. However, too little writing can make your testimonial look like it’s lacking significant information, so ensure you’ve got enough to say before you start writing.

4. Visuals

Including visual aesthetics in your testimonial can make it feel more genuine. You can incorporate images of your clients and your services, or any before and after pictures, if this is relevant. Putting a face to a name can also help your clients to come across as more familiar, building credibility.

5. Tone of voice

Finally, make sure to adapt your testimonial to your client’s tone of voice. This can help it to be viewed by your audience as more authentic and genuine, rather than as self-promotion.

An illustration showing a testimonial

Overall, the most important reason to use testimonials for your business is to help build trust. You can use them to connect with your audience and potential prospects, as well as evidence positive relationships between you and your clients.  

For more advice on how to improve your testimonials, book your free communications review here.

Alternatively, call 0121 212 6250 or fill out the form below to speak with a member of the Kinetic team.


Share on facebook
Share on twitter
Share on pinterest
Share on linkedin

Related Posts