Testimonials versus reviews
Reviews live on platforms such as Google, where customers write them themselves. Testimonials are quotes you collect and show on your own site. Both must be genuine. You can quote a Google review on your website if you have the customer's permission, and you should not edit it to change its meaning.
Asking for a testimonial
Ask after a good job, and ask everyone, not only the people you think will be glowing. A simple message works:
- Hi [name], thanks again for choosing [business]. Would you mind if I quoted your feedback on my website? A sentence or two about how the job went would be great. If you would rather not, no problem at all.
- Or ask three short questions: What was the job? What did you like about how it went? Would you recommend us?
Get permission and keep it
Always ask permission to use a customer's words, name and any photos. Agree how they want to be named: first name and town, initials, or anonymous. Keep their reply as a record. Remove a testimonial if the customer asks.
Rules to follow
- Only use genuine feedback from real customers
- Do not write testimonials yourself or have someone else write them
- Do not pay or give rewards for them
- Do not show only the good ones in a way that misleads about what customers say overall
- Do not change someone's words so that they mean something different
Weak and strong testimonials
| Weak | Strong |
|---|---|
| "Great service." | "Dave arrived on time, fixed the leak in an hour and left everything spotless. - Sarah, Leeds" |
| "Highly recommended!" | "We had a new boiler fitted in a day. He explained everything and the price was exactly as quoted. - Mr Khan, Wakefield" |
Formatting on your page
- Show the quote in the customer's own words
- Add their first name and town, or initials, if they agree
- Keep each one short, a couple of sentences
- Show two or three at most, not a wall
- Link to your Google reviews so people can read more
Keep it fresh
Replace testimonials every so often with newer ones, and remove any the customer asks you to take down. A set of testimonials from three years ago does not carry the weight of recent ones.
A short case study
A case study is a short story of one job. Four lines is enough: the problem, what you did, the result, and a photo.
- The problem: a leak under the kitchen floor in a 1930s semi
- What we did: traced the leak, repaired the pipework and made good the floor
- The result: dry floor, no damage to the new kitchen, finished in a day
- A before and after photo, with the customer's permission and no house number
Where to use them
- A short testimonials section on the homepage, up to three quotes
- A caption under photos in your gallery
- A link to your Google reviews
- In quotes and emails, where a relevant line can help a customer decide
Common questions
How many testimonials do I need?
Two or three good ones are plenty. Quality and honesty matter more than quantity.
Can I use a Google review as a testimonial?
Yes, with the customer's permission, quoted accurately.
Can I use initials instead of names?
Yes, if the customer prefers. A first name and town feels more real.
What if a customer says no?
Respect it, and thank them anyway.
Should I use video testimonials?
They are powerful but take effort and need clear permission. A short written quote is a good start.
What if a customer's review is long?
You can quote part of it, as long as you do not change its meaning, and link to the full review.
Do I need to tell customers where I will use their words?
Yes. Say it will go on your website, and ask if they are happy for their name or initials to appear.
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