Collect Customer Testimonials

Ask when the result is fresh
Ask the clients whose story you want to tell

A good testimonial tells a prospect what working with you was like, in a client's words. The useful ones are specific. "They fixed the leak the same afternoon and left the kitchen cleaner than they found it" can help a buyer decide; "Great service!" may not.

This guide covers when to ask, how to ask, getting permission, and the US rules the FTC sets for truthful reviews and testimonials.

Ask when the result is fresh

Ask while the result is new to the client, while the details are still in their head:

When you deliver the finished work and hear that the client is pleased.
After a measurable result: the website launched, the books balanced, the event ran on time.
When a client thanks you in an email. Reply and ask whether you can quote them.
After the final invoice is paid, once the business side is settled.

If a project had problems, sort them out first. Don't send a testimonial request in the middle of a dispute.

Ask the clients whose story you want to tell

Think about the prospects you want more of, and ask the clients who look like them. A testimonial from a client in the same trade, the same town or with the same problem can carry more weight with that kind of buyer.

Make it simple to say yes

People who are happy to help may not know what to write. Give them a short set of questions instead of a blank box:

What was the situation before you contacted us?
Why did you choose us?
What happened during the work?
What changed afterward?
Who would you recommend us to?

Offer two simple ways to answer: a reply to your email, or a five-minute call where you take notes and send back what they said for approval.

Get permission in writing

Before you publish anything, send the client the exact words you plan to use and how you'll credit them (full name, first name and town, company name, or initials). Ask them to reply with a clear yes. Keep that email with your records.

If you edit for length, send the edited version back for approval. Don't change what they meant. For what a testimonial in your field may say, check with a lawyer.

Keep it truthful: the FTC's rules (US)

The FTC sets rules for endorsements, reviews and testimonials in the US.

Real opinions only. The FTC's Endorsement Guides: What People Are Asking (US, dated June 2023) says: "An endorsement must reflect the honest opinion of the endorser and can’t be used to make a claim the marketer of the product couldn’t legally make."
Disclose incentives. The same FAQ says: "Even an incentive with no financial value might affect the weight or credibility of an endorsement and would need to be disclosed."
No fake testimonials. The FTC's Consumer Reviews and Testimonials Rule: Questions and Answers (US, dated November 2024) says the rule "went into effect on October 21, 2024". On testimonials a business uses, it says: "If those testimonials are fake or false, the business could be liable."
Don't ask only the happy clients. The same Q&A asks, "Can my business ask for reviews only from customers whom we think are happy with our services?" Its answer: "The rule does not contain a specific prohibition against such conduct. But this practice could violate the FTC Act."

In practice: ask every client the same way, don't tie a discount or gift to a positive review, and say so if you gave anything in return.

Choose the format that fits

A short written quote with the client's name and business, for your website and proposals.
A longer story (before, during, after) as a case study.
A photo of the finished work next to the quote, if the client agrees.
A short video, if the client is comfortable on camera. Keep it unscripted.

Put testimonials where people decide

On the service page the testimonial is about, not only on a separate "Reviews" page.
Next to the contact form or booking button, where people may hesitate.
In proposals and quotes, picked to match the prospect's situation.
In your email updates, one at a time.

Keep a simple system

A spreadsheet is enough: client name, date asked, date received, the approved wording, how they want to be credited, and where you've used it. Add a reminder to your project checklist, so the request goes out at the end of every job instead of when you remember.

Worked example: one quarter of requests

Sample figures, not typical response rates:

Jobs finished and requests sent: 12
Replies: 7, so 7 ÷ 12 = 58.3% of requests
Clients who approved the final wording and the credit line: 5 of the 7
Usable testimonials for the quarter: 5
Clients who didn't reply: 12 − 7 = 5, each sent one reminder

Log each step in the spreadsheet above, so you can see where requests stall.

Where Billed fits

The end of a job, when the final payment comes in, is a natural time to ask. Billed's invoice software page says: "After a client pays, you can send them a payment receipt." Send your testimonial request in a separate, personal email shortly after.

Frequently Asked Questions

At what point should I request a testimonial from a client?

Soon after they've seen the result and told you they're pleased, or once the final invoice is paid. Sort out any open problems first.

Can I offer a discount in exchange for a testimonial?

The FTC's Endorsement Guides FAQ (US, June 2023) says: "Even an incentive with no financial value might affect the weight or credibility of an endorsement and would need to be disclosed." Don't tie any reward to the review being positive.

Can I ask only my happiest clients for reviews?

The FTC's Consumer Reviews and Testimonials Rule Q&A (US, November 2024) answers that question this way: "The rule does not contain a specific prohibition against such conduct. But this practice could violate the FTC Act." Ask every client the same way.

Do I need a client's permission to publish their testimonial?

Get it in writing. Send the exact words and how you'll credit them, and keep their reply. For the rules in your field, check with a lawyer.

Quick checklist

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How to Collect Customer Testimonials