"Great team, highly recommended!" sits on many B2B websites, attributed to "J., CEO." A cautious buyer reads it and learns nothing. It could be about any company, from anyone, about any project.

A testimonial is useful when it gives the buyer evidence they cannot get from your own description: what it was like to work with you, and what changed afterwards.

Ask questions that produce specific answers

"Could you write us a testimonial?" usually gets a vague compliment. Ask two or three concrete questions instead, ideally right after a milestone:

  • What problem were you trying to solve when you contacted us?
  • What was working with us like day to day?
  • What has changed since the project, and how do you know?

Then draft a short quote from their answers and ask them to approve or edit it. Never publish wording they have not seen.

Attribute it as fully as the client allows

A full name, role, company, and photo are most convincing. If the client prefers less, a role and industry are still better than initials: "Operations manager, logistics company of about 80 people." Agree in writing on what you may publish and where.

Do not invent details to make a quote look stronger, and do not combine several clients' words into one quote.

Keep the claims supportable

If a testimonial mentions a result, make sure it is accurate and the client is comfortable sharing it. "We now answer most routine questions the same day" is easier to stand behind than an unverified percentage. Avoid editing a quote so it promises more than the client said.

Place quotes next to the claim they support

A wall of testimonials at the bottom of the homepage is easy to skip. A single relevant quote is more persuasive in context:

  • On a service page, next to the deliverable it describes.
  • In a case study, in the client's own voice about the problem or result. See our guide to writing case studies.
  • Near the contact form, about what the first conversation was like.

Review them like any other content

Check testimonials once or twice a year. Does the person still hold that role? Is the service still offered in the same way? Remove quotes that no longer fit, and ask long-standing clients for a fresh one. Pair testimonials with a clear About page so buyers can see who stands behind the work.

If you are just starting out and have no testimonials yet, do not fill the space. A clear description of how you work and a well-documented internal project are better than borrowed praise.

To plan the proof on your website, email Storm Nova Labs.