I need to come clean. I’m writing this column with a tinge of hypocrisy. I do use testimonials in my marketing. They work. But it’s not something I’ve ever felt really comfortable doing. I like to see my work as behind the scenes for a business. I want my clients to feel like they got all the results themselves, and I’m quite happy to be their magic little secret.

A few weeks ago, I shared this thought with a few clients and got thoroughly told off. “Did you ever consider,” said one of them, “that maybe we’re proud we got to work with you? That we might want you to show you’re proud of us too by telling people you worked with us?”

That conversation made me realize I was holding myself back. I’ve been working on shifting my mindset this year, and I knew straight away this was a block. So, I’ve made it a priority to collect, prepare, and schedule more testimonials into my marketing—and stop sweeping my wins into the corner where no one sees them.

Why Testimonials Are Powerful

The truth is, testimonial marketing works. On a website, testimonials are often the most-read part of the home page. (If you’re curious, you can test this yourself using a tool like Hotjar to track where visitors spend their time.) According to Statista, over 90% of buyers read at least one testimonial before deciding to purchase.

How to Collect Testimonials

There are several ways to collect and use testimonials effectively:

• Google Business or Facebook Reviews
  I’ve focused on collecting reviews on Google Business because it helps with local search visibility. If you use these platforms, you can add a plugin or app to display testimonials automatically on your website—and even filter it so only four-star (and above) reviews appear.
• Spread Testimonials Across Your Website
  Don’t hide testimonials on a single page. Use them on your home page and sprinkle them throughout, tying them to specific products or services.
• Automate the Ask
  Make requesting testimonials part of your process. Send a quick email after a purchase or completed project, and don’t stress if people don’t respond right away. Asking for a review is asking someone to give you their time—so keep it easy and low-pressure.
• Record Client Feedback
  My current favourite method is recording a quick client interview (if they’re happy to participate) and using Otter.ai to transcribe it. I’ll tidy it up, send it to the client for approval, and ask them to post it directly on Google. This way, it’s still in their words but polished.
• Keep Anonymous Options Open
  If you work in an industry where privacy matters, anonymous testimonials can still be powerful. Ask clients if they’re willing to share their feedback with identifying details removed.

Putting Testimonials to Work

Once you’ve collected great testimonials, don’t let them gather dust. Here are some ways to use them:

• On your website, especially on key pages like the home page or service pages.
• In emails, paired with a story or context.
• On flyers or brochures as social proof.
• As ads—you can screenshot raw feedback or use snippets as ad copy.
• In social media posts with captions about the work you did.
• As Pinterest pins, linking back to your website.

Building a System for Testimonials

I’m still figuring this out for myself, but here’s what’s worked so far:

• Collect reviews in a spreadsheet or folder.
• Save screenshots of feedback from emails or Facebook groups. If they’re anonymous, edit the image to protect the writer’s identity unless they’ve approved sharing their name.
• Select testimonials that highlight your core offers and ideal client profile.

Next Steps

If you want to dive deeper into testimonial marketing, consider joining our Content Marketing Training Workshop. We cover how to use testimonials in depth, along with strategies to make your marketing more effective.

My goal for the next year is to make better use of testimonials and the power of social proof. Maybe that should be on your to-do list too?