How to Ask for a Testimonial: Our Exact Email Template + 10 Juicy Questions

how to ask for a testimonial

Picture this:

A potential client is scrolling through your website and reading all about the wonderful things you can do for them.

They keep scrolling and scrolling. It all seems too good to be true. How can they be sure that what you’re claiming is true? Can you actually help them in the way you say you can?

[ Read: 10 Absolutely Captivating Life Coaching Websites (Plus, Templates!)]

Testimonials can make the difference between a lead that bounces away from your website and a lead that becomes a paying client.

Let’s explore how to ask for a testimonial, so that you can increase your credibility and help convert more leads into dream clients.

What Are Testimonials?

Testimonials are statements given by your past or existing coaching clients that describe their experience with your service. They can be written statements, but some testimonials are also recorded as videos.

Some testimonials get drafted by the client, but you can also draft the testimonials from answers your clients give you on a questionnaire. 

So why would you want to draft a testimonial yourself?

When you’re in charge of writing the testimonial, you can highlight the most valuable parts of your client’s testimony. What results did they get from working with you? How has their life changed? 

You can place the emphasis on the transformation they experienced, so that other potential clients will get an idea of what’s possible if they decide to work with you.

Why Testimonials Are Important

As a coach, testimonials should play a huge part in your marketing strategy.

For one, 92% of consumers read online reviews before they decide to spend their money. But testimonials are especially important for coaches.

Coaching is a highly personal process. Not everyone’s going to jive with your coaching style! Testimonials allow you to showcase what it’s like to work with you – from the point of view of people who’ve experienced it.

Of course, you should also paint a picture of what it’s like to work with you in your website’s copywriting. But testimonials add a layer of credibility and social proof to your online presence that website copy can’t do on its own.

It’s one thing to say you can provide transformational experiences as a coach – it’s another to proudly display testimonials from clients who’ve lived through those transformations and can testify to that.

The bigger the claims you make on your website, the more likely you’ll need to have testimonials to back those claims up. 

Testimonials are also useful to help you create engaging content for your audience. For instance, you can make a testimonial into a pin on Pinterest, publish it in a social media post, add a short one to your business cards, or use one to draft an effective Facebook ad.

[ Read: The Life Coach’s Guide to Getting Clients on Social Media]

How to Ask for a Testimonial

In order to get testimonials, you’ll usually need to ask for them. It’d be wonderful if they automatically fell from the sky, but not all your clients will think about giving you one – even if they absolutely enjoyed working with you.

If a client comes up with a drafted testimonial without being asked, great! But if they don’t, it’s better to ask them to answer a questionnaire instead.

By doing this, you won’t put the burden of drafting something good onto your client. All they need to do is answer your questions in their own words. It’ll be your job to draft the testimonial based on those answers.

Here’s an example email that you can send to ask for a testimonial. Remember to change up the wording to reflect your own personal style and brand!

Hi [first-name],

I wanted to drop a quick line to let you know how grateful I am that we’re working together. Thank you deeply for your support.

I hope we can help each other shine, and in this line of thinking, I was hoping you’d be interested in filling out my testimonial form.

Instead of trying to think of something to say, I put all the relevant questions in this form that’s super easy to fill out. Then I’ll draft something and send it over for your approval! Just click on the button below to fill in the form:

[Form button]

And, if you want to send a headshot that I can include with your testimonial, then I would be eternally grateful.


Questions to ask for a testimonial

So what questions should you put in a testimonial form?

Testimonial forms are different from discovery session forms. They should focus on the experience and results your client experienced. 

They’re also an opportunity to learn about how you can improve.

Here are ten question ideas you can add to your testimonial form:

1. How did you find out about my coaching services?

2. What was going on in your life/business when you made the decision to work with me? What challenges were you facing?

3. What else did you try to overcome your challenges before you worked with me? What happened?

4. What made you choose to work with me to overcome these challenges? How did my coaching services stand out?

5. What has been the biggest breakthrough you’ve experienced while working with me?

6. What has been your favorite thing about working with me so far?

7. What has been your LEAST favorite thing about working with me so far?

8. How would you describe my coaching service to someone else?

9. Is there anything you wish I had done differently?

10. Would you recommend this coaching service to a friend? If so, can you explain why?

Free testimonial templates

Just received your client’s questionnaire but you’re stuck on how to start drafting a testimonial?

Try using these two templates to banish writer’s block:

Focus on overcoming a challenge:

[A short sentence about your client’s challenges or past experiences.]

[How you helped the client overcome this challenge.]

[What their life is like now.]

Here’s an example of what this can look like: 

Before working with Tasha, I felt like I was walking through my life without a purpose and wasting my days. Tasha helped me flip everything around and rediscover my deeper why and sense of self. Now I feel like I know exactly where I’m going, all thanks to her!

Focus on loving the experience:

[A sentence about how they loved working with you.]

[How your coaching style helped them.]

[A final statement on something specific you did for them.]

Here’s an example of what this can look like: 

I loved working with Sandy. Her no-nonsense approach made it so much easier to launch my business. Not only did she deliver on guiding me step-by-step, she even personally wrote a mission statement that I resonate with so much. Thank you Sandy!

When you draft your testimonial, make sure to ask your client if you have permission to use their full name and link to their website if they have one. 

The more detail you add about your clients, the more credible your testimonial will be for your leads. They can verify the person in your testimonial is real and reassure themselves that you have integrity.

Unfortunately, several online brands have been using freelance marketplaces like Upwork and Fiverr to pay for fake video testimonials. That’s why adding a real name can help you gain the trust of potential clients who want to do their due diligence.

But whatever you do, don’t publish a testimonial without your client’s consent. If you’re drafting the testimonial yourself, make sure they read and approve it before you start using it anywhere. The last thing you’d want is to misunderstand their words and write a testimonial that isn’t representative of them or their experience.

Client Testimonial Examples

Not sure what an amazing testimonial should look like? You don’t have to look further than successful life coaching websites to see what their clients are saying about them. 

If you have a favorite coach you follow, check out their testimonial section for inspiration. But for now, we’ve found these captivating client testimonial examples you can use as a starting point:

Maggie Edwards: “I found ‘my way out’ of my problems and focused on things that mattered to me the most. I’ve gained clarity, confidence, and I’m happier now.” 

Preston Smiles: “Bridge made me confront my limiting mindset. I used to be a serial procrastinator and was always saying ‘when I…’ or ‘if I ever…’ when I really just needed to put my plans into action, no excuses. Six months ago I used to dream about owning my own design business and now I’m in the fourth month of my business, running successfully alongside my day job. So much gratitude!”

Melissa Ambrosini: “Melissa is a wonderful example of someone who is absolutely real, can speak from the heart and is brave enough to draw upon and openly share her own personal experiences to prove that self belief is the modern woman’s most valuable practice.” 

Merel Kriegsman: “I’ve surpassed my money goal 20x and will very likely get to 7-figures this year. I’m deeply moved when I look at the numbers I aimed for only a year ago. With Merel’s help, I’ve surpassed those numbers 20x and will very likely get to 7-figures this year, and I have more time freedom than ever. UPDATE: She did it.”

Marie Forleo: “Marie is that mentor we’ve been wishing for who spoke our language, understands our struggles & gives sound advice that we can apply without even knowing us in person!”

[ Read: The 16 World’s Best Life Coaches (And Why They’re So Popular)]

Increase Your Credibility and Trust Factor by Asking for Testimonials

Asking for testimonials can be intimidating, but it’s so important if you want more people who land on your website to like and trust you.

You can take some of the struggle out of drafting your testimonials by creating your questionnaire using Paperbell. You can also use Paperbell to easily manage all your clients in one place, so nothing falls through the cracks! Click here to grab your free account – no credit card needed.

how to ask for a testimonial
By Team Paperbell
October 20, 2021

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