7 Testimonial Templates to Help You Stand Out as a Coach

Testimonial template feature

Testimonials are one of the most powerful marketing tools for service providers. They showcase the impact of your coaching packages and help build trust with potential clients.

However, gathering convincing and positive testimonials can be tricky and can consume a lot of your time. So in this post, we’ll guide you through seven effective templates and how to use (and automate!) them to keep those kind words pouring in.

What Makes a Coaching Testimonial Effective?

A strong testimonial showcases real transformations and results your clients have achieved. It demonstrates how your coaching made a tangible difference in their lives, which inspires trust in your services. This can directly impact your ability to attract new clients.

The Key Elements of a Persuasive Testimonial

To build credibility with potential customers, your testimonials should resonate with them while highlighting the results you delivered. Here are some essential elements powerful testimonials tend to have.

  • Specific results: Include measurable outcomes or the key benefit of working with you (e.g., “I increased my revenue by 50% in 6 months” or “My relationship completely transformed in a month”).
  • Emotional impact: Highlight how your coaching improved their confidence, mindset, happiness, life satisfaction, or overall well-being.
  • Credibility: Use the client’s full name, photo, or role (with permission) to add authenticity.
  • Before and after: Share what life was like before working with you and how it changed afterward.

[ Read: Try This Client Testimonial Template to Get Raving Reviews ]

4 Types of Testimonials for Coaches

Different types of client feedback serve different marketing purposes. Using a combination of them allows you to reach various segments of your audience. Here are some testimonial formats to build connection with a wider audience.

  1. Written testimonials: Concise, client-approved quotes can summarize a customer’s experience or highlight a key result. These are ideal for your website and emails.
  1. Video testimonials: Videos of your clients are way more engaging and authentic than written words alone. They can convey the emotional impact you had on them.
  1. Case studies: This format is typically longer. It’s great for describing your client’s transformation in-depth and telling their story. You can feature them on sales pages or as individual long-form content.
  1. Before-and-after stories: They highlight your clients’ journey and the results your coaching has achieved.

3 Testimonial Formats That Convert

Structured customer testimonials are more effective because they are clear, engaging, and focused on results. These formats keep your client feedback concise with the exact information prospective customers need to trust your services.

1. Problem-Solution-Result:

  • Problem: What was the client struggling with before?
  • Solution: How did your coaching help?
  • Result: What changed as a result?

2. Before-After-Impact:

  • Before: Where were they before your coaching?
  • After: What did they achieve?
  • Impact: How has this improved their life or business?

3. Quote + Supporting Context:

Start with a powerful client quote and add details about their experience and results.

4 Common Testimonial Mistakes to Avoid

Client feedback that feels forced or unclear defeats the purpose of asking for it in the first place. Watch out for these common issues when collecting customer testimonials.

  1. Vague statements: Generic feedback like “Great coach!” is quite vanilla. Giving your client a structure to follow usually helps them be more specific.
  1. Constructive criticism: You should ask for honest feedback about how you can improve your services but these are not the quotes you’ll feature as testimonials. You can keep negative feedback as an action item and instead highlight what did work in your coaching on your channels.
  1. No permission: Always get written consent from your client before using their testimonial and personal information. (More on this later.)
  1. Inconsistent formatting: It’s best to keep each success story in the same format and length on a particular marketing channel. You can always feature pull quotes on social platforms and long-form case studies on your website.
common testimonial mistakes to avoid

Testimonial Templates for Coaches

Here are some effective testimonial templates you can share with your clients to gather compelling stories.

You can either pick one that best fits the kind of coaching you offer or let them choose from a list of options based on what they feel comfortable with.

Encourage them to rephrase their feedback, using these templates as a starting point. It’s important that their feedback isn’t just a good testimonial but also genuine.

7 Written Testimonial Templates

Here are some examples you can use as website or social media testimonial templates.

Problem-Solution-Result

“Before working with [Coach Name], I was struggling with [specific challenge]. Thanks to their guidance, I [specific result]. Now, I feel [emotional benefit or outcome].”

Results-Focused Testimonial

“Working with [Coach Name] was a game-changer. Within [timeframe], I [specific result]. The strategies they shared were simple, actionable, and tailored to me. I recommend [Coach Name] to anyone looking to [specific goal].”

Here’s a results-focused testimonial example I received from a coaching client:

Results-Focused Testimonial

Transformation Story

“Before I started working with [Coach Name], I was dealing with [specific challenge]. With their help, I was able to [specific achievement]. Now, [describe life after coaching].”

Personal Journey Testimonial

“Before working with [Coach Name], I was at [describe starting point, e.g., ‘a crossroads in my career’ or ‘struggling to find purpose in my daily life’]. Through [describe coaching process, e.g., ‘thought-provoking exercises’ or ‘consistent check-ins’], I was able to identify my true goals and create a plan to achieve them. Now, [describe current state, e.g., ‘I’m thriving in my new role’ or ‘I feel aligned with my values’].”

Before/After Story

“Before working with [Coach Name], I felt [emotion]. After just [timeframe], I’ve [specific result] and feel [emotion or outcome].”

“Aha Moment” Testimonial

“The biggest breakthrough I had with [Coach Name] was realizing [key takeaway or insight]. That one realization helped me [specific result]. If you’re looking for a coach who helps you uncover what’s holding you back, [Coach Name] is the one.”

Coaching Process Testimonial

“What stood out about working with [Coach Name] was their approach. They listened, understood my challenges, and worked with me to create a strategy that fit my unique needs. Thanks to them, I’ve [specific achievement].”

Click here to download the 7 Testimonial Templates in Google Docs format.

Open-Ended Questions for Client Feedback Surveys

Surveys are a super efficient way to gather client testimonials. They give your clients a great structure to share their thoughts and give them space for detailed and meaningful feedback. 

Setting up surveys in Paperbell is easy, and they will be automatically sent out at a specific milestone, like after a session or at the end of your program.

Below is a list of open-ended questions you can include in your survey. Select a few only so you don’t overwhelm your clients.

  • What made you decide to work with me as your coach?
  • What challenges were you facing before we started working together?
  • How did my coaching help you overcome these challenges or achieve your goals?
  • What specific results have you seen since working with me?
  • How has this transformation impacted your life or business?
  • What did you enjoy most about the coaching process?
  • What would you say to someone who is considering working with me?
  • Was there a specific moment during our coaching that felt like a breakthrough for you?
  • What sets this coaching experience apart from others you’ve had (if applicable)?
  • How do you feel now compared to when you started coaching with me?

Concerned about customer testimonials going on too long? Here’s how Val Nelson features hers on her website. You can open and collapse the text to read the rest of the client’s story.

Molly S

Note that the form that collects testimonials is different from the one that gathers insights into how you can improve your practice. That would normally include three questions: What worked, what didn’t, plus anything else the client would like to share.

Video Testimonial Template

If you request a video testimonial, you can provide any of the questions and templates shared above to guide their responses.

You may ask them to go through each question one by one (this allows you to cut their video into various snippets later on) or share a summary of their experience.

Now, some of your clients might not be used to creating video testimonials—or filming themselves at all. It’s worth giving them a few simple tips so you get quality footage.

Ask them to record in landscape or portrait format depending on the platform (YouTube video, Instagram highlight, etc.) you’re planning to feature them on.

Share these short guidelines with them for the best results.

Here are a few tips to help you record your video:

  • Find good lighting: Make sure your face is well-lit by natural light or a lamp. Avoid backlighting (like sitting in front of a window).
  • Pick a quiet space: Choose a quiet location with minimal background noise.
  • Hold your phone steady: Use a tripod or prop your phone on a stable surface to avoid shaky footage.
  • Film [horizontally/vertically]: Turn your phone [sideways/upright] for a professional look.
  • Keep it simple: Speak naturally and feel free to pause and collect your thoughts. There’s no need for perfection—your honest experience is what matters!

This quick setup will make your testimonial look and sound great. 😊

Here’s how the agency Golden Era Media features compelling video testimonials on its “About” page.

Video Testimonial Template

Case Study Testimonials

Case studies are typically shared from your point of view, not your clients. It allows you to explain your coaching process and why it’s effective.

Here’s a simple case study testimonial template to describe your work with a specific client. Remember to get permission first to disclose their name or share the case study anonymously.

“[Client Name] came to me with [problem]. Over [timeframe], we worked together on [specific solutions]. As a result, they [specific results], which led to [emotional impact or further success].”

A more extended case study framework is to provide detailed information about each of these points. A great example of this is the agency Hook Point which features full-page case studies of its clients.

Case Study Testimonials

When collecting customer quotes, it’s important to respect your client’s privacy and get their consent before sharing their personal information or anything they’ve said.

This is especially true if you want to use something from a session recording, as it falls under the confidentiality clause of the agreement you’ve likely signed. (Even if you haven’t, it’s simply the ethical thing to do.)

To avoid any disagreements, always ask for clear permission to use your client’s words, name, title, photo, or video. A simple email asking for their consent is all you need.

If you’re using their words verbatim, it’s enough to tell them how you’re planning to use the feedback you’re requesting. If you’re editing their statements or the footage they’ve shared with you, always get it approved by them before sharing it.

Keeping a record of this makes sure everyone is on the same page, and if any questions come up, you have proof that you asked. As long as you’re being transparent and ethical about it, you shouldn’t run into any issues.

Where to Display Testimonials

Testimonials are one of the most important parts of your marketing strategy. You can feature them on your:

  • Website: Place testimonials on your homepage, “About” page, and sales pages. Paperbell’s website template makes it a simple copy and paste to feature your clients’ praise.
Website
  • Social media: Share testimonial quotes or video snippets in posts, stories, and highlights. They make great user-generated content for your digital marketing strategy.
Social media
  • Email signature: Include a brief testimonial below your signature to build trust in every email.
  • Sales pages: Dedicate a section for detailed testimonials or case studies to boost conversions.
  • Marketing materials: Add testimonials to brochures, flyers, or presentation slides to highlight your impact.

How to Automate Testimonial Collection

Gathering testimonials from clients one by one manually can be tedious. You may forget to do it in the first place and then feel too awkward to reach out later when the moment has passed.

An automated process can help with this and make sure you don’t miss out on your best client success story. As with all client management tasks, Paperbell has your back. It makes it easy to automate your client communication and document all client surveys in a central place.

Here’s how you can make collecting and documenting testimonials a breeze.

Set up a Custom Email Workflow

Set up a Custom Email Workflow

Schedule an automated email after a specific coaching appointment or at the end of your program. Thank your client and ask for great testimonials with a simple template. Here’s an example:

Subject: I’d love to hear about your experience

Hi [Client Name],

I hope you’re doing great! It’s been wonderful working with you, and I’d love to hear more about your experience.

Would you be willing to share a short testimonial? It can follow this simple structure:

The Challenge: What was the specific challenge or situation you were facing before we started working together?

The Transformation: How did our coaching help you overcome that challenge or achieve your goals?

The Outcome: What’s the result or benefit you’ve experienced since working together? How do you feel now?

Your feedback would mean a lot to me, and it could help others who are considering coaching.

Thank you so much for your time, and let me know if you have any questions!

Regards,

[Your Name]

Use Custom Forms

Use Custom Forms

If you want to get more out of your client’s feedback than two lines—and make sure their response is securely stored—set up a survey in your Paperbell account. They will be automatically notified through email and can fill it out in their client portal.

Trigger Based on Milestones

Just like emails, you can automate surveys for your coaching packages. It’s a set-up-and-forget way to interview your clients on their breakthroughs at key milestones or at the end of your coaching program.

Incentivize Responses

Your clients are busy. Offer a small incentive, such as a free session or discount, to encourage them to leave feedback. Paperbell allows you to create discount codes for your packages and set up workflows for free sessions.

Testimonial FAQ

How Do I Create a Testimonial Template?

Create a structure for the feedback you need, such as the client’s challenge, your solution, and the results achieved. Provide clients with a clear framework to follow so you get more concise and convincing testimonials from them.

How Do You Structure a Testimonial?

Use a format that highlights transformation, such as Problem-Solution-Result or Before-After-Impact. Make sure the testimonial flows naturally and showcases tangible results.

What Is the Best Format for a Testimonial Document?

When documenting a client’s testimonial, include their full name (or initials if anonymous), their feedback structured in a compelling format, and any accompanying media (e.g., photos or videos) with their permission.

Testimonial template pin

By Annamaria Nagy
Annamaria Nagy is a Brand Identity Coach and Copywriter. She's been writing for over 10 years about topics like personal development, coaching, and business. She was previously the Head of SEO at the leading transformational education company, Mindvalley.
December 27, 2024

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