How to get reviews and testimonials for your business
In today’s digital marketplace, customer reviews and testimonials are more than just social proof, they are a vital part of a brand’s credibility and marketing strategy. Whether you’re a startup or an established business, having authentic customer feedback can influence purchasing decisions, improve SEO and build trust. Here’s how to proactively and ethically collect valuable reviews and testimonials for your business.
Understand the value of social proof
Before you start asking for reviews, it’s important to understand their influence. Reviews serve as digital word-of-mouth, helping potential customers feel confident in your offerings. According to numerous surveys, most consumers trust online reviews as much as personal recommendations. A collection of positive testimonials can differentiate you from competitors, increase conversion rates and even impact your search engine rankings.
Ask at the right time
Timing is everything when requesting a review. The best moment to ask is typically right after a customer has had a positive experience with your product or service. This could be immediately after delivery, upon completing a service or once they’ve expressed satisfaction in an email or support chat. For service-based businesses, a follow-up email within 24–48 hours of completion works well. Automating this process ensures consistency without adding to your workload.
Make It easy to leave a review
One of the biggest reasons customers don’t leave reviews is because the process feels too time-consuming or confusing. Eliminate barriers by simplifying it. Include direct links to your Google Business profile, Yelp, Trustpilot or other platforms in your emails, thank-you pages, and invoices. For testimonials, provide a short form on your website with prompts to guide what the customer can say, while still allowing them to speak in their own words.
Incentivize (Carefully and Ethically)
Incentives can be effective in encouraging reviews, but they must be offered ethically. Avoid directly paying for positive reviews, as this can violate platform policies and erode trust. Instead, consider offering a small reward—such as a discount, loyalty points or entry into a giveaway for leaving a review, regardless of whether it’s positive or negative. Make it clear you value honest feedback, which enhances credibility.
Use email marketing to your advantage
Email marketing is one of the most reliable ways to collect testimonials. Create an automated email sequence that triggers after a purchase or interaction, politely requesting feedback. Keep the message short, personalized and include a clear call-to-action. Segment your email list so that loyal or repeat customers get a slightly different message, acknowledging their loyalty and gently encouraging them to share their experience.
Leverage social media and messaging apps
Your social channels are fertile ground for collecting casual, authentic testimonials. Encourage followers to tag you in posts, use branded hashtags, or comment on their experiences. You can also use tools like Instagram Stories to post polls, question boxes or testimonial requests. When customers message you with praise via Facebook, Instagram or WhatsApp, ask for permission to use their words as testimonials.
Ask in Person and Follow Up
For in-person businesses, don’t be afraid to ask for a review verbally especially after a satisfied customer expresses their happiness. Train your staff to recognize these opportunities and respond with a polite, well-rehearsed line like, “We’re so glad you’re happy! If you have a minute, we’d really appreciate a review on Google.” Following up with a quick thank-you email and a link to the review platform keeps the momentum going.
Showcase testimonials strategically
Once you’ve collected testimonials, display them where they can make the most impact: your homepage, product pages, checkout pages and marketing emails. Use photos, full names (if permitted) or video testimonials for added authenticity. You can also repurpose reviews into case studies or quote snippets for social media and ads, further extending their value.
Gathering reviews and testimonials isn’t just about asking—it’s about fostering a customer experience that makes people want to share. By making the process simple, timely and respectful, you can steadily build a library of authentic feedback that boosts trust and fuels business growth. Keep it genuine, keep it easy and always show appreciation for your customers’ voices.
