How to ask for a testimonial — with templates that get replies

Almost every business is sitting on testimonials it never collected — not because customers are unwilling, but because the ask never came, or came in a way that was easy to ignore. This guide covers when to ask, who to ask, what to ask, and ten templates you can copy.

Ask at the right moment

Timing beats persuasion. The best moment is right after a win, when the good feeling is fresh and the customer can describe a specific result:

• A project or engagement is delivered. Agencies, consultants and freelancers should ask at handover, not three months later.
• A goal is reached. Their first 100 orders, a launch that went well, a target hit with your help.
• They thank you. A glowing email, a message in your support chat, a kind comment on social. This is the easiest ask there is.
• They renew or buy again. A repeat purchase is a vote of confidence.
• They give you a high score. A 9 or 10 on an NPS survey, or a top rating after a support conversation, means they have just told you they are happy.

If you wait until you “need” testimonials for a launch or a new page, you have already missed most of these moments. Build the ask into the moments themselves.

Ask the right people

Start with customers who have already said something kind, in an email, a message or a review. They have done the hard part, deciding they like you; you are just asking them to say it on the record.

Then think about who your future buyers will listen to. A testimonial from someone in the same industry, role or situation as your prospect lands harder than a generic one. If most of your buyers are heads of customer success at software companies, a quote from one of them is worth five from anywhere else.

Two people to avoid asking: anyone with an open complaint, and anyone you have not actually delivered for yet.

Make it one tap, not a chore

Every extra step loses people. Don’t ask them to “write a few sentences and email them over.” Instead:

• Send one link to a short form where they can type, or record a video, in one place.
• No account, no login. If they have to sign up for something to say thank you, most won’t.
• Make it work on a phone. Many people will open your message on their phone, between other things.
• Give a time estimate. “About a minute” is more inviting than an open-ended request.

Ask one clear question

A blank box is intimidating, and “Could you write us a testimonial?” produces vague praise. One specific question gets specific, usable answers:

• “What was it like before you started working with us, and what changed?”
• “What would you tell someone who’s on the fence about this?”
• “What surprised you most?”
• “What result have you seen since you started?”

The first question is the most useful, because it naturally produces a before-and-after story, the shape of the most persuasive testimonials. If you can only ask one, ask that.

Let them approve the final wording

Long answers often contain one perfect sentence surrounded by a lot of context. It is fine to pick the best part or fix a typo, but don’t change the meaning, and let the customer see and approve exactly what you will publish. It keeps you honest, and customers are far more willing to say yes when they know they will see it first.

Ten templates you can copy

Personalise every one. A single line that shows you remember their situation does more than any clever wording. For more, try the free testimonial request email generator.

1. The warm follow-up (after a thank-you)

“That means a lot — thank you! Would you be up for sharing that as a quick testimonial? It genuinely helps people who are deciding whether to work with us. Here’s a link — it takes about a minute, and you can type or record a short video: [link]”

2. The milestone ask

“You just hit [result] — congrats! If you have 60 seconds, I’d love a short testimonial about the experience. No pressure, and totally fine to keep it brief: [link]”

3. The project handover

“Thanks again for trusting us with [project]. Now that it’s live, would you share a sentence or two about what it was like working together? It’s the single most helpful thing for the next client in your shoes: [link]”

4. After a high survey score

“Thanks for the 10! Would you be willing to say that publicly in a short testimonial? One question, about a minute, and you’ll see the final wording before anything goes live: [link]”

5. The renewal

“Thanks for renewing — we don’t take it for granted. If you’ve got a minute, what would you tell someone considering [product]? Your answer helps more than any ad we could run: [link]”

6. The specific result

“You mentioned [result] on our last call. Would you be happy for us to share that, in your words? Here’s a link to write or record it: [link]”

7. LinkedIn message

“Hi [name], it’s been great working with you on [project]. Would you consider sharing a short recommendation about the experience? Happy to return the favour. Here’s a one-minute form, or reply here if that’s easier: [link]”

8. Text message

“Hi [name], it’s [your name] from [company]. Thanks for [specific thing]! Would you share a quick testimonial? One question, about a minute: [link]”

9. In-app prompt

“Enjoying [product]? Tell us what changed for you in one sentence, and help someone else decide. [Share your experience]”

10. The gentle nudge (one week later)

“No worries if you’ve been busy — just floating this back up in case it’s easy to knock out today. One question, about a minute, type or video: [link]”

Send one follow-up — then stop

People miss emails. One polite reminder about a week later often catches people who meant to reply. A second one starts to feel like pressure. Ask, nudge once, and move on, and say thank you to everyone who replies, whether or not you publish their words.

Stay on the right side of the rules

Testimonials are persuasive because they are genuine, and regulators protect that. In the US, the FTC’s rule on consumer reviews and testimonials, in force since October 2024, bans fake testimonials, paying for reviews that must be positive, and undisclosed reviews from insiders. Other countries have similar rules. In practice:

• Never invent a testimonial or write one for a customer to sign off.
• Don’t make a reward depend on the testimonial being positive, and disclose any incentive.
• Disclose relationships, such as a reviewer who is also a friend, partner or employee.
• Only publish what the customer approved, with the name and details they agreed to.

Public review sites have their own rules too. Google, for example, asks businesses not to selectively ask only happy customers for reviews, so keep “ask your promoters” for testimonials on your own site, and invite everyone to review you on public platforms.

Track who you asked

Once you are asking regularly, keep a simple record: who you asked, when, whether they opened it, and whether they replied. It stops you asking the same person twice, tells you who to nudge, and shows which moments produce the best testimonials.