8 min readOleksii Sribnyi
Testimonial questions that get specific answers
"Would you write us a testimonial?" usually gets one polite line back.
These twelve questions ask for a before, a reason and an example, and they work typed or spoken.
A testimonial a buyer believes has three parts: what things were like before, why the client chose you, and what changed, with an example. Generic requests skip all three, so the answer comes back as an adjective. The questions below ask for each part directly, then get permission to publish.
- 1BeforeWhat was going on before you worked with us?
- 2ReasonWhy did you pick us over the other options?
- 3AfterWhat changed afterwards? Give an example.
- 4PermissionCan we use your name and this answer on our website?
The before
Without a before, the after doesn't mean much. These get the problem in the client's words.
- 1
What was going on before you worked with us?
The situation that made them look for help. Future clients recognise themselves in it.
- 2
What were you using instead, and what was wrong with it?
Names the alternative you replaced, which is the comparison a buyer is making.
- 3
What almost stopped you from hiring us?
The doubt they had is the doubt your next client has. Their answer to it is worth more than praise.
The reason
Why they chose you, and what the work was like. This is the part buyers read most closely.
- 4
Why did you pick us over the other options?
Gets a reason, not a compliment: a price, a reply time, a specialism.
- 5
What did you expect, and how was it different?
Surprises make specific sentences. "I expected weekly calls and got a shared board I could check any time."
- 6
Which part of the work was most useful?
Points at one thing you did, so the testimonial isn't about everything and nothing.
The after
The result, with an example. Ask for the example outright, or you'll get an adjective.
- 7
What changed afterwards? Give an example.
"We stopped losing leads over the weekend" beats "great service".
- 8
Is there a number you can put on it?
Hours saved, orders a week, a deadline met. Optional, and often the line that gets quoted.
- 9
What would you tell someone in your position who's deciding?
They answer in the voice of a recommendation, which is close to what you'd publish.
Permission
Ask on the record, at the end, so you never have to chase it later.
- 10
Can we use your name, role and company with this?
A testimonial with a full name and company is more believable than initials.
- 11
Can we use the recording itself, or only the text?
Some people are happy to be quoted and not heard. Ask separately.
- 12
Is there anything you'd rather we left out?
Gives them a say before you edit, so the final version is easy to approve.
Questions to leave out
- “How would you rate us from 1 to 10?” A score can't be quoted. Use a feedback form for scores.
- “What did you like about working with us?” Gets adjectives: friendly, professional, responsive.
- “Would you recommend us?” Yes or no, and nothing to quote. Ask what they'd tell someone who's deciding instead.
How to ask for a testimonial
- Ask after a result. Right after a launch, a delivery or a renewal, while the client still remembers the details.
- Send three or four questions, not twelve. One from each group covers it. On the free plan, SendMyVoice allows 3 questions per voice form.
- Say where it will go. Your website, a proposal or a case study.
- Offer to do the writing. Say you'll turn the answers into a short testimonial and send it back for approval.
- Follow up once. A week later, one short reminder with the same link.
A request you can copy
Hi Anna,
Thanks again for working with us on the new website. Would you answer four short questions about it? You answer out loud on the link below, and it takes about five minutes.
We'd like to put a few lines on our website. I'll send you the text to approve before anything goes up.
[link]
Ask the questions by voice
Typed testimonials tend to get trimmed to one safe sentence. A SendMyVoice voice form takes the answers out loud and gives you the recording and a transcript of each one, so you pick the lines to quote. Each client can get a private link, so every answer arrives under the right name, and nobody needs an account to answer.
The testimonial form template has the four core questions from this list ready to send.
A few words about working with us
Thanks for agreeing to this. Four short questions, answered out loud. Say it the way you'd tell a colleague.
A working demo. Recordings stay in your browser and nothing is sent.
Questions
What questions should I ask for a testimonial?
One question each about the before, the reason they chose you, and the result with an example, then a question asking permission to publish. Open questions get sentences you can quote; yes-or-no questions and ratings don't.
How many questions should a testimonial request have?
Three or four. Pick one from each group above, so every part of the testimonial is covered.
When should you ask a client for a testimonial?
Soon after a result the client can point to: a launch, a finished project, a renewal. Months later, the details are gone.
Can I edit a client's testimonial?
Trim it and fix small slips, but keep the meaning and the client's words. Send the edited version back and publish it once they approve.
Is a voice testimonial better than a written one?
A spoken answer keeps details that a typed one leaves out, and the transcript gives you the lines to quote. With permission, the recording itself can go on your website.