Using your testimonials to build trust & attract more clients

Most freelancers don't realize this →

Potential clients don't read your testimonials to see if people like you.

They read them to see if you've solved a problem similar to theirs, and what results you got.

But if your testimonials are just "So great to work with!" potential clients are learning nothing…

And you're not generating any new business that way.

The problem with most testimonials:

Well-meaning clients praise your work but fail to communicate (or even mention) the real value and results you delivered.

The benefit of solving it:

You build trust and credibility with potential clients faster, and it’s easier for them to see how you can deliver similar results for their business.

A great testimonial can be way more effective for your business than a great portfolio.

Why what you’ve tried has failed:

Your current testimonials don’t provide enough context to clearly explain to potential clients what problems you solved, how you approached the project, or the outcomes you helped your clients achieve. 

Here’s how to solve it: 

Take a different approach to testimonials by adding more details to paint a clear picture for potential future clients.

You want to get into: 

• What problem they needed you to solve

• How your work made an impact

• What measurable outcomes they experienced

If you don’t already know the answers to these (which you really should after working with them on a project!) – ask!

When requesting a testimonial, the more specific you get about the information you want, the more likely you are to actually get a response; oftentimes the clients who ghost this request do so because they don’t know where to begin)... so give them some direction in the email/form/however you’re gathering the information.

With that more detailed information, you can give more context to compliment your testimonials, the way a case study would (but this doesn’t have to be a full blown case study – think of it like a mini version!). 

For example:

This format tells a potential client exactly how you can solve their problem, and the results they can expect.

Which is so important because potential clients want to know how you can help them…

Getting more into these specifics in your testimonials builds trust and positions you as a valuable strategic partner who can help to achieve the tangible results they’re looking for.

Every mini-case study on your site that highlights a specific problem you solved and the measurable outcomes your client got as a result, you’re showing potential clients exactly what they can expect from working with you. 

Do this and it’s pretty much guaranteed that you’ll convert more leads.  

Best, 
Jamie

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