Here’s something I tell almost every client I work with: you need testimonials on your website. Real and specific ones. The kind that makes a potential client read them and think, “Oh. That’s me.”

And then comes the next question…

“Ok, but how do I ask for them?”
“What am I supposed to tell people to say?”
“Do I ask for written ones, video ones, or both?”

Fair questions! Because while most happy clients are willing to say something lovely about you, they often freeze the second you ask them to “write a testimonial.”

I’ve typed out some version of this guidance so many times that I finally decided to write it all in one place. So if asking for testimonials has felt awkward, here’s your complete, no-overthinking-required guide.

First Things First: A Good Testimonial Is Not Just Praise

This is where many coaches, consultants, and service providers get stuck.

They ask a client for a testimonial… and get back something like this:

“She was amazing!”
“I loved working with her!”
“Highly recommend!”

Now, listen. That’s lovely, and I’m sure it’s true. But from a marketing perspective? It’s weak.

A testimonial should not just tell people that you’re nice. It should help a potential client see themselves in the story and understand what changed as a result of working with you.

And THAT is what you actually want.

A stronger testimonial sounds more like this:

“Before working with her, I felt scattered and unclear about my offer. After three months, I had a clear message, more confidence in my business, and a website that finally felt like me.”

See the difference?

Ask for specifics, not praise. The best testimonials are specific, story-based, and LIGHTLY guided. Scripted testimonials will sound like ads. Guided testimonials sound like REAL people. And real people are what sell your services.

Written vs. Video: Which Should You Ask For?

Both have their place, and ideally, you’ll end up with a mix. Here’s the quick version:

Written testimonials are easier to collect, place on a website, and pull quotes from. They’re great for your homepage, services page, and anywhere you want social proof fast.

Short video testimonials are incredibly powerful, especially for coaching. Seeing a real human face, hearing the emotion in someone’s voice, watching them say “I was stuck and now I’m not”… that builds trust in a way no block of text can fully replicate.

For a video, aim for 30 to 60 seconds as the sweet spot. Up to 2–3 minutes works if the story is compelling and tightly edited, but on a website, shorter usually wins.

A short video testimonial for a coach’s website is a vibe check. A future client wants to know: “Did this actually work for someone like me?” If the answer is yes, and they can feel it, you’ve nailed it!

So, Which Should You Actually Go For?

Great question, and one I get asked all the time. Here’s how I rank testimonials, from most valuable to least:

Top Tier: Video testimonial

This is the gold standard. A real human face, real emotion, real story. And here’s the bonus… once you have a video testimonial, you can transcribe it and turn it into a written one too. One asset, two uses! Always go for this first if you can.

2nd Tier: Written testimonial with name, photo, and place of work

A face and a name together build instant credibility. The place of work adds context that helps future clients see themselves in the story.

3rd Tier: Written testimonial with name and place of work (no photo)

Still solid. The name and context do much of the heavy lifting, even without the face.

4th Tier: Written testimonial with first name and last initial

Think “Andrea B.” It’s better than nothing, but it starts to feel a little thin. Use it if it’s what you have, but keep working toward something stronger.

5th Tier: Anonymous testimonial

Honestly? In most cases, it’s not worth publishing. An anonymous testimonial is hard to trust because there’s no way to verify it, and savvy readers know that.

The one exception is fields where anonymity makes complete sense, like sex therapy, bankruptcy coaching, or other sensitive areas where clients would naturally be reluctant to share their names. In those cases, anonymous testimonials are understandable and expected.

Now that you know what to aim for, here’s how to actually make that top-tier video testimonial happen.

Tips for Video Testimonials Specifically

If you’re going to ask for a video, here’s what to tell your client so it turns out well:

• Find a quiet spot. Background noise is the enemy of a testimonial that gets used. Even a closet works. I promise.
• Natural light is your best friend. Have them face a window rather than sit with one behind them.
• Phone or laptop is totally fine. No fancy equipment needed. Just make sure the camera is at eye level because nobody wants to look up someone’s nose.
• Speak in full sentences. So that even if your question gets edited out, their answer still makes sense on its own.
• Do multiple takes. Tell them this upfront so they don’t stress about getting it perfect on the first try.
• Don’t memorize anything. Memorized testimonials sound, well… memorized. Talk like a human.

Bonus tip: Turn a regular call into a video testimonial

Here’s one most people don’t think of…

If you’re already on a video call with a happy client, at the end of a session, or a wrap-up call, you can ask if they’d be willing to spend five minutes recording a quick testimonial right then and there.

A few things to set up before you ask:

1. Let them know in advance that you’d love to record a short clip at the end of your call if they’re comfortable with it.
2. Make sure you’re recording with only their screen showing, not yours. Most video call platforms let you do this easily.
3. Ask them to answer as if you’re not there. Tell them to speak directly to the camera and refer to you in the third person. So instead of “working with you was great,” they’d say “working with Geneviève was great.” That way, the clip makes sense on its own once you cut it.

Afterward, you can trim the clip down to the best 30 to 60 seconds, and you’ve got a polished video testimonial without anyone having to set up a separate recording session. Easy win!

How to Ask: The Request That Gets a Yes

The most important part of getting a great testimonial is how you ask. A vague request gets a vague response.

Here’s what to keep in mind before you send your request:

• Timing matters. Ask right after a win or at the end of a program, when your client is still riding the high of what changed for them. That’s when the specifics are fresh.
• Make it easy. Give them the questions. Don’t ask someone to “write a testimonial” and then leave them staring at a blank page. That’s how you get three sentences about how lovely you are.
• Be warm, not formal. This isn’t a performance review request. It’s a conversation. Match your usual tone.

The Questions That Get the Good Stuff

Whether you’re collecting a written testimonial or guiding someone through a short video, these are the questions that consistently pull out the most useful responses:

The Before

1. What were you struggling with before we worked together?
2. What made you decide to reach out for help at that point?
3. What were you hoping would change?

The Experience

4. What was it like to work together?
5. What did you notice shifting or becoming clearer?

The After

6. What changed for you as a result of our work?
7. What’s different now in your business, thinking, confidence, or life?

The Recommendation

8. What would you say to someone who’s considering working with me?
9. Who do you think would benefit most from this kind of support?

You don’t need all of these every time. For a short written testimonial, three or four prompts are enough. For a video, share a handful in advance so they know the general territory, then let the conversation breathe.

A Sample Request You Can Use

Here’s a version you can customize for email or DM:

Hi [Name]!

I’ve so loved working with you, and I’d love to capture your experience in a short testimonial if you’re open to it!

To make it easy, here are a few prompts to guide you. You don’t have to answer each one… just pick what feels natural and write (or record!) freely from there:

– What were you struggling with before we worked together?
– What made you decide to reach out?
– What changed for you as a result of our work?
– What would you say to someone who’s considering working with me?

A few sentences or a short paragraph is perfect. And if you’d be willing to record a quick video (even just on your phone!) and send it to me, that would be even better!

Thank you so much – I really appreciate it!

See what’s happening there? You’re giving them a clear structure without putting words in their mouth. That’s the sweet spot.

And if Google reviews are on your list, I’ve got a guide for that too.

A Quick Note on Ethics and Disclosure

Since we’re talking about published testimonials, I want to leave a quick but important reminder.

Testimonials must reflect your client’s HONEST experience. You can’t edit them in a way that distorts what they actually meant, and if there was any kind of compensation involved (discounted service, a gift, anything of value in exchange for the testimonial), that needs to be disclosed clearly.

For most coaches, asking regular clients for honest feedback isn’t complicated.

Just don’t put words in anyone’s mouth, don’t cherry-pick quotes out of context, and make sure what you’re sharing is a true representation of their experience. Simple as that.

I hope this makes the whole process feel a lot less awkward.

Go get those testimonials! Your future clients need to hear from your past ones. And if you try out the sample request, let me know how it goes in the comments!