How to Get The Perfect Client Testimonial

by | Oct 5, 2021

Do you struggle to get great testimonials from happy clients? Most businesses do. There is often some discomfort in asking for testimonials from recent or past clients. When you do muster up the courage to ask for a testimonial, you get something like…

“Joe is such a good guy and so easy to work with!”

Thanks. I’m flattered…but that doesn’t exactly help me grow my business. You can’t build a testimonials page on being a nice guy. Testimonials need to help you grow your business.

Whether someone lands on your landing page or home page through social media, Google ads, or word of mouth, you need to offer social proof that your product or service solves your potential customers’ problem.

So, how do you get a great testimonial from a client, and what does a good testimonial look like?

Let’s break down a good testimonial and then look at 3 simple questions that will help you get great testimonials every time.


The Framework for a Perfect Client Testimonial

If you know anything about Clear Brand Story Marketing, you know we love a good story framework. We’re giddy about the StoryBrand 7-part messaging framework based on elements of storytelling. Testimonials are no different.

Customer testimonials should tell a story! To ensure they tell a story, we use a 3-part story framework for testimonials.


1. The Problem

Every good story starts with a problem. No one hires you unless they have a problem. The core of your marketing message is positioning yourself as the solution to a problem. Anyone who shows up on your website is hoping you solve their problem.

So, the first part of a great testimonial is your client stating the problem they were experiencing that led them to hire your business.


2. The Solution

Your job is to offer a solution to your clients’ problems. So, the second part of a perfect testimonial is your client stating how you helped them solve their problem.


3. Their Success

Finally, your potential clients want to know where you are taking them. So, you need to show them what success might look like for them if they hire you to solve their problem. The third part of a perfect testimonial is your client stating how their life or business is better now that you’ve helped them solve their problem.


Problem — Solution — Success


A mini story framework. Here is what that looks like in real life. This is a testimonial from one of our clients after we helped them with their messaging and built them a new website.

“Before working with Joe, our website was a maze of information with no clear direction for customers to take action. We were frustrated with the lack of quality leads our site was generating and we needed someone who could guide us to a clear and actionable message.


Since launching our new website, our team has been inundated with requests for new business. In addition, Joe remains a valuable resource for our team as we continue to update and improve our messaging.” ~ Nick Lorenca | Fintech Executive Search Consultants

Let’s break it down.

The Problem

Before working with Joe, our website was a maze of information with no clear direction for customers to take action. We were frustrated with the lack of quality leads our site was generating…

The Solution

…someone who could guide us to a clear and actionable message.

Their Success

Since launching our new website, our team has been inundated with requests for new business.

This is a great client testimonial because, if I’m in a similar situation as Fintech was, I’m going to picture myself or my business in that story Nick just told. I’m going to identify with the problem and frustration, understand the solution, and picture myself being inundated with requests for new business.

How much better is this than, “Joe is a super nice guy and easy to work with!”

So, how do you get your clients to give you the perfect testimonial that will launch new potential clients into a story? Here are the 3 questions you need to ask each client after working with them.


3 Questions to Get the Perfect Client Testimonial

Getting the perfect client testimonial is super easy. Simply send happy customers or clients an email with the following…

Hey, Sherri!

Thank you again for trusting us with your (insert project here). It has been a pleasure working with you. Would you mind taking a moment to answer 3 quick questions for us to use as a testimonial in our marketing efforts? Thank you!

  1. What problem were you experiencing that led you to hire (business name)
  2. How were we able to help you overcome that problem?
  3. How has life or business improved since working with us?

We will take your responses and combine them into a brief testimonial to use in our marketing collateral.

Thank you, again!
John Doe
Chief Marketing Wizard

It’s that easy. If a client is long-winded, feel free to edit down their responses and send your draft back to them for approval. Just tell them you need something a little shorter to fit a specific use. 99% of the time they’ll say, “Yep, that’s fine!” and you’ll have a great testimonial your potential clients will find valuable.

So, stop getting useless testimonials from your clients and start getting testimonials that will help grow your business! Use this 3-part testimonial framework and let us know how it goes!



Take your testimonials and case studies a step further by filming video testimonials with your happy clients. Let your potential clients and customers see the happy faces of your past clients gushing about how you helped them overcome their problems.

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The 4 Pieces of an Effective Website Header


1. Who are you?

This is the easiest question to cover on your website. It’s just your logo. As long as your logo says your brand name, you’re covered. If not, you might need to include the company name right above the headline in your header.

Make sure, either in your logo or above your headline, your brand name is clearly stated. Also, make sure your logo is crisp and clear. Nothing makes a bad first impression quite like a pixelated or blurry logo.

2. What do you do?

You want to make sure you position your brand as solving a problem for your customers or clients. Whether you state it directly or it is very clearly implied from your headline, your customer needs to know what problem you solve.

Maybe you have several products or services that solve multiple problems. What is the overarching problem your brand solves then? Is there a cohesive theme to the problems you solve as a business? Use that.

3. How does it make my life better?

Your clients want to know where you are taking them. What does success look like for them on the other side of doing business with you? Make sure to give a preview of what success looks like for them in your header.

This can be done both in words as well as images or videos in your header. The best option is both! Show them and tell them what success looks like for them after you help them overcome their problem.

4. How do I buy it?

One of the biggest mistakes brands make is failing to put a clear Call-to-Action in their header. Your customers need to understand quickly what the ONE THING they need to do to overcome their problem and achieve success is.

For you, the CTA is your cash register. You wouldn’t hide the cash register in the bathroom of your brick and mortar store, would you? Why would you hide it on your website?

Now that we’re clear on each piece of your header, let’s take a look at some examples from our clients.

3 Effective Website Headers

Chesapeake Wills and Trusts Website Header

Chesapeake Wills and Trusts

As you can see, there aren’t very many words in the header of this website. Still, it covers all 4 sections of a website header. Let’s break it down.

  1. Who are you?
    • Chesapeake Wills and Trusts logo and name above headline.
  2. What do you do?
    • Protect your home and life savings
  3. How does it make my life better?
    • You get to relax knowing everything is protected.
  4. How do I buy it?
    • Schedule a call

How simple was that?! Typically, we would include an image or video in the header that depicts the success we want their clients to experience. In this case, the firm decided to go with the local bridge. In the end, it’s the client’s call. We suggested a picture of a grandmother playing with her daughter and grandchildren on the beach. Totally relaxed and enjoying what’s most important in life knowing she doesn’t have to worry about her home and life savings.

You will see they have three distinct practice areas; Estate Planning, Probate, and Medicaid Crisis. They all nuance the overall problem the law firm solves, but we were still able to create a clear and simple headline that serves as an umbrella over each.

Sentinel Core Website Header

Sentinel Core, LLC

Again, very few words in this header. Less than a tweet and it still covers everything a header needs for a website.

  1. Who are you?
    • Sentinel Core logo
  2. What do you do?
    • Hydrogen Generators
  3. How does it make my life better?
    • Never lose power and do it in an environmentally friendly way (cleanest)
  4. How do I buy it?
    • Get a quote.

Easy-peasy lemon squeezy (as my daughters say).

Noblesville Diversity Coalition Website Header

Noblesville Diversity Coalition

In this one, we again use very few words, but we also make a different use out of the value stack below the header to give the values of the organization.

  1. Who are you?
    • Logo and headline since the logo is an acronym.
  2. What do you do?
    • Build a more welcoming and inclusive Noblesville (Indiana)
  3. How does it make my life better?
    • You find your place to make a difference
  4. How do I buy it?
    • Start Here

Simple and Clear is Key

However you stack your website header, the key is to be as simple and clear with your words and layout as possible. You need your customers or clients to be able to understand all 4 questions in less than 5 seconds.

You will be tempted to use a clever or cute tagline in your header. Absolutely DO NOT do this if it is not also 100% clear. Cute and clever can kill your business. Always err on the side of clarity of message over cleverness.

What questions do you have? Can we help you fix your header and build out a new website that more effectively grows your business? Let’s do it!

Hire a Guide!

One more thing…

Keep your navigation menu as simple as possible. Ideally, 3 top-level navigation items and a call-to-action button. Don’t overwhelm your visitor right from the start. Make sure their eyes draw to the headline and the main CTA. Nothing in your navigation matters until your customer understands the 4 items we’ve discussed for your header.

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