People buy from people they trust. But online, without a handshake or face-to-face conversation, trust must be earned in other ways. That’s where testimonials and reviews come in.

No matter what type of business you run, showcasing what others say about your products or services is one of the most effective ways to build trust and drive conversions.

In this guide, we’ll show you how to:

• Collect impactful testimonials and case studies

• Ask the right questions (with exact prompts you can use)

• Feature them in the best places on your site

• Encourage more people to take action and say “yes” to working with you

Why Testimonials Work So Well

Testimonials are a form of social proof - proof that real people have benefitted from your product or service.

They help:

• Build credibility and trust

• Reduce doubts or hesitation

• Make your marketing messages more believable

• Improve conversion rates across your site (especially on sales and landing pages)

For small businesses, where reputation is everything, these kinds of trust-building assets are essential - not just “nice to have.”

Where to Feature Testimonials on Your Website

To get the most from your testimonials, placement matters. Here’s where they’ll make the biggest impact:

Homepage

Feature 3 to 5 strong testimonials near the top to reinforce your core message.

Service or Product Pages

Add testimonials that speak directly to the problem your product or service solves. Ideally placed just before, or alongside a call-to-action.

Dedicated Testimonials Page

A full wall of happy client stories can seriously boost credibility.

Pop-ups, callouts or sliders

Small snippets throughout key pages can improve trust without overwhelming the design.

Pro Tip: Always include a name, headshot, and company (if applicable). Video testimonials are even more powerful - more on that below.

How to Ask for Great Testimonials (Exact Prompts Included)

Here’s the truth: most people are happy to give you a testimonial - they just need a little help getting it done.

Use this step-by-step guide to make it easy and fast for them to say yes:

Ask at the Right Time

For service businesses:

• Right after a successful project, delivery, or transformation

• After a positive email, DM, or call (“I’d love to quote you on that!”)

• During your off-boarding process

For product businesses:

1. Shortly After Delivery (Post-Purchase Glow)

Ask for a testimonial a few days after the customer has received their product - ideally when they’ve had just enough time to open, use, or try it out. If they’re excited, they’ll be happy to share that positive emotion.

How to ask:
“Hi [Name], we hope you're loving your [Product]! We'd be so grateful if you could take 1–2 minutes to share a quick review or testimonial - your feedback means a lot and helps others choose with confidence.”

2. After Repeat Purchases or a Reorder

When someone comes back for more, it’s a strong sign of trust and satisfaction - and a great moment to ask. At this point, they already believe in the quality of your product and are more likely to leave a thoughtful review.

How to ask:
“Thanks again for your repeat order! Since you're clearly a fan of [Product Name], would you be up for sharing a quick testimonial about your experience so far? It would mean the world.”

3. When They Share on Social Media or Tag You

If a customer posts about your product on Instagram, Twitter, TikTok or elsewhere, that’s a golden opportunity. They’re already talking about you - ask if you can quote them or invite them to record a short testimonial.

How to ask:
“Loved your post about [Product Name] - thank you! Would you be open to turning that into a quick testimonial or letting us feature your kind words on our site?”

Use These Prompt Questions

Send these via email, or use them in a short form or interview-style video request. Encourage clients to pick the ones that resonate most, or freestyle their own.

Testimonial Prompt Questions:

• What was your biggest challenge before using our product, or service?

• How was that challenge affecting your time, money, emotions, or lifestyle?

• What made you decide to choose our product, or service?

• What was the experience like?

• What results have you achieved since purchasing our product,  or service?

• What changed for you personally or professionally (or both)?

• Why would you recommend us?

For deeper case study-style content, you can also ask:

• How much was your challenge costing you before purchasing our product, or service? (in time or money)

• What’s your return on investment? (feel free to estimate or share percentages)

• Anything you’d say to someone on the fence about working with us?

How to Record a Great Video Testimonial

A casual 2–3 minute phone video is perfect - it doesn't need to be polished. But if your client wants guidance, share these simple filming tips:

• Film in natural light (facing a window works well)

• Hold the phone steady or use a tripod

• Film in landscape (sideways)

• Look into the lens, breath, relax and and speak slowly and clearly

• Keep it conversational and authentic

Pro Tips:

1, Feel free to use these suggestions to create your own Testimonial Guide. Host it as a page on your website, or create a PDF that you can send as a short guide.

2, Offer to interview them on a quick Zoom, Google Meet or Teams video call using the prompts above and record the session. Often these can make the best testimonials as they’re a more natural conversation and remove any ‘on camera’ nervousness.

Where to Share Testimonials Outside Your Website

Your website isn’t the only place where testimonials can build trust. In fact, sharing them where your ideal prospects already spend time online is one of the fastest ways to boost your credibility and reach.

Here are a few key platforms to consider:

• Google Reviews – Great for local businesses and boosting search visibility

• Facebook – Ideal for community-driven brands and social engagement

• Trustpilot – A go-to for online shopping and e-commerce trust

• LinkedIn – Perfect for B2B businesses, coaches, and consultants

Pro Tip: Start with One Channel

To build momentum, pick one main platform where your ideal customers are active, and focus your energy there.

By concentrating your efforts, you’ll create a strong body of reviews and star ratings in one place - which carries more weight than scattered feedback across multiple channels. Once you’ve built traction, you can expand to others.

Not sure where to start? Ask yourself: Where are my best leads already hanging out online? Start there.

How to Collect & Manage Testimonials Automatically

Most businesses don’t have a process to collect testimonials, or feedback. This means it’s relatively easy to stand out and take an advantage over your competitors. 

Make testimonial gathering part of an automated process (not a one-off task that gets forgotten), automate it wherever you can, Samai can help you do this with our built-in Review Management features making this effortless (see below).

Final Takeaway

If you want more people to trust your business, work with you, and refer others - testimonials are essential.

Even just a handful of genuine stories can transform the credibility of your site and improve your conversion rates.

Start by asking a few happy customers today. You’ll be amazed at the response.

How Samai Helps

Collecting, managing, and showcasing testimonials doesn’t have to be a manual chore. Samai makes it simple… and automatic!

• Automate requests - trigger testimonial requests after form submissions, purchases, or project completions

• Integrate reviews - sync Google Reviews, or upload manually

• Built-in Review Management system - so everything’s in one place

• Showcase them beautifully - across homepages, landing pages, sales funnels, and more Add testimonials anywhere - no coding required

• Use text, image, or video formats - right inside your website builder

With Samai, trust-building becomes part of your everyday system - helping you convert more visitors into happy customers with ease.

At Samai, we don’t just give you the software tools - we also help you decide on your strategy and help you implement it so you get results.

Want help doing this for your business?

Book a discovery call or try our free Sales & Marketing assessment to find what you should focus on first.