How To Write an Effective Testimonial (Including Examples)

If you’re like most people, you do your research before making big purchases. You consider options, research alternatives, and look for customer reviews and testimonials. After all, you want to choose a product or service that’s effective and sure to solve problems like yours.

Learning how to write a testimonial is important for any business. Illustrating what your customers experience when using your product or service puts potential customers at ease. Here’s what you need to know about writing effective testimonials — plus examples of testimonials that make a difference.

What Is a Testimonial?

A testimonial is a personal recommendation of a company, product, or service by someone who’s experienced it. These endorsements are some of the oldest marketing campaign ideas. Testimonials evolved from simple word-of-mouth recommendations, and they’re just as effective today as they were hundreds of years ago.

Types of Testimonials

• Quote testimonials: Direct quotes from your customers offer social proof and demonstrate the quality of your work. 
• Claims testimonials: These show that you can back up your claims and establish your trustworthiness.
• Competency testimonials: Directly addressing your competence, these testimonials also showcase your authority and credibility. 
• Character testimonials: Good character testimonials make you appear more responsible. 
• Company testimonials: These types speak to your company’s reputation and that of your vendors. 
• Social media testimonials: These brief testimonials offer more visibility away from your website 
• Video testimonials: Videos are more engaging than text, and video testimonials can boost conversion rates. 
• Influencer testimonials: Influencers promoting your business help you build awareness with a larger network and build trust among the influencer’s followers.
• Interview testimonials: Longer in nature than a regular testimonial, an interview allows your customer to tell their story from their perspective. These testimonials highlight your business from the client’s point of view and let other potential customers know what to expect.
• In-depth case studies: Case studies are a great way to explain complex products and services by illustrating a real-life solution in detail.  

A single testimonial can cover multiple topics or just one. As long as it’s an honest recommendation for your brand, it’s a valuable piece of marketing material.

Benefits of Testimonials for Businesses

Testimonials do more than make you look good — they make you believable.

At their core, testimonials provide social proof, showing that real people have achieved results with your product or service. This type of peer validation is powerful because people are naturally skeptical of ads but tend to trust the experiences of other customers.

Well-crafted testimonials can:

• Build credibility and trust: When customers see others vouch for your business, it reinforces confidence in your claims.
• Enhance brand awareness: Every testimonial is a micro-story that introduces your business to new audiences while strengthening your reputation.
• Influence purchasing decisions: Prospective buyers use testimonials to reduce perceived risk and validate choices.
• Humanize your brand: Personal stories remind people that your brand serves real customers with real challenges.

Testimonials also serve as user-generated content, which helps keep your site fresh and signals credibility to search engines. Google’s E-E-A-T guidelines (Experience, Expertise, Authoritativeness, and Trustworthiness) value authentic voices, making testimonials a natural way to boost authority and visibility in search results.

8 Easy Steps To Write a Great Testimonial

With all the benefits of testimonials, it’s clear they’re essential for your business. But how do you write one that’s actually persuasive?

1. Start With the Customer’s Story and Context

Testimonials are more compelling when they tell a story. Use the Before–During–After framework:

• Before: What problem or goal did the customer have?
• During: How did your product or service provide the solution?
• After: What was the outcome or benefit?

Example:

“Before we worked with Compose.ly, our blog was inconsistent and barely ranking. Within three months, their writers helped us double our organic traffic.”

This storytelling approach creates a transformative narrative that readers can easily relate to.

2. Ask the Right Questions

These prompts help customers share the problem, solution, and results in their own words:

• What was your life or business like before discovering our brand?
• What problem did our brand help you solve?
• Why did you choose our brand in the first place?
• What was your experience like working with us?
• What measurable outcomes did you achieve after using our service?
• What would you tell other potential customers considering us?

Not every response will fit in one testimonial. Pick the most relevant soundbites for your message.

3. Explain the Problem That Was Solved

Start by describing the customer’s challenge in a relatable way. One or two sentences are enough.

Example:

“We struggled to manage multiple client projects efficiently and often missed deadlines.”

By outlining the problem, you connect with prospects facing the same situation.

4. Highlight the Solution and Measurable Results

Next, describe how your business solved the problem and quantify the results wherever possible.

Example:

“After implementing our new workflow through Compose.ly’s content strategy, we increased leads by 15% and cut production time by half.”

Specific numbers make testimonials more credible and persuasive. Avoid vague praise (“They were great to work with”) and focus on tangible impact.

5. Consider a Call to Action

If your client’s words naturally include a recommendation, keep it!

“I’d recommend Compose.ly to any marketing team that wants high-quality SEO content without the hassle.”

This type of organic endorsement subtly encourages new leads to take the next step.

6. Include Real Names and Roles (With Permission)

Real people make real impressions. Whenever possible, include your client’s full name, company, and title. Just remember to get their permission to share it first.

Example:

Lindsay Carter, Marketing Manager at GrowthPulse

Besides complying with GDPR and privacy standards, transparency strengthens trust.

7. Add Visuals or Proof To Strengthen Credibility

Visual testimonials stand out. Whether it’s a headshot, product photo, or short video clip, visuals make testimonials more memorable and trustworthy.

You can also include screenshots of social media shout-outs, emails, or customer stories. Even a simple LinkedIn post praising your service can go a long way.

8. Keep It Short

Two or three paragraphs — or about 100 words — is ideal. A testimonial should deliver the essence of the customer’s experience, not read like a case study. Brevity keeps readers engaged and makes your testimonial easy to feature across platforms.

Where To Showcase Your Testimonials

Don’t just collect testimonials — strategically distribute them:

• Feature standout quotes on your homepage or landing pages.
• Include rotating testimonial banners in your email campaigns.
• Embed them in social posts or short digital marketing case studies.
• Highlight top reviews on platforms like LinkedIn, Google Reviews, and YouTube.

The goal isn’t to flood every channel but to place the right testimonial where your audience will see it during key decision-making moments.

Examples of Good Testimonials To Use

Need inspiration? Here are real-world examples and why they work.

Zendesk’s Video Testimonials and Case Studies

Zendesk classifies its testimonials by industry, topic, and region, making it easy for potential clients to find relatable stories. The blend of video and written case studies helps reinforce authenticity and industry authority.

Bizzabo’s Quote-Based Testimonials

Bizzabo highlights short quotes from clients, paired with measurable event success metrics. Each testimonial reads like a mini success story: fast, credible, and to the point.

Slack’s Customer Stories Page

Slack’s Customer Stories feature a searchable library of real use cases organized by industry and business size. This structure allows visitors to immediately find examples relevant to their own operations, boosting trust and relatability.

Short Testimonials vs. Case Studies: When To Use Each

Short testimonials are perfect for landing pages, social posts, and ads — anywhere you need quick, credible proof.

Case studies, on the other hand, dive deeper into the why and how behind a customer’s success story. They’re ideal for sales enablement, detailed customer story pages, and B2B lead nurturing.

Both have their place in a comprehensive content strategy. Use testimonials to build initial trust and case studies to close the deal.

Unlock the Power of Case Studies for Business Growth

Satisfied customers give you everything you need to craft powerful testimonials and influence your company’s brand story.

If you don’t have time to collect stories yourself, let our team help. Compose.ly offers professional case study writing services that turn client successes into compelling narratives that convert.

Request a sample today and see how we can help you grow.

‍