Customer testimonials and positive online reviews utilise the best marketing tool available to you, happy customers! Testimonials are a key ingredient in proving to potential customers that your goods and services are worth paying for, especially when they can see it from someone raving about their great experience.

Testimonials come in many different forms such as short-form written testimonials, online reviews, case studies, video testimonials and more.

They play a crucial role in your marketing as essentially, these online reviews and testimonials stand to simply amplify your customer’s positive word of mouth. Here is everything you need to know about using online reviews and testimonials to help achieve your marketing goals.

Why you should prioritise getting testimonials and positive online reviews

88% of consumers trust online reviews as much as personal recommendations. (Wyzowl)

72% of consumers say positive reviews and testimonials make them trust a business more. (BigCommerce)

Customers who interact with a review are 52% more likely to convert. (BigCommerce)

Nuff said really.

How you can use testimonials to achieve your marketing goals

Testimonials can be used in so many ways across online and print mediums. Here are some key examples and different types:


  • Website: You can add written testimonials anywhere on your website that you see fit, some examples include:
    • Create a customer showcase page that includes testimonials from each featured customer. Case studies from happy customers are also great to include on these pages.
    • Include written testimonials in the product description of a product on your online store.
    • On an information page where you describe particular services you offer, include a written or video testimonial from a client that has used these services.
    • Add your best testimonials from either your largest clients or your most well-known clients to your ‘About’ page. Take a look at the Dragonfly Marketing About Us page as an example.
  • Social media content e.g. graphically design the testimonial into a tile to post on your social accounts
  • Get customers to leave you a rating and review on your Facebook page
  • Get your customers to leave a review on your Google My Business page
  • Have a customer write a LinkedIn recommendation on your personal profile
  • There are also industry-specific websites such as TripAdvisor, Bean Hunter and MindBody that your customer can leave you a glowing review.


Include customer testimonials in:

  • Tenders, proposals and quotes
  • Brochures
  • Print advertisements
  • Product packaging
  • Business cards
  • Merchandise
  • Shopfront signage

Ways to get written testimonials

We recommend implementing both active and passive formats to receive customer testimonials and reviews. Below are six ways that you can easily gather customer testimonials in a non-intrusive way.

  1. Directly reach out and ask: Email or call those customers who you have a great relationship with and who you know will be an ambassador for your brand. If they would be up for it, see if they would be willing to provide a video testimonial!
  2. Provide a link within your emails: Add a call to action in your email signature or at the end of your e-newsletter for either Facebook or Google reviews.

Examples of call to actions in e-newsletters:


  1. Social media call out: Post a social media tile reminding past customer or clients that if they enjoyed their experience, to take 5 minutes writing you a review. Don’t forget to post the link of where they should leave the review to make it as easy as possible for them.

Examples of call to actions on social:

  1. Automated reminders: Set up an email automation that reminds customers to review the product or service once they have received it. This can be done in most email marketing software’s.

  1. Customer survey: If you are conducting a customer survey, simply add a question asking users if they are happy for any positive responses to be used as a testimonial or if they are happy for you to contact them for a testimonial. Also add where the testimonials will likely be used.
  2. Incentivise reviews: People often forget or don’t think to provide a review about a business they have had a positive experience with, however if you incentivise this process (with a value add such as free postage on their next purchase), they will be far more likely to provide the favour.

What the testimonial will need to include

A testimonial needs to be more than a compliment or thank you email. A well-written testimonial provides context and a storyline as to what your customer’s previous problem was and how you solved it in an exceptional way. If you are actively asking for testimonials, you can choose to ask your customers a couple of these suggested questions to help shape their testimony.

  • What is your name and where do you work? Tell us a bit about yourself.
  • What problem/issue were you experiencing before you sought help from [business]?
  • How did you find out about [business] and what did you think when you first found them?
  • What goods/services did you purchase from us? Tell us about your experience.
  • How long have you worked with or purchased from us [business] now?
  • What was your favourite aspect about working with us?
  • What was your favourite thing about the product you purchased from us?
  • How have we made your life easier or how do we make your life easier?
  • What would life be like if you didn’t have this service/product?
  • What was it like working with the team at [business]?
  • What makes us different to other businesses in this industry?
  • Would you recommend [business] to people in the future?

Other aspects to note:

  • Gain permission and ask your customer to send through their headshot, logo and link to their website to put with their testimonial.
  • Ask if your customer could also post their review on Facebook, Google My Business, LinkedIn Recommendations or another platform for maximum effect.
  • Could you offer to reciprocate the favour? LinkedIn recommendations can be left by anyone, including employees, suppliers, partnering organisations etc. Or, if you have been a customer of your customer, you could offer to review them in return.

So, now you know why testimonials and customer reviews are important. You know how to acquire customer reviews and where you can use them. So what are you waiting for? Let the world know how valuable your products and services are to customers by collecting and sharing your customers testimonials and online reviews.



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