Few things build trust in a business like a powerful testimonial. When someone’s deciding whether to work with you, seeing proof of great results can be the reassurance they need to take the next step.

How you collect them and how you present them, makes all the difference between a nice quote and a conversion driver.

In this blog, we’ll first walk you through how to gather high-quality testimonials and then how to design a page that boosts engagement and sales.

Part one: Getting powerful testimonials

If you're wondering how to get client testimonials, it all begins with timing, simplicity, and a clear process that encourages clients to share honest, impactful feedback.

1. Ask at the right time
Timing is everything. Ask too early, and your client may not have seen results yet. Ask too late, and the moment’s passed.

The best times to request a testimonial are:

• After a successful project milestone
• When a client gives positive verbal or written feedback
• On project completion, when results are fresh in their minds

A clear client testimonial strategy ensures you’re collecting the right kind of feedback at the right time. For example, website designers might send a short follow-up a week after a website goes live, asking for feedback on the project outcome and experience.

We know this because we do it.

2. Make it easy for clients to respond
Many clients are happy to sing your praises, but they’re busy. Make giving feedback quick and straightforward.

Here are some prompt ideas:

• What challenges were you experiencing before we worked together?
• What made you choose us?
• Since working with us, what results have you seen?
• Would you recommend us to others? And why?

Offering these questions in a quick form, or even a short email, can help clients write something meaningful without the pressure of a blank page.

3. Get permission and stay compliant
Authenticity builds trust, but transparency keeps you compliant. According to the Advertising Standards Authority (ASA), testimonials must be genuine, verifiable and not misleading. You will need permission to publish names, job titles, photos and logos.

The following guidelines are crucial:

• Always get written consent before using a client’s words publicly
• Never alter testimonials to change their meaning
• Avoid using anonymous quotes

And remember, using fake or manipulated reviews can damage your credibility – and even lead to legal issues.

4. Use different formats for variety
Not all testimonials need to be blocks of text. In fact, mixing up the format can keep your page interesting and engaging.

Here are some formats to consider:

• Short written quotes will provide quick wins and visual balance
• Long-form testimonials that explore the full client journey will give superb insight into the quality of your goods or services – or both
• Video testimonials that showcase personality and emotion will appeal if you hone in on the human aspect
• Screenshots or embeds from platforms like Google Reviews, Facebook, or LinkedIn show legitimacy

Diverse formats help show a broader, more authentic picture of your work – and keep different types of visitors engaged.

Part two: Building a high-converting testimonials page

Now let’s talk about how to build a testimonials page that converts visitors into clients.

5. Design for clarity and trust
Testimonial page design shouldn’t get in the way of credibility. Your testimonials page should feel clean, easy to browse, and trustworthy.

Here are some testimonial page tips:

• Use white space to avoid crowding
• Ensure font sizes and colours are readable
• Include client names, company logos and photos (with permission)
• Use trust signals like star ratings, accreditations, or case study links

Your design should support your credibility, not distract from it. To optimise testimonials for trust, keep things simple, professional, and consistent with the rest of your brand, remembering to include real names, photos, and measurable outcomes wherever possible.

6. Add structure with categories or filters
Not every visitor wants to scroll endlessly to find something relevant. Make your testimonials easy to browse by grouping them.

Useful categories might include:

• Type of service, for example, website design, SEO or social media management
• Industry, such as finance, healthcare or retail
• Outcome, think lead generation, client satisfaction, time saved and so on

Filters or tabs can help visitors find a story that matches their own situation, which makes testimonials feel more relatable - and more persuasive.

7. Don’t bury your testimonials page
You’ve gone to all this effort, so make sure people actually see your testimonials.

Tips to increase visibility:

• Add your testimonials page to your main website navigation
• Link from case studies, service pages or pricing pages
• Include snippets or a rotating carousel on your Home page
• Use testimonials in email marketing and landing pages

Strategically placed testimonials can help drive conversions throughout your website – not just on one page.