Let’s chat about one of the most underrated tools in your business toolbox: testimonials. You know, those glowing reviews from clients who’ve worked with you and can’t wait to sing your praises. If you’re not collecting, sharing, and leveraging testimonials, you’re leaving money—and connection—on the table.
As a service-based business owner, I’ve seen firsthand how powerful testimonials can be. They’re not just nice words—they’re social proof. They’re the receipts that show future clients you’re the real deal. People trust people, and when someone else is raving about the results you delivered, it’s like having a cheerleader in the room (but one you don’t have to pay).

Why You Need to Ask
Here’s the thing: most happy clients don’t automatically leave a review. They’re busy! But if you nudge them a little—ask for their feedback after wrapping up a project or at a high point in your working relationship—you’ll be surprised how willing they are to share.
And don’t overthink the ask. It can be as simple as:
“Hey, I loved working with you, and I’d really appreciate it if you’d share a few words about your experience! It helps me grow and connect with other clients who might need what I offer.”
Boom. Done.
How to Use Testimonials Strategically
Once you have those golden nuggets of praise, don’t just let them collect dust on a Google review page. Here’s how to leverage them:
- Website: Sprinkle testimonials on your homepage, services page, or even a dedicated “What Our Clients Say” section.
- Social Media: Post client love on your Instagram or Facebook with a thank-you shoutout. It’s authentic, and people love to see the results you’re creating.
- Proposals: Adding a couple of testimonials to proposals or pitches can seal the deal with potential clients.
- Email Marketing: Include testimonials in your email newsletters as little reminders of the magic you deliver.
Giving Testimonials is Just as Powerful
Here’s a twist: giving testimonials is just as valuable as receiving them. When you work with another woman-owned business, don’t just pay the invoice and move on—shout her out! Leave a review, tag her business in a post, or send her some kind words she can use. You’re helping build her credibility, and that generosity often circles right back to you.
Don’t Wait for Perfect
You don’t need client testimonials that sound like Shakespeare. Some of the best ones are short and sweet:
- “She made the process so easy, and the results were incredible!”
- “Working with her felt like having a partner who truly cared about my success.”
- “BRA is the best network out there!”
That’s all it takes to spark trust in a potential client.
At the end of the day, testimonials are about more than marketing. They’re about building relationships, showing gratitude, and celebrating the impact you’re having on other people’s lives. So, go ahead—ask, share, and spread the love. Your business (and your community) will be better for it.
Testimonials in Action
Go check out our Professional Directory of Women Entrepreneurs – it’s where women go to hire and get hired!
We designed the BRA Directory to provide a platform for women in business to promote themselves and that includes sharing client testimonials.
But sometimes I’ll click through the Directory and stumble upon something that I’m absolutely struck by — the lack of testimonials provided by some pretty stellar business owners. What the what??
We need to stop feeling so shy about asking for a testimonial. I mean, I barely check out of my Airbnb or exit my Uber before I am asked for my feedback and I don’t know these people at all.
Testimonials are an essential part of the sales process. Feedback and reflection are needed for growth, but also to make sure we are meeting the highest standards with our clients and customers, so that they will not only refer us, but want to work with us again and again.
If you’re already subscribed to the BRA Directory, edit your business profile to add or update your testimonials.
How to ASK for a testimonial:
- Make it easy. Create an exit survey. Use Tally or SurveyMonkey or even Google Forms and ask specific questions with clickable responses and leave only one section for a written response. (The best surveys should not take more than 3-5 minutes to complete.)
- Be authentic. It shouldn’t feel awkward. One of the easiest ways to approach getting new reviews or testimonials is to ask for a favor.
- Be timely and add a compliment. If someone is gushing about how happy they are with their photos or their new website, say something like, “You have been a dream client; it was a pleasure working with you. Would you feel comfortable writing me a quick testimonial?”
- Use what people are already saying. If someone gives you a shout out on social about your work, ask if you can use it for a testimonial. Then they don’t have to do ANYTHING.
Keep in mind that you should be prepared to hear the good AND bad. If you ask for the truth, make sure you can handle it first. It’s not always going to be easy to digest, but that’s how we grow and adapt. Constructive criticism is key to improving, so don’t take it personally.
How to GIVE a good testimonial:
As important as it is to ask for feedback and testimonials, it’s equally important to reciprocate! Support your fellow women entrepreneurs and other small business owners by sharing your two cents. Don’t wait to be asked!
Surprise that website designer, accountant, photographer, or caterer by going directly to their Facebook Business Page, Google Business Profile, or LinkedIn Profile and writing an honest review of your experience. Some tips:
- Use their name or business name in the testimonial. This makes it personal and humanizes the experience.
- Tag! Posting a reel on Instagram and you happen to be wearing that cute new pair of earrings? Tag the artist or jewelry designer!
- Shout it out when you find a great new resource or that new pair of flattering, yet oh-so-comfy leggings. Word of mouth is vital to many, many different types of small businesses.
Now go spread some love to your fellow business owners and keep the money flowing between us!