How to write a testimonial (with examples and a template)
A testimonial is a customer's own statement about what it was like to use your product or service. The good ones are short, specific and believable. This guide shows what to include, gives you a fill-in-the-blank template, and walks through examples you can model — whether you're writing one for someone else or helping customers write theirs.
The short version
A good testimonial names a specific problem or result, sounds like a real person, is two or three sentences long, and comes with a name and role. “Great product, highly recommend!” is what to avoid.
What is a testimonial?
A testimonial is social proof that a business collects from a customer and shows on its own website or marketing. It differs from a review, which usually lives on a third-party platform where the business doesn't control the wording. Because you curate testimonials, you can choose the ones that speak most directly to what a new visitor is worried about.
What makes a good testimonial
- A specific result. “Saved me three hours a week” beats “really useful”.
- A before and after. Name the problem they had, then what changed.
- A real name and role. A first name, job title or company makes it credible. Add a photo if the customer is happy to share one.
- One idea, two or three sentences. Long stories get skimmed.
- Their own words. Lightly trim for length, but keep the voice. Get their approval on any edit.
A simple testimonial template
“Before I used [product or service], I [problem]. After [what they did], [specific result]. I'd recommend it to [who it's for].”
Fill it in with a real customer's details, then let them edit it until it sounds like them.
Testimonial examples
These examples are illustrative — written to show the structure, not quotes from real customers. Notice that each one names a concrete outcome and attributes it to a person.
SaaS product
“We used to spend Friday afternoons copying numbers between three tools. Now the report builds itself, and I get those hours back every week.”
Coach or consultant
“I came in unsure how to price my services. Three sessions later I had a clear offer and signed my first client at double my old rate.”
Agency or service
“They shipped the redesign two weeks early, and our sign-up rate went up the same month. Communication was clear the whole way through.”
Online store
“I was nervous about ordering custom sizes online. It fit perfectly the first time, and support answered my questions within an hour.”
How to write a testimonial for someone else
If you're the one giving the testimonial — for a colleague, a freelancer or a vendor — the same rules apply. Say what you hired or worked with them for, what changed because of it, and one specific detail only someone who really worked with them would know. For a LinkedIn recommendation, our free LinkedIn recommendation writer gives you a few versions to start from.
How to get testimonials from customers
- Ask right after a good moment — a result, a thank-you message or a renewal.
- Make it one click. A single link to a short form beats a long email thread.
- Give prompts. Two or three questions (“What problem were you trying to solve?”) help people who freeze at a blank box. Our free ask templates include ready-made wording.
- Look at what people already say. Customers often praise you publicly without being asked. The free Customer Voice scan looks for those public mentions so you can ask permission to feature them.
Common mistakes
- Vague praise with no result (“Amazing service!”).
- Long paragraphs nobody finishes.
- Anonymous quotes that read as invented.
- Making one up. A testimonial should come from a real customer, with their permission. Fake testimonials are misleading and can be illegal in many places.
Draft yours in 30 seconds
Type what happened, get three testimonial versions to choose from. Free, no signup.