Why Most Agencies Fail at Collecting Testimonials
Ask any agency owner if they have enough testimonials and they'll almost always say no. Ask why and you'll hear the same reasons: “I keep meaning to ask,” “I didn't want to seem like I was fishing for praise,” or “I asked once and they never got back to me.”
The real issue is that testimonial collection has never been made into a system. It's treated as a spontaneous, awkward conversation that happens (or more often doesn't happen) at the end of a project. The result: agencies with years of excellent client work and almost no documented social proof.
Why Testimonials Are Non-Negotiable
The good news: most happy clients are willing to give a testimonial — they just need to be asked clearly and at the right moment. The barrier isn't the client; it's the agency's lack of process and confidence in asking.
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When to Ask (Timing Is Everything)
Asking at the wrong moment is the fastest way to get a lukewarm response or no response at all. Testimonials are easiest to collect when emotion is high — when a client is excited, relieved, or proud of what you've achieved together.
The 4 Best Moments to Ask
Immediately after a win or positive milestone
Example trigger: Rankings jump. Campaign exceeds targets. Website launches to positive feedback. Revenue attributed to your work shows up in their reporting.
Why it works: Emotion is at peak. The client is in a gratitude window. Ask in the same message or call where you share the good news.
Project completion
Example trigger: Final deliverables handed over. Website goes live. Campaign concludes.
Why it works: The natural ending of a chapter. It feels right to close the loop. The client has the full picture of what you delivered.
60–90 days post-project
Example trigger: A check-in email to see how the work is performing.
Why it works: Results have had time to materialise. The client can speak to actual outcomes, not just process. Often the strongest testimonials.
After a client compliment (any channel)
Example trigger: They send a "thank you" Slack message. They reply to a report with "great work." They mention you positively in a call.
Why it works: They've already expressed satisfaction. Ask immediately: "I'm so glad — would you be willing to put something like that in writing for us?"
When NOT to Ask
- ✗ During an active dispute or complaint
- ✗ While an invoice is overdue
- ✗ In the first week of a new engagement
- ✗ During a difficult patch or period of uncertainty
- ✗ In a group email or bulk request (impersonal, low response rate)
How to Ask via Email (With Scripts)
Email remains the highest-converting channel for testimonial requests — it's direct, professional, and easy for the client to act on in their own time. Here are three proven templates for different scenarios.
Script 1: Post-Project (Standard Ask)
Subject: A quick favour — and a thank you
Hi [Name],
Working with you on [project] has been genuinely one of the highlights of our quarter — [one specific thing you appreciated about working with them: their clarity, their trust, their collaboration].
We're building out our client testimonials and I'd love to include your perspective if you're open to it. If you have 5 minutes, a few sentences covering:
• What you were looking to achieve when we started working together
• What the experience of working with us was like
• Any results or outcomes you've seen since
...would mean a lot. No pressure if timing isn't right — but if it is, I'd be genuinely grateful.
[Your name]
Script 2: After a Win or Milestone
Subject: [Result] — and a quick ask
Hi [Name],
Really glad to see [specific result: the Q3 numbers / the launch going live / the organic traffic report] — [one sentence reacting genuinely to the result].
While the momentum is here: would you be willing to share a few words about our work together? Even 2–3 sentences that capture what this has meant for [their business] would be hugely valuable to us when talking to future clients.
You can reply here, or if you'd prefer I draft something for you to review and edit, just say the word and I'll send you something in the next day or two.
Thanks,
[Your name]
Script 3: Long-Term Client (Retainer or Ongoing)
Subject: A small favour from a long-term partner
Hi [Name],
We're coming up on [X months / a year] of working together — which doesn't feel possible, but here we are.
I'd love to feature [Company] as a success story on our website and in our proposals. We work with a lot of clients in [their space], and a few words from you about what this partnership has meant would carry real weight with them.
I can draft something for you based on what we've achieved together — you just review and approve. Or if you'd rather write your own, here are 3 questions that would guide you:
1. What was the situation when we first started working together?
2. What has the experience of working with our team been like?
3. What's changed or improved in [specific area] since we started?
Either way — no rush, and genuinely no obligation. Just wanted to ask.
[Your name]
📧 Email Testimonial Request Best Practices
- → Send from your personal email, not a CRM or marketing tool — it feels warmer
- → Keep it short — under 150 words. Long emails get saved for later (and later never comes)
- → Offer to draft it for them — dramatically increases response rate
- → Provide 3 guiding questions — reduces the effort required to respond
- → Send at the start of the week (Mon–Wed) — higher response rates than Thursday/Friday
Video Testimonial Requests
Video testimonials are the most persuasive form of social proof available to agencies. A 60-second clip of a real client speaking genuinely about their experience outperforms any written quote — in proposals, on landing pages, and in sales conversations. The challenge is that most clients find the idea intimidating.
The secret to getting video testimonials: make it as low-effort and low-pressure as possible.
Video Request Script
Subject: Would you be open to a 60-second video?
Hi [Name],
We're building out a short video testimonial section on our website and I thought of you immediately.
No production required — just 60 seconds on your phone or laptop camera, natural and unscripted. To make it easy, here are the only three questions to cover:
1. Who are you and what does [Company] do?
2. What were you struggling with before we worked together?
3. What's changed since, and would you recommend us?
You can record it with Loom (free, one click at loom.com) or just on your phone. Doesn't need to be more than a minute.
If you'd rather do written, that's completely fine too — just flagging the option in case a video feels easier!
[Your name]
Tools for Video Testimonials
Pro tip: record a quick demo video yourself showing how easy it is — 30 seconds of you answering the three questions on your laptop. Send it as an example in your request. Seeing how informal it can be removes almost all resistance.
LinkedIn Testimonial Strategy
LinkedIn recommendations are underused by most agencies. They're publicly visible, permanently attached to your profile, and carry strong social proof in a B2B context. They're also easy for clients to provide — LinkedIn makes the recommendation process simple and the end result looks professional without any formatting effort on anyone's part.
LinkedIn DM Script
[Message on LinkedIn after a win or project completion]
Hi [Name] — great seeing the [project/campaign/site] performing so well.
I know this is a bit of an ask, but if you ever had 2 minutes to leave a LinkedIn recommendation for [your name or agency name], it would genuinely mean a lot. LinkedIn recommendations carry a lot of weight when we're in conversations with new clients.
No pressure at all — but wanted to ask while the collaboration was fresh!
LinkedIn Strategy Tips
- → Give first — write a genuine recommendation for your client before asking for one. Most people reciprocate.
- → Use LinkedIn's native recommendation feature, not just a message. Recommendations show on both parties' profiles.
- → Engage with your client's LinkedIn content regularly before asking — warm relationships convert better.
- → For agency founders and new business leads: your personal LinkedIn recommendations are often more visible than your agency's page.
The “Write It for Them” Method
This is the single most effective technique for getting testimonials from busy clients. Instead of asking them to write something from scratch, you write a draft testimonial based on:
- • Things they've said to you in emails, Slack, or calls
- • The specific results you achieved together
- • What you know they value most about working with your agency
Then you send it to them and ask for approval with permission to edit. Most clients approve with minor tweaks or none at all — because you've captured something true in their voice, they just didn't have time to write it themselves.
Draft Testimonial Template
Email subject: Draft testimonial for your review
Hi [Name],
Rather than ask you to start from scratch, I drafted something based on our work together. Please edit anything that doesn't sound like you, add to it, or scrap the whole thing if it doesn't feel right — genuinely no pressure:
--- DRAFT ---
“Before working with [Agency], we were [problem/situation in their words]. What stood out was [specific quality: their ability to move fast / the strategic clarity they brought / how transparent they were about what was working]. In [timeframe], we saw [specific result]. [Agency] felt less like a vendor and more like an extension of our team.”
— [Their Name], [Title], [Company]
--- END DRAFT ---
If that feels accurate (even with edits), just reply and I'll use it. If you'd prefer to write your own, that's great too — here's the link to [platform if applicable].
Thank you so much,
[Your name]
Why this works: You're not putting words in their mouth — you're capturing what you've heard them say and documenting it in a form they can endorse. The barrier shifts from “write something from scratch” (high effort) to “review and approve or edit a draft” (minimal effort). Response rates typically double compared to an open-ended request.
Where to Use Testimonials in Your Sales Process
Once you have testimonials, the work isn't done — the mistake most agencies make is burying them on a “Testimonials” page nobody visits. Here's where testimonials have the most impact:
Agency proposals
Include 1–2 testimonials from clients in the same industry or with the same challenge as your prospect. Position them immediately after your case study or approach sections. Quote cards with client photo, name, and title work best.
Sales deck / credentials
One slide dedicated to a single, powerful quote — not a grid of text. Choose the testimonial that speaks most directly to the value you deliver, not just the nicest thing a client has ever said.
Website homepage
Above the fold or immediately following the hero. Video testimonials perform exceptionally well here. Short quote cards with logos reinforce credibility for first-time visitors.
Pricing or contact page
Reduce doubt at the exact moment of decision. A well-chosen testimonial on a pricing page addresses common objections before they're raised.
Cold outreach emails
Reference a relevant testimonial or result in your first line: "We recently helped a [similar company] achieve [result] — here's what their [role] had to say: [quote]."
Case study pages
Include the client quote directly within the case study narrative. It adds authenticity to the results and gives the story a human voice.
Social media (LinkedIn, Instagram)
Share testimonials as native posts with context about the work. Pair with the result: "Here's what [Client] said after we grew their pipeline by 40%." Ask clients to comment or share for amplified reach.
The most powerful place to use testimonials is in your agency proposals. When a testimonial from a client in the same industry as your prospect sits next to your recommended approach and pricing, it collapses the trust gap. And if you're including case studies alongside, read our guide on writing agency case studies that win proposals.
Following Up Without Being Annoying
You'll ask for testimonials and some clients won't respond. This is normal and not a reflection of their satisfaction — it's just that they're busy. Here's how to follow up effectively:
Follow-Up Script (5–7 Days After First Request)
Hi [Name],
Just circling back on my message from [day]. No rush at all — and if you'd prefer I write a draft for you to review rather than starting from scratch, I'm happy to do that.
Either way — hope [project/campaign/site] is continuing to perform well!
[Your name]
Follow-Up Rules
- 1. Follow up once, 5–7 days after the first ask. No more than twice total.
- 2. Lower the barrier in the follow-up: offer to draft it for them.
- 3. Never guilt or pressure. Maintain the relationship above all else.
- 4. If they haven't responded after two asks, leave it. Revisit 3–6 months later if there's a natural reason to reconnect.
Build a Testimonial Collection System
The goal is to make testimonial collection automatic — not a one-off awkward ask. Here's a simple system:
Free Tool: Website Audit
Audit any prospect's website and use the results as a cold outreach opener. Takes 30 seconds, no signup needed.
Frequently Asked Questions
When is the best time to ask a client for a testimonial?
The best times are: within 24–48 hours of a major win or positive milestone, at project completion, 60–90 days post-project when results have materialised, and immediately after a client pays you a compliment in any channel. Avoid asking during disputes, when invoices are overdue, or in the first week of a new engagement.
What should a good client testimonial include?
The most effective testimonials include three elements: the specific problem or situation before working with you, the experience of working with you (responsive, strategic, trustworthy), and a specific result or outcome. Specific beats generic every time. “They grew our organic traffic 3× in 6 months and were the most communicative agency we've worked with” beats “Great agency, highly recommend.”
Is it okay to write a testimonial on behalf of your client?
Yes — and it's actually best practice. Draft a testimonial based on what the client has said in emails, calls, or Slack, then send it for their approval. You're lowering the barrier for a busy client who genuinely wants to support you. Always make it clear it's a draft for their review. Most clients approve with minor edits or none.
How do I ask for a video testimonial without it feeling awkward?
Frame it as informal and low-effort. “Just 60 seconds on your phone camera, no production needed” removes the pressure. Give them three specific questions to answer. Tools like Loom allow one-click recording with no account required. Offer to record a quick demo yourself as an example of how simple it can be.
What if a client agrees but never actually sends the testimonial?
Follow up once, 5–7 days after the initial agreement, and offer to draft something for them. If you send the draft directly — “here's something based on what we've achieved together, please change anything or approve as is” — this converts far better than a passive reminder. If they still don't respond, leave it and come back in 3–6 months.
Where should I display testimonials on my agency website?
The highest-impact placements: homepage (above the fold or after the hero), services pages (matched to the relevant service), pricing or contact page (reduce doubt at the point of decision), and case study pages (client quote within the case study). Video testimonials perform best on the homepage. Short quote cards work well on service and pricing pages.