Trust is the foundation of every successful business, and when you're new, trust is the hardest thing to earn. You can talk about your skills, your offer, and your brand values all day, but your potential customers are thinking, "Can you really deliver?"
That's where social proof comes in.
Testimonials, reviews, and customer feedback are some of the most effective tools a founder can use to build trust, especially in the early stages. People believe people. In a world of noise and hype, a genuine endorsement from someone you've helped speaks louder than any sales pitch.
In this guide, you will learn how to use testimonials to establish credibility, build trust, and attract more customers.
1. Why Testimonials Matter
People don't just buy products. They buy confidence. Testimonials offer that confidence in a human voice. They say, "This worked for me, it can work for you too."
Studies show that:
In the early stages of your business, when your audience doesn't yet know you, social proof becomes your digital word-of-mouth. It reduces fear and builds familiarity.
2. What Makes a Good Testimonial
Not all praise is helpful. While “Great service!” is kind, it’s not persuasive. A good testimonial highlights:
- The problem the customer had
- How your product or service helped
- What changed afterward
The best ones are short, specific, and real.
For example:
"Before working with you, I struggled to get any traffic to my landing page. In two weeks, I went from zero to 200+ email subscribers, and I finally feel confident about launching."
-Ahmad, Coach
Bonus credibility comes from:
- Real names and titles
- Profile pictures (with permission)
- Business or context ("founder of X")
If your testimonial reads like a real conversation, it builds real trust.
3. Where to Collect Testimonials
3. Where to Collect Testimonials
You don't need hundreds of customers to get great testimonials. Start with the people you've already helped, whether they paid you or not.
Good sources include:
- Beta testers you gave free access to
- Clients from pilot programs or freelance work
- Consultation calls, even free ones
- Past customers from related work
After delivering value, don't hesitate to ask, "Would you be open to sharing a few words about your experience?"
You've already earned it, now make the most of it.
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4. How to Ask Without Sounding Awkward
4. How to Ask Without Sounding Awkward
Many founders hesitate to ask for testimonials because they feel it is self-promotional. However, if you have genuinely helped someone, it is not awkward, it is aligned.
Here's how to keep it simple:
- "I'm glad this helped. Would you mind sharing a short testimonial I can use on my site?"
- "Would love to hear what part of this experience was most useful for you."
Give them prompts to make it easier:
- What problem did you have before?
- What result did you get after?
- What would you tell someone considering working with me?
You will often find that people are happy to help, you just need to ask with confidence and clarity.
Testimonials don’t all have to be long paragraphs. The key is to choose formats that feel authentic and suit your platform.
Here are some effective options:
- Short written quotes with a name and role
- Video clips (30–60 seconds) shot casually but clearly
- Screenshots of DMs or emails (ask permission)
- Public social media comments or posts
You can even format a longer review into a 3-part mini-story:
- The problem
- The experience
- The result
This structure makes testimonials easier to read and more impactful.
6. Where to Use Testimonials
Social proof belongs wherever someone might hesitate or need reassurance. That includes:
- Sales pages, especially near pricing
- Landing pages for services or products
- Email sequences, for example, after sharing your offer
- Homepages to build early credibility
- Instagram highlights or pinned posts
- Checkout pages to reduce friction
Spread them out where trust matters most, not buried at the bottom of your site.
7. Keep Them Honest and Halal
Real social proof builds long-term trust. Fake praise can damage your reputation quickly, and it is also haram because it is a form of lying.
Always:
- Ask for permission before using names, photos, or screenshots.
- Quote people accurately.
- Let people review what you share, if needed.
Barakah in business comes from honesty. Stick to what's true, and powerful results will speak for themselves.
8. Make It a Habit
8. Make It a Habit
Collecting testimonials shouldn't be a one-time task. It should become a natural part of your workflow.
You can build it into your process like this:
- Add a feedback form to your client offboarding.
- Send a quick message a week after delivery.
- Follow up after a major success or milestone.
- Include a simple "Share your experience" link in your emails.
When asking for testimonials becomes routine, you'll never run out of social proof, and you'll keep learning how to serve your audience better.
Social proof is one of the most powerful marketing tools a new founder can use, and it is also one of the most affordable. It requires no ads, no big tech, and no tricks. Just real people sharing real stories.
So, don't wait for credibility to come to you. Start asking for it. Start using it. And start building trust, one story at a time.
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