How to Collect Client Testimonials That Convert (Without Making It Weird)
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A while back, I got a compliment that totally caught me off guard.
Someone looked me dead in the eyes and said:
“You have calves I would die to have.”
Not “I love your websites.”
Not “You helped me get so much clarity.”
My calves.
Now, I do casually throw in calf raises when I’m standing around at events or waiting in line (don’t judge me 😂). But it was still a super random moment that stuck with me.
Here’s why:
➤ She noticed something specific that I wasn’t even trying to highlight.
➤ And it reminded me of something I am intentional about in my business…
Helping clients notice the transformation—and giving them language to talk about it is exactly why collecting strategic client testimonials is such a powerful move for any service-based business.
Why You Need Strategic Testimonials (Not Just Nice Ones)
You’ve probably received something like this before:
“She was great to work with!”
“Highly recommend!”
“10/10!”
And while that’s kind and affirming, those types of testimonials don’t help you convert future leads.
➤ They don’t explain the transformation.
➤ They don’t overcome objections.
➤ They don’t tell a potential client what’s really possible.
When you shift to a testimonial strategy built around your client’s journey, suddenly their feedback becomes marketing fuel you can reuse in:
Your website copy
Your sales calls
Your social media content
Your lead magnets or proposals
The best part? It’s their words—not yours. So it feels natural, relatable, and aligned with how your next client thinks.
What to Include in a Strategic Testimonial Form
Here’s the thing—you’re not just asking “How was your experience?” You’re guiding your client to reflect on what really happened.
Whether you're a leadership coach or service provider, use these client testimonial questions to uncover meaningful feedback:
What was your business like before we worked together?
What made you reach out now instead of waiting?
What surprised you about the process?
What changes or results have you seen since working together?
Would you recommend this to others—and if so, why?
Notice how each question speaks to either pain points, hesitations, or transformation? That’s the goal: to collect testimonials that convert—not just flatter.
Tailor Your Testimonial Form to Different Client Types
If you're a leadership coach, public speaker, or business consultant, you’re likely serving different audiences. That means your testimonial forms shouldn’t be one-size-fits-all.
Here’s how to break it down:
For corporate trainings:
Create one form for the person who hired you (HR director, manager, etc.)
Create a second form for employees or attendees who participated in the session
For 1-on-1 coaching clients:
Ask more personal reflection-style questions: mindset shifts, team wins, and clarity gained
When your testimonial form matches the client type, the responses feel more natural, specific, and persuasive.
You can easily manage this with a CRM system like HoneyBook (shoutout to automating your life), or you can use the DIY route I’m about to show you below 👇
How to Collect Testimonials Using Squarespace or Google Forms
Okay—let’s talk logistics. How do you actually collect testimonials in a way that’s organized, automated, and stress-free?
two of my go-to methods for setting up a client feedback form for your website:
Option 1: Squarespace Testimonial Form
If your website is built on Squarespace, you can create a form right on your site that links to a Google Sheet.
Why this works:
Keeps everything in one place
Feels seamless for your client
Professional + on-brand
In my step-by-step tutorial video below, I’ll show you:
How to create a form block
How to connect it to Google Sheets for easy tracking
Option 2: Google Form for Client Feedback
Prefer something quick and clean? Google Forms is your best friend.
It’s free, easy to set up, and perfect if you’re just starting out or want something super simple.
In the tutorial, I’ll also show:
How to customize your form to match your branding
What settings to adjust (like collecting emails)
How to link it to a spreadsheet so nothing gets lost
🎥 Watch the full tutorial at the bottom of this post.
Real Talk: These Testimonials Will Work Hard for You
You don’t need a hundred testimonials—you need a few really good ones.
The kind that say:
“I was overwhelmed before this, and now I feel confident sharing my services.”
“Our team was stuck in conflict, and now we’re collaborating with ease.”
“This website finally reflects who I am as a leader.”
Even better? You can often pull five different takeaways from one great testimonial.
Use one snippet on your sales page.
Another in your service description.
Drop one into your lead magnet or pitch deck.
Boom—client words doing the heavy lifting.
Final Tips to Make It Easy
Here’s what I always tell my clients:
Keep your form short (5–7 questions is the sweet spot)
Follow up—most of my testimonials come after the second email
Offer a little incentive if needed (a small thank-you gift, free resource, or future discount)
Ready to Set It Up?
🎉 I’ve made it super easy for you—no tech headaches here.
👇 Watch the tutorial below to see how to:
Create a testimonial form on Squarespace
Build a Google Form for collecting feedback
Connect each one to Google Sheets for easy tracking
Once it’s live, start sending it out after project wrap-ups, coaching sessions, or trainings—and let your clients help you tell the story of what you really do!
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