You ask "How was your experience?" and get back "Great!" — useless for convincing anyone. Here are 15 questions that actually work.
The difference between a testimonial that converts and one that gets ignored comes down to what you ask. Generic questions get generic answers. Specific questions get stories that sell.
💡 Pro tip
Don't ask all 15 at once. Pick 3-4 that fit your situation. Or use our free AI generator to get custom questions for your specific service.
The Problem
"What challenge or problem were you trying to solve before working with us?"
Why it works: Sets up the before/after story arc
"What had you already tried that didn't work?"
Why it works: Shows you succeeded where others failed
"What was the cost of not solving this problem?"
Why it works: Creates urgency for future customers
The Decision
"What made you decide to work with us instead of alternatives?"
Why it works: Highlights your unique value
"What hesitations did you have before starting?"
Why it works: Addresses objections future clients have
The Results
"What specific results have you achieved?"
Why it works: Concrete outcomes are most persuasive
"How has this impacted your business/life?"
Why it works: Shows broader transformation
"What metrics improved after working together?"
Why it works: Numbers build credibility
"What surprised you most about the results?"
Why it works: Creates intrigue and exceeded expectations
The Experience
"What was your favorite part of working together?"
Why it works: Highlights your strengths
"How would you describe the experience to a friend?"
Why it works: Natural, conversational language
"What made this different from other similar experiences?"
Why it works: Differentiates you from competitors
The Recommendation
"Who would you recommend this to, and why?"
Why it works: Identifies your ideal customer
"What would you tell someone who's on the fence?"
Why it works: Directly addresses hesitation
"Is there anything else you'd like to add?"
Why it works: Often gets the most authentic responses
How to Use These Questions
1. Pick 3-4 questions max
More than 4 questions feels like homework. Aim for a 2-minute commitment.
2. Customize for your industry
Replace generic words with specifics. "Business" → "agency". "Results" → "revenue".
3. Always include a results question
Testimonials with specific outcomes convert 3x better than vague praise.
4. End with an open question
"Anything else?" often gets the most authentic, quotable responses.
Example: Putting It Together
For a web designer asking a client for a testimonial:
1. What was your website situation before we worked together?2. What specific results have you seen since the redesign? (traffic, conversions, etc.)3. What would you tell another business owner considering a website redesign?
Three questions. Two minutes. You'll get a testimonial that tells a story instead of "Great designer, would recommend!"
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