How to Get Testimonials That Build Credibility and Earn Trust
This is a 4-minute article about coaching website testimonials.
If I could ONLY POST ONE TYPE OF CONTENT on a coach’s website, it would be testimonials — or success stories. They “kick the llamma’s ass” (remember WinAmp? I digress) when it comes to building your image as a talented coach.
In this article, I’ll convince you to take them seriously and make a big effort to craft good ones. Here’s what we’ll get into …
- Five reasons I bet you didn’t know
- How to actually get testimonials done
- The Before-During-After Story Framework
- Great questions to ask
- Two real, live examples
Interestingly, there are two additional benefits of third-person references that are magical when it comes to convincing people to hire you.
Let’s read …
Five Reasons To Put Some Effort Into These Testimonials THAT You Probably Didn’t Know
Yes, your client stories are fabulous for your website, especially when folks are checking you out. But these golden nuggets do more …
- They can be used in your free session or intro call to help you sell
- When you reconnect with past clients, they might sign up with you again
- You may get referrals, too
- You can read them to energize your day, and slay imposter syndrome
- You can put them on your LinkedIn profile (or other platforms) too
Your stories are your marketing, and there are so many ways you could leverage them.
Gonna make a big effort on them?
If so, don’t do it by email …
Don’t send email requests unless …
I don’t like sending emails out to people for testimonials because:
- It’s a low priority for them, and doesn’t get done
- If they do reply, the writing won’t be that great
Sure, one in 20 coaches has great clients who know how to write, have a marketing eye, and will get it done fast. If that’s you, great. But for most, you’re best off making the call.
A live chat allows you to dig deep. To get juicy details. To highlight the truly impactful work you’ve done with them.
KENN NOTE!!! The conversation might even lead to re-signing up with you as a client or a possible referral.
A Simple Framework for an Easy, Exciting Testimonial “Story”
This three-part framework makes the interview easy, so you can get a good story.
Ask BEFORE questions:
- What challenges were they facing before coaching?
- What were their biggest worries, pains, and struggles?
- Why did they seek help? Why you?
- What were they afraid of for their future if they didn’t get help?
(This last one is a doozy!)
Ask DURING questions:
- What was their experience like during the coaching process?
- Any special exercises, questions, or techniques they found amazing?
- Why was it amazing?
- What was the best part of working with me as your coach?
- What about you and your way of talking to them was powerful?
Ask AFTER questions:
- How is their life, work, career, relationship, health (or situation) different, better, or improved?
- How do they think or feel differently now?
- What are specific things they can pinpoint that are better now?
- What are they excited about for their future now that things are better?
(Again, this is a goodie to ask!)
Yep, we love a good story of trial and triumph 😉
A Key Website Insight About Coaching Testimonials — Selling The Invisible
It’s worth remembering that coaching isn’t easy for clients to understand.
You’re not selling a product they can touch or try. Instead, you’re selling transformation, clarity, momentum, a dream, and pain-riddance. This is intangible stuff.
You’re selling the invisible — and you need to help them FEEL the value. Testimonial stories work well when they are detailed and full of emotion.
If you’re working on your site and want more of these kinds of insights, join me by email for Website Insights to Attract Clients Online.
Two Live Coaching Website Testimonial Examples
Here’s one from Arvind Mungur’s testimonials page on his website. I’ve put the actual text below because it’s hard to read in an image.
Here’s the text in the image …
I first worked with Arvind during the COVID pandemic on the UK’s vaccine delivery response, and he has remained a trusted source of support in my career ever since.
When I was at a crossroads deciding on my next steps within FCDO while also exploring side projects in community building and wellbeing, I turned to Arvind for coaching. I felt uncertain about how to balance these different ambitions.
Through his thoughtful guidance and ability to ask the right questions, I gained clarity on what mattered most and the confidence to take action. He helped me break down big decisions into manageable steps, ensuring I left each session with a clear plan.
As a result, I was able to move forward with confidence, make informed career choices, and take meaningful steps toward my personal projects. Arvind creates a supportive and structured space, balancing encouragement with accountability.
If you’re looking for a coach to help you gain clarity, stay focused, and take action toward your goals, I highly recommend working with Arvind.”
Can you see the Before-During-After model at work? Can you see how specific details make it interesting?
Example 2. Daniel at Front Row Perspectives (Success Story)
This example is from Daniel’s website. We called his page success stories. I put the text below the image for easy reading.
Here’s the text in the image …
Before working with Daniel, I felt stuck and uncertain about my future. After seven years in the same job, I had followed a path that wasn’t truly my own, unsure of what would make me fulfilled or where I was headed. Fear kept me from facing the truth about what I really wanted, and I felt overwhelmed by a lack of direction.
Daniel helped me step back and look at the bigger picture, guiding me to explore freely without judgment. Through Daniel’s coaching, I gained a powerful sense of clarity. Tools like the “Career Dashboard” and the “Strength Assessment” allowed me to dive deep into my strengths, values, and goals.
I learned to embrace my natural talents and leverage them in new ways, which are opening exciting opportunities. I started approaching my career with confidence, knowing that my decisions were aligned with my true values and aspirations.
Can you see the story format? Nice, huh?
Good Testimonial Stories Do The Heavy “Sales” Lifting
To sum it up … go make the call and dig into their stories. Enjoy hearing how your clients have been helped by you, and remember to get their before, during, and after details.
For more tips to make your website a credible, professional “sales tool,” so to speak, check out my PDF book, The Coaching Website Guide.