How to Get Better Testimonials and Case Studies from Your Clients

Why Testimonials and Case Studies Boost Sales

Testimonials and case studies leverage the psychological principle of social proof, where individuals look to others’ experiences to guide their own decisions.

According to Nielsen’s 2012 Global Trust in Advertising report, 92% of consumers worldwide trust recommendations from friends and family over all other forms of advertising.

So, you can shout your name from the rooftops, but it’s what your customers say that will win your next sale. The report also states that 70% of us trust online consumer reviews, highlighting the importance of gathering authentic customer feedback.

Case studies provide concrete evidence of a company’s ability to address specific challenges, making complex products or services more relatable – the client might buy a new website, but what they remember is that it delivered their best customer.

The Demand Gen Report’s 2020 Content Preferences Study reveals that 67% of B2B buyers rely more on content than they did the previous year to research and inform purchase decisions.

This highlights the need to create this content as part of an ongoing process. It’s important to tell the stories of the work you’re doing now, and the impact it’s having, to help win your next big client.

The Difference Between a Testimonial and a Case Study

Testimonials are typically brief statements or quotes directly from satisfied customers. They offer quick validation and emotional reassurance to potential buyers, often highlighting general satisfaction or positive feelings about a product or service.

They are effective for immediately building trust and credibility. In our web designs, we often use short zingers as part of a “Call to Action” (CTA) block.

In contrast, case studies offer a deeper, narrative-driven analysis of how a specific customer overcame a particular challenge or achieved success through a company’s product or service.

They are more story-based, and usually include detailed descriptions of the client’s initial problem, the solutions implemented, measurable outcomes, and key takeaways.

Case studies appeal particularly to buyers looking for detailed evidence of expertise and tangible results, basically, they are the art of showing, not telling.

Where can I use testimonial or case study content?

Testimonials and case studies are varied in length and highly versatile. Here are some key places where you might expect to see them:

• Website Homepages and Landing Pages: Showcase short testimonials to quickly build trust and reassure visitors.
• Product and Service Pages: Include relevant testimonials or snippets from case studies to reinforce your claims and illustrate value.
• Our Work Pages: Create a section on the website specifically for customer stories.
• Blogs and Articles: Reference case studies as authoritative examples within your content, providing deeper insight and increasing credibility.
• Social Media Posts: Share testimonials and excerpts from case studies as social proof to engage and persuade followers.
• Email Marketing: Integrate testimonials into email campaigns to increase conversions and reduce buyer hesitation.
• Sales Presentations: Embed compelling case studies or customer quotes into your pitches to back up your points with real-world results.
• Brochures and Leaflets: Supplement your sales content with powerful quotes or examples.
• Video Marketing: Turn written testimonials into video testimonials for powerful storytelling across platforms like YouTube, LinkedIn, or Instagram.

By strategically positioning testimonials and case studies throughout your marketing, you maximise their persuasive impact and help potential customers feel more confident in choosing your organisation.

How to ask for a client testimonial?

Before diving into specific questions, let’s consider the best way to gather high-quality testimonials in the first place.

The aim is to create a connection between a prospective customer and the success stories of your existing ones. People with similar needs are more likely to place their trust in you when they can see that you’ve helped others in their situation.

The most effective testimonials highlight the customer’s original pain point, your unique role in solving it, and include some measurable proof of impact.

While automated feedback surveys can be helpful, if you really want to tick all those boxes, you need to guide the conversation yourself. That means getting on a call, creating a relaxed dialogue, and recording the conversation.

As a process, I suggest you get in touch with your customers and ask for a quick call (about 15 minutes) to answer three simple questions. This could be via phone or video call (Zoom/Teams/Meet, etc).

Make sure they are comfortable with the call being recorded, and consider creating a testimonial video if they are.

Be clear about how the content might be used. If you’re planning to publish the testimonial, it’s good practice to follow up with a short permissions email to confirm their approval of any quotes, images, or video clips.

If a client is hesitant to go public, offer to anonymise the testimonial or use it privately—for example, within sales proposals or internal training decks. This still allows you to capture and share the value of the work, even if the story can’t be shared widely.

On the day, get your recording set up and transcriptions enabled, then hit record and run through the following:

The three questions to ask clients to get a good testimonial

Intro:

• Thank you for this
• Can you confirm your happy for me to record the session *hit record*
• I just have three questions about what it was like working with us…

1.What did you originally come to us for?

This helps bring the client back to the issues they were facing at the time. These shared pain points will resonate with future customers who are in a similar situation.

It also gives you insight to review and refine your value proposition.

Additional prompts:

• What was life like before you came to us?
• What problems were you facing?

2.Why did you choose us?

This gets the client to reflect on their decision-making process. It can clarify and strengthen your existing USP’s and sometimes uncover ones you weren’t aware of.

Additional prompts:

• How did you find us?
• What made our product/service stand out?
• Did anything almost stop you contacting us?
• What was the deal clincher?

3. Why do you continue to use us?

This may seem a strange question, but this leads into the results the customer has had. Encourage them to share specific stats or outcomes—these form strong social proof for others.

Alternative or follow-up prompts:

• What’s the best part about working with/buying from us?
• What has our product/service enabled you to do?
• What’s surprised you the most?
• What would you tell someone considering working with us?

Getting answers to these three questions not only helps you with your marketing, it also boosts customer retention.

The questions serve as a reminder for the client of where they were before they found you, and reinforce your value to them now.

Customers also enjoy being part of a brand’s journey. Making them feel involved and appreciated goes a long way, so always thank them sincerely for their time.

After the customer testimonial interview

Find the zinger!

Review your transcription and pull out standout lines, those moments where the client clearly expresses satisfaction, results, or praise. You’ll likely have spotted a few live, but the transcript can help you catch hidden gems.

You can also use an AI tool to scan for impactful quotes—just be sure to remove personal data before uploading and double-check that it doesn’t paraphrase or distort the client’s original wording.

Use a 3rd party review tool to keep them

If you’ve gathered a few strong quotes, consider stitching them together into a coherent paragraph. Then, send it back to the client, asking:

“Does this feel like a fair reflection of what you shared?”

If they’re happy with it, offer them a direct link to your Google Business profile—or another platform—and ask them to copy and paste it as a review. This often results in more thoughtful, detailed reviews than if you’d simply asked for one from scratch.

How were they on camera?

If the client was natural on camera and the video quality is solid, ask if they’d be happy for you to create a short edited version to use across your marketing channels.

Video testimonials can be incredibly effective, Wyzowl reports that landing pages with video testimonials can increase conversions by up to 80%.

Just make sure to get written confirmation before sharing publicly – especially if their name, brand, or face is visible.

If the video quality isn’t quite there, or the client would benefit from a second take, offer to re-record it in a more polished format.

Even better, if you can gather several clients in one place for a day of filming, you could produce a high-quality testimonial reel very cost-effectively (see below for more on this).

How to structure a compelling customer story

Crafting an effective case study requires a clear, engaging narrative. It’s about storytelling, not selling.

You’re not here to list features and benefits; you’re showcasing a problem, a journey, and a meaningful outcome.

Here’s a simple framework:

1. Introduce the Customer and Their Challenge

Begin by introducing your customer and setting the context of their challenge. Highlight relatable pain points or problems, making it easy for your audience to see themselves reflected in the story.

2. Detail Your Solution and Customer Journey

Describe how your solution addressed their challenges, what the collaborative process looked like, and mention any obstacles you overcame together.

3. Highlight Results and Transformation

Clearly present measurable growth statistics or efficiency gains, also include emotional or qualitative outcomes, like increased confidence, satisfaction, or peace of mind.

If this feels familiar, you may have already read our article on storytelling structures. This framework is based on the tried-and-tested three-act narrative arc, which is powerful for helping readers connect emotionally and logically.

We are now moving away from a testimonial and into Case Study territory.

The theory remains the same: you need to create a safe, open space with your client, but you’ll likely need more time. Allow for 30–60 minutes to explore the story fully. Case studies require depth: detailed insights, context, and nuance to bring the story to life.

Below we have some questions to help with this, but first let’s just think about the filming process.

Tips for Interviewing Customers for Case Studies

If you’re planning to film the interview, keep in mind that the final piece may run longer than your average promo video.

Get good B-roll footage and use multiple camera angles on the day, it will save you time during editing and help keep transitions smooth and visually engaging.

It’s important to ask open-ended questions that encourage clients to express their experiences in detail. Questions like “How did this impact your team?” or “Tell me about a moment when you felt a noticeable change” allow clients to dive deeply into their narrative and reveal emotive language.

Leave intentional pauses after each response. These gaps give the customer time to think and often lead to unprompted, authentic insights. They also make editing easier later.

Finally, be fully present.

Listen deeply.

Ask follow-up questions.

It’s often in these unscripted moments that the real gold appears.

Comprehensive interview questions for Case Studies following the three-act storytelling format

Before Working Together (setting the scene and building to tension)

• To kick things off, could you tell us a bit about yourself and your organisation (your role and what your company does)?
• What problem(s) or challenges were you facing before working with us?
• How were these issues impacting you or your business/team?
• What outcomes were you hoping to achieve by addressing these challenges (i.e. what were your goals at the time)?
• Had you tried any other solutions or approaches before hiring us, and if so, what didn’t work about them?
• What made you realise it was time to seek an external solution or partner to help? (Was there a breaking point or specific moment that prompted you to reach out?)
• What were you looking for in a potential solution or service provider to help with this issue?
• How did you first hear about our company or services, and what drew your attention to us?
• What initially attracted you to our offering – or made our approach stand out during your evaluation?
• Did you have any hesitations or concerns before we began working together, and if so, what were they?
• Did you consider any other options or competitors? If so, what made you ultimately choose to work with us over those alternatives?

Experience Working Together (Solution & Customer Journey)

• What were your first impressions once we began working together?
• How would you describe the communication and collaboration with our team throughout the project?
• Were there any aspects of our approach or solution that you found especially helpful or unique?
• Did any unexpected challenges or roadblocks arise during the project, and if so, how did our team overcome them?
• Was there a particularly memorable or positive moment during the engagement that stands out for you?
• What did you appreciate most about the way we worked with you during this project?
• Did our team go above and beyond your expectations at any point? If so, can you give an example of how?
• How did our team’s workflow or professionalism compare to what you expected (or to other partners you’ve worked with in the past)?

After Working Together (Outcomes & Impact)

• What has changed or improved for you since we completed our work together?
• Did we help you achieve the objectives you set out at the start, and how does the outcome compare to your initial expectations?
• Can you share any specific results or metrics that demonstrate the impact of our collaboration (e.g. revenue growth, time saved, performance improvements)?
• Were there any unexpected benefits or surprising outcomes that came from this project?
• How do you feel now that this challenge has been resolved and you’ve achieved these results?
• How has this success positioned you for the future? Are there new opportunities you can pursue now that weren’t possible before?
• Would you recommend our services to others facing a similar challenge? If so, why and what would you tell them about working with us?
• Finally, is there anything else you’d like to add about your experience working with us that we haven’t covered?

After the interview

When it comes to writing up the case study, the storytelling matters just as much as the story itself.

If narrative writing isn’t your thing, consider bringing in a copywriter who knows how to structure and pace a story. This is some of your most valuable content, it’s worth getting right.

Alternatively, use AI to support the process. Prompt it to act like a professional storyteller, ask targeted questions, and shape the structure using the three-act framework.

Don’t forget to pull out strong client quotes and place them in third-party review platforms, as well as using them as pull quotes alongside your main testimonial.

How to present a case study

A well-presented case study should be clear, structured, and emotionally engaging.

Start with a compelling title and a brief summary that outlines the challenge, your solution, and the impact. Use a logical heading structure if you like, typically “The Challenge,” “The Solution,” and “The Results” will guide the reader through the story.

Focus on tangible outcomes. Where possible, include statistics, clear milestones, and direct quotes from the client to add authenticity and weight.

Visuals such as charts, images, or pull quotes can break up the text and keep attention high, particularly on longer reads.

Beyond just publishing case studies on your website or blog, think about how they can support other parts of your marketing and sales journey.

Video versions are ideal for social media and landing pages, helping bring the client’s voice to life.

You can also incorporate case studies into email campaigns, pitch decks, proposals, and even live presentations to add persuasive, real-world proof of your value.

Presented in the right way, a case study becomes more than just a story – it becomes a strategic sales tool.

Get the template

If you’d like to make gathering client feedback feel more natural (and more useful) we’ve put together a simple template to guide the process.

It includes suggested email wording, interview questions, and a structure for turning conversations into strong testimonials or case studies.