How to Get More Reviews and Testimonials
Create a strategy to obtain client reviews and testimonials to build the know, like, and trust factor so you rank in AI and Google search.
~ Jennifer Gardella, PhD
Most service providers struggle with how to rank in Google search and in AI (yes, your ideal clients are searching for you using ChatGPT and other AI tools). You might also have a problem converting leads because your ideal clients do not yet know, like, and trust you. Without strong, visible social proof, even high-quality businesses lose opportunities. A structured client testimonial/review strategy solves this by turning your expertise and service into searchable, credible proof.
Why Avoid Third-Party Review Sites?
There are many sites that claim to handle your reviews. They can send automated emails to your clients asking for a review. If their experience was 5 stars, then they are directed to log into their Google account and share their thoughts. When they give you less than 5 stars, they are asked to contact the office to discuss their experience.
So, they "weed out" negative reviews.
Reviews collected through third-party systems often lack visibility and impact compared to native platform reviews, which have a higher chance of being quickly indexed and trusted by search engines.
If you use one of the review sites, beware: I have watched clients work with these sites for years, paying thousands of dollars over time, only to have ALL of those reviews disappear when Google catches up with the process.
And do not decide that you are going to get 100 reviews on Google this month. Google likes your reviews building over time. In fact, if too many reviews hit your account at once, they may not even display.
You need to AUTHENTICALLY obtain reviews directly from Google Business, LinkedIn, and Facebook. This practice alone will help boost your trust with clients and customers. They are dealing directly with you and your business accounts.
Tips for Getting Genuine Client Testimonials
Asking for a testimonial should be an integral part of your client delivery Standard Operating Procedure (SOP). Don’t wait for reviews to accumulate on their own. Find the time when your client is most satisfied with your work and ask for a review.
And please, let’s maintain integrity through this process. Only ask people who have worked with you directly for reviews. Asking networking friends or general contacts who do not know your service or business is asking for fake reviews, and you are better than that.
As a side note, this is exactly like asking individuals to use all of their email addresses and vote for you in “Best Of” contests. It is fake and overall, well below your brand.
Target your real partners and clients. Lately, I have been giving presentations on “How do you get your business to rank in AI,” and each time, I ask the event planner to recommend me on LinkedIn (you can even send them the request right through the LinkedIn platform).
How to Use Video for Maximum Impact
Video testimonials are the most valuable form of social proof available. I have helped clients set up video testimonial processes at events, in their stores, or for clients to record on their own.
What do you do with video testimonials? When a client agrees to a video, upload it to YouTube first, rather than hosting it only on your website. Create a playlist on your YouTube channel and display them in that playlist.
YouTube is a search engine, and hosting there makes content searchable. When writing the video description, focus on the specific pain point the client faced and the big change your service provided.
Once the video is on YouTube, embed it on a dedicated testimonial page on your website. This page should be a rich mix of proof, including:
Embedded YouTube videos
Screenshots of recommendations from LinkedIn
Native reviews from your Facebook page
Specific impactful quotes taken from client emails
This variety shows that your reputation is consistent across multiple platforms and formats.
Sharing Your Success Tactfully
The goal of sharing client testimonials is to provide social proof without appearing boastful. Avoid "cheesy" announcements that simply state you received a five-star rating.
Instead, find the most impactful statement within a review and turn it into a clever graphic. Share these testimonials every now and then on your social media accounts, but also use this as an opportunity to highlight the business of the person who took the time to lend their voice to your effort. When you share a video or post with a review, make sure to tag them and their business and give a brief description of their business.
One strong statement shared every few weeks is more effective than a constant stream of self-congratulatory posts. Additionally, use the wording from your reviews to build out detailed case studies.
Final Thoughts on Social Proof
To implement this strategy, make client testimonial requests part of your normal workflow. Focus on ALL platforms to ensure that your list of reviews builds slowly over time. This way, you create a strong base with high-quality testimonials.
Once you do this, you move from an entity that claims to be the best to one that proves it is the best by using evidence.
