Building authority through testimonials

What Authority Actually Means (Spoiler: It’s Not Being a Guru)

Let’s break this down super simple. Authority is not about being the smartest person in the room. It’s not about knowing every fact about your industry. It’s about people feeling safe buying from you.

Think of it like this. If you’re at a party, and someone offers you a homemade cookie. You don’t know them. You might say no, because what if they put something weird in it? But if your friend comes over and says “try this cookie, Jane made it, she’s the best baker I know”, you’ll take a bite immediately. That’s authority. Your friend gave Jane authority, just by saying she’s trustworthy.

Testimonials do the same thing for your business. They’re your friends at the party, telling strangers “this person is safe, buy from them”. That’s building authority through testimonials. You’re letting happy customers be your spokespeople, instead of bragging about yourself.

Let’s use a real example. There’s a bakery down the street from me. Let’s call it Mary’s Muffins. Mary has a tiny shop, no website, just a Facebook page. The big chain bakery 2 blocks away has a full website, TV ads, a loyalty card, the works. But Mary has 50 reviews on Facebook that say “Mary’s blueberry muffins are the only ones my picky toddler will eat”. “I drive 20 minutes every Saturday for Mary’s cinnamon rolls”. “Mary stayed open 10 minutes late to get me a birthday cake when I forgot to order ahead”.

Who has more authority for muffin lovers? The big chain, or Mary? Mary does. Even though the chain has more money, Mary has more trust. That’s authority.

You don’t need to be Mary, either. You just need a few people saying good things about you. That’s enough to start.

Why Testimonials Work Better Than Any Sales Pitch You Write

You are biased about your own business. That’s okay, you should be. You built it, you work hard at it, you know it’s good. But customers don’t care what you think. They care what other customers think.

It’s human nature. We trust strangers more than salespeople. If a car salesman tells you a car is safe, you might believe them, but you’ll still check the safety ratings from other drivers first. If a friend tells you a car is safe because they’ve driven it for 2 years with no issues, you’ll believe your friend immediately.

Studies show that 92% of people read online reviews before buying something. Even a $3 coffee. Even a $10 haircut. Even a $2000 laptop. They want to know other people didn’t get ripped off first.

Testimonials are just written versions of those friend recommendations. If you have 10 testimonials that say “this course taught me how to bake bread”, that’s better than you writing “this is the best bread baking course ever” 100 times.

Think of building authority through testimonials as outsourcing your sales pitch. You don’t have to convince people to trust you. Your past customers do it for you. That saves you time, and it works better too.

Another example: last year I needed a new laptop. I could have listened to the Best Buy employee tell me the new Dell was great. Instead, I went to Reddit, searched “best laptops for writers 2023”, and read 50 comments from writers saying “the MacBook Air has 12 hours of battery, perfect for writing at coffee shops”. I bought the MacBook Air that day. The Reddit writers had more authority than the Best Buy employee, even though the employee knew more about laptop specs. Because the writers actually used the laptop for what I needed it for.

That’s the power of testimonials. They’re specific, they’re real, they’re from people who have nothing to gain by lying.

Here’s why testimonials beat any sales pitch you could write:

• People trust strangers more than they trust salespeople
• They focus on real results, not empty buzzwords
• They’re proof you actually deliver what you promise
• They work 24/7, even when you’re sleeping

Where to Actually Find Testimonials (Spoiler: They’re Already There)

Most people think they don’t have any testimonials. That’s almost never true. You probably have dozens of happy customers, you just haven’t asked them, or you haven’t noticed the nice things they’ve already said.

Let’s go through all the places you can find testimonials, even if you think you have none.

1. People Who Already Paid You

This is the obvious one, but most people skip it. Every person who has bought from you, used your service, or hired you for a job is a potential testimonial. You just have to ask.

My cousin Mike runs a lawn care business. He’s been cutting grass for 5 years, has 40 regular clients. Until last year, he had zero testimonials. He thought “people like my work, that’s enough”. Then his buddy told him about building authority through testimonials, so Mike sent a text to 10 of his regulars: “Hey! If you’re happy with my work, would you mind leaving a quick 1-sentence review on my Google page? It helps me get more clients, so I can keep my prices low for you guys. Here’s the link: [link]”. 7 of them left a review that week. Now he has 32 Google reviews, and he’s had to hire 2 more people because he has too many clients. All from one text.

You don’t need to write a fancy email. Just a quick, honest message works.

2. People Who Used Your Free Stuff

You don’t have to sell something to get a testimonial. If you give away a free checklist, a free webinar, a free sample, a free trial, a free ebook, ask those people for feedback too.

A fitness coach I know, Lena, gives away a free 7-day workout plan for busy moms. She emails everyone who downloads it a week later: “Hey! Did you try the workout plan? I’d love to hear what you thought, even if you didn’t like it. Any feedback helps!” Half the people reply, and most say “loved it, lost 2 pounds, have more energy”. She uses those as testimonials, even though those people never paid her a cent. Now when she sells her paid 12-week program, she puts those free testimonials right next to the buy button. It works great.

3. Social Media Comments and DMs

Check your Instagram comments, your TikTok DMs, your Facebook messages, your Twitter replies. If someone commented “this recipe was so good!” or DMed you “your tip saved my life!”, screenshot that, ask permission to use it, and put it on your site.

A food blogger I follow, Tara, gets 10-15 nice comments on every recipe post. She used to ignore them, then she started asking “can I use your comment as a testimonial on my recipe page?” 90% of people say yes. Now every recipe on her site has 3-4 comments from real people who made the recipe. Her traffic doubled in 3 months, because people trust the comments more than her saying “this recipe is easy”.

4. People Who Said No to You

Wait, really? Yes. If someone said “not right now” or “it’s too expensive” or “I went with another company”, ask them why. If they say “it looked great, just budget”, ask if they’d be willing to write a quick line that says “looked at this service, seemed great, just couldn’t afford it right now”. That’s an honest testimonial, and it builds trust. People will think “if even the people who didn’t buy think it’s good, it must be”.

5. Old Emails and Messages

Dig through your sent folder, your old DMs, your text messages. I bet you have at least 5 messages from happy customers saying “thanks so much, that was great!” Those are testimonials! Ask if you can use that message as a public review. Most people will say yes, they forgot they even sent it.

I did this last year. I found an email from a client from 2021 saying “your writing saved my website, I got 3 new clients that week”. I asked if I could use that as a testimonial, she said yes. I put it on my portfolio, and 2 weeks later, a new client said “that testimonial convinced me to hire you”.

How to Ask for Testimonials Without Being Annoying

Asking for testimonials is awkward. No one wants to bother people. But if you do it right, people are happy to help. Most people want small businesses to succeed, they just need an easy way to help.

Ask at the Right Time

Timing is everything. Don’t ask someone who just had a bad experience. Don’t ask someone who hasn’t even used your product yet. Ask right after they get the result they wanted.

For a plumber: ask 2 hours after you fix the pipe, when the water is still running fine. For a course creator: ask 1 week after the course ends, when they’ve used what they learned. For a coffee shop: ask when they’re finishing their latte, not when they’re walking in the door. For a massage therapist: ask right after the massage, when they’re still relaxed and happy.

I once got a massage, and right after, the therapist said “if you have 30 seconds, could you leave a quick review? It helps my small business a ton”. I did it immediately, because I was still feeling good. If she’d texted me 3 days later, I would have forgotten, and probably ignored it.

Bad timing example: a gym I joined once texted me asking for a review 2 days after I signed up. I hadn’t even used the equipment yet! I ignored it. Then they texted me again 2 days later. Then again a week later. I almost cancelled my membership, they were so annoying. Don’t be that gym.

Make It Stupid Easy

People are busy. They don’t want to log in to 3 different sites, write a paragraph, upload a photo. Make it as easy as possible.

Give them options: “You can write 1 sentence, record a 10-second voice note, or just click this link and tick 5 stars. Whatever is easiest for you.”

A local cafe near me does this perfectly. After you pay, they hand you a small card with a QR code: “Loved your latte? Scan this to leave a 1-sentence review in 10 seconds. Get 10% off your next drink if you do!” Half the people scan it right there, because it’s so easy. No typing in URLs, no logging in, just scan, tap 5 stars, type “great latte”, done.

Don’t Tell Them What to Write

Don’t say “say our service is the best” or “mention we’re fast”. That’s fake. Just say “tell me what you thought, the good and the bad”. Wait, the bad? Yeah, honest testimonials with a tiny flaw are more trustworthy.

For example: “Dave fixed my pipe fast, only downside was he tracked a little mud on the rug, but he cleaned it up right away.” That’s way more real than “Dave is perfect in every way, best plumber ever.” People know nothing is perfect, so a testimonial with a small complaint looks real.

Follow Up Once, Max Twice

Don’t spam. If they don’t reply in 3 days, send one follow up: “Hey, just checking in! No pressure if you’re busy, but the link is still here if you want to leave a quick note: [link]”. If they don’t reply after that, stop. You don’t want to be the pushy salesperson.

Step-by-Step to Asking for a Testimonial

1. Wait until right after the customer gets their result (fixed pipe, finished course, finished latte)
2. Send a short, casual message—no fancy jargon
3. Give them 2-3 easy options to leave feedback (text, voice note, quick link)
4. Follow up once after 3 days if they don’t reply
5. Thank them with a small discount or shoutout when they leave it

Good Ask vs Bad Ask

Here’s a simple table to show the difference:

How to Display Testimonials So People Actually Read Them

You could have 1000 great testimonials, but if no one sees them, they’re useless. You need to put them where people are already looking.

Put Them Where People Are Looking

Don’t bury testimonials on a “Reviews” page that no one clicks. Put them on your homepage, next to your buy button, on your checkout page, on your pricing page.

When you buy shoes online, the reviews are right under the shoe size selector. That’s on purpose. The store wants you to see that other people liked the shoes before you hit buy. Do the same for your business.

If you have a service business, put a testimonial right next to your “Book Now” button that says “I was nervous to book, but it was so easy, would do it again”. That will convince people to click book.

A bad example: a website I went to last month for a graphic designer had testimonials on a page called “What People Say” buried in the footer. I didn’t even see it until I scrolled all the way down to find their contact info. They should have put one testimonial on their homepage, and one next to their “Hire Me” button.

Use Real Names and Photos (With Permission)

“John D. from Austin” is okay, but “John D., dog owner from Austin” with a photo of John and his dog is way better. It’s a real person, not a fake bot.

If they don’t want their photo, that’s fine, but ask. Fake names like “Happy Customer 123” look sketchy, don’t use those. Also, ask if you can link to their social media profile, that makes it even more trustworthy.

Mix Short and Long Testimonials

Some people just want to read “Great service!” quick. Others want to read a paragraph about how you helped their business grow. Have both.

Don’t use sliders. Sliders are annoying. People can’t find the one they saw earlier, they move too fast, they’re hard to read on phones. Just list them, maybe 3-4 per page, with a “see all reviews” button if you have more.

Highlight the Result, Not Just the Praise

Instead of “Sarah is so nice!”, use “Sarah fixed my leaky roof in 1 day, saved me $500 on water damage”. The result is what people care about. They don’t care if you’re nice, they care if you fix their problem.

If you sell a weight loss program, don’t use “Jane is a great coach!”. Use “Jane’s program helped me lose 10 pounds in 6 weeks, I have way more energy now”. That’s specific, people can relate to that.

Use Video Testimonials When You Can

Video is even more trustworthy than text. People can see the person’s face, hear their voice, know it’s real. You don’t need a fancy camera, a phone video is fine.

Example: “Hi, I’m Mark, I used Jane’s accounting services, she saved me $2000 on taxes, would recommend”. That’s 10 seconds, super effective. Put these on your homepage, people will watch them while they’re scrolling.

Common Mistakes People Make With Testimonials (Don’t Do These)

Even if you have great testimonials, you can mess up building authority through testimonials by making these silly mistakes. Let’s go through them so you don’t.

Making Up Fake Testimonials

Don’t do this. Ever. People can tell. If all your reviews are “Perfect! 5 stars! Best ever!” with no details, it looks fake. Also, if you get caught, you lose all authority forever.

A restaurant near me got busted for paying people $5 to leave 5-star reviews on Yelp. When people found out, no one went there anymore, even though the food was actually pretty good. It took them 2 years to close down. It’s not worth it. Just ask real customers, even if you only get 3 reviews at first.

Only Using Testimonials From People You Know

Your mom’s review doesn’t count. Neither does your best friend’s. Neither does your cousin’s. People know they’re biased. You need strangers, or at least people who aren’t close to you.

Even a review from a regular customer you’ve never met is better than your sister’s. If you don’t have any stranger reviews yet, go back to the “where to find testimonials” section, and ask some customers you don’t know well.

Hiding Bad Reviews

Wait, you should hide nasty, mean reviews (like “this person is ugly” that’s not relevant). But a 4-star review with a small complaint is good to leave up. It makes the 5-star reviews look real.

If you have 100 5-star reviews and 0 4-stars, people think you’re deleting the bad ones. A 4-star review that says “fixed my pipe fast, a little pricey but worth it” is way more trustworthy than 100 5-star reviews that say nothing.

Not Updating Them

If your last testimonial is from 2019, that’s useless. People think you’re not in business anymore. Update them every month, add new ones, move old ones to a “past reviews” page if you want, but keep fresh ones front and center.

A web designer I know had a testimonial from 2018 on his homepage. When I pointed it out, he said “oh, I forgot to update that”. He lost 3 potential clients who thought he wasn’t working anymore. Don’t let that happen to you.

Asking for Too Much

Don’t ask a customer to write a 500-word essay. Most people won’t do it. Keep it short, 1-2 sentences is fine. A voice note is even better, shorter.

Using Irrelevant Testimonials

Don’t use a testimonial for a product you don’t sell anymore. Don’t use a testimonial for your old website design. Don’t use a testimonial from 5 years ago that says “the delivery is fast” if you now use a different delivery service that’s slow.

Always make sure testimonials are relevant to what you’re selling right now.

Simple Best Practices for Building Authority Through Testimonials

These are the easy, no-fuss rules to follow to make sure your testimonials work as hard as possible for you.

Match Testimonials to Your Target Customer

If you sell baby clothes to new moms, use testimonials from new moms. Don’t use a testimonial from a grandma saying “my grandkids love these”. New moms want to hear from other new moms.

If you do B2B, use testimonials from other business owners, not regular customers. A business owner will trust another business owner saying “this software saved us 10 hours a week” more than a regular person saying “this software is cool”.

Link to the Original Source

If the review is on Google, link to your Google page. If it’s on Yelp, link there. People can click and see the review is real, not edited. Don’t edit the testimonials, either. If they said “fixed my pipe fast, a little pricey but worth it”, don’t delete the “a little pricey” part. That’s dishonest.

Thank People Who Leave Testimonials

Send a quick text, or a small discount on their next purchase. It makes them feel appreciated, and they’re more likely to leave another one next time. It also makes them more likely to refer their friends to you.

A hair stylist I go to sends a $5 off coupon every time I leave a review. I leave a review every time, because it’s a nice thank you, and I save money. Win-win.

Group Testimonials by Topic

If you have a course on baking, group testimonials about “the recipes are easy to follow” together, testimonials about “I started selling my baked goods after this course” together. That way people can find the testimonials that matter to them.

For example, if someone wants to sell baked goods, they’ll look for those testimonials first. If someone just wants to bake for their family, they’ll look for the easy recipe testimonials. Grouping them makes it easier for people to find what they need.

Don’t Overload the Page

Don’t put 50 testimonials on one page. People won’t read them all. Put 3-5 on each page, with a button to “see all 50 reviews” if they want to read more. Less is more here.

Conclusion

Building authority through testimonials is not hard. You don’t need a big budget, a marketing degree, or a million followers. You just need to let other people tell your story for you.

Start small. Today, pick 3 happy customers, send them a quick text asking for a 1-sentence review. That’s it. Once you have 5-10 testimonials, put them on your homepage, next to your buy button. Update them every month. Be honest, don’t fake anything.

Remember: people trust people. Not ads, not fancy websites, other people. Testimonials are just a way to let other people do the convincing for you. That’s the simplest way to build authority, and it works better than any sales pitch you could ever write.

Final takeaway: Stop bragging about yourself. Let your happy customers brag for you. That’s building authority through testimonials.

FAQs

How many testimonials do I need to build authority?

Start with 5-10. Once you have 20, you’re in good shape. You don’t need 1000, most people only read the first 3-5 anyway. Quality is better than quantity here.

Can I edit a testimonial to fix typos?

Yes, you can fix small typos, but don’t change the meaning. If they said “the service was good”, don’t change it to “the service was amazing”. That’s lying, and people will be able to tell. If the typo changes the meaning, ask the person if you can fix it, or just don’t use that testimonial.

What if I don’t have any customers yet?

Offer your product or service for free to 5-10 people in exchange for an honest testimonial. Make sure they know it’s okay to say if they didn’t like it, but most people will be honest and positive. You can also ask friends or family to test it, but make sure to note that they’re friends if you use their testimonial, so people know.

Do testimonials work for B2B businesses too?

Absolutely. In fact, B2B buyers check reviews even more than regular people. A testimonial from another business owner saying “this software saved us 10 hours a week” is super powerful. B2B buyers want to know other businesses didn’t waste money before they spend their own.

Should I respond to testimonials?

Yes! Thank people for positive ones. For negative ones, apologize, fix the problem, and ask if they’ll update their review. It shows you care, and it builds more authority. People will see you respond, and think “this business actually listens to customers”.

Can I use testimonials from social media?

Yes, but always ask permission first. Don’t just screenshot a DM and put it on your site without asking. Most people will say yes, it’s free publicity for them too. If they say no, respect that, and delete the screenshot.

How long should a testimonial be?

Short is better. 1-2 sentences is perfect. People have short attention spans, they won’t read a paragraph longer than your hand. If someone sends you a long paragraph, ask if you can use a 1-sentence snippet from it, to make it easier to read.

Do I need to use the person’s full name?

No, you can use first name and last initial if they want to stay private. But using full names and photos is more trustworthy. Always ask what they’re comfortable with, don’t share more than they want.