How to Ask for a Testimonial (Without Feeling Awkward or Pushy)

You’ve wrapped up the work. Your client’s thrilled. Now comes the part that somehow feels harder than the project itself: figuring out how to ask for a testimonial.

It sounds simple, but in the moment? It can feel awkward, overly self-promotional, or like you’re begging for gold stars… but it doesn’t have to feel that way.

Let’s walk through how to ask for a testimonial in a way that feels natural, respectful, and easy to say yes to (for both you and your client).

1. Reframe the Way You Think About Testimonials

The answer is always “no” if you don’t ask.

Not every client will say yes, and that’s okay. But the ones who do? Their words become powerful, authentic proof of your work.

Even negative feedback can be useful. If you receive a less than stellar response, take a breath and reflect. Was it about expectations, communication, timing? Not every project hits 10 out of 10, sometimes the fit just wasn’t right. Knowing what left clients unhappy gives you the chance to make it better for the next one.

Reframing how you view testimonials makes it easier to ask, and easier to receive whatever comes back with curiosity instead of tension.

2. Don’t Wait Until the End to Collect Feedback

You don’t have to wait until final delivery day to gather testimonials. Clients are already giving you mini-testimonials mid-project, without realizing it.

In my case, as a video editor my workflow has a few key stages:

• Onboarding + collecting footage
• Sending over the first cut and collecting feedback
• Delivering the final cut

During the feedback phase, a lot of clients share their excitedment at seeing their video come together. It’s not a formal testimonial, but I take screenshots that I can use on my socials or to write their testimonials (more on that later).

Those off-the-cuff comments are often more relatable than a polished paragraph. They’re exactly what a future client needs to hear when they’re drowning in a clunky process.

So don’t wait! Start collecting feedback as you go. The final result matters, but the client experience is a big part of what they’ll remember and talk about.

3. Make It an Easy Yes

Even if a client is thrilled, they might not get around to writing a testimonial unless it’s simple and quick. Here’s how to make it easy:

Ask a few open-ended questions:

• What were you feeling before we worked together?
• Why did you choose to work with me?
• How do you feel now that we’ve wrapped up?
• What was your favorite part of the process?

Four to five questions is plenty, too many can make it feel like a chore.

Don’t forget to be clear about how to send it! Email reply? Voxer note? Google Doc? Use whatever tool you’ve already been using. No need to introduce something new.

Or write it for them.

If you’ve been gathering feedback during the project, you may already have what you need. Take the individual comments and put together a few sentences using their own words. Then, send it over and ask for approval.

Here’s an example of how you could ask:

“You’ve been so open about your experience, and I’d love to feature you on my site or socials.

I pulled together a short testimonial based on what you’ve already said:

[Insert testimonial here]

Would it be okay to share this? Totally fine if you’d prefer to write your own.”

And this part is important: Don’t share anything without permission. Even if they said it directly or posted it publicly, always ask first.

(The caveat to this is blurring out any images or names that could link the testimonial to them. I thikn it’s fairgame to share feedback without approval as long as no personal details are exposed.)

4. How to Ask for a Testimonial Without Feeling Salesy

Still feeling a little weird about asking? Shift the focus by trying this reframe I learned in Copywriting for Creatives.

Instead of:

“Can you write me a testimonial?”

Try:

“Would you be open being featured on my website or socials?”

You’re not just asking them to sing your praises. You’re spotlighting the transformation they experienced.

It’s not just a testimonial, you’re sharing their success story.

They get visibility. You get credibility. Everyone wins!

5. Make It Easy for You, Too

Even if you know how to ask for a testimonial, it’s easy to let it slide down your to-do list.

That’s where systems come in. Make it low-effort and repeatable.

Start with:

1. A checklist in Notion, ClickUp, or your go-to tool
2. A folder or database for storing testimonials
3. Canva templates to quickly create graphics for your website or socials
4. At minimum, two email templates: one for asking, one for confirming

Use These E-Mail Templates to Ask for A Testimonial

Email Template: “Can I Feature You?”

Subject: Quick question about featuring your project

Hi [Client’s Name],

It’s been such a joy working with you. I’d love to feature your project on my website or socials.

If you’re open to it, here are a few questions to help guide a short testimonial (feel free to answer whichever ones resonate):

Why did you choose to work with me?
What were you feeling before we started?
What’s changed now that we’ve wrapped up?
What was your favorite part of the process?

You can reply by [email, voice note, etc.]. If possible, I’d love to receive it by [insert date].

Thanks again,
[Your Name]

Email Template: “Based on Your Feedback…”

Subject: Testimonial draft for your review

Hi [Client’s Name],

You shared such thoughtful feedback while we worked together, and I’d love to feature your words on my site or portfolio.

Based on what you already said, here’s a draft testimonial. Feel free to tweak it or write your own if you prefer:

[Insert testimonial here]

Would you be comfortable with me sharing this?

No pressure at all. Just let me know either way.

Warmly,
[Your Name]

If asking for testimonials is something you avoid, bake it into your offboarding process. Not as an afterthought, but as a natural part of closing out a client project with care.

When testimonials are woven into your wrap-up, they stop feeling awkward or overwhelming. They simply become one more way you serve your clients well, with intention, empathy, and follow-through.

You’ve already done the work. You’ve delivered results. Now give your client the chance to reflect, and your future clients a window into what’s possible.

Because knowing how to ask for a testimonial (and actually doing it) isn’t just good business. It’s part of building a brand rooted in trust, clarity, and heart.

You’ve got this!