What is a testimonial?
Definition
A testimonial is a statement from a real customer about their experience with your business, which you publish on your website or in your marketing with their permission. Unlike a review on Google, you choose which testimonials to show and where, so they work best when they're specific, attributed and easy to believe.
Why testimonials matter, and what makes one believable
People trust other customers more than they trust you describing yourself. A good testimonial answers the worry a new customer has before they call: will they show up, will it cost what they said, will it be done right. Put each one beside the claim it backs up, not all together on a page nobody opens.
Specific beats glowing. "They found the leak behind the tub on the first visit and fixed it that afternoon" does more than "Great service!" A first name and last initial, a town and a photo of the finished job make it believable. Readers know you picked your best ones, so recent Google reviews shown nearby help balance them.
Some trades have extra rules. For law firms, many state bars regulate client testimonials, for example by requiring a note that results vary; check your state's rules before you publish one. For dental practices, get a patient's written permission before you use their name, photo or story. For contractors, pair each testimonial with photos of that job, so the words and the work back each other up.
Never make one up, or edit one to say something the customer didn't. The Federal Trade Commission's rule on reviews and testimonials, in force since October 2024, bans fake ones, including testimonials from people who never used your business. If a team member or a relative gives you one, say so next to it.
How to collect testimonials
- Ask right after a job goes well, while the details are fresh.
- Ask a specific question: what worried you before, and how did it turn out?
- Get written permission to publish their words, their name and any photo.
- Edit only for length and typos, and show them the final version.
- Say so if you gave anything in return, such as a discount.
- Note the date, and swap old testimonials for newer ones over time.
How Future handles it
Future's designs can include sample content, so you can see how a finished page will look. At publish time, Future's checklist names any placeholder still showing, a sample quote or bio included, so you can replace it with real words or remove it.
Add your real testimonials anywhere on a page, by click or in plain words. On Pro and Premier, the review request Future sends after each booked visit also brings in fresh words you can ask permission to use.