A good testimonial can do more to win a customer than anything you say about yourself. It is proof from someone who has been in your customer’s shoes. But many small businesses either don’t collect testimonials at all, or display a handful of vague quotes like “Great service! J.” that don’t convince anyone.
This guide explains how to collect better testimonials, where to use them and the rules to follow in Australia.
Testimonials vs reviews
- Reviews are posted by customers on independent platforms such as Google. You don’t control them, which is why people trust them.
- Testimonials are feedback you collect and display yourself, on your website, proposals or marketing.
Both are valuable. For Google reviews, see how to get more reviews the right way.
What makes a testimonial convincing
- A real name and, where appropriate, suburb, business or role.
- Specific details about the job and the result.
- The customer’s own words, not polished marketing language.
- A photo of the customer or the finished work, with permission.
- A before-and-after story: what the problem was, why they chose you and what changed.
How to collect them
Ask at the right time
The best time is soon after a successful job, when the result is fresh. Many people are happy to help, but won’t think to offer.
Make it easy with prompts
Instead of “Could you write us a testimonial?”, ask a few simple questions:
- What made you look for help in the first place?
- Why did you choose us?
- What was it like working with us?
- What difference has it made?
Answers to these questions naturally form a strong testimonial.
Offer different formats
Some customers prefer a quick phone chat, a short video or an email reply. Turn a conversation into a written testimonial, then check the wording with them.
Get permission in writing
Confirm how you will use their words, name and photo, and keep a record.
Follow the rules
The ACCC’s guidance on reviews and testimonials is clear that they must be genuine and not misleading. In practice:
- Only use real feedback from real customers. Never write testimonials yourself or ask friends, family or staff to pose as customers.
- Don’t change the meaning. Editing for length or spelling is fine with the customer’s approval, but don’t alter what they said.
- Disclose relationships and incentives. If someone received a discount or has a personal or commercial connection to you, say so.
- Don’t cherry-pick in a misleading way. Showcasing your best feedback is normal, but it shouldn’t create a false overall impression.
See misleading advertising in Australia for the wider rules.
Where to use testimonials
- Service pages: a relevant testimonial next to the matching service. See how to structure a service page.
- Home page: two or three of your strongest.
- Near contact forms, to reassure people at the moment they decide.
- Proposals and quotes.
- Social media and ads, with permission.
Avoid dumping every testimonial on one page nobody visits. Put them where decisions happen.
Keep them fresh
Testimonials from many years ago can make a business seem inactive. Add new ones regularly and retire outdated ones, especially if services or staff have changed.
Want help turning feedback into proof?
Madexify helps small businesses across Pakenham, Officer, Beaconsfield, Berwick, Narre Warren, Cranbourne, Clyde and Bunyip collect and present testimonials and case studies across their websites and marketing. See our digital marketing services, or contact us to talk about your website.
Sources: ACCC: online reviews for products and services. Accessed 26 September 2026. This article is general information, not legal advice.
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