You can describe your own work accurately and it still won't land, because the reader discounts everything a business says about itself. One sentence from a customer does the job that three paragraphs of your own copy can't.
What makes a testimonial work
- Specific. "Finished two days early and cleaned up after themselves" beats "great service".
- Attributed. A name, a business, a town — something that says this is a real person.
- Near the decision. On the page where someone is deciding, not on a separate page they'll never open.
How to actually get them
Ask immediately after you deliver, when the person is happiest, and ask a question rather than requesting a testimonial: "what was the thing you were most worried about before we started?" The answer is usually better than anything they'd have written cold.
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