A testimonial is a quote or short story from a customer describing what a product did for them. On SaaS sites testimonials appear as text quotes with a name, role, company and photo, as short videos, or as excerpts from longer case studies. They work best when they are specific, attributed and placed where a prospect is weighing a decision.
What makes a testimonial useful
Useful testimonials describe a before and after. They name the problem the customer had, what changed after using the product and, where possible, a concrete detail such as time saved on a named task. Full attribution, including name, job title and company, makes the quote more credible than an initial or a first name.
- A specific problem and outcome, in the customer's own words.
- Full attribution with permission.
- A customer similar to the visitor in role, size or sector.
- A short excerpt with a link to the full story where one exists.
Collecting them
Ask at moments of success: after an onboarding milestone, a renewal, or a positive support interaction. Short structured questions help, such as what they used before, what changed, and what they would tell a peer. Edit only for length and clarity, and get the customer to approve the final wording.
Rules to follow
Testimonials must reflect genuine experiences. The FTC's endorsement guides require that endorsements reflect honest opinions and that material connections, such as payment or free service in exchange for a quote, are disclosed. Similar rules exist in other markets.
Example
Placing the right quote at pricing
Hypothetical invoicing app Brindlecove places a quote from a freelance designer under its starter plan and one from a finance manager under its team plan. Each quote mentions a detail relevant to that plan's main feature, so the proof sits where the buyer is choosing.
Common mistakes
Generic praise
“Love this tool!” says little. Ask follow-up questions to draw out the specific change the customer saw.
Undisclosed incentives
If a customer received a discount or gift for their testimonial, disclose it. Hiding it can breach consumer protection rules.
Questions
Video can feel more authentic, but it is slower to consume and costlier to produce. Many teams use a short text excerpt with a link to the video for those who want more.
