The first testimonial problem
Testimonials are one of the most powerful conversion tools on a website. They are also impossible to show before you have any customers. And the customers who would give you great testimonials are often the least likely to write them unprompted.
This is the first testimonial problem: you need proof to attract buyers, but you need buyers to get proof. Most businesses solve it awkwardly - waiting for customers to say something nice, then asking permission to use it. This works eventually, but it takes a long time and produces generic quotes.
A better approach is to request testimonials deliberately, from the right customers, with the right question.
Who to ask first
Ask the customers who have already said something positive about you - in a chat message, an email, or a conversation. They have already formed an opinion; you are just asking them to write it down.
If you have no customers yet, ask beta users, early access testers, or people you helped informally before charging. The goal is a real experience with a real person, not a formal purchase relationship.
The ideal first testimonial comes from someone who looks like your target buyer - same industry, same company size, same problem. A testimonial from a customer your prospects will self-identify with is worth more than a testimonial from a more impressive but less representative customer.
How to ask
A direct message works better than a form. Something like:
"Hi [Name], I'm working on adding a few customer quotes to the website. Would you be up for answering one quick question? Takes about 2 minutes. Just reply here if you're happy to."
Wait for a yes before asking the question. This two-step approach increases completion because the person has committed before seeing the request.
Once they say yes:
"Perfect. Here it is: Before you started using [product], what was the situation - and what changed after you started using it?"
The before-and-after question
The "before and after" format is the most reliable prompt for a useful testimonial. It produces structure (where they were, where they are now), it implies a result, and it keeps the customer focused on their own experience rather than trying to say something impressive.
Many customers will respond with something like: "Before, I was spending 4 hours on this every week. Now it takes 30 minutes and I feel a lot less stressed about it."
That is a good testimonial. It is specific, it implies a quantified result, and it is emotionally resonant. You can use it as written.
What to do with a vague response
If a customer says "It's been really helpful" and nothing more, do not give up. Ask one follow-up:
"That's helpful to hear - can you give me a specific example? Like, what was happening before that is different now?"
This question almost always unlocks a concrete story. People give vague praise because they think that is what is expected. Asking for a specific example signals that you want the real experience, not a polished review.
Getting permission and using the testimonial
Once you have a quote, ask permission before publishing: "Thanks, this is really helpful. Would you be okay with me using this quote on the website, attributed to [Name], [Title/Location]?"
Most customers say yes. Some prefer first name only, or will ask for minor edits. Honor both. A testimonial the customer feels good about being associated with will be stronger than one they agreed to reluctantly.
For your first few testimonials, aim for 3-5 quotes from different types of customers. Put the strongest one near your headline and the most objection-addressing one near your pricing section.
Written by the Proofpings team
The conversion team at Landing Page Labs. We build social proof tools and write about what actually moves conversion rates on landing pages, stores, and SaaS sites.