Service testimonials are very similar to product testimonials. These testimonials are ideal for describing what you do while also resolving a potential customer’s objections and giving them confidence in your business. Just like with product testimonials, if your service is relatively low-cost, it’s better to have numerous, shorter testimonials or reviews. If your service requires more investment, you’ll want more in-depth reviews addressing more aspects of your business.

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The ideal service testimonial describes what you do, the benefits the customer experienced, and how you resolved objections or hesitation the customer had. The optimal service testimonial template looks like this:

“[Business name] was [positive attribute]. The team helped me [problem the business solved]. I had a problem with [key challenge], but they took care of it right away.”

For example, let’s say you own a landscaping business. You help a customer restore their lawn and gardens after a remodeling project. An ideal service testimonial might look like this:

“The Landscaping Professionals were quick, courteous and very helpful. They helped me restore my lawn and gardens completely after putting in my deck. I was worried it wouldn’t be done in time for my garden party, but they finished the job with time to spare!”

You can get your customers to fill in this testimonial template with a few strategic questions or prompts. On your testimonial submission page, include the following hints:

How would you describe our team?
Was our team able to solve your problem?
Did you have any hesitation about scheduling your service? If so, were they resolved?

To fill in this case study testimonial template, try the following questions or prompts when you talk to your customer or ask for a written testimonial.

Tell us a bit about yourself: (for B2B) what is your industry? How many employees do you have? (for B2C) what were you looking for in a product/service? What is your main challenge?
What problem were you struggling with before you started working with us?
How long have you worked with us?
What was your immediate impression of our product/service?
Has your original problem been solved? In what way?
What benefits have you seen now that your problem has been solved?

This testimonial should quickly and immediately display your customer’s enthusiasm. Your customer might mention your product or service’s best attribute or talk about what their experience was like. Whatever they talk about, it should be clear that they enjoyed the product or service. You might use an entire quote or a piece of a testimonial, but this type of testimonial shouldn’t be too long. It’s better to have more of these testimonials that customers can scan, rather than having a few that are in-depth.

Here is a direct quote testimonial template that is generally good to follow when looking for these types of testimonials.

“I just started using [product or service] and it has been [key benefit]. I feel [emotional response]. I would definitely say [recommendation or response to product/service]”

For example, if you owned bakery, the following would be an ideal direct quote testimonial.

“I ordered a wedding cake for my big day and it was beautiful! It was just what I wanted. I will definitely recommend you to all my friends!”