Case Studies and Testimonials That Help Sell Your Services

You’re passionate about what you do and can confidently talk about how you help your clients. But when it comes to sharing your results, success stories speak the loudest to prospective clients.

Humans are naturally drawn to stories and want to know what happens next. Case studies and testimonials are an incredibly powerful way to illustrate how you’ve helped people.

When you buy anything online, do you check out the reviews? I certainly do – I want to reinforce my decision to buy something. Testimonials and case studies help potential clients researching you to know you’re the right practitioner for them.

The difference Between Case Studies and Testimonials

A case study is created by you and outlines a client’s journey. It demonstrates your approach, the interactions with your client, and their participation so a prospective client knows what to expect. These can be from a real client (with permission), hypothetical, or even a mix of both.

Testimonials are from happy clients who provide a summary of their experience and the results they achieved.

Why Case Studies and Testimonials Are Important

People want to know exactly how you can help them. Understanding how you helped others is a brilliant way to demonstrate this. They will help to alleviate any fears, any potential clients may have about your approach.

Your client’s success stories are a huge asset to your business. They provide you with credibility and can be used throughout your marketing to provide evidence of how effective your approach is.

What to Include

A testimonial or case study should show three things:

1. Why your client wanted to work with you and the issue(s) you helped them with/or why someone would want to work with you
2. Their experience of working with you/or the process of working with you
3. The results they achieved/the sort of results they can expect

Avoid using testimonials that are just complimenting you on how amazing you are.  We all love to hear: “she was fabulous!” but that says absolutely nothing about how you actually helped a client and won’t support your business.

How to Get Testimonials

Start by identifying clients with who you have a great relationship, and who you think will be happy to share their story.

If a client emails or messages you with an update and to thank you, and it would work as a testimonial, simply ask permission to use it for your marketing.

A story written in your client’s own words may not be a literary masterpiece, but their language will resonate with your potential clients. If they have included something that doesn’t fit with your ethical guidelines or country's regulations, suggest changes, and send it back to your client for approval before publishing. For example, in the UK mentioning medical conditions that aren’t allowed for your discipline according to the Committee of Advertising Practice (CAP) Code.

If someone provides a written testimonial, ask if they are willing to include a photo as this provides another layer of credibility.

You can protect your client’s identity by using only their first name, using their initials or giving them a different name (although for clarity, mention this). This is particularly important if the work you do is of a very sensitive nature.

Happy clients are generally willing to share their experience, just ensure they don’t feel pressured or obligated to provide a testimonial for you.

Have a Process

Create the habit of requesting testimonials once a client has finished working with you. The best time to ask is when they still feel motivated by the results they achieved and remember the details of working with you.

Once clients have achieved the results they want and feel confident, simply ask if they would be willing to share their story. If they say yes, make a note to email them a quick reminder a couple of weeks later if you haven’t heard anything.

Make it as easy as possible for them to provide a great testimonial with a few questions – you can use the three things a testimonial should include earlier in this article for inspiration.

Different Types of Testimonials and Case Studies

Traditionally, many testimonials and case studies were written. With smartphones and the internet, there are so many other options available to collect testimonials. It is often easier for clients to produce a quick video, and many are happy with this format these days. These hold incredible power as they provide a ‘real person’ for potential clients to relate to.

Another option is to interview a client once they have finished working with you. This can be in person, remotely, on video, audio recording, or taking notes. You get to ask the relevant questions and format them in a way that works in your marketing.

By taking on the creation of the case study, or testimonial, you are increasing the chance of client participation. All you’re asking your client for is a little of their time.

If you do this, always show the finished piece to your client for approval, before publishing.

Online Reviews

With most of us turning online to find solutions for our challenges, getting your testimonials posted online is essential. We all love to read reviews before we decide to buy and having them will help you to stand out online.

If someone is happy to do a testimonial for you, ask them if they’d be happy to share it on Google, LinkedIn, Facebook, and any other platforms or directories you’re on. This will help to raise your profile and credibility online, especially if you’re moving to work more and more online.

You can also use any reviews posted online about you in your own marketing so if you have reviews about a book on Amazon or your services on Google, share them in your marketing too.

What if you don’t have testimonials?

If you’re just starting your business and don’t have any testimonials, consider doing a hypothetical case study to demonstrate the journey of a client working with you.

Ask family and friends who you practiced with while you were training for testimonials.

You could also request endorsements from your colleagues, your school, or employers to provide proof of your capabilities and credibility.

Or offer a few free appointments in return for a testimonial. I don’t normally advise working for free, but in this situation, you are doing it for the strategic reason of collecting testimonials. If you do this, make sure you limit the amount you give away and offer it to those who you feel will benefit the most.

Word of Caution

Don’t just publish anything. Make sure it fits with the guidelines of your professional body. Some bodies have very strict rules on the use of case studies and testimonials.

If you're based in the UK you must comply with the Advertising Standards Authority and CAP codes, you can find more information here.

Make sure you have the contact details of your client and written permission to use their story.

Be reasonable about what you include to ensure you (or your client) are not making any claims that cannot be substantiated if challenged.

Conclusion

Case studies and testimonials demonstrate real results, build credibility, and help potential clients understand how your approach can benefit them. By showcasing the transformations you've helped others achieve, you can alleviate doubts, build trust, and make it easier for people to choose you as their practitioner. Incorporating these stories into your marketing reinforces your expertise and creates a deeper connection with your audience, encouraging them to take the next step with you.

If you’re struggling with your marketing, let’s chat about moving from marketing chaos to marketing calm. I can help you get clear about your best next steps and point you in the right direction for the support you need.