case study testimonial template

9 Testimonial Templates to Win Over Customers

By Sam Stemler on September 27, 2021

Testimonials give customers confidence in your product. They can resolve a customer’s primary concerns, make them feel good about contacting you, and solidify their decision to buy. What your testimonials do for your business depends mainly on how they’re presented. We’ve updated this blog post in 2021 to include nine testimonial templates and examples, how they’re used, and how you can get these types of testimonials for your business.

What is a Testimonial and Why You Should Use Them?

A testimonial is a customer’s endorsement of your business. It shows approval and support for the product, service, or experience you provide. Some testimonials are short, with just a sentence or two showing the customer’s approval. Other testimonials are longer, with detailed descriptions, pictures, and videos. Both of these types of testimonials, and those in between, can be valuable, depending on how you use them.

Testimonials are important to build trust in your business and help move leads down the sales funnel. Over 70% of consumers say positive testimonials increase their trust in a business . Testimonials can also increase revenue by turning more leads into customers. In fact, using customer testimonials regularly can generate approximately 62% more revenue . 

It’s important to leverage testimonials, but what makes up a great testimonial?

What Makes a Great Testimonial?

Testimonials that win over customers have a few things in common. When you know what makes a great testimonial, you can ask questions and provide prompts that will help to steer your customers in the right direction.

Great testimonials will succeed in at least one of the following:

• Addresses a common concern or doubt a new customer might have about the product or service
• Shows the best use of the product or service and the advantages a customer can expect
• Demonstrates the competitive advantages or best aspects of the product or service
• Shows which customers the product or service is ideal for
• Describes a special experience the product or service provides
• Shows the business can respond to or resolve a problem

In each of these testimonial templates and examples, we’ll show you how you can steer customers or other advocates in these directions.

Featured Resource: Testimonial Request Email Templates

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Product Testimonial Template

Product testimonials are ideal for overcoming objections or hesitations a potential buyer might have. Placing these testimonials on the product page or a similar landing page can help to ease the conversion process. Product testimonials for a high-priced product that requires a lot of customer consideration should be longer and more thorough. In comparison, product testimonials for lower-priced products requiring less consideration should be shorter.

In a product testimonial, the goal is to highlight the product’s benefits, resolve objections, and describe the product’s use. A simple product testimonial template looks something like this:

“[Product name] had a great [product advantage]. I was a bit worried about [objection], but it wasn’t a problem at all. I love using [product name] when I’m [best use scenario].”

For example, if you have a fashion company, the following testimonial might get more customers to make a purchase once they’re on the product page:

“This shirt is so soft and comfortable. I was a bit worried about the size running small, but I normally wear a medium and it fits great. It’s so comfortable and breathable, I can wear it to bed or to the gym, and it looks great day-to-day too.”

To steer customers towards this product testimonial template, you might use fewer open-ended questions  or include targeted prompts. Patagonia’s reviews on their products highlight selection-type answers, such as “size” or “fit,” to give prospective customers information.

Here are some questions you might include on your review form or some prompts you might use to help your customers create testimonials close to this product testimonial template.

• What is your favorite thing about this product?
• Where or how do you use this product most?
• Did you have any hesitations about buying this product? Did the product resolve these hesitations?

Service Testimonial Template

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.

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?

Case Study Testimonial

A case study testimonial is more in-depth than other types of testimonials. These types of testimonials are ideal for businesses with products or services that require extensive investment.

The ideal case study testimonial not only describes your business and what you provided, but it also describes the customer, the reason they selected your business, and their experience with you. This can help to win over other customers who have the same experience or problem. For a case study testimonial, you want to choose a customer who best represents your target market, so you can reach this segment most effectively.

Case studies will look slightly different for B2B and B2C businesses. A B2B case study testimonial template looks something like this:

“[Customer name / Business name] Case Study We are a [information about the customer; company size, industry, etc]. We were facing a significant challenge with our [problem encountered]. This was having a negative effect on our business by [negative business impact of the problem]. When we discovered [your company name], they were immediately [company strength]. We saw significant improvements right away and, after [time as a customer], we have seen [measurable benefit].”

Let’s say you own a cleaning service specializing in small businesses in offices. An ideal case study testimonial might look like this:

“Best Software Business Case Study We are a small accounting company with ten employees, with each person having their own office, as well as a kitchen and lobby area for our clients. At first, we thought we could keep the office tidy ourselves, but things kept getting away from us; overfilled trash cans, leftover coffee cups, dirty floors. When our clients commented on it, we decided to get a cleaning service. Local Cleaning Service has been great. They are accommodating to our needs and budget, while also doing a great job. Right away, having a clean space was a load off our minds. We’ve been a customer for four years and our productivity is better, our stress is lower, and our clients are happier ever since we started working with Local Cleaning Service.”

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?

Direct Quote Testimonial

The direct quote testimonial is ideal for lending social proof to your products or services quickly. This type of testimonial is best for products or services that don’t require much investment or consideration but could still benefit from a vote of confidence.

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 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 a 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!” 

To point your customers towards this type of testimonial template, remember that less is more. You’re looking for an enthusiastic emotional response, so the testimonials you receive will depend more on who you ask rather than how you ask them. Even if customers feel strongly about your product, not all of them will give you strong quotes. Try one of the following questions or prompts when asking for direct quote testimonials:

• Thanks for working with us! How was your experience?
• What did you enjoy most about working with us / using our product?
• Can you say a few words about your experience?

Problem Resolution Testimonial

This testimonial template is similar to the case study but focuses more on the customer’s original problem and its resolution rather than their overall experience. The problem resolution testimonial is ideal for solution-oriented products or services, with a very clear benefit. This type of testimonial isn’t ideal for businesses focused on providing an experience and addressing multiple needs.

For this type of testimonial, work with a customer who best represents your target market and has used the product or service in a typical or expected way. This person should have their problem solved, but you don’t want to give potential customers unrealistic expectations.

Here is a problem resolution testimonial template you might use:

“I immediately knew I had a [customer problem]. I needed this resolved [product or service competitive advantage]. [Your business name] did it, and I [overall satisfaction].”

Let’s say you operate a pest control business. Customers that come to you have an obvious problem, and prospective customers want proof that you can solve it. The problem resolution testimonial will address their concerns quickly, and help them make up their mind. Here’s a testimonial example you might get from a customer:

“When I realized I had an ant problem, it was out of control. I needed an exterminator immediately. Pest Control Company sent someone out right away and I haven’t seen an ant since—I would definitely recommend them.”

To fill in this testimonial template, include these questions or prompts on your testimonial submission page, or use these when you talk to your customer.

• What was the problem that made you call us / order from us?
• What was the number one thing you were looking for in a solution (fast, inexpensive, high-quality, something else)?
• How did you feel about our response? Were we able to solve the problem?
• Overall, were you satisfied? Would you recommend us to friends or family?

Video Testimonial

A video testimonial is a powerful way to capture your customer’s experience with your business. According to Wyzowl , 47% of people say testimonial videos are effective because they help visualize how a product or service works. A video testimonial tells your customer’s story about how they had a problem, and your product or service helped them resolve it. Here are two examples of video testimonials using Boast’s platform .

This type of testimonial naturally creates an emotional appeal from your customer’s story. As humans, we’re drawn to that emotional connection that can influence our buying decisions . While you want a video testimonial to be authentic, you still want to aim for key components. Below is a video transcript testimonial template for how a B2B product/service helped solve a problem.

“Hello my name is [customer name] and I’m the [title] for [business name]. Our team was experiencing trouble with [state your problem] which was negatively impacting our sales. We had tried some options to resolve this problem, but nothing seemed to work. Then we found [product/service], which quickly resolved our issues and our sales began to increase. We highly recommend [product/service] if your business is facing similar problems. It changed everything for us!”

Here is another example of a video transcript testimonial template for B2C where a product/service helped a customer.

“I was really struggling with [state your problem] which was negatively affecting me. I started by asking my friends and family what they’ve tried, and someone recommended [product/service]. After a little more research, I decided to go with [product/service] and I’m glad I did! My friend was absolutely right, this product/service has done wonders for me and I’m never going back. If you’re facing similar issues, I highly recommend giving [product/service] a try.”

The testimonial templates above are a great starting point, but each customer will be different. Try asking open-ended questions to help guide your customers in what to say during their video testimonial. Here are some examples:

• What were you hoping to solve or accomplish when you started working with us/ buying our products?
• Have you tried alternatives/competitors? What was missing?
• How were we able to solve your problem or provide what you were looking for?
• What is your favorite thing about our business/ our products?

Third-Party Testimonial

Many testimonials are useful to have on your own website or marketing materials, to convince prospective customers who would be considering a purchase. However, some testimonials are more valuable in other locations on third-party websites.

Most customers start their search for a product or service by simply looking for information. They might start with a simple Google search, looking for reviews on a particular product, business, or location. Most customers look first to third-party websites that they consider impartial, like Google Reviews , Yelp , Angie’s List, and hundreds of others . It’s valuable to have testimonials on these third-party sources as well, so you can reach prospective customers right away.

Here’s an ideal third-party testimonial template:

“I visited [business name] and tried [product or service the customer used]. The experience was great, it [advantage enjoyed by the customer]. I’d highly recommend them to anyone.”

If, for example, you owned a restaurant, prospective customers might find your business on Google Maps, and look at the listed reviews to make a decision. A testimonial like the following might convince them that your business is exactly what they’re looking for.

“Local City Restaurant has great food at a great price. The wait staff was friendly and quick, the burgers were top-notch, and we had a great time. We’ll be back soon!”

When collecting these types of testimonials, it’s essential to make the process very easy. You can use many different prompts, but remember to keep it simple. These types of testimonials are usually short and shouldn’t take your customer more than five or ten minutes to submit.

• First, make the link to the review page very obvious
• Explain anything the customer might need to know about submitting their testimonial
• Check the third-party website’s rules to make sure it’s acceptable to ask your customers for testimonials. Yelp, for example, expressly forbids asking for reviews .
• Ask your customers brief, simple, open-ended questions like “tell us what you enjoyed about your experience” or “what stood out to you about your visit?”
• Thank your customers for submitting their testimonials to the third-party site. Tell your customer, briefly, what this means to you. You might say, “your support helps other customers find us.”

Influencer Testimonial

Your customers don’t have to be celebrities to submit powerful, valuable testimonials. However, customers with a notable platform or following can use this to extend the reach of your business and help you reach even more potential customers. Testimonials from influencers can be especially helpful, especially when these influencers are well-known and beloved amongst your target market.

These types of testimonials are often paid relationships. While it’s okay to pay an influencer for their time, you must disclose that you are paying them, and the testimonial must also be honest. The Federal Telecommunications Commission (FTC) lays this out in their “ Guides Concerning the Use of Testimonials and Endorsements in Advertising. ” Also, keep in mind that these types of paid testimonials are not acceptable on third-party review sites like Google, Amazon, Yelp, and others.

When it comes to gathering influencer testimonials, it’s important to choose carefully. The influencers should be well-known and well-respected by the audience you’re trying to reach. Also, the influencer does not have to be well-known to everyone. They might be well-known on a local level or known for their particular talent or personality. The content and length of the testimonial might vary widely. Remember, though you are paying the influencer to provide a testimonial with some questions or prompts to help, you cannot tell them what to say. An influencer testimonial template might look like this:

“I tried [product or service] over [time period] and it helped me a lot. When I am [activity the influencer is known for] I sometimes have trouble with [challenge]. This [product or service] helped me solve it by [notable advantage].”

Let’s say you’ve just opened a new bike shop in town. An influencer testimonial from the local cycling club’s leader could help you generate some buzz.

“Our cycling group visited Local Cycling Shop for some much-needed tune-ups in the spring. Some of our bikes had flat tires, issues with gears and brakes, and more. Local Cycling Shop got us all up and running fast and easy, with rates we could all afford. We would all recommend Local Cycling Shop to all the cyclists in town!”

To get an influencer testimonial, keep the following in mind:

• Research potential influencers to find who will be accessible to you and relevant to your audience
• The influencer might volunteer to give a testimonial because they love your business, or they might only give testimonials in exchange for payment. If you pay them, make sure this is disclosed.
• Use your own platform to spread the influencer’s testimonial, and ask them to do the same. If you are paying for a testimonial, be sure you know what sort of reach and impact you can expect.

Press Testimonial

A press testimonial is similar to an influencer testimonial, except a publication has an established platform within a location or group. These types of testimonials are generally reviews of particular products or services, such as movie or restaurant reviews. In addition to a traditional newspaper, magazine, or television testimonial, a press testimonial source might also include a popular website, social media group, online video channel, or other emergent media.

For this type of testimonial, a media group might approach you about covering your business, or you might make a request. The media group will probably have an established column or the equivalent, such as a regular restaurant review column. These types of testimonials are especially valuable because they easily reach your audience, they lend your business authority and trust, and are usually detailed.

Every publication or media group does its testimonials, reviews, and endorsements a bit differently. There is no particular testimonial template for this type of endorsement. However, if you are trying to earn a review from a publication, you might try the following:

“Dear [publication/media group contact person], I’ve been an avid [reader/listener/watcher] of [publication/media title] for [time period] and I’ve always enjoyed your work. I’m contacting you about your review spot, [title of column or spot]. I’ve had [type of business] for [number of years] and we are very proud of the work we do. Our customers consistently praise our work and we’d love for your reviewers to give us a try. We at [business name] would be so proud to be featured in [review spot name]. What can we do to earn this spot?”

For example, a restaurateur might contact a local paper about a feature in their regular restaurant review section. Their request might look like this:

“Dear Meg A. Writer, I’ve been an avid reader of Local Happenings Paper since I moved to town 10 years ago, and I’ve always loved your work. I’m contacting you today about your exceptional restaurant review section, Local Foodie Corner. I’ve owned and operated Great Local Restaurant for 8 years and everyone here is very proud of our work. We have over 1,000 amazing reviews from our long-standing happy customers, and we’d love for your reviewers to give us a try. Everyone at Great Local Restaurant would be so proud to be featured in Local Foodie Corner. What can we do to earn this spot?”

There are many types of testimonials, so use these testimonial templates as a starting point to help your customers or design your testimonial submission page. These questions and prompts can help you with text testimonials or video testimonials. If you’re using text, be sure to include an image of your customer as well, so prospective customers know it’s not a fake testimonial . If you’re creating video testimonials, make it easy for your customer to record and submit or schedule a meeting with your customer so you can help them.

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8 Testimonial Templates (Customer Reviews, Case Studies & More)

We show you how to speed up the process of collecting, designing, and publishing ugc with client testimonial templates for written and recorded reviews..

Steve Norall • October 25, 2023

Social proof from testimonials is essential for effective marketing. Authentic testimonials provide real insights from your customers, which helps prospective customers decide if you’re the right business for them.

To make sure you’re getting the best testimonials (and to simplify things for you and the people writing or recording their stories), you want to use a template.

The best testimonial templates are:

• Easy to send out to customers (and get back). A template saves you time because it removes the need to continually edit your testimonial requests. A good template also makes it easy for your respondent to write or record their testimonial. Plus, when you get a testimonial response, you’ll want it stored in a library or folder that you can easily access.
• Designed to help you get the most credible and helpful testimonials. If the prompts in your template aren't clear, then your respondents may write down or record a testimonial that isn’t helpful or informative (for you or your potential new customers).
• Easy to edit and customize to your brand. You’ll likely want to do some light edits on the testimonials you receive to make them friendlier to consume. You may want to trim down what your customer has said for clarity, change the sizing of the video (for your website or social media posts), and even edit the look or feel of the testimonial (to match your branding).
• Easy to share across different marketing channels. A testimonial is meant to be shared, so you’ll want an easy way to share your customer stories on your website, social media accounts, and across your various marketing channels.

In short, a good template makes it easy to ask for testimonials, gives structure to your respondent’s talking points, and helps you edit, design, and publish the results.

In this post, we cover 8 testimonial templates:

Video Testimonials

• Product/Service Reviews
• Case Study Testimonials
• Customer Stories for Social Media
• Influencer Testimonials
• Event Testimonials
• Employee Testimonials
• Client Testimonials on Third-Party Review Sites

We’ll start with the broad category of video testimonials. This is an area of testimonials we know inside and out. We made Vocal Video , our video testimonial software, after personally experiencing how difficult and expensive it was to make a video testimonial.

Vocal Video helps all types of companies affordably collect, edit, and share video testimonials. Plus, when you use our software, you can access over 45+ different testimonial templates, from video reviews to sales enablement videos . These templates help you easily get effective testimonials from your respondents.

Our templates are simple to edit and share, resulting in videos like the ones below:

Sign up for a free Vocal Video account today to start exploring the benefits of testimonials for your business.

1. Video Testimonials

A video testimonial is any testimonial where the respondent has been recorded on camera as they speak about the benefits of your product. So, you can use video to capture all types of testimonials, from product and service reviews, to case studies, customer stories, event testimonials, and more.

Using video to capture testimonials comes with several benefits because videos can make an emotional connection that written testimonials just can’t match.

With video, it’s easier for your audience to relate to the customer and imagine themselves in the same position. Your audience can also pick up on subtle, trust-building cues in the speaker’s tone and body language that tell them their experience with the product is genuine. Compared with content that’s written by your company, a potential customer is much more likely to believe and remember the benefits of your product when they find out about them in a user generated video testimonial.

Our research , conducted with over 450 marketing professionals, shows that good testimonial videos significantly improve conversion rates, with 88% of marketing teams experiencing at least a 10% increase in conversions compared to campaigns that rely on text alone. Nearly half see a lift of 25% or more.

But plenty of companies don’t make video testimonials because they’re seen as expensive and time-consuming. And that’s where templates can make all the difference.

A video testimonial template helps keep your testimonials:

• Simple to capture, edit, and share
• Consistent with your brand
• Affordable and quick to make

How Vocal Video’s Testimonial Templates Work

We make the process of collecting, designing, and publishing video testimonials effortless — both for the marketers requesting the testimonials and the respondents recording them.

It all starts with building a Video Collector, which is how you request and receive videos through a branded testimonial form. You can create a Video Collector from scratch, or start with one of the 45+ testimonial templates we provide.

We built these templates after working with a diverse range of clients and learning what type of testimonials they wanted most.

Below is an example of a finalized testimonial that was made by filling out a testimonial template. This testimonial was made by our client Endless Events and follows a common three-act structure, where the speaker describes the problem they were facing (the challenge of selling a non-physical product), talks about how easy it was to start using Vocal Video, and speaks about the lasting benefits.

In the video, Will Curran answers the questions:

• Why is [your product] important to your business?
• How are you using [your product]?
• If you had to describe [your product] in a couple of sentences, what would they be?
• Would you recommend others try [your product]? Why?

The quickest way to build a Video Collector to get responses like this is to choose one of our 45+ customizable templates. You can go to “New Collector” in the Vocal Video dashboard to explore your options.

Each template includes suggested questions. You can customize, swap, or add to these questions while checking a live preview of how your collector will look to the people recording their stories.

Once you’ve added the right questions to your Video Collector, selected the attribution information you’d like your respondent to give (like company name, customer name, and their position within the business), and added design elements to your Brand Kit (like your company’s logo and brand colors), we'll automatically generate the URL you need to send the Video Collector to your audience.

From there, they’ll be able to open the link on any of their smart devices (mobile phone, tablet, laptop, desktop computer, etc.) and record their testimonial — without having to download an app, create a Vocal Video account, or use any professional recording equipment!

You can increase the number of responses your collector gets by using our proven three-touch email sequence to share the link.

• First, the pre-ask is where you introduce the customer to the idea of recording a testimonial and let them know how easy the process will be.
• Second, the invitation is where you send the link to the collector, let them know what questions to expect, and thank them for their time.
• Finally, the reminder — this is a nudge for any customers who haven’t recorded their testimonial yet.

Find out more about the best method for requesting testimonials by email.

Once they are finished recording, their testimonial gets sent back to you, and Vocal Video automatically creates a video that’s ready to share as soon as it arrives in your library.

Our automatic editing process includes adding design elements like:

• The logo and brand colors you set in the collector.
• The speaker’s name and title at their company.
• Question slides to show the prompts they’re responding to.
• Dynamic animated transitions between slides.
• Music from our library of royalty-free tracks.

This creates a polished testimonial video that can be instantly identified with your brand. Because all the testimonials recorded with a certain Video Collector have the same design features, automatic editing makes it effortless to create a cohesive campaign of videos without any additional time or technical knowledge from you.

Once you start getting videos, you can share them as single videos, as testimonial cards with eye-catching featured customer quotes, or as a beautiful gallery of social proof that shares the same design elements. Simply go to any of your published videos, click “Share” and then “Embed it on your site. ”

If you click “Video Card,” you can adjust the shape of the card to suit the design of your webpage, and choose the featured quote to highlight.

Just like the Video Collector builder, you can preview all the changes until you’re happy with your design.

You can embed videos and video cards individually or as part of a grid , list , carousel , or wall of love gallery, like the company culture gallery from Blueshift , below.

Whether you want to use video to supplement the information on a page of your website or blog, build an intriguing landing page, or you need an easy way to create an interactive testimonial page for your prospective customers, our automatically generated embed codes make it easy to add testimonials in WordPress and other content management systems — even if you’ve never coded before.

Vocal Video is the easiest and most cost-effective way to create video testimonials, and our intuitive interface makes testimonial recording a breeze for your satisfied customers, too.

With Vocal Video, it’s easy to produce video versions of any of the types of written testimonials mentioned in the rest of this list. Plus, our editing tools make it easy to design, reformat, and repurpose the videos you collect for any of the marketing channels where you want to share them.

2. Product and Service Reviews

Informative, high-quality online reviews are extremely important when people are making purchase decisions, especially for higher-priced products.

We know many people start shopping by scanning the number of reviews and the star ratings , but the content in the body of the review — whether that’s a written paragraph about the buyer’s experience or a video — is extremely important for people who are comparing their options or looking to alleviate their concerns before committing to the purchase.

For example, Majka includes product testimonials from verified buyers to support the claims they make in their online store.

Here, the review is positioned after the headline text and FAQ. Once they’ve read the description and key product information, the feedback supports the data with an emotional nudge assuring them that other people have solved the pain point they’re facing with that product. This helps seal the deal and gives the customer the final push to add the product to their cart.

Companies can also convey this information in video form. For example, alongside their written reviews, Makja also used Vocal Video to ask for reviews from their loyal customers using a few simple questions:

• What were you struggling with before trying [your product]?
• What made you decide to try [your product]?
• What do you love most about [your product]?

Get Vocal Video’s Customer Testimonial templates (including B2B reviews, eCommerce reviews, and In-Store Purchase Experience testimonials).

3. Case Study Testimonials

When used alongside compelling data, case study testimonials from your clients and team make these sometimes dry or jargony documents more accessible and engaging. In turn, this makes it easier for people to remember (and put their trust in) the true value proposition of your product.

Case studies are also a diverse resource. You can use them in external campaigns and internal communication, especially if you work in B2B marketing . You can display case studies on dedicated webpages, like FluidIT , which powers its testimonials page with a Vocal Video list gallery.

And you can use case studies in your training and onboarding materials, or to supplement whitepapers, ebooks, or guides published on your site.

As a starting point, try some of these case study template questions:

• What problem was your company dealing with before [your organization]?
• How did [your organization] help resolve this challenge?
• What results did you get with [your organization]?

Since case studies tend to be a very detailed form of testimonial, you can also ask more specific questions, or ask the respondent to provide concrete data about the results they’ve seen. With our Video Collector, you can ask the respondents to speak in-depth about their experience by including up to five questions.

Get Vocal Video’s B2B Case Study Videos template.

4. Customer Stories for Social Media

People generally use social media in their spare time, when they’re less likely to be receptive to corporate advertising. You’re much more likely to get their attention if you foreground the voices of their peers.

One option for using testimonials on social media is to collect reviews and ratings on sites like Facebook, but you can also be more proactive.

For example, Knowadays regularly publishes positive testimonial examples designed with a branded template on their Facebook news feed.

It’s easy to create a graphic like this using a design platform like Canva. Simply decide on the colors, font, layout, and graphics you’d like to use, then copy and paste the text and photos into the template when you have a story to share.

Knowadays also publishes Vocal Video testimonials from their course participants every week for their “Meet a Graduate” campaign . Because of the branding elements added through automatic editing, these videos sit comfortably alongside the text testimonials on Facebook.

Vocal Video’s editing tools make it easy to repurpose video testimonials to fit the short form video options on different social media platforms.

A great social media testimonial can follow the same pattern as any other review, using questions like:

• Could you describe a time that [your organization] helped you?
• How would you describe [your organization] in three words?
• Why is [your organization] different from other similar products or services?

Social media also gives you the freedom to try out less formal testimonial structures. For example, you could ask people to show themselves using the product or record every respondent saying a catchphrase, then edit the responses together within Vocal Video to create a highlight reel.

Get Vocal Video’s Customer Testimonial Videos template.

5. Influencer Testimonials

When one of the big players in your industry puts their voice behind your brand, you gain credibility and access to a new customer base. Potential customers are more likely to believe in the benefits of your product and service once it has personal recommendations from people they respect.

For example, mushroom coffee brand Four Sigmatic uses quotes from influencers, including a bestselling author, on their homepage.

You can keep things simple for influencer testimonials, with questions like:

• Could you share your favorite thing about [your organization]?
• What makes [your organization] unique?
• Would you recommend [your organization]?

Just be aware that there are some legal caveats around reviews and partnerships with experts and influencers. You may have to post a disclaimer alongside any influencer testimonial content you use, particularly if you provided a free product for them to test.

Get Vocal Video’s Influencer Videos template.

6. Event Testimonials

In event management, FOMO can be an effective way to drive registrations and ticket sales. This makes testimonials one of the most powerful marketing tools you can include in your strategy. The easiest way to show what someone might be missing out on is to let them hear the voices of the people who are already there, as they capture the sense of excitement and potential learning opportunities at your event.

You can record event testimonials:

• Before the event, building anticipation as people describe what they’re excited about. For example, you can ask your event speakers to introduce themselves, summarize their talk, and tell you what they’re personally looking forward to at your event.
• During the event, capturing the atmosphere as your event attendees describe the experience they’re having. For example, you could focus on prompts about the reasons why someone chose to attend, the most impactful takeaways from the event, and the elements that make your event different from others they’ve been to.
• After the event, when people have had a chance to reflect, process, and come up with what they see as the highlights of the event.

Using a great testimonial template to collect event promotion videos enhances this sense that the respondents were part of something important. Creating a unified picture, as these testimonials from the American Lighting Association do, is an effective way to drive more registrations for your next event or encourage people to follow online.

These videos were collected live at the ALA conference using a device set up with Vocal Video’s Kiosk Mode , available on Pro and Enterprise pricing plans.

Get Vocal Video’s Event Testimonial templates for speakers, attendees, and sponsors.

7. Employee Testimonials

Employee testimonials are some of the most versatile testimonials around. They’re useful for training and onboarding, enhancing your job ads, celebrating success stories within your team, and for external marketing on sites like LinkedIn.

Wonolo uses short written testimonials from their employees as you scroll the careers page of their website. In this case, each of their value statements is supported by a short paragraph from an employee who has seen it in action.

People are more inclined to trust the claims a company makes if they have this personal connection with the faces behind the brand. It reassures them that the statements about the company and its ethos are endorsed by real people. Foregrounding your team also shows your company values its employees, which is extremely attractive to consumers.

You can highlight the voices of your team, while still conveying valuable information about what makes your product special, with these questions:

• How did you find your way to your current role at [your organization]?
• Could you share a few details about your favorite part of your role and the team at [your organization]?
• What stands out about the culture at [your organization]?

You can see responses to some of these questions in these memorable employee-generated videos from LivePerson :

Get Vocal Video’s Employee Video Testimonials template.

8. Client Testimonials on Third-Party Review Sites

The reviews you get online (on sites like Google) can also influence a potential customer’s impression of your business. Since these sites are seen as unbiased, consumers are generally inclined to trust the customer’s experience as written on these sites.

When it comes to third-party sites, it’s best practice to ensure you open or claim a profile on the review sites that are most relevant to your industry. For example, if you work in hospitality or tourism, a TripAdvisor profile is indispensable. Angi is a popular review site for small businesses that do home maintenance work. And for any kind of local business, it’s helpful to keep the photos and information on your Yelp business profile up to date.

If the site allows you to respond to customer feedback, you should do so. Thanking a customer for a good review gives the impression that you truly value their time, and responding to a bad review professionally can offset the negative effect of a review with a lower star rating.

Take a look at this 5-star review of the Stone Hill Inn on Tripadvisor :

And the enthusiastic response from the hotel owners.

Remember, though, that sites like Yelp expressly forbid businesses from asking for or rewarding reviews. You might also find that the review belongs to the site where it was originally posted, which means you shouldn’t copy and paste the text from, for example, a five-star Google review to share in a testimonial graphic on your Instagram feed.

Choose a Testimonial Template to Collect the Best Customer Stories

The beauty of building and reusing a testimonial template for your business is that it simplifies the collection process, allowing you to easily include testimonials in your marketing strategy and provide relatable stories for your target audience.

With Vocal Video, you can:

• Use our online Video Collector interface and proven three-touch email templates to request testimonials and increase your response rates.
• Use our customizable, case-specific templates to get responses that address the unique selling points of your product and brand.
• Design and publish testimonial videos that stand out on social media or your website at a fraction of the time and cost of traditional video editing.

Access 45+ testimonial templates and start collecting responses today when you sign up for a Vocal Video account .

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8 Important Testimonial Templates To Increase Brand Awareness

June 15, 2023

By: Sam Shepler

Table Of Contents

What makes a good testimonial testimonial, and what can it do for you, the best 8 client testimonial templates to use in your business, frequently asked questions about customer testimonial templates.

‍Wondering how to write a testimonial for business? It's all in the template. A clean and well-designed testimonial template can turn potential customers into buyers. In fact, customers who interact with reviews or testimonials are 58% more likely to do a purchase.

Testimonials are one of the most important pieces of copy that you can write on your business website . If you use them wisely, you'll be able to increase your brand awareness and strengthen your bond with customers.

Do you want to create a testimonial page that inspires trust within your clients? Learn how to display customer testimonials effectively on your site with these 8 customer testimonials page examples and boost your sales.

Keep reading and discover:

• What is the definition of a testimonial template?
• Why do you need to build a testimony template on your website and how to manage customer feedback ?
• What are the 8 best client testimonial templates to use in your business in 2023?

First impressions matter the most. When new customers visit your website, they should be able to know everything about your product or services. How can you convince them to rely on you?

A customer testimonial page is one of the best ways to show social proof on your site. This can help you build trust with your customers and increase website conversions .

Testimonial pages are the ultimate word-of-mouth marketing tool to sell a product. Numbers don’t lie: 9 out of 10 people say they trust what a customer says about a business more than what that business says about itself.

A great testimonial page should have the following features:

1. Clarity and accessibility

Make sure that your testimonials are direct and useful. Add a picture of your client to enhance the authority of the review and create an emotional connection with the reader. Keep it simple. An easy-to-use testimonial page is what you need to convert new customers into paying customers.

2. Consistency

If you ask the right questions, you’ll get the right answers. A testimonial page that drives sales depends not only on what your customers say about you but how they say it. Be logical with your text testimonials. Rather than asking your customers if they like your business, ask them what made them buy your product instead of your competitor's one.

3. Emotions

Choose reviews and opinions that connect with your target audience. If your buyer personas are B2B companies, pick the best testimonials from the same target audience . This way, your potential customers will feel represented with a story that relates to them and their needs.

In a nutshell, your prospective customers don’t want you to brag about yourself. They want to know what your customers think about you.

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Testimonials come in all shapes and sizes. There are multiple ways to implement them in your business website and to give voice to your customers. You can even use them to improve your content strategy .

We've compiled the 8 best templates for the following types of testimonials:

1. Video testimonials

Testimonial videos are short and engaging multimedia productions where clients talk about their experience with a product or service.

They're generally more helpful and memorable to users than a plain text testimonial. 2 out of 3 people say they’d be more likely to purchase after watching a testimonial video demonstrating how a business, product, or service had helped another person like them. You can only image the result if the video goes viral !

Video testimonials template

Your customers are not professional actors, so don't expect them to follow a film script. Instead of sending them a fixed template, give them the freedom to express themselves.

Guide your customers through answering the following questions:

• Tell us where and how you heard about our company
• Describe a specific time our company helped you
• Tell us about yourself, share a relevant personal story
• Describe our company in three words
• Show us the impact of our product with tangible results
• Would you recommend our service to other customers? If so, why?

2. Social media customer testimonials

Social media is one of the best channels to approach your prospective customers. Everyone's scrolling down their feeds in search of emotional and stimulating content. Why don't you use it to post testimonials and let them be a part of your social media branding ?

You can share testimonials in many forms of content on your social media profiles:

• Add customer testimonials in your posts
• Add content to Instagram Reels or Facebook Stories with great testimonial examples
• Publish a video testimonial on IGTV
• Contact social media celebrities and boost your engagement with influencer testimonials

Numbers speak louder than words. 52% of brand discoveries come through social media.

Social media testimonials template

Follow these tips to post testimonials on social media:

• Repurpose your reviews on social media. Use the same testimonials you have on your website. Publish the quote in your social media profiles and add a client's picture or a customized graphic in the background. Find some inspiration and stunning templates on platforms like Canva or Unsplash.
• Ask your customers for some feedback. Publish a testimonial example on your profile and tell your clients to follow the same structure. Make it a challenge for your community, add a hashtag and go viral with your customer's testimonials.
• Create and use a default template. If you want to keep the same format for all your testimonials, design a professional template.

“The first time I used [product or service] I knew I didn't want to try anything else. Every time I [activity] I usually find it tough to [challenge]. This [product or service] has been a life savior for me and I have improved my performance by [notable advantage].”

3. Quote testimonials

Customer quotes are very popular and easy-to-produce testimonials. These are short and honest personal recommendations from happy customers who love your brand.

People like quotes because they can get to know your company better after reading one or two sentences. To attract potential customers to buy your product, tell a story with your quote testimonials. Be specific and use a conversational tone: write the way you talk.

Quote testimonials template

To create an outstanding client testimonial template, just ask your clients to share their thoughts on your service. Consider using these questions:

• Did the product meet your expectations?
• How would you rate it from 1to 10 and why?
• What did you like the most?
• What can you say about its benefits?
• Would you recommend the product to other customers?

These are all great questions that will give you genuine answers about the strengths and weaknesses of your business.

4. Success story testimonials

Success stories are remarkable testimonials because they show a customer's personal story from an unpleasant past to a promising future.

These are the famous “before” and “after” experiences, where people share their journey using a brand to embody their fight against all obstacles. Use them to illustrate step-by-step how you helped your client to reach their goals.

Success story testimonials template

Coach Kat and Dr. Mimi is a family business run by a dynamic mother-daughter duo. They help people change their lives with a professional fitness and health program .

Kat and Mimi share clients’ testimonials and success stories on their site to show customer satisfaction . Take Patti’s story as an example of how to build a simple and compelling testimonial. All you need is:

• A “before” and “after” picture. Use as many pictures as you want. You can even create a gallery and show your customer's progress month by month.
• Show the benefit. How much money did they save? Tell your potential customers how can you help them with quantitative data.
• Let your customer express himself/herself. Your clients need a space to tell their stories. Allow them to talk freely about their insecurities and the benefits your product or service brought to their lives.

5. Long-form testimonials

Long-form testimonials are case studies used to describe a customer's experience in depth. They are highly effective because they display brand features in great detail.

These testimonials attract users' attention because they are long. That’s how the human brain works: when there’s a lot to say about a product is because it’s worth it.

Long-form testimonials template

A long-form testimonial can be as short as 400 words and as long as 3000. Use your words wisely and follow a coherent structure.

1. Start with a hook. Write an eye-catching introduction.

“Did you know that [your client] increased their sales by [notable advantage] with [your product or service] in only 3 weeks? Here’s how”.

2. Talk about the client. Tell people who’s your customer and why they choose you.

“[Your client] is a company established in [year and place of birth]. They wanted to find a reliable platform to gain more customers without spending a fortune. That’s why they choose [your company]”.

3. Show the results in numbers. Stats are key to proving that your service works. You may want to use tables and graphs to show the progress.

“Before using [your product], [your client] gained about 5 new clients per week. Now, [your client] is acquiring [number of clients acquired] weekly using [your product]. Their sales have increased by [notable advantage]”.

4. Summarize. Write a conclusion paragraph.

“[Your product] gives you the chance to acquire more customers at an affordable price. Check our plans starting at [your product prize] and give it a try today!”

6. Product testimonials

A product testimonial template helps demystify your product to discerning customers who want to know more about it before purchasing. It is the most widely used customer testimonial template because users review nearly every product before buying it for the first time.

Your product testimonial should have these elements:

• Details of exact product
• Why was this product picked?
• What was the experience?
• Is the product worth buying again?
• How the perception of the product changed after purchasing and using it
• What specific purpose is the product recommended for?

Product testimonial template

A typical product testimonial template would like like this:

“I was looking for [purpose] but was worried about [experience before use]. That’s when I discovered [product name]. I decided to try it out because [reason] and liked it because [product benefits]. I will continue using this product because of [experience after use]. I highly recommend it for [specific purpose].”

In a real-world example of a toothpaste brand that focuses on gum health, the template would read as follows:

“I was looking for a great toothpaste brand for my gums but was worried about its efficiency. That’s when I discovered GumHeal. I decided to try it out because it was among the few options available that focused on my exact condition of sensitive gums. I liked it because, after prolonged use, it has helped reduce my sensitivity problems. I will continue using GumHeal because it not only cares about my gums but also gives 12-hour freshness. I highly recommend it for those with bleeding and sensitive gums.”

The sharper the questions in the testimonial form, the better the answers will be. Avoid beating about the bush with vague questions such as ‘Do you like the product?’. It’s good to have a rating system for each reviewed product.

7. Case study testimonial

Case studies are the most detailed type of testimonials. They have a compelling brand story-telling aspect, which makes the viewer feel more involved.

Case study testimonials showcase your product from the customer’s point of view. It begins from the time before they started using your product. Two impactful formats of case studies are infographics and videos. The latter may be more expensive to produce and may include an engagement with the customer at a higher level.

Case study testimonial template

A case study testimonial template typically includes the following sections:

• Introduction: A brief overview of the case study, including background information about your brand and the purpose of the study.
• Problem Statement: A clear statement of the problem or challenge faced by the audience of the study.
• Methodology: An explanation of the brand’s methods to gather data, including the type of data collected, target audience, and sources.
• Findings: A presentation of the data and analysis, including graphs, tables, and other visual aids.
• Conclusions and Recommendations: A summary of the main findings and conclusions, along with recommendations for future action.
• Appendices: Any additional materials, such as audience survey results, interview information, or other supporting documents.

Compile this information in a blog post, presentation, or any other medium that allows you to share the study with your audience. A case study testimonial summarizes customer pain points with solutions backed up with science. It’s arguably the most effective way to showcase your product or service.

8. Influencer testimonial

Influencer marketing increased during the pandemic and is on a steady rise. Influencers have organic followers, which means that these are people who have opted to consume their content voluntarily.

Beauty brands lead the charge with influencer testimonials:

As a result, testimonials that use influencers can shift opinions in your favor.

Here are some factors you must consider:

• Pick a credible influencer who creates content within your space
• The influencer should have consumed your product and benefitted from it
• Engage with the influencer before they have benefitted from your product so that they can take users through the before-after journey
• The influencer should mention the name of your product at least three times

Influencer testimonial template

An influencer testimonial template typically includes the following sections:

• A description of the product or brand being endorsed, including its features and benefits.
• A narrative of the influencer's personal experience with the product or brand, including how they discovered it and how it has impacted their life.
• A presentation of the results the influencer has achieved using the product or brand, including before and after photos, metrics, or testimonials.
• The influencer's final thoughts on the product or brand, including whether they would recommend it to others and why.
• A clear and concise request for the audience to take a specific action, such as visiting the brand's website or following the influencer's social media account.

Influencers have a large following on social media and can reach a large audience in a short amount of time. By recommending a brand, influencer marketing can introduce it to a new and wider audience and increase brand awareness.

However, it's important to keep in mind that not all influencer recommendations will have the same impact on a brand. The effectiveness of an influencer recommendation depends on several factors, including the influencer's niche, the size of their following, the relevance of the brand to their audience, and the authenticity of the recommendation.

What are some commonly asked questions about how to write a testimonial? Get your questions answered with these three FAQs.

1. What is an example of an influencer testimonial?

An example of an influencer testimonial would be a mention from a popular figure or company. This is a prime opportunity to show how your company's services benefit influential figures in your field.

2. What is the most effective type of testimonial?

Using video testimonials, you can show prospective customers a real-life example of how your product benefited an existing business. The effectiveness of testimonials varies, but video testimonials are among the most powerful because they are more interesting, credible, and comprehensive than written ones.

3. What do you say during a testimonial?

Clichés like "it was great" and other similar meaningless phrases are avoided in favor of more specific praise. As a result, convincing testimonials highlight concrete advantages offered by the product or service in question. Statistics are a great way to add context to a recommendation.

Testimonials are valuable pieces of content for your business. They are one of the most powerful forms of social proof your brand can have.

If you want to create effective testimonials, you should use customer testimonial templates that reflect your brand’s identity and exalt what makes you unique.

Use the tips in this article to design great testimonials and turn your customer's personal recommendations into the best sales tool for your product or service.

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Sam Shepler is the founder and CEO of Testimonial Hero . 150+ B2B revenue teams at Google, UiPath, Medallia, InsightSquared, and many others use Testimonial Hero to easily create customer videos that engage prospects, reduce friction in the sales cycle, and drive more revenue faster.

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Free Case Study Templates

By Kate Eby | February 28, 2024

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We've collected free marketing case study templates for marketing managers, project coordinators, business strategists, and sales teams. Use these templates to organize and showcase your case studies for problem-solving and data analysis.

Simple Case Study Template

Download a Sample Simple Case Study Template for  Microsoft Word | Adobe PDF | Google Docs  

Download a Blank Simple Case Study Template for  Microsoft Word | Adobe PDF | Google Docs  

When to Use This Template:  This simple case study template available with or without sample copy has a straightforward, user-friendly format. It's ideal for junior marketers or entry-level associates who are just starting to write case studies. This template is also perfect for situations that require a quick, clear understanding of the basics.

Notable Template Features:  This simple case study template sports an easy-to-follow structure, focusing on the essentials without overwhelming the user with complex details. It features fundamental sections such as  Introduction, Challenge, Solution, and  Results , laid out in an intuitive, no-frills manner. 

While a marketing case study template showcases strategy outcomes, a  business case template evaluates broader business impacts.

Single-Slide Case Study Presentation Template

Download a Sample Single-Slide Case Study Presentation Template for  PowerPoint | Google Slides  

Download a Blank Single-Slide Case Study Presentation Template for PowerPoint | Google Slides  

When to Use This Template:   Ideal for sales representatives and quick-paced meetings, use  this single-slide case study presentation template to deliver a concise yet impactful presentation.

Notable Template Features:  The standout feature of this template is its ability to condense the entire case study into one slide. If you want some guidance on formatting, download the template with sample copy. This template differs from more elaborate versions by focusing on essential elements such as the problem, solution, and results.

Case Study Report Template

Download a Sample Case Study Report Template for  Microsoft Word | Google Docs  

Download a Blank Case Study Report Template for  Microsoft Word | Google Docs  

When to Use This Template:  Choose this case study report template when you need to create an in-depth, detailed analysis of a marketing case. It's especially useful for marketing managers and product managers who need to delve into extensive data analysis and provide a thorough overview of their findings. 

Notable Template Features:  The defining feature of this template — available with or without sample copy — is its detailed and comprehensive structure, which sets it apart from simpler formats. It facilitates an examination of complex cases, providing ample space for data presentation, detailed analyses, and in-depth discussions. This template is ideal for producing clear, professional, and exhaustive reports that cover every aspect of the case study in depth.

Data-Driven Case Study Template

Download a Sample Data-Driven Case Study Template for  Excel | Microsoft Word | Google Docs  

Download a Blank Data-Driven Case Study Template for  Excel | Microsoft Word | Google Docs  

When to Use This Template:  Utilize the data-driven case study template — available with or without example copy — to showcase the measurable outcomes and analytics of a case study. The template is ideal for marketers and analysts who want to emphasize the quantitative results and data-backed aspects of their strategies and campaigns. 

Notable Template Features:  This template emphasizes data visualization and metrics. It incorporates graphs, charts, and tables to present for a clear and detailed presentation of statistical information. Its strength lies in transforming complex data sets into understandable, visually engaging formats.

Marketing Case Study Template

Download a Sample Marketing Case Study Template for  Microsoft Word | Google Docs  

Download a Blank Marketing Case Study Template for  Microsoft Word | Google Docs 

When to Use This Template:  Turn to this marketing case study template to showcase marketing strategies, campaigns, and their outcomes. It’s particularly well suited for marketing managers, sales representatives, and content creators who aim to clearly illustrate the impact and success of their marketing efforts. 

Notable Template Features:  What sets this template apart is its focus on the storytelling aspects of marketing. Download the version with sample data to see how to structure the section on your company details, the challenge, and the solution.

One-Page Case Study Template

Download a Sample One-Page Case Study Template for  Microsoft Word | Google Docs

Download a Blank One-Page Case Study Template for  Microsoft Word | Google Docs

When to Use This Template:  Choose this one-page case study template to deliver a powerful message quickly and succinctly. The template is ideal for sales representatives and marketing managers who need to present a compelling, brief summary of a case study when time is limited and the impact is crucial, such as in sales pitches or high-stakes meetings.

Notable Template Features:  The hallmark of this template is its streamlined, one-page format, which sets it apart from more extensive options. Download the version with example text to see how it distills the case study into key highlights and results, presented in an easy-to-digest format. 

Check out this  article featuring free Google Docs case study templates for more options.

Problem-Solution-Impact Case Study Template

Download a Sample Problem-Solution-Impact Case Study Template for  Microsoft Word | PowerPoint | Google Docs

Download a Blank Problem-Solution-Impact Case Study Template for  Microsoft Word | PowerPoint | Google Docs  

When to Use This Template:  This problem-solution-impact case study template is effective for projects where you need to delineate a specific problem, outline the applied solutions, and discuss the subsequent effects. Download the version with sample text to see how to use the template to craft a case study with a logical flow and clear outcome. 

Notable Template Features:  This template's distinctive feature is its structured approach, dividing the case study into  Problem, Solution,  and Impact  sections. Unlike templates that might blend these elements together, this one provides a distinct, sequential framework.

In-Depth Analysis Case Study Template

Download a Sample In-Depth Analysis Case Study Template for  Microsoft Word | Adobe PDF | Google Docs  

Download an Blank In-Depth Analysis Case Study Template for  Microsoft Word | Adobe PDF | Google Docs  

When to Use This Template:  Deploy this in-depth analysis case study template and delve into a complex case study. It's perfect for situations where a thorough understanding and comprehensive analysis of all aspects of the case are needed, such as in research-heavy projects, detailed marketing strategy reviews, or complex product development scenarios.

Notable Template Features:  This template — available with or without sample data — has an expansive and detailed structure. Use the  In-Depth Analysis section to thoroughly explore the various facets of the case, including situation analysis, stakeholder analysis, and a deep dive into relevant data and evidence. Unlike simpler templates, this one offers a platform for comprehensive dissection and examination of intricate case studies, providing space for a detailed problem-specific analysis (such as  SWOT or PESTLE).

Testimonial-Based Case Study Template

Download a Sample Testimonial-Based Case Study Template for Microsoft Word | Adobe PDF | Google Docs  

Download a Blank Testimonial-Based Case Study Template for Microsoft Word | Adobe PDF | Google Docs  

When to Use This Template:  Utilize this testimonial-based case study template to emphasize the real-world impact and customer satisfaction of your service or product, especially in scenarios where customer experiences and endorsements are crucial. This template is ideal when you have strong, positive feedback from clients that can illustrate the benefits of your offerings. 

Notable Template Features:  This template focuses on customer testimonials. Unlike other case study formats, this one dedicates a significant portion to showcasing direct quotes and stories from clients. The sample-text version includes real-life examples and endorsements, demonstrating the practical benefits and satisfaction of your clients.

Key Elements in a Case Study Template

The key elements in a case study template include a clear title, executive summary, background information, and problem statement. They also cover objectives, solutions, results, and lessons learned to help you create a complete, engaging story of a project's success.  

The following elements help to structure a case study:   

• Title:  Add a concise and informative title that captures the essence of the case study. 
• Executive Summary:  Provide a brief overview of the case study, summarizing the problem, solution, and results. 
• Background Information: Include detailed context about the company, situation, or environment relevant to the case study. 
• Problem Statement:  Clearly define the challenge or issue addressed.
• Objectives: Outline what the case study aims to achieve or resolve. 
• Methodology or Approach: Describe the methods or strategies used to address the problem. 
• Solution: Detail the specific actions taken or solutions implemented to solve the problem. 
• Results: Provide quantifiable outcomes and data showing the impact of the solution.
• Analysis: Write a critical examination of the solution's effectiveness and the achieved results. 
• Visuals (Charts, Graphs, Images): These visuals should help viewers understand complex data and break up text-heavy content. 
• Testimonials/Quotes: Add credibility with direct quotes from clients, customers, or team members involved. 
• Challenges and Limitations: Discuss any obstacles faced during the project and how they were overcome. 
• Lessons Learned: Include any insights or knowledge gained from the experience. 
• Conclusion:  Summarize the main points, and restate the significance of the case study. 
• Call to Action (CTA):  Add content to encourage the audience to take a specific action, such as contacting the company or learning more about a service.

Types of Case Study Templates

Case study templates include single-slide overviews for quick summaries, in-depth analysis for detailed exploration, and customer testimonial templates that track the user's experience. Others focus on comparing strategies, showcasing data-driven results, and more. 

Here’s a list of case study templates:   

• Single-Slide Overview Case Study Template: Ideal for quick summaries, this template condenses the entire case study onto one slide, highlighting the problem, solution, and results. 
• In-Depth Analysis Case Study Template: Designed for detailed exploration, this template type has sections for background, market analysis, strategy implementation, and results. 
• Problem-Solution-Results Case Study Template: Structured around identifying a challenge, detailing the solution, and showcasing the outcomes, use this template when you want to take a narrative approach. 
• Data-Driven Case Study Template: Use this template to emphasize quantitative results and include charts and graphs to illustrate key metrics and successes.
• Testimonial-Based Case Study Template: This option uses customer reviews and testimonials to highlight real-world applications and satisfaction.

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Case Study Testimonial: A Powerful Way to Add Social Proof

Updated February 2022: In SaaS case studies, as in most content, no one wants to hear you ramble on about how great you are. Prospects are, however, very interested in what your customer thinks about you. In fact, 97% of B2B customers cited testimonials and peer recommendations as the most reliable type of content. This is why a case study testimonial is excellent social proof.

In this post, we’re going to cover what makes a great case study testimonial, and walk you through examples from Splunk and Gong. This is the fifth post in a 9-part series on how to write a case study for B2B SaaS .

Case study testimonial is the money quote

It’s the attention-grabber.

A case study testimonial is the customer telling the world that they enjoyed working with you, the results they experienced were dramatic, and they recommend your services to others.

Not just any quote pulled from an interview is going to work well as a testimonial in your case study. The quotes you choose to highlight should be specific, and resonant. “It’s great and I’m happy!” convinces no one.

Case study testimonial needs details to bring it to life

Splunk hits the nail on the head with this testimonial in its Tesco case study:

Chirag’s quote is descriptive and explains how Splunk is central to Tesco’s operational success.

Choose a quote with big impact as a callout for your case study testimonial. Separate it from the text, increase the font and catch the reader’s eye with colour and other design elements.

Importance of a headshot in a case study testimonial

Take a moment to compare Splunk’s testimonial from above to Gong’s testimonial below. Which one has more impact for you?

If you’re like me, you’ll probably agree that Gong’s testimonial with the headshot is more powerful.

When you include a professional, yet candid headshot, it increases the visibility, relatability and trustworthiness of the testimonial.

Great quotes from real customers can also be used elsewhere on your website, in social media and in other marketing and sales material.

Is your case study testimonial authentic?

It’s not just professional headshots that help with credibility. The words need to be genuine as well. Take a look at these 2 case study testimonial examples:

Too over the top, too perfect—with big numbers, no believable detail and photos that don’t inspire anything except an eye roll.

It’s all too easy to write a fake testimonial, and there are too many of them out there. Take the time to make yours credible. Your next customers will notice.

How to write a testimonial

Case studies with testimonials are much more vibrant than those that don’t incorporate the customer’s voice.

When incorporating quotes into your case study, it’s less about how to write a testimonial, and more more about how to select a great quote and edit it so it’s strong, concise and powerful.

Your main pull quote should speak to the overall impact your solution has had on your customer’s success. And for your Challenge, Solution and Results sections, select quotes that directly address those areas in the story.

Get a hand with your case studies

At Uplift Content, we work with high-growth SaaS companies to share their untold success stories and showcase how their products enable their customers to solve tough problems. Check out our case study writing services .

As the founder of Uplift Content, Emily leads her team in creating done-for-you case studies, ebooks and blog posts for high-growth SaaS companies like ClickUp, Calendly and WalkMe. Connect with Emily on Linkedin

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Enchanting Marketing

Writing advice for small business

How to Write Powerful Testimonials: 2 Templates + 9 Examples

by Henneke | 42 enchanting opinions, add yours? :)

T estimonials are powerful marketing tools. They add credibility and boost your persuasiveness. They help sell your products and services—but only if they’re not overly sugary.

This article discusses:

Testimonials are a powerful selling tool

You should always include testimonials in your copy. The reader finds it easier to believe the endorsement of a fellow consumer than the puffery of an anonymous copywriter.

Ogilvy wrote those words in his book Confessions of an Advertising Man , originally published in 1963.

Yet, over 5 decades later, testimonials are still one of the most underused sales tactics online.

That’s because most testimonials are overly sugary so they’re ineffective.

Plus, testimonials are often hidden away on a website; they’re not placed where they matter most and where web visitors will see them.

This article provides a mini-course on using testimonials to add credibility and boost your persuasiveness so you can sell more.

What makes testimonials ineffective?

I’m sure you’ve read ineffective testimonials like this:

• Johnny is a wonderful teacher.
• I’ve learned so much from Jennifer!
• Joanne’s workshop was amazing.

These testimonials are far too sugary to be believable. They don’t help to sell because they don’t give readers a specific reason why a service or product was so good.

Powerful testimonial are more like miniature stories , sharing the experience of a service or product and giving reasons why other should consider buying, too.

4 requirements of good testimonials

A testimonial is a statement from a customer explaining how much they enjoyed a product or service.

To make a testimonial effective, pay attention to these 4 elements:

• Specificity: The testimonial gives a specific reason why a service or product was good. This specificity boosts credibility, and it makes the testimonial feel more authentic—readers know the writer of the testimonial actually experienced a good service.
• Authenticity: The testimonial doesn’t feel hyped up. It uses natural language to describe what was good about a service.
• Explanation of a benefit: A good testimonial demonstrates what impact a product or service had on the client; it shows how their lives have improved. This is what makes others interested in buying, too.
• Objection busting (optional): Objections stop people from buying and a good testimonial can help take away objections so people feel more eager to buy.

A good testimonial explains how specifically a product or service improved someone’s life. It does so in an authentic way.

Shall I show you how?

Examples of powerful testimonials

Here’s an example of how Blazen Web Marketing transformed a business:

Their work on our website and Internet marketing has made a significant different to our business. We’ve seen a 425% increase in quote requests from the website which has been pretty remarkable – but I’d always like to see more!

Why does this testimonial work?

• It demonstrates a key benefit—getting more quote requests from a website is a benefit many website owners are interested in.
• It is specific—the testimonial mentions a 425% increase in quote requests.
• It feels authentic—the testimonial writer even admits they’d like to do even better.

The following example is a testimonial for Case Study Buddy :

Writing case studies was a daunting task for us. We didn’t know where to begin or what questions to ask, and clients never seemed to follow through when we asked. Case Study Buddy did everything – with almost no time or effort for me! The best part was that I could completely trust their team to represent our company professionally with our clients.

• It demonstrates a key benefit—the testimonial shows the transformation from a daunting task to something that required almost no time or effort; most business owners would love it if they can hire a company who just gets on with a task.
• It is specific—the testimonial mentions specific reasons why writing case studies was a daunting task: they didn’t know what questions to ask and clients never seemed to follow through.
• It feels authentic—the writing feels real; there are no hypey words.

The following example is a testimonial for sales email experts Salesfolk :

As a sales gamification company, we were skeptical to work with a consultant to optimize our sales emails, but Salesfolk was highly recommended by many other Y-Combinator startups we knew. Salesfolk helped us run a ~6 week email campaign that brought us more leads than we had ever seen for a single effort.

• It demonstrates a key benefit and takes away an objection—many other companies may feel skeptical about hiring a consultant for optimizing sales emails, too; but this testimonial demonstrates it’s worth it.
• It is specific—the testimonial mentions who recommended Salesfolk (other Y-Combinator startups) and what Salesfolk did: help run a 6-week email campaign; the result (more leads) could have been more specific by mentioning a percentage increase.
• It feels authentic—the testimonial mentions the skepticism before hiring a consultant.

A good testimonial always feels real and authentic. It gives specific details, and either demonstrates a benefit or takes away an objection.

Two testimonial templates

Below follow two simple templates to help you write a testimonial faster:

• The first template demonstrates how a service (or product) helped improve a life—this is the most common template.
• The second template explains the hesitation to hire someone or buy something, and why that hesitation was misplaced. Click here to jump to this second template >>

Testimonial Template #1: The transformation explained

The reason this testimonial template works so well is that people don’t buy a product. They buy a better life. And this type of testimonial demonstrates how someone’s life was improved.

The template follows a 3-part structure :

• Part 1: Explain what the situation was before a product or service was purchased
• Part 2: Give specific reasons why you liked the product or service
• Part 3: Describe using specific details how your life was improved

Here’s an example—a testimonial for the Enchanting Copywriting course :

I bought this course because I have struggled to make my own website for my solo language coaching business for 8 years. I got stuck on the copy every single time. I wanted to learn how to persuade potential clients to get in touch with me because selling my service in a foreign language market is extremely difficult. Henneke’s course saved me. I loved the recipes that teach you, step by step, how to organize your sales page and what to say in each section. Each section has an objective. Plus, the example layouts for different kinds of businesses were invaluable. I sailed through the course in about 10 days because it’s sectioned into digestible modules that kept me curious to learn more. My copywriting skills have improved drastically and I’ve taken up a new interest in the world of copywriting. Thank you, Henneke! ~ Alanna Beach, online language coach

You can see the 3-part structure in action:

• The testimonial first describes the situation before the course: Alanna was struggling to write copy for her website. Note the specific details that make the testimonial feel more real: She wanted to write copy for a solo language coaching business (that’s specific) and she’s been stuck for 8 years—numbers are always specific, and they boost credibility; if you can include a number in your writing , do so.
• The second part of the testimonial describes specifically why Alanna liked the course: The recipes that teach, step by step, how to organize your sales page and what to say in each section. Plus, the example layouts for different kinds of businesses.
• The last part describes the situation after the course is completed: Alanna’s copywriting skills have improved and she’s taken up a new interest in copywriting. This part could have been more specific, for instance by mentioning that she finally got her website live and what the reaction has been (it’s great!).

Below follows another example using the same testimonial template. This testimonial is for the Enchanting Blog Writing course :

I’ve done a couple of writing courses in the past and I have loads of ideas. But I get overwhelmed and I’m not good at structuring my writing. So I still felt stuck. After reading Henneke’s blog for a few months, I purchased the Enchanting Blog Writing course because I like the way her blog posts read and because I hoped the course would give me some direction and motivation to sort out my blog. Henneke’s teaching is simple, yet detailed, and I love the huge number of examples in this course. I had not realized how powerful examples are. The examples help teach what Henneke calls X-ray reading so I can now see how others write their blog posts, and I’m starting to create my own blogging voice. Many courses promise to give step-by-step guidance but still leave you wondering what to do next. Henneke’s course is different. At the end of the course, I knew what to do. I’ve just created my first post of over 3,000 words, and it didn’t feel like a daunting task. I know what to write in the opening. I know what to write in the closing paragraph, and I know what to put in the sections in between. Thank you, Henneke. I’m super-grateful for this course. ~ Dylan Ball, Vocal Coach

The 3-part structure is a little expanded in this version:

• The testimonial first describes the situation before the course: Dylan had done a couple of writing courses in the past but still felt overwhelmed and stuck. He specifically mentions that he wasn’t good at structuring his writing
• The next part is extra: Dylan describes why he purchased the course, how he’d followed my blog for a few months, liked my blog posts and hoped that my course would give him direction and motivation to sort out his blog.
• The next part of the testimonial describes specifically why Dylan liked the course: The teaching is simple, yet detailed. Plus the huge number of examples.
• The last part describes the situation after the course is completed: Dylan is starting to find his voice and he has just created his first post of 3,000 words.

Have you noticed how real these testimonials feel?

They’re like miniature stories that give an impression of someone’s transformation—from being stuck to writing with ease.

If you need to write a testimonial, you can do the same. Describe the situation before you purchased, explain your experience of a service, and then share what the result has been.

No need to be overly positive. Share specific details. And keep it real.

Testimonial Template #2: The objection busted

This second template explains a hesitation to buy or to hire someone, and why this hesitation was misplaced.

This template works well as a selling tool because if you’ve hesitated to buy, there’ll be others who hesitated for the same reason. By showing why you went ahead and why you’re glad you did, you help take away that same objection with others.

The template works as follows:

• Part 1: Explain why you hesitated to purchase
• Part 2: Describe why you decided to go ahead anyway (as you can see in the second example below, this part is optional)
• Part 3: Provide details of your experience with the product or service
• Part 4: Show how your life was improved

I was unsure if the Enchanting Copywriting course would apply to my small e-commerce store; I thought it might be more suitable for higher-priced offerings like an e-course or coaching sessions. I also own both of Henneke’s copywriting books and was afraid there would be some overlap. But my product descriptions were sprawling all over the place and I needed a better understanding of the structure of persuasive sales copy, so I took the leap and I’m glad I did. Henneke doesn’t only teach you how to write a sales page, you learn so much more. For example, the psychology behind why your customer buys your product and methods of how to guide them if they’re hesitating. This course is incredibly well structured and to the point. Henneke teaches complicated concepts in a simple way and helps you sail through the course pain-free. The watch-listen-write “triple punch” format of the Enchanting Copywriting course doesn’t only work for different learning styles but together they’re a powerful means to make you actually learn. I could feel my brain growing while doing the activities. I would gladly buy this course again just for the teaching style alone. I’ve taken many online courses but I don’t think I’ve ever learned so much in an online course as in this one. Many of the techniques I’ve learned I now use in other writing as well, like my blog articles and in my emails. My writing is much clearer and I have a system to follow so my sales copy is more concise and straightforward. ~ Susanna Tham

You can see the 4-part structure in action:

• Susanna first describes two reasons why she hesitated to purchase the course: (1) she wasn’t sure whether it was applicable to her situation (this is a common objection!) and (2) she worried that there’d be too much overlap with my books (another common objection for courses!).
• The second part of the testimonial describes why she purchased anyway: Her product descriptions were sprawling all over, so she needed to take the leap.
• The third part describes why she was happy taking the leap—she liked the structure and the watch-listen-write format of the course.
• The last part describes how her life had improved: Her writing is now clearer and more concise; she even uses the techniques in different types of writing like blog pots and emails.

You can see the same structure in action in this testimonial for the same copywriting course :

I’ve bought so many digital courses and had to practice sheer discipline to finish them, and even so I end up dropping the ball and the course lands in an unknown digital drawer. This course is different. Henneke has broken down the teaching in a logical way to help you stay on track. After each module, I am wondering what she’ll be tackling in the next and want to step on the gas pedal! This course teaches you much more than writing persuasive sales pages. Right from module one I started to incorporate Henneke’s teachings into everything I wrote. Without much effort my communication (so not only what I wrote, but also how I brought ideas forward) became clearer, more to the point and hence a lot more effective. Even if you do not write a page but you outsource it, this course will give you everything you need to write a draft, brief the copywriter and assess the work. ~ Claudia Schalkx

How this testimonial works:

• Claudia first describes her hesitation with digital courses—she struggles to finish them (that’s another common objection to buying courses).
• Next, Claudia skips why she decided to purchase this course; she jumps into describing why this course is different: The teaching is logical and helped her stay on track. She finds herself eager to find out what the next module teaches.
• The last part describes how her life has improved: Without much effort, her writing is clearer, more to the point, and hence more effective.

A good testimonial is like a miniature story, describing how one person’s life improved after taken a course, hiring a coach or consultant, taking part in a workshop, etc.

Others who can recognize themselves in these stories. They may be hesitating to purchase for the same reasons. Or they find themselves in the same situation—such as feeling stuck writing—and dream of a similar transformation taking place—such as making their writing clearer and the process of writing easier.

But if you’re a service provider, course seller, consultant, or coach, how do you get such powerful testimonials?

How to ask for a testimonial

If you simply ask clients for a testimonial, it’s unlikely the testimonial will be as effective as the examples discussed in this article.

To get a powerful testimonial, ask your client for input and write the testimonial yourself. To get the right input, ask your client:

• What was their situation was before they hired you or purchased from you?
• Optional: Did they hesitate to purchase from you? If so why?
• What was their experience with your product or service? What did they appreciate most?
• What difference has your product or service made to their lives?

Below follows an example of a testimonial request for my blog writing course. In this case, someone had already mentioned they’d be happy to write a testimonial:

Are you still happy to help with a testimonial for the course?

If you like, please answer the questions below, and I’ll compose the testimonial based on your answers. Of course, I’ll send it to you for approval:

• Why did you purchase the course? What did you hope to learn?
• Did you hesitate to buy the course? If so, why? If not, what gave you the confidence to buy?
• How did the course meet or exceed your expectations? Were there any surprises?
• Which modules or writing techniques were most useful to you?
• What difference has the course made to your writing skills? Have you already noticed any impact?

Of course, no hurry. But it’d be lovely to get my first review from you 🙂

Cheers, Henneke

As you can see, question #1 relates to the before-situation. I asked question #2 because it gave me the option to write a testimonial based on the objection-busting template (template #2 above). Question #3 and #4 are about the experience of the course. By asking two questions about the experience, I increase the chance of getting some specific input. And the last question is to get an idea of what the post-course experience is like.

You may find that a client gives brief answers without any specifics. If that happens, go back and ask them whether they can explain what exactly they meant or whether they can give an example of how exactly their writing skills improved.

I adapt the email to request a testimonial almost every time. If I have a specific reason to ask a review, then I’ll mention that in the email. For instance: I’d love to get a review from you because you work in the charity sector, and I don’t have a review from this sector yet.

And if I know that someone hesitated for a specific reason, I’ll mention that in the email, too. For instance: I remember you were hesitant to buy the course because you thought the price was high. I’d love to hear what your experience has been.

Lastly, if it feels too awkward to ask for a testimonial, I may simply phrase the email (with similar questions) as a request for feedback.

How to write up a testimonial on behalf of a client:

• Put their answers in a logical order (following the templates mentioned above)
• Use the words of the client as much as possible
• Cut any excessive wordiness but don’t edit too ruthlessly—make the testimonial feel natural
• If the wording sounds over-the-top positive, tone it a little down—but try to keep the enthusiastic tone

Of course, when you’ve written the testimonial, be sure to check your client is happy with how it turned out before publishing it.

To get good testimonials, make it easy for your client. And do most of the work yourself.

Where to display testimonials on your website

Too many websites hide their testimonials on a dedicated page that rarely gets visited.

But testimonials have more power, if you use them as proof that your product or service is good. Use them as a selling tool wherever you sell your products or services:

• On your home page
• On your about page
• On your service and product pages
• In sales emails and quotations
• On LinkedIn

Testimonials have most power if they confirm what’s written in your copy.

For instance, on the sales page for the Write It, Don’t Fight It course, I explain that the course teaches the principles of joyful productivity so you can crush writer’s block, and I follow it with a testimonial of David Holmzer confirming this point.

David explains how he’s struggled for decades with writing but since taking the course, he feels finally excited to write:

And later on on the same sales page, the text mentions how the course helps you to hit your writing goals even if you’re busy, and a testimonial from Deborah Reidy follows to confirm this point.

Deborah explains how the course helped her boost productivity by 300%:

Testimonials look more persuasive if you add a picture of the person who’s given the testimonial. I often download a photo from a social media profile but always ask permission whether it’s okay to do that.

The more work you put into getting the right testimonials, the harder the testimonials will work for you and the more you will sell.

Don’t be afraid to ask

Asking for testimonials seems hard.

I’ve been there, too. Why bother a client with such a request?

But I was wrong.

Most clients are delighted to help you with a testimonial.

So, next time you finish a project, ask your client whether they’re happy with your services and whether they’d recommend you to other people.

Do they say “yes?”

Ka-ching! This is your opportunity to get a persuasive testimonial. And win more clients.

Recommended reading on writing persuasive copy:

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Reader Interactions

Leave a comment and join the conversation cancel reply.

December 16, 2020 at 1:48 pm

How do you add authority/trust to your product landing page without testimonials, especially when you are launching your first product? As a first product, the buyer will also be a first. What do you do in such a scenario to be persuasive?

December 16, 2020 at 2:12 pm

It depends on the product. For software, companies often use beta testers. You can also try to get endorsements from people your audience respects (it may require sending out free products). Using video, high-quality photos, detailed product descriptions, any test results, and a clear and easy return process can help, too. You can build trust in many different ways.

August 31, 2019 at 5:48 pm

Hi Henneke, I have been asked to write a testimonial for myself as a freelance technical interviewer for the consultancy that I am freelancing for. Can you please help me with this ?

September 2, 2019 at 3:39 pm

Why not ask the consultancy what the aim of the testimonial is and what they’d like you to mention?

May 30, 2019 at 7:07 am

This is the best article I have read about how to structure a testimonial. With your examples, I got so inspired to write and publish the story of my business. Also, the way you explain things is very easy to be understood. 3 acts! Let’s do this! Thank you for such a great article. Have a great week!

May 30, 2019 at 7:30 pm

Thank you, Leonardo. I’m glad you found it useful. Happy writing!

April 14, 2019 at 4:12 pm

Thanks, you gave me a great idea for my testimonials ?

April 15, 2019 at 10:06 am

January 8, 2019 at 1:13 am

Great tips. I recently requested a testimonial and was asked to write it myself and they would sign off on it. As uncomfortable as that is for me (I feel like I’m tooting my own horn or putting words in my client’s mouth (I *am* kind of doing that!)), this article will help me to get it done with finesse!

January 8, 2019 at 11:28 am

Good luck with writing your testimonial! If you get stuck, you can always ask your client a few questions in a phone call, so you can write it in their words.

March 9, 2018 at 12:09 am

Thank you for your testimonial guidance. Reminding me of he importance, efficiency, and effectiveness of testimonials has reminded and inspired me to focus on securing such for my services.

March 9, 2018 at 6:28 pm

Great! Good testimonials can make a big difference in sales.

July 5, 2016 at 9:50 am

Getting a good review is itself an art. Probably, many of the company lacks that. Many of the shoddy company write their own testimonial which is clearly visible from the testimonial itself.

July 5, 2016 at 11:11 am

Yes, writing your own testimonials is not really ethical and as you say, it almost always shows. A bad idea!

May 18, 2016 at 7:31 pm

Dear Henneke, you played a big role in improving my writing style. I am starting to get it and keep improving. Thank you for writing such good articles and demonstrating them with real examples. I find them very helpful.

May 18, 2016 at 7:35 pm

What a lovely comment. Thank you, Teri!

May 18, 2016 at 3:51 am

Henneke, people write me lovely compliments a lot. When I ask them if I can use their words as testimonials, how do I go about it? Should I ask them to rewrite it just for me, asking the questions you’ve mentioned above? Or should I simply take what they’ve said from the heart? And if I rewrite it, should I okay it with them before I publish it? Thanks! 🙂

May 18, 2016 at 11:02 am

Yes, when they send you a lovely compliment, ask them whether they’re happy to write a testimonial for your site, and suggest that they include perhaps more details of what the experience with you was like and what impact it has had on their website or on what else you’ve done for them. (Check out potential questions here: http://www.copyblogger.com/testimonials-part-2/ You don’t have to ask them all, and you probably want to re-phrase them to suit your situation).

You can see the testimonial as an expansion of the original compliment – you can still include those words that they’ve said from the heart.

If you edit a testimonial (other than correcting a typo), then I would always okay it with them before publishing it.

May 18, 2016 at 3:38 am

Good actionable advice in your article Henneke. I agree that it’s a most underused piece of sales content, but difficult to ask for. I see a number of sites relying on logo’s for the companies they’ve done work for.

As a side note, just love your Ka-ching! (a well placed exclamation mark btw). I use the term but I’ve never seen it written before. I have a friend in KL that has a water dispenser machine and I call it her ka-ching machine – it chews up coins and drips out water.

Enjoy the week Mark

May 18, 2016 at 10:54 am

The logos can be a good alternative. You can even put that in a contract, so the client agrees upfront that you can use their name and logo on your site.

I don’t even know where I read Ka-ching first. I wonder whether it originates from comic books?

May 17, 2016 at 7:49 pm

The testimonial for Valuable Content makes me want to hire them. It’s great. I now know what to say when asked. Those six questions are also a great way to get to know your audience better. Thanks as always.

I read all your posts but sometimes my comments don’t make it through.

May 18, 2016 at 10:47 am

I know Sonja and Sharon, and they’re a great team!

Do you mean your comments get stuck in the moderation queue? (I’d like to know if that’s the case) Or do you mean that you don’t always have time to comment? (Don’t worry about that. I’m grateful when you do make the time to stop by!)

May 17, 2016 at 4:14 pm

Love the way you introduced this topic…the #1 most neglected piece of copy! And you are right. I’ve started creating guidelines for my clients to ask *their* clients for testimonials. I edit testimonials when I write copy for websites and sales letters, but you need to start with something more than, “He is such a nice guy” or “The course was interesting.”

I’ve found that some people are reluctant to offer testimonials, even when they acknowledge they’ve gained a benefit. I attribute that to feeling insecure: they had to acknowledge they sought help for something they felt they should be able to do.

May 17, 2016 at 7:16 pm

Yes, so true. Editing a poorly written testimonial is so frustrating. If there’s no specific information, it’s impossible to turn it into a persuasive testimonial.

It’s a real pity when people are reluctant to give testimonials. We can make it as easy as possible for them by doing a short interview and writing the notes, but we can force people to provide a testimonial.

May 17, 2016 at 4:13 pm

Thank you! I’ve used testimonials with success, but I can see now how I can improve them even more.

May 17, 2016 at 7:11 pm

Great! I’m glad you’re already on the right track, Saleem.

May 17, 2016 at 3:22 pm

Yes, Henneke !

My testimonial to you is you are gifted with word power and sketch power 🙂 I mean the drawings.

Thank you for yet another super article for us to practice in our tasks.

May 17, 2016 at 7:10 pm

Thank you for your testimonial! 🙂

May 17, 2016 at 2:16 pm

This is really helpful. I’ve had people offer to write testimonials and when they asked for guidance I had no idea what to say. I’ve taken notes…I have a testimonials I want to write. ?

Let me guess …. is it for a blogging course? 😉

May 17, 2016 at 1:46 pm

Hi Henneke, great point about not hiding testimonials on a low traffic page. I’ve just baked in asking for testimonials in my off-boarding process and am having my clients do the same.

Another great post. Thanks, Wayne

May 17, 2016 at 7:09 pm

Great to hear you’re asking for testimonials as standard!

Thank you for stopping by, Wayne. I appreciate it.

May 17, 2016 at 1:42 pm

You’re right! Starting out, we need and greatly value those testimonials but I sometimes feel awkward asking. Your post gave tips on how to ask and what to include in an effective testimonial. And it goes both ways: now I know how to give an effective testimonial for coaches or freelancers I hire.

Thank you! Vanessa

May 17, 2016 at 7:02 pm

Yes, so true – it works both ways. Write good testimonials for people you hire, and ask the right questions to get good testimonials for your own work.

Thank you for stopping by, Vanessa!

May 17, 2016 at 1:18 pm

Thanks for this article,

I always think it’s a good idea to try and get your customer to answer common sales objections with their testimonials. You have to be very specific with your testimonial questions but, it makes the responses that much more useful.

I agree with Andrew M. Warner, using pics and video is even more powerful.

– Oliver

May 17, 2016 at 7:01 pm

I agree that video testimonials can be a great addition to written testimonials.

A lot of suggestions in this article are applicable to persuasive video testimonials, too. But I’m not a video expert, so prefer to write about written testimonials. 🙂

Thank you for stopping by and adding your thoughts, Oliver. I appreciate it.

May 17, 2016 at 12:40 pm

Yes, that’s fine Henneke, but it’s the customers that must write the testimonials, not us.

May 17, 2016 at 12:42 pm

You can help clients write the testimonial. Send them a list of questions (or interview them over the phone). Then use their answers to write the testimonial in their words. Get their approval for the testimonial before publishing it.

Here’s a useful list of example questions: http://www.copyblogger.com/testimonials-part-2/

This is a little more work for you, but the testimonial will be more persuasive – especially if your client isn’t a confident writer or doesn’t understand what makes a testimonial compelling. When you simply ask for a testimonial, most clients will provide a sugary testimonial that’s less effective.

May 17, 2016 at 2:15 pm

“When you simply ask for a testimonial, most clients will provide a sugary testimonial that’s less effective.” Yes, that’s exactly what I got, ones asked some clients for their testimonials. And yes, most of the them didn’t know how to write them. And I didn’t’ really know how to help them. Until now. Thanks a lot, Henneke. Both for the article and the useful link here.

May 17, 2016 at 7:20 pm

Great! I’m glad you found this useful, Irina. Asking specific questions or giving people detailed guidance on how to write a testimonial can make a huge difference. The testimonials become like mini-case studies. Far more persuasive than those sugary testimonials 🙂

May 17, 2016 at 12:30 pm

Superb stuff here Henneke,

You’re absolutely right about testimonials. They’re much more powerful when they share something specific. There are times when the generic ones work too, but you would want each testimonial to be super specific if you charge a high price for a product or service.

What’s your position on using pictures and their full name? Or even video testimonials?

I think those would help convert a lot more people and get more clients.

Great stuff here as usual.

– Andrew

Generic testimonials can work – especially when they’re from well-known people. They’re like endorsements. They have a similar effect as displaying logos of well-known companies that have hired you.

And yes, a full name plus photos are useful. Also, include their role and company name. These are also specifics that can boost your credibility.

There’s no doubt many people love video testimonials. They certainly feel authentic.

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15 Real-Life Case Study Examples & Best Practices

Written by: Oghale Olori

Case studies are more than just success stories.

They are powerful tools that demonstrate the practical value of your product or service. Case studies help attract attention to your products, build trust with potential customers and ultimately drive sales.

It’s no wonder that 73% of successful content marketers utilize case studies as part of their content strategy. Plus, buyers spend 54% of their time reviewing case studies before they make a buying decision.

To ensure you’re making the most of your case studies, we’ve put together 15 real-life case study examples to inspire you. These examples span a variety of industries and formats. We’ve also included best practices, design tips and templates to inspire you.

Let’s dive in!

Table of Contents

What is a case study, 15 real-life case study examples, sales case study examples, saas case study examples, product case study examples, marketing case study examples, business case study examples, case study faqs.

• A case study is a compelling narrative that showcases how your product or service has positively impacted a real business or individual. 
• Case studies delve into your customer's challenges, how your solution addressed them and the quantifiable results they achieved.
• Your case study should have an attention-grabbing headline, great visuals and a relevant call to action. Other key elements include an introduction, problems and result section.
• Visme provides easy-to-use tools, professionally designed templates and features for creating attractive and engaging case studies.

A case study is a real-life scenario where your company helped a person or business solve their unique challenges. It provides a detailed analysis of the positive outcomes achieved as a result of implementing your solution.

Case studies are an effective way to showcase the value of your product or service to potential customers without overt selling. By sharing how your company transformed a business, you can attract customers seeking similar solutions and results.

Case studies are not only about your company's capabilities; they are primarily about the benefits customers and clients have experienced from using your product.

Every great case study is made up of key elements. They are;

• Attention-grabbing headline: Write a compelling headline that grabs attention and tells your reader what the case study is about. For example, "How a CRM System Helped a B2B Company Increase Revenue by 225%.
• Introduction/Executive Summary: Include a brief overview of your case study, including your customer’s problem, the solution they implemented and the results they achieved.
• Problem/Challenge: Case studies with solutions offer a powerful way to connect with potential customers. In this section, explain how your product or service specifically addressed your customer's challenges.
• Solution: Explain how your product or service specifically addressed your customer's challenges.
• Results/Achievements : Give a detailed account of the positive impact of your product. Quantify the benefits achieved using metrics such as increased sales, improved efficiency, reduced costs or enhanced customer satisfaction.
• Graphics/Visuals: Include professional designs, high-quality photos and videos to make your case study more engaging and visually appealing.
• Quotes/Testimonials: Incorporate written or video quotes from your clients to boost your credibility.
• Relevant CTA: Insert a call to action (CTA) that encourages the reader to take action. For example, visiting your website or contacting you for more information. Your CTA can be a link to a landing page, a contact form or your social media handle and should be related to the product or service you highlighted in your case study.

Now that you understand what a case study is, let’s look at real-life case study examples. Among these, you'll find some simple case study examples that break down complex ideas into easily understandable solutions.

In this section, we’ll explore SaaS, marketing, sales, product and business case study examples with solutions. Take note of how these companies structured their case studies and included the key elements.

We’ve also included professionally designed case study templates to inspire you.

1. Georgia Tech Athletics Increase Season Ticket Sales by 80%

Georgia Tech Athletics, with its 8,000 football season ticket holders, sought for a way to increase efficiency and customer engagement.

Their initial sales process involved making multiple outbound phone calls per day with no real targeting or guidelines. Georgia Tech believed that targeting communications will enable them to reach more people in real time.

Salesloft improved Georgia Tech’s sales process with an inbound structure. This enabled sales reps to connect with their customers on a more targeted level. The use of dynamic fields and filters when importing lists ensured prospects received the right information, while communication with existing fans became faster with automation.

As a result, Georgia Tech Athletics recorded an 80% increase in season ticket sales as relationships with season ticket holders significantly improved. Employee engagement increased as employees became more energized to connect and communicate with fans.

Why Does This Case Study Work?

In this case study example , Salesloft utilized the key elements of a good case study. Their introduction gave an overview of their customers' challenges and the results they enjoyed after using them. After which they categorized the case study into three main sections: challenge, solution and result.

Salesloft utilized a case study video to increase engagement and invoke human connection.

Incorporating videos in your case study has a lot of benefits. Wyzol’s 2023 state of video marketing report showed a direct correlation between videos and an 87% increase in sales.

The beautiful thing is that creating videos for your case study doesn’t have to be daunting.

With an easy-to-use platform like Visme, you can create top-notch testimonial videos that will connect with your audience. Within the Visme editor, you can access over 1 million stock photos , video templates, animated graphics and more. These tools and resources will significantly improve the design and engagement of your case study.

Simplify content creation and brand management for your team

• Collaborate on designs , mockups and wireframes with your non-design colleagues
• Lock down your branding to maintain brand consistency throughout your designs
• Why start from scratch? Save time with 1000s of professional branded templates

Sign up. It’s free.

2. WeightWatchers Completely Revamped their Enterprise Sales Process with HubSpot

WeightWatchers, a 60-year-old wellness company, sought a CRM solution that increased the efficiency of their sales process. With their previous system, Weightwatchers had limited automation. They would copy-paste message templates from word documents or recreate one email for a batch of customers.

This required a huge effort from sales reps, account managers and leadership, as they were unable to track leads or pull customized reports for planning and growth.

WeightWatchers transformed their B2B sales strategy by leveraging HubSpot's robust marketing and sales workflows. They utilized HubSpot’s deal pipeline and automation features to streamline lead qualification. And the customized dashboard gave leadership valuable insights.

As a result, WeightWatchers generated seven figures in annual contract value and boosted recurring revenue. Hubspot’s impact resulted in 100% adoption across all sales, marketing, client success and operations teams.

Hubspot structured its case study into separate sections, demonstrating the specific benefits of their products to various aspects of the customer's business. Additionally, they integrated direct customer quotes in each section to boost credibility, resulting in a more compelling case study.

Getting insight from your customer about their challenges is one thing. But writing about their process and achievements in a concise and relatable way is another. If you find yourself constantly experiencing writer’s block, Visme’s AI writer is perfect for you.

Visme created this AI text generator tool to take your ideas and transform them into a great draft. So whether you need help writing your first draft or editing your final case study, Visme is ready for you.

3. Immi’s Ram Fam Helps to Drive Over $200k in Sales

Immi embarked on a mission to recreate healthier ramen recipes that were nutritious and delicious. After 2 years of tireless trials, Immi finally found the perfect ramen recipe. However, they envisioned a community of passionate ramen enthusiasts to fuel their business growth.

This vision propelled them to partner with Shopify Collabs. Shopify Collabs successfully cultivated and managed Immi’s Ramen community of ambassadors and creators.

As a result of their partnership, Immi’s community grew to more than 400 dedicated members, generating over $200,000 in total affiliate sales.

The power of data-driven headlines cannot be overemphasized. Chili Piper strategically incorporates quantifiable results in their headlines. This instantly sparks curiosity and interest in readers.

While not every customer success story may boast headline-grabbing figures, quantifying achievements in percentages is still effective. For example, you can highlight a 50% revenue increase with the implementation of your product.

Take a look at the beautiful case study template below. Just like in the example above, the figures in the headline instantly grab attention and entice your reader to click through.

Having a case study document is a key factor in boosting engagement. This makes it easy to promote your case study in multiple ways. With Visme, you can easily publish, download and share your case study with your customers in a variety of formats, including PDF, PPTX, JPG and more!

4. How WOW! is Saving Nearly 79% in Time and Cost With Visme

This case study discusses how Visme helped WOW! save time and money by providing user-friendly tools to create interactive and quality training materials for their employees. Find out what your team can do with Visme. Request a Demo

WOW!'s learning and development team creates high-quality training materials for new and existing employees. Previous tools and platforms they used had plain templates, little to no interactivity features, and limited flexibility—that is, until they discovered Visme.

Now, the learning and development team at WOW! use Visme to create engaging infographics, training videos, slide decks and other training materials.

This has directly reduced the company's turnover rate, saving them money spent on recruiting and training new employees. It has also saved them a significant amount of time, which they can now allocate to other important tasks.

Visme's customer testimonials spark an emotional connection with the reader, leaving a profound impact. Upon reading this case study, prospective customers will be blown away by the remarkable efficiency achieved by Visme's clients after switching from PowerPoint.

Visme’s interactivity feature was a game changer for WOW! and one of the primary reasons they chose Visme.

“Previously we were using PowerPoint, which is fine, but the interactivity you can get with Visme is so much more robust that we’ve all steered away from PowerPoint.” - Kendra, L&D team, Wow!

Visme’s interactive feature allowed them to animate their infographics, include clickable links on their PowerPoint designs and even embed polls and quizzes their employees could interact with.

By embedding the slide decks, infographics and other training materials WOW! created with Visme, potential customers get a taste of what they can create with the tool. This is much more effective than describing the features of Visme because it allows potential customers to see the tool in action.

To top it all off, this case study utilized relevant data and figures. For example, one part of the case study said, “In Visme, where Kendra’s team has access to hundreds of templates, a brand kit, and millions of design assets at their disposal, their team can create presentations in 80% less time.”

Who wouldn't want that?

Including relevant figures and graphics in your case study is a sure way to convince your potential customers why you’re a great fit for their brand. The case study template below is a great example of integrating relevant figures and data.

This colorful template begins with a captivating headline. But that is not the best part; this template extensively showcases the results their customer had using relevant figures.

The arrangement of the results makes it fun and attractive. Instead of just putting figures in a plain table, you can find interesting shapes in your Visme editor to take your case study to the next level.

5. Lyte Reduces Customer Churn To Just 3% With Hubspot CRM

While Lyte was redefining the ticketing industry, it had no definite CRM system . Lyte utilized 12–15 different SaaS solutions across various departments, which led to a lack of alignment between teams, duplication of work and overlapping tasks.

Customer data was spread across these platforms, making it difficult to effectively track their customer journey. As a result, their churn rate increased along with customer dissatisfaction.

Through Fuelius , Lyte founded and implemented Hubspot CRM. Lyte's productivity skyrocketed after incorporating Hubspot's all-in-one CRM tool. With improved efficiency, better teamwork and stronger client relationships, sales figures soared.

The case study title page and executive summary act as compelling entry points for both existing and potential customers. This overview provides a clear understanding of the case study and also strategically incorporates key details like the client's industry, location and relevant background information.

Having a good summary of your case study can prompt your readers to engage further. You can achieve this with a simple but effective case study one-pager that highlights your customer’s problems, process and achievements, just like this case study did in the beginning.

Moreover, you can easily distribute your case study one-pager and use it as a lead magnet to draw prospective customers to your company.

Take a look at this case study one-pager template below.

This template includes key aspects of your case study, such as the introduction, key findings, conclusion and more, without overcrowding the page. The use of multiple shades of blue gives it a clean and dynamic layout.

Our favorite part of this template is where the age group is visualized.

With Visme’s data visualization tool , you can present your data in tables, graphs, progress bars, maps and so much more. All you need to do is choose your preferred data visualization widget, input or import your data and click enter!

6. How Workato Converts 75% of Their Qualified Leads

Workato wanted to improve their inbound leads and increase their conversion rate, which ranged from 40-55%.

At first, Workato searched for a simple scheduling tool. They soon discovered that they needed a tool that provided advanced routing capabilities based on zip code and other criteria. Luckily, they found and implemented Chili Piper.

As a result of implementing Chili Piper, Workato achieved a remarkable 75–80% conversion rate and improved show rates. This led to a substantial revenue boost, with a 10-15% increase in revenue attributed to Chili Piper's impact on lead conversion.

This case study example utilizes the power of video testimonials to drive the impact of their product.

Chili Piper incorporates screenshots and clips of their tool in use. This is a great strategy because it helps your viewers become familiar with how your product works, making onboarding new customers much easier.

In this case study example, we see the importance of efficient Workflow Management Systems (WMS). Without a WMS, you manually assign tasks to your team members and engage in multiple emails for regular updates on progress.

However, when crafting and designing your case study, you should prioritize having a good WMS.

Visme has an outstanding Workflow Management System feature that keeps you on top of all your projects and designs. This feature makes it much easier to assign roles, ensure accuracy across documents, and track progress and deadlines.

Visme’s WMS feature allows you to limit access to your entire document by assigning specific slides or pages to individual members of your team. At the end of the day, your team members are not overwhelmed or distracted by the whole document but can focus on their tasks.

7. Rush Order Helps Vogmask Scale-Up During a Pandemic

Vomask's reliance on third-party fulfillment companies became a challenge as demand for their masks grew. Seeking a reliable fulfillment partner, they found Rush Order and entrusted them with their entire inventory.

Vomask's partnership with Rush Order proved to be a lifesaver during the COVID-19 pandemic. Rush Order's agility, efficiency and commitment to customer satisfaction helped Vogmask navigate the unprecedented demand and maintain its reputation for quality and service.

Rush Order’s comprehensive support enabled Vogmask to scale up its order processing by a staggering 900% while maintaining a remarkable customer satisfaction rate of 92%.

Rush Order chose one event where their impact mattered the most to their customer and shared that story.

While pandemics don't happen every day, you can look through your customer’s journey and highlight a specific time or scenario where your product or service saved their business.

The story of Vogmask and Rush Order is compelling, but it simply is not enough. The case study format and design attract readers' attention and make them want to know more. Rush Order uses consistent colors throughout the case study, starting with the logo, bold square blocks, pictures, and even headers.

Take a look at this product case study template below.

Just like our example, this case study template utilizes bold colors and large squares to attract and maintain the reader’s attention. It provides enough room for you to write about your customers' backgrounds/introductions, challenges, goals and results.

The right combination of shapes and colors adds a level of professionalism to this case study template.

8. AMR Hair & Beauty leverages B2B functionality to boost sales by 200%

With limits on website customization, slow page loading and multiple website crashes during peak events, it wasn't long before AMR Hair & Beauty began looking for a new e-commerce solution.

Their existing platform lacked effective search and filtering options, a seamless checkout process and the data analytics capabilities needed for informed decision-making. This led to a significant number of abandoned carts.

Upon switching to Shopify Plus, AMR immediately saw improvements in page loading speed and average session duration. They added better search and filtering options for their wholesale customers and customized their checkout process.

Due to this, AMR witnessed a 200% increase in sales and a 77% rise in B2B average order value. AMR Hair & Beauty is now poised for further expansion and growth.

This case study example showcases the power of a concise and impactful narrative.

To make their case analysis more effective, Shopify focused on the most relevant aspects of the customer's journey. While there may have been other challenges the customer faced, they only included those that directly related to their solutions.

Take a look at this case study template below. It is perfect if you want to create a concise but effective case study. Without including unnecessary details, you can outline the challenges, solutions and results your customers experienced from using your product.

Don’t forget to include a strong CTA within your case study. By incorporating a link, sidebar pop-up or an exit pop-up into your case study, you can prompt your readers and prospective clients to connect with you.

9. How a Marketing Agency Uses Visme to Create Engaging Content With Infographics

SmartBox Dental , a marketing agency specializing in dental practices, sought ways to make dental advice more interesting and easier to read. However, they lacked the design skills to do so effectively.

Visme's wide range of templates and features made it easy for the team to create high-quality content quickly and efficiently. SmartBox Dental enjoyed creating infographics in as little as 10-15 minutes, compared to one hour before Visme was implemented.

By leveraging Visme, SmartBox Dental successfully transformed dental content into a more enjoyable and informative experience for their clients' patients. Therefore enhancing its reputation as a marketing partner that goes the extra mile to deliver value to its clients.

Visme creatively incorporates testimonials In this case study example.

By showcasing infographics and designs created by their clients, they leverage the power of social proof in a visually compelling way. This way, potential customers gain immediate insight into the creative possibilities Visme offers as a design tool.

This example effectively showcases a product's versatility and impact, and we can learn a lot about writing a case study from it. Instead of focusing on one tool or feature per customer, Visme took a more comprehensive approach.

Within each section of their case study, Visme explained how a particular tool or feature played a key role in solving the customer's challenges.

For example, this case study highlighted Visme’s collaboration tool . With Visme’s tool, the SmartBox Dental content team fostered teamwork, accountability and effective supervision.

Visme also achieved a versatile case study by including relevant quotes to showcase each tool or feature. Take a look at some examples;

Visme’s collaboration tool: “We really like the collaboration tool. Being able to see what a co-worker is working on and borrow their ideas or collaborate on a project to make sure we get the best end result really helps us out.”

Visme’s library of stock photos and animated characters: “I really love the images and the look those give to an infographic. I also really like the animated little guys and the animated pictures. That’s added a lot of fun to our designs.”

Visme’s interactivity feature: “You can add URLs and phone number links directly into the infographic so they can just click and call or go to another page on the website and I really like adding those hyperlinks in.”

You can ask your customers to talk about the different products or features that helped them achieve their business success and draw quotes from each one.

10. Jasper Grows Blog Organic Sessions 810% and Blog-Attributed User Signups 400X

Jasper, an AI writing tool, lacked a scalable content strategy to drive organic traffic and user growth. They needed help creating content that converted visitors into users. Especially when a looming domain migration threatened organic traffic.

To address these challenges, Jasper partnered with Omniscient Digital. Their goal was to turn their content into a growth channel and drive organic growth. Omniscient Digital developed a full content strategy for Jasper AI, which included a content audit, competitive analysis, and keyword discovery.

Through their collaboration, Jasper’s organic blog sessions increased by 810%, despite the domain migration. They also witnessed a 400X increase in blog-attributed signups. And more importantly, the content program contributed to over $4 million in annual recurring revenue.

The combination of storytelling and video testimonials within the case study example makes this a real winner. But there’s a twist to it. Omniscient segmented the video testimonials and placed them in different sections of the case study.

Video marketing , especially in case studies, works wonders. Research shows us that 42% of people prefer video testimonials because they show real customers with real success stories. So if you haven't thought of it before, incorporate video testimonials into your case study.

Take a look at this stunning video testimonial template. With its simple design, you can input the picture, name and quote of your customer within your case study in a fun and engaging way.

Try it yourself! Customize this template with your customer’s testimonial and add it to your case study!

11. How Meliá Became One of the Most Influential Hotel Chains on Social Media

Meliá Hotels needed help managing their growing social media customer service needs. Despite having over 500 social accounts, they lacked a unified response protocol and detailed reporting. This largely hindered efficiency and brand consistency.

Meliá partnered with Hootsuite to build an in-house social customer care team. Implementing Hootsuite's tools enabled Meliá to decrease response times from 24 hours to 12.4 hours while also leveraging smart automation.

In addition to that, Meliá resolved over 133,000 conversations, booking 330 inquiries per week through Hootsuite Inbox. They significantly improved brand consistency, response time and customer satisfaction.

The need for a good case study design cannot be over-emphasized.

As soon as anyone lands on this case study example, they are mesmerized by a beautiful case study design. This alone raises the interest of readers and keeps them engaged till the end.

If you’re currently saying to yourself, “ I can write great case studies, but I don’t have the time or skill to turn it into a beautiful document.” Say no more.

Visme’s amazing AI document generator can take your text and transform it into a stunning and professional document in minutes! Not only do you save time, but you also get inspired by the design.

With Visme’s document generator, you can create PDFs, case study presentations , infographics and more!

Take a look at this case study template below. Just like our case study example, it captures readers' attention with its beautiful design. Its dynamic blend of colors and fonts helps to segment each element of the case study beautifully.

12. Tea’s Me Cafe: Tamika Catchings is Brewing Glory

Tamika's journey began when she purchased Tea's Me Cafe in 2017, saving it from closure. She recognized the potential of the cafe as a community hub and hosted regular events centered on social issues and youth empowerment.

One of Tamika’s business goals was to automate her business. She sought to streamline business processes across various aspects of her business. One of the ways she achieves this goal is through Constant Contact.

Constant Contact became an integral part of Tamika's marketing strategy. They provided an automated and centralized platform for managing email newsletters, event registrations, social media scheduling and more.

This allowed Tamika and her team to collaborate efficiently and focus on engaging with their audience. They effectively utilized features like WooCommerce integration, text-to-join and the survey builder to grow their email list, segment their audience and gather valuable feedback.

The case study example utilizes the power of storytelling to form a connection with readers. Constant Contact takes a humble approach in this case study. They spotlight their customers' efforts as the reason for their achievements and growth, establishing trust and credibility.

This case study is also visually appealing, filled with high-quality photos of their customer. While this is a great way to foster originality, it can prove challenging if your customer sends you blurry or low-quality photos.

If you find yourself in that dilemma, you can use Visme’s AI image edit tool to touch up your photos. With Visme’s AI tool, you can remove unwanted backgrounds, erase unwanted objects, unblur low-quality pictures and upscale any photo without losing the quality.

Constant Contact offers its readers various formats to engage with their case study. Including an audio podcast and PDF.

In its PDF version, Constant Contact utilized its brand colors to create a stunning case study design.  With this, they increase brand awareness and, in turn, brand recognition with anyone who comes across their case study.

With Visme’s brand wizard tool , you can seamlessly incorporate your brand assets into any design or document you create. By inputting your URL, Visme’s AI integration will take note of your brand colors, brand fonts and more and create branded templates for you automatically.

You don't need to worry about spending hours customizing templates to fit your brand anymore. You can focus on writing amazing case studies that promote your company.

13. How Breakwater Kitchens Achieved a 7% Growth in Sales With Thryv

Breakwater Kitchens struggled with managing their business operations efficiently. They spent a lot of time on manual tasks, such as scheduling appointments and managing client communication. This made it difficult for them to grow their business and provide the best possible service to their customers.

David, the owner, discovered Thryv. With Thryv, Breakwater Kitchens was able to automate many of their manual tasks. Additionally, Thryv integrated social media management. This enabled Breakwater Kitchens to deliver a consistent brand message, captivate its audience and foster online growth.

As a result, Breakwater Kitchens achieved increased efficiency, reduced missed appointments and a 7% growth in sales.

This case study example uses a concise format and strong verbs, which make it easy for readers to absorb the information.

At the top of the case study, Thryv immediately builds trust by presenting their customer's complete profile, including their name, company details and website. This allows potential customers to verify the case study's legitimacy, making them more likely to believe in Thryv's services.

However, manually copying and pasting customer information across multiple pages of your case study can be time-consuming.

To save time and effort, you can utilize Visme's dynamic field feature . Dynamic fields automatically insert reusable information into your designs.  So you don’t have to type it out multiple times.

14. Zoom’s Creative Team Saves Over 4,000 Hours With Brandfolder

Zoom experienced rapid growth with the advent of remote work and the rise of the COVID-19 pandemic. Such growth called for agility and resilience to scale through.

At the time, Zoom’s assets were disorganized which made retrieving brand information a burden. Zoom’s creative manager spent no less than 10 hours per week finding and retrieving brand assets for internal teams.

Zoom needed a more sustainable approach to organizing and retrieving brand information and came across Brandfolder. Brandfolder simplified and accelerated Zoom’s email localization and webpage development. It also enhanced the creation and storage of Zoom virtual backgrounds.

With Brandfolder, Zoom now saves 4,000+ hours every year. The company also centralized its assets in Brandfolder, which allowed 6,800+ employees and 20-30 vendors to quickly access them.

Brandfolder infused its case study with compelling data and backed it up with verifiable sources. This data-driven approach boosts credibility and increases the impact of their story.

Bradfolder's case study goes the extra mile by providing a downloadable PDF version, making it convenient for readers to access the information on their own time. Their dedication to crafting stunning visuals is evident in every aspect of the project.

From the vibrant colors to the seamless navigation, everything has been meticulously designed to leave a lasting impression on the viewer. And with clickable links that make exploring the content a breeze, the user experience is guaranteed to be nothing short of exceptional.

The thing is, your case study presentation won’t always sit on your website. There are instances where you may need to do a case study presentation for clients, partners or potential investors.

Visme has a rich library of templates you can tap into. But if you’re racing against the clock, Visme’s AI presentation maker is your best ally.

15. How Cents of Style Made $1.7M+ in Affiliate Sales with LeadDyno

Cents of Style had a successful affiliate and influencer marketing strategy. However, their existing affiliate marketing platform was not intuitive, customizable or transparent enough to meet the needs of their influencers.

Cents of Styles needed an easy-to-use affiliate marketing platform that gave them more freedom to customize their program and implement a multi-tier commission program.

After exploring their options, Cents of Style decided on LeadDyno.

LeadDyno provided more flexibility, allowing them to customize commission rates and implement their multi-tier commission structure, switching from monthly to weekly payouts.

Also, integrations with PayPal made payments smoother And features like newsletters and leaderboards added to the platform's success by keeping things transparent and engaging.

As a result, Cents of Style witnessed an impressive $1.7 million in revenue from affiliate sales with a substantial increase in web sales by 80%.

LeadDyno strategically placed a compelling CTA in the middle of their case study layout, maximizing its impact. At this point, readers are already invested in the customer's story and may be considering implementing similar strategies.

A well-placed CTA offers them a direct path to learn more and take action.

LeadDyno also utilized the power of quotes to strengthen their case study. They didn't just embed these quotes seamlessly into the text; instead, they emphasized each one with distinct blocks.

Are you looking for an easier and quicker solution to create a case study and other business documents? Try Visme's AI designer ! This powerful tool allows you to generate complete documents, such as case studies, reports, whitepapers and more, just by providing text prompts. Simply explain your requirements to the tool, and it will produce the document for you, complete with text, images, design assets and more.

Still have more questions about case studies? Let's look at some frequently asked questions.

How to Write a Case Study?

• Choose a compelling story: Not all case studies are created equal. Pick one that is relevant to your target audience and demonstrates the specific benefits of your product or service.
• Outline your case study: Create a case study outline and highlight how you will structure your case study to include the introduction, problem, solution and achievements of your customer.
• Choose a case study template: After you outline your case study, choose a case study template . Visme has stunning templates that can inspire your case study design.
• Craft a compelling headline: Include figures or percentages that draw attention to your case study.
• Work on the first draft: Your case study should be easy to read and understand. Use clear and concise language and avoid jargon.
• Include high-quality visual aids: Visuals can help to make your case study more engaging and easier to read. Consider adding high-quality photos, screenshots or videos.
• Include a relevant CTA: Tell prospective customers how to reach you for questions or sign-ups.

What Are the Stages of a Case Study?

The stages of a case study are;

• Planning & Preparation: Highlight your goals for writing the case study. Plan the case study format, length and audience you wish to target.
• Interview the Client: Reach out to the company you want to showcase and ask relevant questions about their journey and achievements.
• Revision & Editing: Review your case study and ask for feedback. Include relevant quotes and CTAs to your case study.
• Publication & Distribution: Publish and share your case study on your website, social media channels and email list!
• Marketing & Repurposing: Turn your case study into a podcast, PDF, case study presentation and more. Share these materials with your sales and marketing team.

What Are the Advantages and Disadvantages of a Case Study?

Advantages of a case study:

• Case studies showcase a specific solution and outcome for specific customer challenges.
• It attracts potential customers with similar challenges.
• It builds trust and credibility with potential customers.
• It provides an in-depth analysis of your company’s problem-solving process.

Disadvantages of a case study:

• Limited applicability. Case studies are tailored to specific cases and may not apply to other businesses.
• It relies heavily on customer cooperation and willingness to share information.
• It stands a risk of becoming outdated as industries and customer needs evolve.

What Are the Types of Case Studies?

There are 7 main types of case studies. They include;

• Illustrative case study.
• Instrumental case study.
• Intrinsic case study.
• Descriptive case study.
• Explanatory case study.
• Exploratory case study.
• Collective case study.

How Long Should a Case Study Be?

The ideal length of your case study is between 500 - 1500 words or 1-3 pages. Certain factors like your target audience, goal or the amount of detail you want to share may influence the length of your case study. This infographic has powerful tips for designing winning case studies

What Is the Difference Between a Case Study and an Example?

Case studies provide a detailed narrative of how your product or service was used to solve a problem. Examples are general illustrations and are not necessarily real-life scenarios.

Case studies are often used for marketing purposes, attracting potential customers and building trust. Examples, on the other hand, are primarily used to simplify or clarify complex concepts.

Where Can I Find Case Study Examples?

You can easily find many case study examples online and in industry publications. Many companies, including Visme, share case studies on their websites to showcase how their products or services have helped clients achieve success. You can also search online libraries and professional organizations for case studies related to your specific industry or field.

If you need professionally-designed, customizable case study templates to create your own, Visme's template library is one of the best places to look. These templates include all the essential sections of a case study and high-quality content to help you create case studies that position your business as an industry leader.

Get More Out Of Your Case Studies With Visme

Case studies are an essential tool for converting potential customers into paying customers. By following the tips in this article, you can create compelling case studies that will help you build trust, establish credibility and drive sales.

Visme can help you create stunning case studies and other relevant marketing materials. With our easy-to-use platform, interactive features and analytics tools , you can increase your content creation game in no time.

There is no limit to what you can achieve with Visme. Connect with Sales to discover how Visme can boost your business goals.

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3 Amazing Case Study Templates You Need to Steal Immediately

Writing case studies can be intimidating for B2B marketers. 

You know you have a story to tell, but you don’t know where to begin. You need to get thousands of words written or maybe shoot high-quality footage. And you don’t want to do all the work only to have the final product miss the mark with prospects.

That’s why approaching each case study with strategic objectives and using a case study template can provide hesitant marketers with the foundation needed to succeed.

In this post, we will provide you with different types of case study templates you’ll be able to use and explain how to get started. 

Before we dive in, let’s take a look at how case studies are structured.

How are case studies structured?

Every case study is different, but there are some commonalities shared among them.

These core components will form the foundation of your case study, no matter what format, medium, or type you decide to use.

Every type of case study follows a standardized format, which includes a problem, solution, and outcome for a specific aspect of the business.

The name “case study” refers to a specific “case” or instance in the company’s life. 

It examines a singular campaign or the introduction of a new change that impacted and altered the business. The common element that unites all impactful case studies is the narrative aspect.

Effective case studies tell a story about how a company improved after purchasing your product or service. B2B marketers developing case studies can use a standard story arc to get their point across.

( Image Source )

Enhance your story with key data points. Many case studies use data to quantify the outcome, making it easier for your sales team to prove your product’s worth in numbers.

A marketing case study and customer success story are essential parts of your content marketing strategy. Prospective customers love reading a compelling case study that highlights the key point they need to understand about your product.

All case studies can be easily showcased in a blog post, on a landing page, or even on social media. 

Take a look at this video case study for Cato:

The team at Brake Masters highlighted that they had a lot of outages in their network, and customers started complaining when they dialed down their speed.

With the problem stated, they introduced Cato as a resolution and shared how their business was transformed.

Now that you know the basics, let’s take a look at three powerful testimonial templates that will share your product’s story and drive meaningful revenue for your business.

Need B2B video testimonials that close deals faster?

Getting started: 3 case study templates to drive sales.

It’s time to dive in and begin the production of your case study. The blank outline in front of you doesn’t have to be so scary. 

For each winning case study below, we highlighted the key sections that you’d need to recreate to make an effective case study for your business.

By using these templates, you’ll create powerful marketing assets that will convert new customers and dazzle passive prospects.

1. Report Case Study Template

Give your prospective customers real-life data points with a built-in narrative. If you want a case study that’s straight-to-the-point, consider following this report case study template. 

A report case study is a concise narrative about a specific use case or campaign that was executed with the help of the company’s product in the forefront. It examines a singular campaign or the introduction of a new change that impacted and altered the business. 

Typically, these types of assets rely heavily on engaging copy and high-quality visuals packaged in a one to three-page report. 

monday.com has an example of a report case study on its website.

Now that you’ve read it, let’s dive into the mechanics of a report case study.

Introduction

Set the stage for your narrative. Name the company that is being featured so you can immediately establish which industry you’re targeting. 

You should also highlight the objective the company was focused on, or the task it was looking to accomplish.

Every case study has a problem (whether it is stated directly or indirectly) that the featured company is facing. 

Maybe there’s an inventory issue, or maybe the company needs to drive more leads. State the struggle that the team is facing. What prompted them to look for solutions?

This is the portion where the study starts to move from a general overview into a specific case with details about the issue at hand.

You can see this in the challenge section of the monday.com case study we shared above:

Product introduction and solution

It’s time to introduce your product as a solution. The featured customer should highlight why they found your product useful and how they implemented it into their business in quoted text. 

You could ask the customer to mention:

• Key aspects or product features they found useful
• The reason they made their purchasing decision
• How their business has changed after using your product

This section shouldn’t be overly promotional. Instead, it should come off as authentic in the voice of your customer.

2. Data-Focused Business Case Study Template

This is a high-level business case study that hits all the right notes. 

While it continues to follow the same narrative style as the report case study, a data-focused business case study places emphasis on statistics, key performance indicators, and the direct, quantifiable effect that the product has had on a business.

This case study template is perfect for live or virtual presentations, where your sales team will walk a prospect through a narrative using specific callouts to highlight percentage increases in efficiency, engagement, or even sales. 

That’s because this case study template includes a dedicated section for data, icons, and other statistics you want to emphasize. Let’s look at a sample.

In the above example, the reader’s eyes immediately focus on the numbers that are featured before the case study begins.

Let’s take a look at how you can create a data-focused case study for your business with this same template.

Key performance indicators (KPIs)

Figure out three metrics that your prospective customers are focused on. Ask your customer to share how these metrics shifted after your product was introduced.

Kick-off your case study with these metrics featured first. This grabs the reader’s attention and will encourage them to keep reading. You can weave these data points into the narrative that will follow.

As always, you should introduce the key players in this case study. Highlight the business you are featuring and what they are hoping to accomplish. 

Remember to use data and outline where they currently stand. Share the numeric value of sales or measure their starting efficiency. This will help illustrate your point later in the document.

Similar to the report case study, you would state the problem that the customer is facing and what they are hoping to accomplish.

The key difference is that the problem should be quantifiable. State that sales have dipped X% or employee engagement is down X%. 

Give the reader hard numbers so that they can grasp the severity of the issue this company has before it.

Next, introduce your product or service as a solution and highlight some of the ways it added value to the situation. Explain how the customer used your product or service, along with the implementation process.

The outcome

Finally, share the customer’s outcome in a quantifiable way. This is where the data that is featured at the top of the document can be shared again with additional context, including quotes from the customer.

With data leading the charge in this case study style, prospects that like to rely on facts rather than gut feelings will be motivated to convert and purchase.

Need stunning video testimonials that close deals faster?

3. video case study template.

Want to make more of an emotional appeal? Consider developing a video case study.

Video case studies put you face-to-face with an existing customer that is happy to use a product or service. It’s an emotional appeal to prospects because you get to see the product in action along with the customer’s non-verbal cues.

Let’s take a look at how you can use the template to share your customer’s success with your prospective audience.

Take a look at this video case study for DarwinApps:

In just 30 seconds, you can easily understand what DarwinApps provides and how it can be implemented into your business.

Plus, you get to meet some existing customers who are happy with the product and might be facing similar challenges.

Let’s take a look at a video case study template.

Product Impact Teaser (5 seconds)

Open your video case study with a clip of your happy customer saying how much the product has impacted the way they do business.

This serves as a hook that engages prospective viewers. It can be just what is needed to convince someone who is casually scrolling or browsing to stop and learn more.

Introduction (5-10 seconds)

The introduction of a video case study is brief, mostly because the entire clip should be short. Quickly state your name and what your company does. 

The bulk of the case study should be about the impact of the product, not your company’s background.

Reasons for choosing your product (10 seconds)

The customer should share their reasons for choosing your product. This added context can indirectly state the problem that the business was facing and how your product served as a solution.

Impact of the product (5 seconds)

This is a great opportunity to share key data points that highlight how your product has affected the customer’s business. 

Since this is a video, you can overlay charts and graphics, or show the impact in real-time.

Customer recommendation (5 seconds)

Finally, you need to conclude the video testimonial with a customer recommendation. This is a one or two-sentence quote from the customer that shares how important your product is to their business. 

In addition, you could ask them who should use your product. This added bonus is a powerful way to connect with the viewer who may fit that exact description.

After your customer interview is complete and the case study is filmed, take some time to ensure that the most important messages are getting across. 

This could include adding title sequences to videos, enhancing the audio, or even adding a polished callout box around statistics and data points. Together, these edits and your footage will make an engaging asset that will drive sales.

Creating case studies isn’t difficult when you have a template to use. All types of case studies include an outline of the problem, solution, and outcome. When you have a template, it’s easy to fill in these core components in their designated areas and ultimately create an impactful case study.

With these case study templates, you’ll have a solid foundation to begin drafting and producing polished, customer-converting marketing assets.

Contact Testimonial Hero to get started planning, shooting, and producing your next video case study. We’ll be with you every step of the way to ensure you get a polished case study video asset that will delight your prospects.

Close deals faster with video testimonials for all key buyer personas .

Testimonial hero expands customer story service offerings with acquisition of case study buddy, 40 testimonial questions to ask your customers, 7 ways to generate more leads with customer testimonials, with examples, the power of student testimonials: why they matter & how to use them, the 10 best video marketing tools (2023), asking for customer references: the do's and don'ts of getting feedback.

We combine authentic and professional video and written testimonials with a strategic approach to help you close trust gaps and close more deals, faster.

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The Definitive Testimonial Template and Step-by-Step Guide

Testimonials have been a cornerstone of marketing since… before it was even called marketing! Having an individual or organisation evangelising about your product or service can be the very thing some customers need in order to convert. Think about how you go about your internet shopping – how often do you head straight for the reviews when eyeing up something completely new?

A genuine and well-presented testimonial can be the missing piece of the puzzle when it comes to converting. Customers want to know that you can deliver on your promises and come up with the goods. For many of us, it doesn’t always matter how fancy a website is or how good someone’s product videos are – we need some evidence that someone just like us has taken the plunge and is happier for it.

The good news is, you’ve already got that resource in your locker! Even if you’re in the early stages of your business, you should have a few clients that have had a good experience (if not, maybe go back a few steps and leave testimonials for the future!).

Let your customers tell the story of your past successes for you and avoid missing out on new clients… that just needed to hear from your old ones! Demonstrate your credibility and win new business with our testimonial template.

What would testimonials like these do for your business?

Follow our Step-by-Step Testimonial Guide:

Step 1. collect as much information as possible. .

If a client has already offered to give you a testimonial, this is a great place to start! Any client that has shown themselves to be happy with your work should be happy to give you a testimonial , it’s up to you to make the most of it.

Start by listing all of the relevant client details at the top of the template so you can easily identify your targets and tick them off as you go.

Arrange a call with your client (calls are always better than emails) and keep the script to hand. You’ll probably want to personalise the beginning of the call before going into the script, so that it flows naturally for you – try not to sound like an automated PPI call!

Be sure to check if the client is happy to talk, if not you can arrange another time. Better to wait for a testimonial than receive a half-hearted one from a customer in a rush. Your client is offering up their time to give this to you, so try to make everything as convenient for them as possible.

These questions have been carefully compiled in order to collect the correct information from your clients. We want to hear about the challenges your customers may have been facing and how you helped them overcome those challenges. That’s what makes a glowing testimonial.

Now you have all the information, it’s time to think about formatting it into a concise and interesting testimonial.

Step 2. Create a Grabbing Headline

The headline is perhaps the most essential ingredient of your testimonial soufflé. It needs to grab attention and draw new customers in. Think about the killer sentence, the standout fact. What do your potential clients need to know at a glance?

Numbers don’t lie.

Compare the testimonials below:

“When we met Alasdair, our turnover was approximately £214,000. After working with Grow, our turnover was around £608,000.”

“They are reliable and consistently excellent performers and were a joy to work with. They’re methodical, concise and imaginative.“

Which one will win more new business? The numbers win every time. It’s conclusive proof of effectiveness. Descriptive statements, however flattering, just don’t deliver the same punch.

Step 3: Make your Achievements Shine

Key achievements should be compiled like a modern CV, with clear bullet points.

• Grew our list of leads by 120% resulting in £130,000 of revenue
• Upgraded 20% of existing customers to VIP memberships (worth £25,000)
• Lowered churn-rate by 17% month-after-month

Remember to use verbs and action phrases when composing key achievements.

Writing achievements in this way adds clarity to your testimonial and helps the reader to imagine themselves achieving all those juicy milestones too.

To add further credibility, use a quote from your customer which highlights how you’ve changed their business or why they chose you over a competitor.

“We enjoyed working with Grow because Alasdair is very good at what he does. He really understands small businesses. He is practical, he practices what he preaches. He’s very clear, very supportive and he is a very nice guy. I also liked that the fact that we could go to him and bounce ideas. Alasdair understands the big picture and his advice goes beyond marketing.”

Step 4: Highlight Customer Pain Points

It’s good practice to outline the key challenges clients faced before they found you. It helps to strike a chord with potential customers. If they see that you’ve already solved their problem for somebody else, half the battle is won.

Remember to follow the general-to-specific approach when writing up your case studies.

Presenting the facts generally, before following up with specifics, makes the information easier to digest. For your testimonials, start by outlining the business challenge in a general sense before going into more detail about what actually caused a problem for your customer.

For example:

Many businesses struggle to identify actionable metrics in their data, which leads to making unverified assumptions about their new product and target market.

Follow with specifics:

“Company A was using basic analytics software which told them nothing about who was coming to their site and whether they were a good fit for their product. They suffered by investing a lot of money into pop-ups, tracking pixels and retargeting to capture visitors who left their website before viewing even 2 pages.

Step 5: Time to Show Off

This is where you can really strut your stuff.

Talk about the specific actions you took whilst working with your customer.

Did you create a 30-point action plan? A marketing strategy? Did you use and implement new tools? Bring in new staff or introduce new processes?

Specify exactly what you did and close out with how your approach and actions could help businesses with the same problems.

Grow’s Testimonial Template

This is the testimonial template we use to get testimonials like the ones above. The recommendations we’ve received have helped hundreds more find us and do business with us.

Don’t be surprised if you amass a lot of information. To speed up the process, follow our step-by-step guide when collecting & writing up your testimonials.

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• May 24, 2024

Case Study Template: The Secret to Effective Client Testimonials

The importance of writing case studies and how a template can help.

Writing case studies can be a game-changer for your business, it is a form of social proof that builds trust and showcases your success stories. If the idea of writing one feels overwhelming, don't worry – a case study template can make the process much simpler and more efficient. Let's dive into why case studies are so crucial, and how using a template can streamline the creation process.

What is a Case Study?

A case study is a detailed account of a client's experience with your product or service. It highlights their challenges, the solutions you provided, and the results they achieved. Essentially, it's a storytelling tool that allows potential clients to see themselves in your clients' success stories.

Why Do You Need Case Studies in Your Business?

Case studies are more than just fancy testimonials; they are an important form of social proof. They allow potential clients to visualize themselves achieving similar results, building trust and credibility. When done right, case studies demonstrate your expertise, highlight your unique process, and provide concrete examples of your success.

The Components of a Case Study

Creating a compelling case study involves several key components. Let's break them down:

• Give Context About the Client : Start by introducing the client. Explain who they are and what they do. This sets the stage and helps readers relate to the client.
• The Before: Paint a Picture of Why They Hired You . Describe the client's initial situation and the challenges they faced. What problem were they struggling with? This helps readers understand the need for your services.
• The Process: Explain What You Did . Detail the steps you took to address the client's problem. What specific actions did you take? Provide insight into why you chose these actions and how they contributed to the end result.
• The Results: Highlight the Outcome . Showcase the tangible and measurable results achieved through your work. This is the part where you get to shine and demonstrate the impact of your services.
• A Testimonial: Allow Your Client to Explain the Benefits in Their Own Words . Include a direct quote from your client. Let them share their experience and the benefits they received from working with you. This adds authenticity and a personal touch.

Case Study Template to Get You Started

Client Name is a [describe what they do].

When Client Name came to me/us, describe the problem they had. He/she/they wanted to outcome, and was ready for some professional help.

What I/We Did

With the name of service/package, I/we worked with Client Name to describe the tangible/measurable results you were working towards.

Together, we:

• Explain a deliverable you created or a result you achieved 

By the end of our time together... [explain the overarching outcome the client got from working with you]

In His/Her/Their Words

"[Put a direct-quote testimonial from your client here]"

Long Form Case Study Template

Case studies are essential for building trust and showcasing the value of your services. By using a structured template , you can efficiently create impactful case studies that highlight your expertise and success stories. The above template is a short form template, if you are looking for a long-form option, here is a template . This template is your secret ingredient to writing engaging, “I-can’t-wait-to-hire-this-person”-worthy case studies  without  needing to interview past clients.

Looking for more copy tips?

If you’re wanting to improve your copy to book more clients, check out more tips below!

6 Effective Sales Page Templates: Why Generic Doesn’t Cut It >

Sales Page Structure Secrets: A Guide for More Conversions >

Website Copy: 4 Common Mistakes to Avoid and How to Fix Them >

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25 Testimonial Examples to Build Hype

Published: August 17, 2023

When I research companies online, I don’t just want to hear the company’s pitch. I want to hear from its customers. That’s where customer testimonials come into play, and I’ve got 25 testimonial examples showing how customers can build hype for your business.

To generate these glowing testimonials, you need to know who your happy, successful customers are — and that's where collecting and analyzing customer feedback comes in.

Once you‘ve found those customers and collected their reviews, it’s time to turn that enthusiasm into powerful marketing collateral. Read on for a closer look at how to source, write, and distribute testimonials.

Table of Contents

• What Is a Testimonial?

Why Are Testimonials So Effective?

• How To Ask For a Testimonial
• How To Write a Testimonial

10 Different Types of Testimonials

Testimonial design best practices, 10 testimonial examples, where to share testimonials, testimonial page examples: what elements make a good testimonial page, 14 testimonial page examples, what is a testimonial.

A testimonial is an honest endorsement of your product or service that comes from a customer, colleague, or peer who has benefited from or experienced success as a result of your product or services.

Effective testimonials go beyond a simple quote that proclaims your greatness. They need to resonate with your target audience and the people who could also potentially benefit from the work you do in the future. The best testimonials tell a story with friction and resolution. At the end of the day, your customer is the hero, but your brand gives them an assist to reach their goals.

25 Testimonial Page Examples

Get inspired by these 25 testimonial page examples from companies like:

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Testimonials are a form of social proof , a psychological concept where people take cues from other people when they’re uncertain about what to do. People look for reviews and recommendations when making purchasing decisions to give them unbiased opinions and to discover how others have benefited.

How to Ask for a Testimonial

Asking for a testimonial might seem awkward, but with practice and systemization, it will become easier. Here's how to ask for a testimonial that inspires and motivates readers.

1. Reach out with a personalized ask.

A personalized request for a testimonial is appropriate in some instances. For example, if you are a small business just starting out or a B2B business, make a personal ask. Start with friends and family who will be an easy yes, then move on to established accounts that carry credibility in your community or industry.

Send a personalized email demonstrating that you value their business and outlining what you need from them and how the testimonial will be used.

2. Implement a review system.

To collect testimonials at scale, implement an automated system to ask customers for reviews. This can look a few different ways:

• Prompt customers to leave a review after each purchase, either on your website or a site like Yelp or Google My Business .
• Add a review system with star ratings to your online store.
• Prompt customers to complete a customer satisfaction survey . HubSpot customers can do this easily through the Service Hub survey tools .

Get started with HubSpot's free website builder.

What do these look like in action? Check out the testimonial examples below to find inspiration for your testimonial page.

• Stio's Brand Ambassadors
• Blue Apron's Instagram How-To
• Mian's LA Times Review
• Fabletics' #MyFabletics Hashtag
• Harry's Trustpilot
• Ahrefs Customer Quotes
• FASTSIGNS Customer Testimonial Video
• BambooHR's Case Study Testimonial
• OptinMonster's Case Study Testimonial
• Zendesk's Case Studies

1. Stio's Brand Ambassadors

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16 case study examples (+ 3 templates to make your own)

I like to think of case studies as a business's version of a resume. It highlights what the business can do, lends credibility to its offer, and contains only the positive bullet points that paint it in the best light possible.

Imagine if the guy running your favorite taco truck followed you home so that he could "really dig into how that burrito changed your life." I see the value in the practice. People naturally prefer a tried-and-true burrito just as they prefer tried-and-true products or services.

To help you showcase your success and flesh out your burrito questionnaire, I've put together some case study examples and key takeaways.

What is a case study?

A case study is an in-depth analysis of how your business, product, or service has helped past clients. It can be a document, a webpage, or a slide deck that showcases measurable, real-life results.

For example, if you're a SaaS company, you can analyze your customers' results after a few months of using your product to measure its effectiveness. You can then turn this analysis into a case study that further proves to potential customers what your product can do and how it can help them overcome their challenges.

It changes the narrative from "I promise that we can do X and Y for you" to "Here's what we've done for businesses like yours, and we can do it for you, too."

16 case study examples 

While most case studies follow the same structure, quite a few try to break the mold and create something unique. Some businesses lean heavily on design and presentation, while others pursue a detailed, stat-oriented approach. Some businesses try to mix both.

There's no set formula to follow, but I've found that the best case studies utilize impactful design to engage readers and leverage statistics and case details to drive the point home. A case study typically highlights the companies, the challenges, the solution, and the results. The examples below will help inspire you to do it, too.

1. .css-12hxxzz-Link{all:unset;box-sizing:border-box;-webkit-text-decoration:underline;text-decoration:underline;cursor:pointer;-webkit-transition:all 300ms ease-in-out;transition:all 300ms ease-in-out;outline-offset:1px;-webkit-text-fill-color:currentColor;outline:1px solid transparent;}.css-12hxxzz-Link[data-color='ocean']{color:var(--zds-text-link, #3d4592);}.css-12hxxzz-Link[data-color='ocean']:hover{outline-color:var(--zds-text-link-hover, #2b2358);}.css-12hxxzz-Link[data-color='ocean']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-12hxxzz-Link[data-color='white']{color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='white']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-12hxxzz-Link[data-color='white']:focus{color:var(--zds-gray-warm-1, #fffdf9);outline-color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='primary']{color:var(--zds-text-link, #3d4592);}.css-12hxxzz-Link[data-color='primary']:hover{color:var(--zds-text-link, #2b2358);}.css-12hxxzz-Link[data-color='primary']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-12hxxzz-Link[data-color='secondary']{color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='secondary']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-12hxxzz-Link[data-color='secondary']:focus{color:var(--zds-gray-warm-1, #fffdf9);outline-color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-weight='inherit']{font-weight:inherit;}.css-12hxxzz-Link[data-weight='normal']{font-weight:400;}.css-12hxxzz-Link[data-weight='bold']{font-weight:700;} Volcanica Coffee and AdRoll

People love a good farm-to-table coffee story, and boy am I one of them. But I've shared this case study with you for more reasons than my love of coffee. I enjoyed this study because it was written as though it was a letter.

In this case study, the founder of Volcanica Coffee talks about the journey from founding the company to personally struggling with learning and applying digital marketing to finding and enlisting AdRoll's services.

It felt more authentic, less about AdRoll showcasing their worth and more like a testimonial from a grateful and appreciative client. After the story, the case study wraps up with successes, milestones, and achievements. Note that quite a few percentages are prominently displayed at the top, providing supporting evidence that backs up an inspiring story.

Takeaway: Highlight your goals and measurable results to draw the reader in and provide concise, easily digestible information.

2. .css-12hxxzz-Link{all:unset;box-sizing:border-box;-webkit-text-decoration:underline;text-decoration:underline;cursor:pointer;-webkit-transition:all 300ms ease-in-out;transition:all 300ms ease-in-out;outline-offset:1px;-webkit-text-fill-color:currentColor;outline:1px solid transparent;}.css-12hxxzz-Link[data-color='ocean']{color:var(--zds-text-link, #3d4592);}.css-12hxxzz-Link[data-color='ocean']:hover{outline-color:var(--zds-text-link-hover, #2b2358);}.css-12hxxzz-Link[data-color='ocean']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-12hxxzz-Link[data-color='white']{color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='white']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-12hxxzz-Link[data-color='white']:focus{color:var(--zds-gray-warm-1, #fffdf9);outline-color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='primary']{color:var(--zds-text-link, #3d4592);}.css-12hxxzz-Link[data-color='primary']:hover{color:var(--zds-text-link, #2b2358);}.css-12hxxzz-Link[data-color='primary']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-12hxxzz-Link[data-color='secondary']{color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='secondary']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-12hxxzz-Link[data-color='secondary']:focus{color:var(--zds-gray-warm-1, #fffdf9);outline-color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-weight='inherit']{font-weight:inherit;}.css-12hxxzz-Link[data-weight='normal']{font-weight:400;}.css-12hxxzz-Link[data-weight='bold']{font-weight:700;} Taylor Guitars and Airtable

This Airtable case study on Taylor Guitars comes as close as one can to an optimal structure. It features a video that represents the artistic nature of the client, highlighting key achievements and dissecting each element of Airtable's influence.

It also supplements each section with a testimonial or quote from the client, using their insights as a catalyst for the case study's narrative. For example, the case study quotes the social media manager and project manager's insights regarding team-wide communication and access before explaining in greater detail.

Takeaway: Highlight pain points your business solves for its client, and explore that influence in greater detail.

3. .css-12hxxzz-Link{all:unset;box-sizing:border-box;-webkit-text-decoration:underline;text-decoration:underline;cursor:pointer;-webkit-transition:all 300ms ease-in-out;transition:all 300ms ease-in-out;outline-offset:1px;-webkit-text-fill-color:currentColor;outline:1px solid transparent;}.css-12hxxzz-Link[data-color='ocean']{color:var(--zds-text-link, #3d4592);}.css-12hxxzz-Link[data-color='ocean']:hover{outline-color:var(--zds-text-link-hover, #2b2358);}.css-12hxxzz-Link[data-color='ocean']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-12hxxzz-Link[data-color='white']{color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='white']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-12hxxzz-Link[data-color='white']:focus{color:var(--zds-gray-warm-1, #fffdf9);outline-color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='primary']{color:var(--zds-text-link, #3d4592);}.css-12hxxzz-Link[data-color='primary']:hover{color:var(--zds-text-link, #2b2358);}.css-12hxxzz-Link[data-color='primary']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-12hxxzz-Link[data-color='secondary']{color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='secondary']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-12hxxzz-Link[data-color='secondary']:focus{color:var(--zds-gray-warm-1, #fffdf9);outline-color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-weight='inherit']{font-weight:inherit;}.css-12hxxzz-Link[data-weight='normal']{font-weight:400;}.css-12hxxzz-Link[data-weight='bold']{font-weight:700;} EndeavourX and Figma

My favorite part of Figma's case study is highlighting why EndeavourX chose its solution. You'll notice an entire section on what Figma does for teams and then specifically for EndeavourX.

It also places a heavy emphasis on numbers and stats. The study, as brief as it is, still manages to pack in a lot of compelling statistics about what's possible with Figma.

Takeaway: Showcase the "how" and "why" of your product's differentiators and how they benefit your customers.

4. .css-12hxxzz-Link{all:unset;box-sizing:border-box;-webkit-text-decoration:underline;text-decoration:underline;cursor:pointer;-webkit-transition:all 300ms ease-in-out;transition:all 300ms ease-in-out;outline-offset:1px;-webkit-text-fill-color:currentColor;outline:1px solid transparent;}.css-12hxxzz-Link[data-color='ocean']{color:var(--zds-text-link, #3d4592);}.css-12hxxzz-Link[data-color='ocean']:hover{outline-color:var(--zds-text-link-hover, #2b2358);}.css-12hxxzz-Link[data-color='ocean']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-12hxxzz-Link[data-color='white']{color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='white']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-12hxxzz-Link[data-color='white']:focus{color:var(--zds-gray-warm-1, #fffdf9);outline-color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='primary']{color:var(--zds-text-link, #3d4592);}.css-12hxxzz-Link[data-color='primary']:hover{color:var(--zds-text-link, #2b2358);}.css-12hxxzz-Link[data-color='primary']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-12hxxzz-Link[data-color='secondary']{color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='secondary']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-12hxxzz-Link[data-color='secondary']:focus{color:var(--zds-gray-warm-1, #fffdf9);outline-color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-weight='inherit']{font-weight:inherit;}.css-12hxxzz-Link[data-weight='normal']{font-weight:400;}.css-12hxxzz-Link[data-weight='bold']{font-weight:700;} ActiveCampaign and Zapier

Zapier's case study leans heavily on design, using graphics to present statistics and goals in a manner that not only remains consistent with the branding but also actively pushes it forward, drawing users' eyes to the information most important to them. 

The graphics, emphasis on branding elements, and cause/effect style tell the story without requiring long, drawn-out copy that risks boring readers. Instead, the cause and effect are concisely portrayed alongside the client company's information for a brief and easily scannable case study.

Takeaway: Lean on design to call attention to the most important elements of your case study, and make sure it stays consistent with your branding.

5. .css-12hxxzz-Link{all:unset;box-sizing:border-box;-webkit-text-decoration:underline;text-decoration:underline;cursor:pointer;-webkit-transition:all 300ms ease-in-out;transition:all 300ms ease-in-out;outline-offset:1px;-webkit-text-fill-color:currentColor;outline:1px solid transparent;}.css-12hxxzz-Link[data-color='ocean']{color:var(--zds-text-link, #3d4592);}.css-12hxxzz-Link[data-color='ocean']:hover{outline-color:var(--zds-text-link-hover, #2b2358);}.css-12hxxzz-Link[data-color='ocean']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-12hxxzz-Link[data-color='white']{color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='white']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-12hxxzz-Link[data-color='white']:focus{color:var(--zds-gray-warm-1, #fffdf9);outline-color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='primary']{color:var(--zds-text-link, #3d4592);}.css-12hxxzz-Link[data-color='primary']:hover{color:var(--zds-text-link, #2b2358);}.css-12hxxzz-Link[data-color='primary']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-12hxxzz-Link[data-color='secondary']{color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='secondary']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-12hxxzz-Link[data-color='secondary']:focus{color:var(--zds-gray-warm-1, #fffdf9);outline-color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-weight='inherit']{font-weight:inherit;}.css-12hxxzz-Link[data-weight='normal']{font-weight:400;}.css-12hxxzz-Link[data-weight='bold']{font-weight:700;} Ironclad and OpenAI

In true OpenAI fashion, this case study is a block of text. There's a distinct lack of imagery, but the study features a narrated video walking readers through the product.

The lack of imagery and color may not be the most inviting, but utilizing video format is commendable. It helps thoroughly communicate how OpenAI supported Ironclad in a way that allows the user to sit back, relax, listen, and be impressed. 

Takeaway: Get creative with the media you implement in your case study. Videos can be a very powerful addition when a case study requires more detailed storytelling.

6. .css-12hxxzz-Link{all:unset;box-sizing:border-box;-webkit-text-decoration:underline;text-decoration:underline;cursor:pointer;-webkit-transition:all 300ms ease-in-out;transition:all 300ms ease-in-out;outline-offset:1px;-webkit-text-fill-color:currentColor;outline:1px solid transparent;}.css-12hxxzz-Link[data-color='ocean']{color:var(--zds-text-link, #3d4592);}.css-12hxxzz-Link[data-color='ocean']:hover{outline-color:var(--zds-text-link-hover, #2b2358);}.css-12hxxzz-Link[data-color='ocean']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-12hxxzz-Link[data-color='white']{color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='white']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-12hxxzz-Link[data-color='white']:focus{color:var(--zds-gray-warm-1, #fffdf9);outline-color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='primary']{color:var(--zds-text-link, #3d4592);}.css-12hxxzz-Link[data-color='primary']:hover{color:var(--zds-text-link, #2b2358);}.css-12hxxzz-Link[data-color='primary']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-12hxxzz-Link[data-color='secondary']{color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='secondary']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-12hxxzz-Link[data-color='secondary']:focus{color:var(--zds-gray-warm-1, #fffdf9);outline-color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-weight='inherit']{font-weight:inherit;}.css-12hxxzz-Link[data-weight='normal']{font-weight:400;}.css-12hxxzz-Link[data-weight='bold']{font-weight:700;} Shopify and GitHub

GitHub's case study on Shopify is a light read. It addresses client pain points and discusses the different aspects its product considers and improves for clients. It touches on workflow issues, internal systems, automation, and security. It does a great job of representing what one company can do with GitHub.

To drive the point home, the case study features colorful quote callouts from the Shopify team, sharing their insights and perspectives on the partnership, the key issues, and how they were addressed.

Takeaway: Leverage quotes to boost the authoritativeness and trustworthiness of your case study. 

7 . .css-12hxxzz-Link{all:unset;box-sizing:border-box;-webkit-text-decoration:underline;text-decoration:underline;cursor:pointer;-webkit-transition:all 300ms ease-in-out;transition:all 300ms ease-in-out;outline-offset:1px;-webkit-text-fill-color:currentColor;outline:1px solid transparent;}.css-12hxxzz-Link[data-color='ocean']{color:var(--zds-text-link, #3d4592);}.css-12hxxzz-Link[data-color='ocean']:hover{outline-color:var(--zds-text-link-hover, #2b2358);}.css-12hxxzz-Link[data-color='ocean']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-12hxxzz-Link[data-color='white']{color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='white']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-12hxxzz-Link[data-color='white']:focus{color:var(--zds-gray-warm-1, #fffdf9);outline-color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='primary']{color:var(--zds-text-link, #3d4592);}.css-12hxxzz-Link[data-color='primary']:hover{color:var(--zds-text-link, #2b2358);}.css-12hxxzz-Link[data-color='primary']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-12hxxzz-Link[data-color='secondary']{color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='secondary']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-12hxxzz-Link[data-color='secondary']:focus{color:var(--zds-gray-warm-1, #fffdf9);outline-color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-weight='inherit']{font-weight:inherit;}.css-12hxxzz-Link[data-weight='normal']{font-weight:400;}.css-12hxxzz-Link[data-weight='bold']{font-weight:700;} Audible and Contentful

Contentful's case study on Audible features almost every element a case study should. It includes not one but two videos and clearly outlines the challenge, solution, and outcome before diving deeper into what Contentful did for Audible. The language is simple, and the writing is heavy with quotes and personal insights.

This case study is a uniquely original experience. The fact that the companies in question are perhaps two of the most creative brands out there may be the reason. I expected nothing short of a detailed analysis, a compelling story, and video content. 

Takeaway: Inject some brand voice into the case study, and create assets that tell the story for you.

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Asana's case study on Zoom is longer than the average piece and features detailed data on Zoom's growth since 2020. Instead of relying on imagery and graphics, it features several quotes and testimonials. 

It's designed to be direct, informative, and promotional. At some point, the case study reads more like a feature list. There were a few sections that felt a tad too promotional for my liking, but to each their own burrito.

Takeaway: Maintain a balance between promotional and informative. You want to showcase the high-level goals your product helped achieve without losing the reader.

9 . .css-12hxxzz-Link{all:unset;box-sizing:border-box;-webkit-text-decoration:underline;text-decoration:underline;cursor:pointer;-webkit-transition:all 300ms ease-in-out;transition:all 300ms ease-in-out;outline-offset:1px;-webkit-text-fill-color:currentColor;outline:1px solid transparent;}.css-12hxxzz-Link[data-color='ocean']{color:var(--zds-text-link, #3d4592);}.css-12hxxzz-Link[data-color='ocean']:hover{outline-color:var(--zds-text-link-hover, #2b2358);}.css-12hxxzz-Link[data-color='ocean']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-12hxxzz-Link[data-color='white']{color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='white']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-12hxxzz-Link[data-color='white']:focus{color:var(--zds-gray-warm-1, #fffdf9);outline-color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='primary']{color:var(--zds-text-link, #3d4592);}.css-12hxxzz-Link[data-color='primary']:hover{color:var(--zds-text-link, #2b2358);}.css-12hxxzz-Link[data-color='primary']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-12hxxzz-Link[data-color='secondary']{color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='secondary']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-12hxxzz-Link[data-color='secondary']:focus{color:var(--zds-gray-warm-1, #fffdf9);outline-color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-weight='inherit']{font-weight:inherit;}.css-12hxxzz-Link[data-weight='normal']{font-weight:400;}.css-12hxxzz-Link[data-weight='bold']{font-weight:700;} Hickies and Mailchimp

I've always been a fan of Mailchimp's comic-like branding, and this case study does an excellent job of sticking to their tradition of making information easy to understand, casual, and inviting.

It features a short video that briefly covers Hickies as a company and Mailchimp's efforts to serve its needs for customer relationships and education processes. Overall, this case study is a concise overview of the partnership that manages to convey success data and tell a story at the same time. What sets it apart is that it does so in a uniquely colorful and brand-consistent manner.

Takeaway: Be concise to provide as much value in as little text as possible.

10. .css-12hxxzz-Link{all:unset;box-sizing:border-box;-webkit-text-decoration:underline;text-decoration:underline;cursor:pointer;-webkit-transition:all 300ms ease-in-out;transition:all 300ms ease-in-out;outline-offset:1px;-webkit-text-fill-color:currentColor;outline:1px solid transparent;}.css-12hxxzz-Link[data-color='ocean']{color:var(--zds-text-link, #3d4592);}.css-12hxxzz-Link[data-color='ocean']:hover{outline-color:var(--zds-text-link-hover, #2b2358);}.css-12hxxzz-Link[data-color='ocean']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-12hxxzz-Link[data-color='white']{color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='white']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-12hxxzz-Link[data-color='white']:focus{color:var(--zds-gray-warm-1, #fffdf9);outline-color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='primary']{color:var(--zds-text-link, #3d4592);}.css-12hxxzz-Link[data-color='primary']:hover{color:var(--zds-text-link, #2b2358);}.css-12hxxzz-Link[data-color='primary']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-12hxxzz-Link[data-color='secondary']{color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='secondary']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-12hxxzz-Link[data-color='secondary']:focus{color:var(--zds-gray-warm-1, #fffdf9);outline-color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-weight='inherit']{font-weight:inherit;}.css-12hxxzz-Link[data-weight='normal']{font-weight:400;}.css-12hxxzz-Link[data-weight='bold']{font-weight:700;} NVIDIA and Workday

The gaming industry is notoriously difficult to recruit for, as it requires a very specific set of skills and experience. This case study focuses on how Workday was able to help fill that recruitment gap for NVIDIA, one of the biggest names in the gaming world.

Though it doesn't feature videos or graphics, this case study stood out to me in how it structures information like "key products used" to give readers insight into which tools helped achieve these results.

Takeaway: If your company offers multiple products or services, outline exactly which ones were involved in your case study, so readers can assess each tool.

11. .css-12hxxzz-Link{all:unset;box-sizing:border-box;-webkit-text-decoration:underline;text-decoration:underline;cursor:pointer;-webkit-transition:all 300ms ease-in-out;transition:all 300ms ease-in-out;outline-offset:1px;-webkit-text-fill-color:currentColor;outline:1px solid transparent;}.css-12hxxzz-Link[data-color='ocean']{color:var(--zds-text-link, #3d4592);}.css-12hxxzz-Link[data-color='ocean']:hover{outline-color:var(--zds-text-link-hover, #2b2358);}.css-12hxxzz-Link[data-color='ocean']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-12hxxzz-Link[data-color='white']{color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='white']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-12hxxzz-Link[data-color='white']:focus{color:var(--zds-gray-warm-1, #fffdf9);outline-color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='primary']{color:var(--zds-text-link, #3d4592);}.css-12hxxzz-Link[data-color='primary']:hover{color:var(--zds-text-link, #2b2358);}.css-12hxxzz-Link[data-color='primary']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-12hxxzz-Link[data-color='secondary']{color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='secondary']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-12hxxzz-Link[data-color='secondary']:focus{color:var(--zds-gray-warm-1, #fffdf9);outline-color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-weight='inherit']{font-weight:inherit;}.css-12hxxzz-Link[data-weight='normal']{font-weight:400;}.css-12hxxzz-Link[data-weight='bold']{font-weight:700;} KFC and Contentful

I'm personally not a big KFC fan, but that's only because I refuse to eat out of a bucket. My aversion to the bucket format aside, Contentful follows its consistent case study format in this one, outlining challenges, solutions, and outcomes before diving into the nitty-gritty details of the project.

Say what you will about KFC, but their primary product (chicken) does present a unique opportunity for wordplay like "Continuing to march to the beat of a digital-first drum(stick)" or "Delivering deep-fried goodness to every channel."

Takeaway: Inject humor into your case study if there's room for it and if it fits your brand. 

12. .css-12hxxzz-Link{all:unset;box-sizing:border-box;-webkit-text-decoration:underline;text-decoration:underline;cursor:pointer;-webkit-transition:all 300ms ease-in-out;transition:all 300ms ease-in-out;outline-offset:1px;-webkit-text-fill-color:currentColor;outline:1px solid transparent;}.css-12hxxzz-Link[data-color='ocean']{color:var(--zds-text-link, #3d4592);}.css-12hxxzz-Link[data-color='ocean']:hover{outline-color:var(--zds-text-link-hover, #2b2358);}.css-12hxxzz-Link[data-color='ocean']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-12hxxzz-Link[data-color='white']{color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='white']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-12hxxzz-Link[data-color='white']:focus{color:var(--zds-gray-warm-1, #fffdf9);outline-color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='primary']{color:var(--zds-text-link, #3d4592);}.css-12hxxzz-Link[data-color='primary']:hover{color:var(--zds-text-link, #2b2358);}.css-12hxxzz-Link[data-color='primary']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-12hxxzz-Link[data-color='secondary']{color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='secondary']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-12hxxzz-Link[data-color='secondary']:focus{color:var(--zds-gray-warm-1, #fffdf9);outline-color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-weight='inherit']{font-weight:inherit;}.css-12hxxzz-Link[data-weight='normal']{font-weight:400;}.css-12hxxzz-Link[data-weight='bold']{font-weight:700;} Intuit and Twilio

Twilio does an excellent job of delivering achievements at the very beginning of the case study and going into detail in this two-minute read. While there aren't many graphics, the way quotes from the Intuit team are implemented adds a certain flair to the study and breaks up the sections nicely.

It's simple, concise, and manages to fit a lot of information in easily digestible sections.

Takeaway: Make sure each section is long enough to inform but brief enough to avoid boring readers. Break down information for each section, and don't go into so much detail that you lose the reader halfway through.

13. .css-12hxxzz-Link{all:unset;box-sizing:border-box;-webkit-text-decoration:underline;text-decoration:underline;cursor:pointer;-webkit-transition:all 300ms ease-in-out;transition:all 300ms ease-in-out;outline-offset:1px;-webkit-text-fill-color:currentColor;outline:1px solid transparent;}.css-12hxxzz-Link[data-color='ocean']{color:var(--zds-text-link, #3d4592);}.css-12hxxzz-Link[data-color='ocean']:hover{outline-color:var(--zds-text-link-hover, #2b2358);}.css-12hxxzz-Link[data-color='ocean']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-12hxxzz-Link[data-color='white']{color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='white']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-12hxxzz-Link[data-color='white']:focus{color:var(--zds-gray-warm-1, #fffdf9);outline-color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='primary']{color:var(--zds-text-link, #3d4592);}.css-12hxxzz-Link[data-color='primary']:hover{color:var(--zds-text-link, #2b2358);}.css-12hxxzz-Link[data-color='primary']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-12hxxzz-Link[data-color='secondary']{color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='secondary']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-12hxxzz-Link[data-color='secondary']:focus{color:var(--zds-gray-warm-1, #fffdf9);outline-color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-weight='inherit']{font-weight:inherit;}.css-12hxxzz-Link[data-weight='normal']{font-weight:400;}.css-12hxxzz-Link[data-weight='bold']{font-weight:700;} Spotify and Salesforce

Salesforce created a video that accurately summarizes the key points of the case study. Beyond that, the page itself is very light on content, and sections are as short as one paragraph.

I especially like how information is broken down into "What you need to know," "Why it matters," and "What the difference looks like." I'm not ashamed of being spoon-fed information. When it's structured so well and so simply, it makes for an entertaining read.

14. .css-12hxxzz-Link{all:unset;box-sizing:border-box;-webkit-text-decoration:underline;text-decoration:underline;cursor:pointer;-webkit-transition:all 300ms ease-in-out;transition:all 300ms ease-in-out;outline-offset:1px;-webkit-text-fill-color:currentColor;outline:1px solid transparent;}.css-12hxxzz-Link[data-color='ocean']{color:var(--zds-text-link, #3d4592);}.css-12hxxzz-Link[data-color='ocean']:hover{outline-color:var(--zds-text-link-hover, #2b2358);}.css-12hxxzz-Link[data-color='ocean']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-12hxxzz-Link[data-color='white']{color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='white']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-12hxxzz-Link[data-color='white']:focus{color:var(--zds-gray-warm-1, #fffdf9);outline-color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='primary']{color:var(--zds-text-link, #3d4592);}.css-12hxxzz-Link[data-color='primary']:hover{color:var(--zds-text-link, #2b2358);}.css-12hxxzz-Link[data-color='primary']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-12hxxzz-Link[data-color='secondary']{color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='secondary']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-12hxxzz-Link[data-color='secondary']:focus{color:var(--zds-gray-warm-1, #fffdf9);outline-color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-weight='inherit']{font-weight:inherit;}.css-12hxxzz-Link[data-weight='normal']{font-weight:400;}.css-12hxxzz-Link[data-weight='bold']{font-weight:700;} Benchling and Airtable

Benchling is an impressive entity in its own right. Biotech R&D and health care nuances go right over my head. But the research and digging I've been doing in the name of these burritos (case studies) revealed that these products are immensely complex. 

And that's precisely why this case study deserves a read—it succeeds at explaining a complex project that readers outside the industry wouldn't know much about.

Takeaway: Simplify complex information, and walk readers through the company's operations and how your business helped streamline them.

15. .css-12hxxzz-Link{all:unset;box-sizing:border-box;-webkit-text-decoration:underline;text-decoration:underline;cursor:pointer;-webkit-transition:all 300ms ease-in-out;transition:all 300ms ease-in-out;outline-offset:1px;-webkit-text-fill-color:currentColor;outline:1px solid transparent;}.css-12hxxzz-Link[data-color='ocean']{color:var(--zds-text-link, #3d4592);}.css-12hxxzz-Link[data-color='ocean']:hover{outline-color:var(--zds-text-link-hover, #2b2358);}.css-12hxxzz-Link[data-color='ocean']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-12hxxzz-Link[data-color='white']{color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='white']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-12hxxzz-Link[data-color='white']:focus{color:var(--zds-gray-warm-1, #fffdf9);outline-color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='primary']{color:var(--zds-text-link, #3d4592);}.css-12hxxzz-Link[data-color='primary']:hover{color:var(--zds-text-link, #2b2358);}.css-12hxxzz-Link[data-color='primary']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-12hxxzz-Link[data-color='secondary']{color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='secondary']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-12hxxzz-Link[data-color='secondary']:focus{color:var(--zds-gray-warm-1, #fffdf9);outline-color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-weight='inherit']{font-weight:inherit;}.css-12hxxzz-Link[data-weight='normal']{font-weight:400;}.css-12hxxzz-Link[data-weight='bold']{font-weight:700;} Chipotle and Hubble

The concision of this case study is refreshing. It features two sections—the challenge and the solution—all in 316 words. This goes to show that your case study doesn't necessarily need to be a four-figure investment with video shoots and studio time. 

Sometimes, the message is simple and short enough to convey in a handful of paragraphs.

Takeaway: Consider what you should include instead of what you can include. Assess the time, resources, and effort you're able and willing to invest in a case study, and choose which elements you want to include from there.

16. .css-12hxxzz-Link{all:unset;box-sizing:border-box;-webkit-text-decoration:underline;text-decoration:underline;cursor:pointer;-webkit-transition:all 300ms ease-in-out;transition:all 300ms ease-in-out;outline-offset:1px;-webkit-text-fill-color:currentColor;outline:1px solid transparent;}.css-12hxxzz-Link[data-color='ocean']{color:var(--zds-text-link, #3d4592);}.css-12hxxzz-Link[data-color='ocean']:hover{outline-color:var(--zds-text-link-hover, #2b2358);}.css-12hxxzz-Link[data-color='ocean']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-12hxxzz-Link[data-color='white']{color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='white']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-12hxxzz-Link[data-color='white']:focus{color:var(--zds-gray-warm-1, #fffdf9);outline-color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='primary']{color:var(--zds-text-link, #3d4592);}.css-12hxxzz-Link[data-color='primary']:hover{color:var(--zds-text-link, #2b2358);}.css-12hxxzz-Link[data-color='primary']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-12hxxzz-Link[data-color='secondary']{color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='secondary']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-12hxxzz-Link[data-color='secondary']:focus{color:var(--zds-gray-warm-1, #fffdf9);outline-color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-weight='inherit']{font-weight:inherit;}.css-12hxxzz-Link[data-weight='normal']{font-weight:400;}.css-12hxxzz-Link[data-weight='bold']{font-weight:700;} Hudl and Zapier

I may be biased, but I'm a big fan of seeing metrics and achievements represented in branded graphics. It can be a jarring experience to navigate a website, then visit a case study page and feel as though you've gone to a completely different website.

The case study is essentially the summary, and the blog article is the detailed analysis that provides context beyond X achievement or Y goal.

Takeaway: Keep your case study concise and informative. Create other resources to provide context under your blog, media or press, and product pages.

3 case study templates

Now that you've had your fill of case studies (if that's possible), I've got just what you need: an infinite number of case studies, which you can create yourself with these case study templates.

Case study template 1

If you've got a quick hit of stats you want to show off, try this template. The opening section gives space for a short summary and three visually appealing stats you can highlight, followed by a headline and body where you can break the case study down more thoroughly. This one's pretty simple, with only sections for solutions and results, but you can easily continue the formatting to add more sections as needed.

Case study template 2

For a case study template with a little more detail, use this one. Opening with a striking cover page for a quick overview, this one goes on to include context, stakeholders, challenges, multiple quote callouts, and quick-hit stats. 

Case study template 3

Whether you want a little structural variation or just like a nice dark green, this template has similar components to the last template but is designed to help tell a story. Move from the client overview through a description of your company before getting to the details of how you fixed said company's problems.

Tips for writing a case study

Examples are all well and good, but you don't learn how to make a burrito just by watching tutorials on YouTube without knowing what any of the ingredients are. You could , but it probably wouldn't be all that good.

Have an objective: Define your objective by identifying the challenge, solution, and results. Assess your work with the client and focus on the most prominent wins. You're speaking to multiple businesses and industries through the case study, so make sure you know what you want to say to them.

Focus on persuasive data: Growth percentages and measurable results are your best friends. Extract your most compelling data and highlight it in your case study.

Use eye-grabbing graphics: Branded design goes a long way in accurately representing your brand and retaining readers as they review the study. Leverage unique and eye-catching graphics to keep readers engaged. 

Simplify data presentation: Some industries are more complex than others, and sometimes, data can be difficult to understand at a glance. Make sure you present your data in the simplest way possible. Make it concise, informative, and easy to understand.

Use automation to drive results for your case study

A case study example is a source of inspiration you can leverage to determine how to best position your brand's work. Find your unique angle, and refine it over time to help your business stand out. Ask anyone: the best burrito in town doesn't just appear at the number one spot. They find their angle (usually the house sauce) and leverage it to stand out.

Case study FAQ

Got your case study template? Great—it's time to gather the team for an awkward semi-vague data collection task. While you do that, here are some case study quick answers for you to skim through while you contemplate what to call your team meeting.

What is an example of a case study?

An example of a case study is when a software company analyzes its results from a client project and creates a webpage, presentation, or document that focuses on high-level results, challenges, and solutions in an attempt to showcase effectiveness and promote the software.

How do you write a case study?

To write a good case study, you should have an objective, identify persuasive and compelling data, leverage graphics, and simplify data. Case studies typically include an analysis of the challenge, solution, and results of the partnership.

What is the format of a case study?

While case studies don't have a set format, they're often portrayed as reports or essays that inform readers about the partnership and its results. 

Related reading:

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Hachem Ramki

Hachem is a writer and digital marketer from Montreal. After graduating with a degree in English, Hachem spent seven years traveling around the world before moving to Canada. When he's not writing, he enjoys Basketball, Dungeons and Dragons, and playing music for friends and family.

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A Complete Guide to a Customer Testimonial Template That Drive Sales

• February 7, 2024

Imagine converting high-quality potential leads to regular customers using customer feedback and a minimal budget.

That’s customer testimonials for you!

95% of customers read online reviews before making a purchase decision, and over 58% of customers would even pay more for brands with high positive reviews.

User-generated content (UGC) used as lead magnets is all the buzz lately. 

And the most efficient form of UGC – customer testimonials, is one of the most powerful drivers for social proof and brand awareness.

But it’s super critical to perfectly capture a client testimonial and display it in a way that attracts attention and instills trust in potential customers. 

So, to help you in this quest, we’ll provide all the essential elements that make a well-articulated customer testimonial template and a hands-on guide on creating one using Trust . 

Before that, apart from winning more customers, what are client testimonials used for?

Why do you need to collect testimonials?

Here’s why using authentic testimonials must be a major part of your brand’s marketing strategy:

• Testimonials are from real people , and your website visitors or prospective customers read them to learn about your product or service. Text and video testimonials allow visitors to relate to your current customers and form an instant connection with your brand.
• They build brand credibility . We’ve all been scammed due to fake product reviews, but when you use testimonials with pictures of real people, you portray your brand as trustworthy and reliable.
• They enable top-quality lead generation . Displaying an eye-catching testimonial page on your website or social media channels garner attention and can convert readers into long-term customers.
• Video testimonials in marketing are incredible sales weapons as they are more engaging and showcase your customers talking about their experiences with your brand.

Who to ask for effective testimonials

The secret behind high-quality testimonials is not entirely the content but who they are coming from. Here’s how you can find the perfect customer base:

1. Ask your best customers 

You may be wondering how to identify the ‘best’ customers. Below are some ways to group them:

• Find customers who’ve repeatedly purchased or consulted with your business. They are your most loyal customers, aka fans.
• Search and sort high-spending customers. You can track metrics such as average high order value to find customers who spend the most.
• Look for long-term customers. This is a no-brainer, as long-term customers would be more than glad to submit a great testimonial.
• Look for customers who’ve referred their family or friends. You can find this group if you have a referral code that a group of customers previously used.
• Explore your brand’s Google reviews and reach out to users who’ve submitted a 5 or 4-star rating. 

Sorting your customers based on these segments is a sure-shot method to fetch effective testimonial videos or reviews.

2. Reconnect with ‘highly-satisfied’ customers 

Maybe you’ve already sent a Net Promoter Score (NPS) survey or plan to send one. Either way, NPS lets you identify highly satisfied customers based on their rating for your business or products on a scale of 1 to 10.

If you’ve recently sent an NPS survey, sort out customers who’ve rated 8 or more, and ask them if they’d like to submit a testimonial video or quote. You could always send a new NPS survey to your new customers.

Since satisfied customers are most likely to submit the best testimonials, this method is fool-proof.

Testimonials: The essential elements + 3 testimonial templates to use 

A winning customer testimonial template must have the following vital elements:

• The customer name and high-quality headshots to bring more authenticity into the testimonial page.
• The customer’s credentials and a link to their social media profiles. This way, your readers can be confident that your testimonials are from real, credible sources.
• Testimonial templates must be properly structured and formatted to ensure clarity.
• All the right questions your potential customers would like to learn the answers to. For instance, why did the customer choose your business? How did your product or service help them? How has their overall experience been working with your brand? Offer a clear benefit to convert more leads.

Bonus: Use engaging video testimonials to make your testimonial templates stand out from your competitors’ testimonials and create an emotional connection using solid social proof. 

Here are three top-notch testimonial examples that you can use to ensure you master these elements:

Text testimonial template

Video testimonial template

Product testimonial template

Are you wondering how to create a testimonial with zero design or coding skills?

Trust can help!

Let’s get started.

How to build a testimonial template with Trust

Step 1. log in to trust (or sign up if you are new).

Trust has a 14-day free trial and does not require your credit card details.

Sign up here !

Step 2: Request a testimonial using an online survey form

Once you’re in, navigate to the Trust dashboard .

It will give you the option to add testimonials and create custom testimonial request forms.

Next, on your Trust dashboard, navigate to Forms > Add New to create a new submission form.

Trust’s testimonial request form helps you create custom guidelines, request consent, create personalized welcome messages for your customers, and more. 

Choose one of the 3 forms: Standard, Interactive or Smart .

All forms are similar in terms of the information they collect. However, they slightly differ in their features and appearance once published.

Effective testimonials must have all the essential information leads need. So, here are some details your testimonial request form must include:

• General details. To add these, go to the General tab, fill in your form name, and add custom colors.

• The testimonial type. To add this, go to the Testimonial tab and select the testimonial type you intend to collect. You can choose text or video testimonials, or both.
• If you collect text testimonials, enable the AI testimonial generator to make it super easy for your customers to write testimonial texts.

• A welcome message and a touch of personalization. To add this, go to the Welcome tab to add a welcome message for your customer.
• Custom guidelines that make it easier for your customers to submit a great testimonial. To add these, go to the Guidelines tab and enter your guidelines. 
• Social media channels. To add this, go to social media and request social media handles.

Once you have set up your form, Trust will give your customers the option to record a video, type a written testimonial, upload a video, or import an existing testimonial video from YouTube, Facebook, Instagram, or Vimeo.

You’re all set, and it’s time to share your testimonial request forms.

Step 3. Share your request forms 

Trust makes it super easy for you to share and collect a video testimonial or text review at the click of a button.

You can share your created forms in two ways: using a custom URL or publishing it on your website – here’s how that looks:

To access the form link, navigate to Forms > Activity. Then, click on the “Copy form URL to clipboard” icon . 

Once you’ve done this, you can simply copy and paste the URL in emails or on personal chats and request that your customers submit an awesome testimonial. 

And the best part about this is that your customers do not have to install or log in to the Trust app to submit their responses.

To create a dedicated snippet on your website or landing page to collect customer testimonials , navigate to Forms > Activity . Then, click on the “ Add to website ” icon.

You instantly get a pop-up message with a code snippet and options to add your testimonial request “ inline ” or as a “ pop-up notification. ”

Click on “ Copy to Clipboard ” and paste it into your website builder app (such as Wix, Squarespace, WordPress, etc.).

As soon as a customer submits their text/video testimonial, Trust sends you an email notification so that you can quickly log in to your Trust dashboard and preview their response.

Step 4: Curate and publish your testimonials  

You can find the list of submitted testimonials – unpublished and published – on your Trust dashboard. To access them, click Testimonials.

Here, you can preview each of them and edit the testimonial names for easier identification for you and your team.

And next, it’s finally time to publish your testimonial.

Under Actions , click on the publish icon.

You can preview or edit the testimonial before you hit publish to ensure the structure is as expected.

It’s that simple. You can then use these testimonials on your social media posts, add them to your landing pages, share them in case studies, and more.

Where can you add customer testimonials?

Placing testimonials are as important as curating them. You must bring them into the spotlight so your target audience can instantly connect and resonate with your published testimonials.

Here are the best places to add your customer testimonials:

Testimonial page

Most brands have a dedicated website page for video testimonials, customer quotes, customer success stories, and case studies. 

Such pages have a notable advantage with lead generation as they share real life examples of customer success stories and offer personal recommendations. 

Prospects land on your home page 8 out of 10 times to understand your offering. Therefore, adding testimonials to your home page copy is a great way to build an emotional connection with potential customers.

You can take your product testimonial up a notch with video content and use your customer voices to highlight your product features and benefits. 

Social media

In this digital age, social media is a major deciding factor, especially for younger audiences. To attract their attention, you can leverage your social media accounts and share testimonials from your happy customers as posts or stories. If given the consent, you can also talk about those fine testimonials in your newsletter series. Social media can help you find the emails too through a LinkedIn email finder .

Product or service pages

If you’re a business selling products or services directly on the website, adding testimonials lets you highlight your offerings better. 

Product testimonials with images add solid social proof to your claims.

Testimonial template best practices

What makes a testimonial template stand out and create a lasting impression on the reader? We’ve rounded up some best practices you can follow:

1. Use website elements

Website elements such as widgets, pop-up notifications, and badges to capture a reader’s attention. You can use Trust’s library of widgets , badges, pop-ups, and rich snippets to create custom testimonial templates and post them on your website.

2.  Add customer videos

Videos are more enticing than traditional text testimonials. Use them to capture a great customer story. 

3. Include customer headshots.

For text testimonial templates, it’s best to include a customer’s headshot to add more authenticity to the review.

4. Link to customer profiles

Make your testimonials fool-proof by linking back to their social media profiles, such as LinkedIn.

5. Ensure your customer highlights a benefit of your product.

Good video testimonials talk about your product or service, but great video testimonials also talk about the customer’s experience and benefits of using your product/service. 

6. Tell a story

Ensure your testimonial templates explain how your product changed the lives of your customers. Leads want to know how things were for current customers before and after using your product.

Create demand by collecting testimonials from happy customers

Text and video testimonials speak for themselves. Use them as powerful marketing tools and convert potential customers with less resistance. 

When using testimonials, it’s important to structure and display them effectively to get the highest ROI. So, let Trust help you on your testimonial journey from start to finish.

Trust is easy, simple, and takes less time than making yourself a cup of coffee. Try Trust’s 14-day free trial today!

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VIDEO TESTIMONIAL

10 Testimonial Templates to Enhance Brand Recognition

April 25, 2024

Traditional ads can put your brand out there for many people to see, but how do you make it feel real and relatable? You can do that with the power of testimonials .

But it’s not just about making people know your product; it’s about making them want to buy it. And if your product is High-quality, the next step is to go ahead and ask for testimonials from your existing customers. Because, as simple as it sounds – it builds trust .

Customer testimonials are like social proof. They come from your loyal customers, helping you create more trust.

People often buy things that others have used and liked. This means you don’t just have to focus on traditional marketing content. If people have tried and liked your product, why not get them to give a testimonial?

This way, combining digital advertising and testimonials can help you increase the purchase intent among potential customers.

And to make things easier for you, you can use a testimonial template for faster implementation. Here are a few things to keep in mind while doing that:

• How can you create a testimonial template that balances authenticity with brand identity?
• How can a template for testimonials be helpful in video testimonials without actually feeling like a template?
• How can you tailor a testimonial template for effectiveness across various platforms?

In this blog, we will talk about how you can use a testimonial template to improve brand awareness.

What is a Testimonial?

A testimonial is essentially a statement or endorsement from a customer or client. It certifies the quality, performance, and overall value of a product or service.

Think of a testimonial as a personal shout-out from someone who’s used a product or service and absolutely loved it.

A person experiences what a business has to offer. They use the product or engage with the service; and now, they have a story to tell about it. The story highlights the good stuff – like how it solved a problem they had, the quality of customer service, or just how it made their life a little better.

That’s why you’ll often see testimonials plastered on websites, in brochures , popping up in your social media feeds, and even in TV ads. They’re not just showing off – they’re using these real-life stories to say, “Look, our stuff works, and these people are the proof!”

We have made videos for 150+ B2B & SaaS companies.

Explainer Video, Product Demo, Remote Video Testimonials, and more.

What is a Testimonial Template?

At its core, a testimonial template is a pre-designed framework that helps you create a testimonial featuring a customer’s experience with your product or service. These templates have a structured layout, including placeholders for customer interviews, product footage, and text overlays.

There can be a free testimonial template or a paid one. But both of them have a common purpose – to simplify the process of creating a testimonial video while maintaining a high-quality and professional look.

The template guides them to talk about what they loved in the product/service. They fill in the blanks with their actual excitement and experiences, and voila, you have a testimonial that’s both structured and authentic .

But here’s the catch: if you rely too heavily on these templates, things can start to feel a bit robotic. Let’s say every testimonial on your site follows the exact same format: “I bought [product], and I love [feature] because [reason].” It starts to sound a bit customary, doesn’t it?

Your customers are unique individuals, and their testimonials should reflect that diversity of experience and emotion.

We know how to sell your story using your product UI

When it comes to marketing, few things beat a good testimonial. Testimonials are like personal recommendations for your brand. They build trust and credibility and can significantly improve brand recognition .

But, not all testimonials are created equal. To really hit the mark, you need the right testimonial template for the right situation.

Alright, let’s get into the testimonial templates:

1. Client Testimonial Template

A client testimonial template shows what your clients think of you. Keep it real and unfiltered . It’s great for when you want to show off how your business solutions have helped real clients in real scenarios.

“Working with [Your Company Name] was a [positive experience]. Their expertise in [specific service or product area] helped us achieve [specific result]. We were particularly impressed with [specific aspects of product/service].”

2. Employee Testimonials Templates

Employee testimonial templates focus on getting feedback from employees. It’s about showcasing the internal environment of your company. Best suited for businesses that want to highlight their positive work culture and employee satisfaction.

“I have been working at [Company Name] for [duration]. The work environment here is [positive attribute]. What I love most about my job is [aspect of the job], and I feel [emotional response] being part of this team.”

3. Testimonial Email Template

This template is for gathering testimonials via email. It’s straightforward and effective, making it easy for customers to share their experiences. Suitable for businesses that rely heavily on email communications.

“Dear [Recipient Name], I recently purchased [product/service] from [Your Company Name] and wanted to share my experience. [Product/Service] has [specific benefit], and it solved [specific problem]. The customer service was [customer service experience].”

4. Testimonial Video Template

The video testimonial template is a structured guideline for creating video testimonials. It ensures that the essential elements of a good video testimonial are not missed while keeping the customer’s natural expression .

“Hi, my name is [Customer Name], and I’m here to talk about my experience with [Your Company Name]. Their [product/service] helped me [specific problem it solved]. One thing that stands out is [unique selling point].”

5. Customer Testimonial Template

The customer testimonial template is specifically made for video testimonials from customers. It helps in capturing their experiences in a more dynamic and engaging format.

It is ideal for businesses wanting to depict customer stories in a visually compelling way.

“[Product/Service] from [Your Company Name] exceeded my expectations. It [specific benefit] and made a significant difference in [specific area]. The best part was [the highlight of the experience].”

6. Audio Testimonials Template

It’s like a video minus the visuals – think of podcasts. Prioritize clear, high-quality audio. Add background music. This is great for services or products where the story or experience matters more than the visual aspect .

“This is [Customer Name], and I’m here to share my experience with [Your Company Name]. Their [product/service] was a breakthrough for [specific problem or need]. I particularly appreciated [specific features or services].”

7. Social Media Testimonial Template

These are your structured outlined shoutouts for social platforms. Tag the relevant customers or the brand’s channel when you post them on social media. This adds authenticity to your posts. It’s an excellent fit for lifestyle products or services that thrive on social proof and trends.

“Just tried [product/service] from [Your Company Name], and I’m blown away! It [specific benefit]. Totally recommend it to anyone who [target audience or use case]. #CustomerSatisfaction #Love[Product/Service]”

8. Customer Interview Testimonial Template

Picture a Q&A format that reaches the customer’s experience. Ask open-ended questions, but avoid making it feel like an interrogation . This format suits more complex products or services where the customer journey is integral to the value proposition .

“[Customer Name / Business Name] Interview. As a [customer profile], I chose [Your Company Name] for [specific reason]. Their [product/service] helped us by [specific benefit]. The impact on our [personal/business life] has been [impact].”

9. Press Review Testimonials Template

When a media outlet, online publisher (e.g, Forbes), or a popular e-commerce site reviews your product – these templates come into play. Showcase these reviews in your marketing efforts.

Don’t overlook smaller or niche publications; their words can carry significant weight. They may have a smaller but highly loyal reader base. This format suits products or services that benefit from formal validation or industry recognition.

“[Publication Name] Review of [Your Company/Product Name]. [Your Company/Product Name] stands out for its [unique selling point]. It has [positive impact or benefit], as evidenced by [specific example or case study].”

10. Staff Testimonial Template

Similar to employee templates, but more focused on the individual stories of staff members. It’s about giving a voice to your team and showing the human side of your business. It is ideal for companies looking to refine their employer brand.

“As a member of the [Your Company Name] team, I’ve experienced [positive aspects of work culture]. My role in [department or project] has allowed me to contribute to [company goal or project], which makes my work [personal sentiment].”

A testimonial should always reflect a real and genuine experience. So, pick the template that best suits your brand, requirements, etc, and let the voices amplify your brand’s presence in the market.

What do You Say During a Testimonial?

During a testimonial, the focus is on sharing your personal experience with a product or service in a genuine and informative way.

Here’s a breakdown of what you can include in a testimonial:

• Start with your introduction
• Describe your problem or need
• Explain how the product/service helped
• Include specific details
• Talk about results and changes
• Personal recommendation
• End on a thankful note

This structure aligns with the authenticity component that testimonials are all about.

Where do Most Companies Go Wrong with Testimonials?

There are certain areas where companies can go wrong when creating testimonials. Here’s a list of some common mistakes they make:

• Lack of authenticity in testimonials, often staging or excessive editing.
• Ignoring or not addressing negative feedback .
• Using irrelevant testimonials that don’t align with the audience or product.
• Inconsistency in branding and presentation.
• Failed to take advantage of positive testimonials for engagement or improvement .
• Overlooking legal considerations , such as obtaining proper consent for using testimonials.

Why Content Beta?

Creating testimonials needs a bit of technical know-how and structured processes to get things done. You need to take care of how the client is going to speak, the production quality, and clearly convey the right message. And we know how hard that can become.

At Content Beta, we help you in creating memorable testimonials.

Our Creative as a Service (CaaS) team offers you an expert of creators who have worked with over 150 clients across several video and design projects.

What do you get?

• Transparent and clear pricing upfront
• Access to safe and secure cloud space for all brand assets
• Quick 1-2 days of turnaround time
• Unused credit rollover

Schedule a call with us today!

To sum up, testimonials are a strong way to show that others like your product, which is why companies spend a lot on endorsements.

The primary objective of this is to connect with consumers so that they can make buying decisions . Media spending targets the early stages of a consumer’s decision journey, such as brand awareness. This is accomplished through the use of traditional media or digital marketing’s mid- and upper-funnel segments.

When potential customers see testimonials, they gain confidence in buying your product. This is how testimonials help in creating brand awareness without feeling like marketing.

Frequently Asked Questions (FAQs)

How do I choose the right testimonial template for my brand?

To choose the right testimonial template for your brand, you need to consider your specific goals and audience. If you aim for emotional impact, video testimonials may be ideal. For a more data-driven approach , case study testimonials work best.

What are the key elements of an effective testimonial template?

The key elements of an effective testimonial template should include space for the customer’s name and photo, their specific experience or challenge, how your product or service helped, and a clear call to action.

How do I ensure authenticity in testimonials gathered through templates?

To ensure authenticity in testimonials gathered through templates, encourage customers to provide unfiltered feedback using the template. Avoid scripting their responses too tightly. This would allow their natural voice to shine through.

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• 27 October 2022

Use These 8 Testimonial Examples To Build Trust

Content Writer

Reading time: 5 minutes

Testimonials from satisfied customers are one of the most trusted and effective marketing tools. Every company ought to use them in order to demonstrate how their goods or services have made their customers’ lives better. 

Regardless of how enticing the copy is, how carefully you edit the photos you take, or how glamorous the videos you produce may be, in the end, authentic and positive customer testimonials will triumph over all others. 

If you are wondering about how you can get such customer testimonials for your e-commerce business, you are in for a treat because in this post we’ve shared 8 power testimonial templates that’ll help you massively when it comes to building trust with your customers.

What is a customer testimonial and why is it important?

Customer testimonials are one of the most effective ways to convince potential customers about the quality of your brand and the goodwill of your company.

A testimonial is like a recommendation or a review from a customer that informs other potential customers about the ways in which they benefited from the use of your products or services. 

Studies have shown that approximately 95% of people will read customer testimonials when they are thinking about making a purchase, and an additional 88% of people have stated that they trust online reviews just as much as they believe a recommendation from a friend or family member.

There are many different formats that customer testimonials can take (we will discuss this in detail later), but their primary purpose remains the same: to demonstrate how great your brand and products are .

What makes customer testimonials so powerful is the fact that they can turn potential buyers’ attention away from the seller and toward the consumers who have previously purchased the product.

Since their needs were once similar to your buyers, anyone who looks at the testimonials page on your website is able to see things from a point of view that is comparable to their own .

That being said, there is one thing in particular, if gotten wrong, can drive customers away from your brand instead of bringing them closer. We are talking about the format of a customer testimonial. 

What makes a great customer testimonial?

There is no said-rule of how a good customer testimonial should be, but there are a few things that every effective customer testimonial have in common. These include:

• Telling you about the pros, cons, and addressing all concerns about the product in great detail.
• Showing what problems it has solved in the past and who it is ideal for?
• Sounding original and authentic
• Being short and to the point
• Explaining customers’ experience using the product or service.

8 customer testimonial examples you should use

1. quote testimonials.

Starting off our list with the most common type of customer testimonial, we have quote testimonials.

These concise reviews from customers tend to be powerful, credible, and highly persuasive .

These are ideal for lending quick and scannable social proof to your products or services, which works best for goods or services that don’t need a great deal of thought but could still profit from a vote of assurance. 

Here’s a simple template you can follow:

“I have only recently begun using [product or service], but thus far it has provided [key benefit]. I feel [emotional reaction]. I’d recommend this to anyone who is struggling with…[problem the product solves]”

Your customers should describe what their experience was like and give reasons why they liked the product or service they purchased from you. 

You could use an entire quote or just a portion of a testimonial, but it is advised you keep this particular type of testimonial short and sweet.

2. Product testimonials

Product testimonials are another excellent way to dispel any doubts or reservations that a potential customer may have about your product. 

The purpose of a product testimonial is to describe the experience of using that product, highlight the positive aspects of the product, and answer all common questions that customers may have about the product.

Here’s an example of a straightforward template for product testimonials: 

“I thoroughly enjoyed using what your product [product name] had to offer [the benefit of the product]. Although I had some concerns regarding the [objection], as soon as I began using it, they turned out to be completely untrue. I find that [best use scenario] is the perfect moment for me to utilize [name of product].”

You can alter the length of the testimonial depending on its price. For instance, if you have a high-priced product that requires a lot of consideration from customers, the product testimonials should be longer and more in-depth, while the opposite is also true.

3. Video testimonials

Video testimonials are one of the most powerful ways to convey the experience that a customer has had with your company.

Testimonial videos are effective because they help customers in two regards:

Firstly, since your customers will explain in a video testimonial how they were facing a challenge and how your product or service was able to assist them in resolving the issue, potential buyers will be able to visualize how a product or service works in real-time. 

Secondly, because it is based on the experience of the customer, this kind of testimonial inevitably generates an emotional response in the reader, which can directly influence their purchasing decisions.

Here’s a quick script you can use:

“I was really having a hard time with [insert your problem here], which was having a negative impact on me. I began by inquiring about a potential solution.  After doing some additional research, I got to know about [product name] and made the decision to purchase it, and I couldn’t be happier with my choice. 

This product or service has worked wonders for me, and I will never reflect back on my decision to purchase it or use it in the first place. If you’re dealing with [ mention problems/ideal situation], I strongly suggest that you give [product/service] a shot.”

The template can be shorter or longer depending on the customers’ problem and resolutions but this is what generally works best.

4. Case study testimonials

When compared to other types of testimonials, a case study testimonial provides more in-depth information. These kinds of testimonials are perfect for companies that sell products or provide services that call for a significant financial investment. 

The perfect case study testimonial not only describes your company and the services that you offered, but it also describes the client, the factors that led them to choose your company, and their overall experience working with you. 

This may help win over other customers who have had a similar experience or are experiencing the same problem. 

Here’s a quick template for you to use:

“[Name of the Customer / Name of the Business] Case Study” 

Our Company deals with [Information about the client’s company, such as its size, industry, etc]. Because of our [the problem that arose], we were up against a significant obstacle which was negatively affecting our business.  

When we learned about [your company name], we immediately recognised that you have the [company strengths] which could help us. Since we’ve started doing business with you, we have noticed [measurable benefit].”

Pro tip: When selecting a client to provide a testimonial for a case study, you should look for someone who most closely resembles your ideal buyer persona . This will allow you to more successfully influence members of your ideal audience.

5. Problem-to-resolution testimonial

The problem-resolution testimonial is an excellent choice for solution-focused products or services that offer a very obvious benefit to the customer. 

It is very similar to the case study testimonials, but rather than focusing on the customer’s overall story and experience, the primary emphasis is placed on the customer’s initial issue and how it was resolved. 

In other words, the whole testimonial mostly talks about “what was the issue”, immediately followed by “what the company did to solve it.”

Here’s a template that you can use:

“I was dealing with a [customer issue] for quite some time. I knew I needed this problem solved as soon as possible, and that’s when my research led me to your [product or service]. I’m glad I found your business because you solved the issue in the best possible way and I am really [satisfaction level] with the results.”

6. Social media testimonials

Although it is beneficial to have a number of testimonials posted on your website, you don’t want to overlook reviews on third-party websites and social media apps since they also have a huge influence on the general public.

The vast majority of potential customers (especially the younger generation) begin their hunt for a product or service by conducting informational searches on these social platforms first. 

They might begin with a standard Google or Instagram search to look for reviews on a specific item, company, or product they are interested in. 

It doesn’t matter if you are a known brand, if your products don’t have positive testimonials to back their quality, most people will find the next best alternative.

Here’s an example of a good social testimonial: 

“I had heard a lot about [company name] so I decided to try out [product/service] and the experience was nothing short of amazing, I recommended it to anyone who needs it.”

One thing to keep in mind here is that, regardless of the social platform you have the reviews on, try to keep them short and concise, because nobody comes on a social media site to read an essay-long testimonial.

7. Authority testimonials

Authority testimonials is another way to convince your audience that you’re the real deal. They’re also known as influencer testimonials because they feature a public figure who is collaborating with your company and providing their support.

Authority testimonials give your customers confidence that you are a trusted source of information, and they can help them make more informed buying decisions.

In most cases, the spokesperson should be someone who is a significant role model for your target audience and shares the same core values as your business .

The production of authority testimonials is typically quite pricey, since finding the right influencer can be a task. However, if done correctly, Influencer testimonials can give you the highest return on investment out of all other testimonials.

Here’s a quick example template for the same:

“Sometimes, when I am [engaging in the activity that the influencer is known for], I struggle with [the challenge]. This [product or service] assisted me in solving that problem by [significant benefit].”

8. Press testimonials

A press testimonial is very similar to an influencer testimonial. It is a significant accomplishment to have your company mentioned in the news, particularly when the coverage is positive. 

Being mentioned in the news these days means that your company’s product or service will be exposed to a potential audience of millions of people, which can significantly boost your brand’s awareness. 

The majority of the time, these kinds of testimonials take the form of reviews of particular products or services, such as movies or restaurants. 

It’s possible that besides traditional platforms like newspapers and magazines, a well-known website, a social media group, an online video channel, or some other form of emergent media could also serve as a source for a press testimonial.

There’s no fixed template for a press testimonial since every publication has its own style of covering it. However, if you are making a request, here’s something you can try:

“Dear [person to contact at the publication or media group], 

I have always enjoyed the work that you produce. I wanted to get in touch with you regarding your review column, [name of column or spot].

I’ve been running [kind of business] for [a number of years], and my staff and I take a lot of pride in the work that we produce. Our clients are extremely satisfied with the work that we do, and we would be grateful if your reviewers could give us a shot. 

We at [name of the company] would be overjoyed at the opportunity to be featured in [name of the review spot]. Let me know what we can do to make this happen.”

No matter how many advanced marketing and sales tactics come up in the future, nothing will beat testimonials in their ability to build your brand’s goodwill. 

They are the best way to get people to trust you (and buy your product) because it shows them that you’ve been there—that you know what it’s like to have been in their shoes, and that you’re willing to help them with whatever they’re struggling with.

These are 8 powerful customer testimonial templates that you can use to gather reviews from your ex-customers. 

Regardless of the type of testimonial you like to use, it all comes down to letting people know exactly what benefits your product or service can offer them in the words of people who are (or were) just like them. 

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Case Study & Testimonials Instagram Canva Templates

• New Templates

Does selling your service, online course or coaching sometimes feel icky to you?

I’ve been there, too – and don’t worry, it’s a normal feeling.

But since you can not not sell in a business (otherwise you won’t have clients, right?), the good news is that there are ways to make selling easier and feel more natural.

And one of the most powerful ways to sell is by telling the success stories of your clients!

Instead of you speaking about your offer 24/7, let your clients do the talking.

This template pack will help you show the transformation your clients have gone through after working with you and let you sell your offers through compelling case studies 👇

The Instagram Template Pack for Powerful Case Studies and Client Testimonials

What’s inside this template pack:

• 25+ Instagram Post Templates to create powerful case studies and testimonial carousel

How to use the templates: Best case study content ideas from the new pack ⬇️

• Post or carousel: Phone notification testimonial
• Post: Before [Offer Name] vs After
• Carousel: Thought-provoking question from a happy client (helpful to clear objections other potential clients may have)
• Carousel: 4 achievements of client [Name] after working with us

Which templates are included?

Get a peek into this template pack and discover the case study templates waiting for you:

Become a member in the Template Membership and download your Case Study Instagram Pack now ⤵️

Other Articles you might find helpful:

Charts & Infographics Instagram Template Pack

Getting seen on Instagram is not just about the quality of your content. It’s also about the presentation! Turn your knowledge into engaging infographics with these templates

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How to Write Case Studies [+ Trust-building Templates]

Use this template to share your customer stories, case studies, and testimonial quotes to drive more sales and grow your accounts.

"The stories our customers share about how valuable Guru is to them are priceless. We capture all aspects of our customers’ stories through our Case Study and Customer Quotes Cards, including the background on why they chose Guru, the other tools they use, which teams are on Guru, quotes that bolster our value propositions, survey stats, and more. These are invaluable assets to our sales, customer success, and account management teams when communicating Guru’s value."

When it comes to growing your business, case studies are one of the most effective tools at your disposal. They can help you build trust with potential customers by showcasing your expertise and successes in a particular area. In this article, we share the simple steps to write a case study that builds trust, helps close more deals, and boosts your bottom line. Or, you can jump right in with our editable case study template!

What is a case study?

A case study is a simple story about customers that illustrates how they use your product. They can be used in marketing materials, on your website, or even in presentations to help win new business.

Case studies are a great way to show your product’s value proposition. They help you demonstrate why customers should choose your solution over competitors’ solutions.

Case study templates

Use this template to save yourself time and create a central place to share your customers’ stories, case studies, and quotes. You can add information on who your main advocates are, what their life was like before and after buying your product, and any published marketing assets you may have. Fill in the template and make sure your team can always easily find this information.

‍ How this template can help your team:

• Sales : Your team can bring customer quotes and case studies into their sales processes and generate wins faster through social proof. Case studies can be used at any stage of the sales process, but they tend to work best when you're trying to close a deal or win a new account.
• Customer Service or Success : Your customer experience team can share stories of customers and how they're leveraging certain features to provide inspiration to other customers and boost customer satisfaction.
• Marketing : Your marketing team can package this information for public sharing and create new case studies that fill in the gaps around existing stories.
• Product and Engineering : Your product team can better scope iterations or new features for your engineering team based on the information provided in this Card about customers and their use of your product.

How to write a case study that builds trust

You can follow these steps or simply get our case study template below to jumpstart your case study creation.

1. Establish a place for case studies

They can be shared directly with customers, for example, on your website or via teams like sales and customer success. Each of these distribution channels will lead to different layout, design, and formatting needs. Given where you are in your organization, do you need these to be PDFs for sales enablement, web pages, or a simple, easy-to-find company repository for customer stories?

2. Find the best customer for your case study

Customer stories are used to help customers understand what it’s like to use your product or service. They also help you understand what your customers want and need. You will want to think about picking a customer who is aligned with your ideal customer persona - your favorite customer who is lucrative to work with.

You should also choose a customer who is genuinely grateful. A happy customer is much more likely to approve of a testimonial and speak highly of you in interviews, providing valuable quotes.

When looking for case study candidates, consider these questions:

• Is this customer representative of our target market?
• How does this customer use our product or service?
• What problem were they trying to solve before finding us?
• Has anything interesting happened since they started working with us? (This question is especially useful if you’re targeting new markets.)
• Would this customer speak positively about our company and product if we asked them to provide a quote?

The answers to these questions will help you find the right customers for your case studies.

3. Contact your customer and ask permission to publish a customer story

Once you have a customer in mind, the next step is to reach out and ask for their permission to feature them in a case study. This conversation can take many different forms, but it’s important to make sure you get explicit consent from your customer before writing anything about them.

Pro tips on how to contact customers for case studies:

• Keep it short and sweet - start with an email that explains who you are, what you do, why you’re reaching out, and asks for permission to feature them as a case study subject.
• Make it easy for them to say yes - offer to send over some questions and let them know it will take just 10 minutes to respond.
• Follow up - if you don't hear back, it's ok to send a follow up email to check back in a few weeks later.

4. Gather customer insights

Once you have the customer’s permission, start gathering information. You will want to ask them a few questions about their experience before and after working with you. This case study is not about your product - it should be all about the customer. What were they struggling with before finding you? How has your product or service helped them?

Some companies like to use a “before and after” layout in their case studies, but we recommend against it because it can often feel gimmicky. Instead, focus on what the customer did before and after working with you. If there was an impressive transformation, let that story speak for itself without using numbers or bullet points to explain it.

5. Draft your story and ensure your copy highlights your value

Once you have all of this information, it’s time to start writing your case study! Customer stories should be short, concise, and focused. They should include only one main point.

Let's start by taking a look at some templates you can use to help structure and format your case studies.

PDF for sales enablement

‍ Web page layout

Case study for your company wiki

6. Send your draft and a release form to the customer

Before you publish anything, make sure to get final approval from the customer. They may have feedback or suggestions on how to improve the case study.

Here's a short, sweet email template for asking:

Hi [Name], We’re so excited you [achieved this result] with our [product/service] and wanted to feature the cool things you’re doing [in this area] so we can showcase your work. If that’s something you might be interested in, we can talk very generally about how you achieved this and make sure to exclude anything you’re not comfortable sharing. Let me know if you’d be interested in having a case study on our site?

7. Publish your case study

Once you have the customer’s approval, publish your case study on your website. You can also use it as a sales enablement asset or send it to journalists who might be interested in writing about the story.

If you follow these tips, you will be able to write case studies that build trust and help your company scale.

Case study FAQ

What is the best format for a case study.

There is no one-size-fits-all answer to this question, but we recommend using a web page layout or PDF for sales enablement. This will ensure that your case study looks professional and easy to read.

How do I contact customers for case studies?

The best way to reach out to customers for case studies is by email. Start by explaining who you are, what you do, why you’re reaching out, and ask for permission to feature them as a case study subject. You can also offer to send over some questions and let them know it will take just ten minutes to respond. If you don't hear back, follow up with a second email a few weeks later.

What should a good case study contain?

A good case study should only include one main point. It should be short, concise, and focused on the customer’s experience before and after working with you. You can use a “before and after” layout, but we wouldn't recommend it because it can often feel gimmicky. Instead, focus on what the customer did before and after working with you. Let their story speak for itself without using numbers or bullet points to explain it.

If you want to take it a step further, you can partner with your creative or design team or an agency to craft a more innovative layout for your new stories.

How should I promote my case studies?

Once you have the customer's approval, publish each case study on your website. You can use these website pages to enable sales or consider promoting them as emails, videos, or on your social platforms.

10 Testimonial Templates That Will Drive Sales For Your Business in 2024

Founder - Famewall

As a business owner, you must be knowing how important testimonials can be in converting customers who are still deciding whether to purchase your product or service

The reason testimonials work is that they give a perspective from an existing customer of your product/service. This is much more convincing for your customers than boring business ads.

The effect is even more profound if you manage to get real-time verifiable social proof like video testimonials etc

Before we dive into the testimonials templates for collecting amazing testimonials, you need to keep the following things in mind:

• Make sure the testimonials are relevant to your product/service & that they convince the customer to take action 
• Always use testimonials from real people & avoid faking them with random profiles as customers will always see through it
• The testimonials need to highlight the benefit of your product/service

Let's dive right into the different testimonial templates and how each of the different testimonial template examples work from a customer standpoint

Testimonial Templates

Here's the TLDR; version if you're looking for testimonial templates

• Product Explainer Testimonial Template
• Service Testimonial Template
• Customer Experience Testimonial Template
• Social Media Testimonial Template
• Quote Testimonial Template
• Video Testimonial Template
• Industry Expert Testimonial Template
• Value for Money Testimonial Template
• Success Story Testimonial Template
• Case Study Testimonial Template

Apart from this, we also have discussed 17 email templates in this post where we walk through different ways of asking for a testimonial from a customer via email

1. Product Explainer Testimonial Template

Product Explainer Testimonial templates give you a glimpse into the product your business offers. It could explain the features customers liked the most or how the features benefitted them and got them from Point A to Point B

These types of testimonials increase the conversions for your product and this is why it is one of the most simple yet effective testimonial template example

Here's what the template would look like:

"I love [product name]! It's [adjective], and [feature] has it's helped me to [benefit]. The support is amazing. I would highly recommend it to anyone."

A real-time example of a testimonial that follows the Product Testimonial Template for Famewall :

Notice how the customer highlights the features they like in the testimonial which convinces other customers too

- Questions to ask for a Product Testimonial:

•  Tell us about yourself
• What did you like the most about our product? 
• How did that feature help you & why do you like it the most?
• Why would you recommend our product to others?

P.S. You can easily customize the questions you want to ask your customers with Famewall by creating a custom testimonial collection page which makes it easy for you as an entrepreneur and for your customers as well

Here's a quick guide on how you can collect testimonials using a collection page

2. Service Testimonial Template

Service Testimonials give a brief overview of your service if you're a freelancer/agency owner/consultant who offers customized services for your customers. The main goal of these testimonials is to build trust with your prospects so that they are interested in your offer

This testimonial template example works best for businesses that offer services to clients

Here's what the Service Testimonial Template would look like:

"I was so impressed with the [service name] that I received from [business name]. The staff was [adjective], and they went above and beyond to help me with my [issue]. I would definitely recommend them to anyone."

Here's a real-time example from Famewall 's customer who is running an agency

- Questions to ask for a Service Testimonial:

• Tell us about yourself
• How did you find us?
• How has our service helped your business?
• What did you like the most about our service?

3. Customer Experience Testimonial Template

As the name suggests, Customer Experience Testimonials emphasize more on customers' experience using your product/service.

These could include anything about the quick turnaround time, customer support etc.

This testimonial template example would aim to help potential customers understand how transformative it would be for their own business when they read a testimonial of this type

Here's what the Customer Experience Testimonial Template would look like:

"I had a wonderful experience at [business name]. The staff was friendly and helpful, and they made sure that I was taken care of. I would definitely recommend them to anyone looking for a great customer experience."

Here's a real-time example of a Customer Experience Testimonial from a customer of Famewall :

- Questions to ask for a Customer Experience Testimonial:

• What was your experience using our product?
• How did it help your business?
• How would you rate our service?

4. Social Media Testimonial Template

Social Media testimonials are short shoutouts that people share when they're active on social platforms like Twitter, Reddit, Facebook, Linkedin etc.

These testimonials have a lot of value since the testimonial givers would themselves have a lot of connections and through this shoutout, give exposure for your business

This is one of the testimonial template examples which will also end up building your brand as it amplifies people's opinion about your product/service on social media

Here's what the Social Media Testimonial Template would look like:

"I love [business social media handle]. Just used their product & love the [feature]. It's so easy"

- Questions to ask for a Social Media Testimonial:

• What did you like the most about our product/service?
• Would you recommend us to your connections? If yes, why?

5. Quote Testimonial Template

A Quote Testimonial captures a customers' experience in their own exact words. Since these are taken directly from customers without any edits, they appear authentic when used on websites This is a testimonial template example which would end up building a lot of social proof as it's unfiltered customer's opinion coming straight

Here's what a Quote Testimonial Template would look like:

“[Customer name] says, 'I love [product name]! It’s [adjective], and it’s helped me to [benefit]. I would highly recommend it to anyone.' "

Here's a Quote Testimonial Widget created using Famewall which was quoted from a happy customer of Famewall

6. Video Testimonial Template

Video testimonials are the ultimate social proof since they consist of real people describing their experience using your product/service

If you'd like to learn in detail about the process of successfully collecting video testimonials, you can look at this detailed guide on Video testimonials

This type of testimonial template example works best in getting a good testimonial especially when you have to sell high-ticket products/services as it builds a lot of trust

Here's what a Video Testimonial Template looks like:

“[Customer name] speaks, 'I was so impressed with the [product feature/service] from [business name]. The staff was [adjective] and went above and beyond to help me with my [issue]. I would highly recommend them to anyone checking the business' ”

You can find the video testimonials from Famewall here at  Famewall's Wall of Love

- Questions to ask for a Video Testimonial

• Introduce about yourself
• What was the problem you faced?
• How did your product/service help you solve the problem?
• What did you like the most about us?
• Why would you recommend us to others?

7. Industry Expert Testimonial Template

Industry Expert Testimonials project your business as an authority in your niche. These are some of the best testimonials you can get since customers explain why you're better compared to others

This testimonial template example helps you extract the core differentiator of your product/service directly from customers

Here's what Industry Expert Testimonial Template looks like:

“[Business name] is the best in the [industry] . They’re always coming up with new and innovative ways to do things, and  here's how they helped me [customer's experience]"

Here's a Famewall's customer who  received a testimonial from their student on why their course is the best positioning themselves as an industry expert

- Questions for getting an Industry Expert Testimonial

• What did you like about our service compared to existing solutions?
• How did our product/service help solve your problem?
• Why would you recommend us to other customers?

8. Value for Money Testimonial Template

Value for Money Testimonials show why your service justifies the cost they pay and how it exceeds their expectations

As expected, this testimonial template example will allow you to get away with a high price provided existing customers get a lot of value out of it

Here's what Value for Money Testimonial Template looks like:

“I think [product name] is a great value for the price. It’s affordable compared to the expensive products out there and it outperforms them. The support is incredible too”

Here's a customer of Famewall who's running a digital agency who received a testimonial which describes why they have a perfect value for money

- Questions  for Receiving Value for Money Testimonial

• What was your current problem?
• How was the price point for solving this problem?
• How did you get the value for the money spent?

9. Case Study Testimonial Template

Case Study Testimonials are excerpts from a detailed interview that you conduct with your customers.

They need to ask open-ended questions that go through your customer's journey from start to finish right from encountering the problem, looking for alternatives, using your solution & succeeding

This testimonial template example gets the customer transformation journey and how useful it was for them to solve the problem

Here's what Case Study Testimonial Template looks like:

“[Business name] helped [customer name] to [achieve goal]. Here’s how they did it: [Describe the case study in detail.]”

- Questions to Ask for Case Study Testimonials:

• Introduce yourself & your business in detail
• What was the problem faced by your business?
• What were the solutions you were using before using our product/service?
• How did our solution help you?
• What are the features you use in our product?
• What do you like the most about our product?
• Could you share any interesting data, or stats after using our product?

10. Success Story Testimonial Template

Success stories describe the transformation journey of your customers after using the product or service. They give a detailed insight into how your product/service can be helpful to potential customers

Try to showcase Success Story Testimonials on top of your testimonial section as they can convert customers faster

This is the classic testimonial template example to collect testimonials that can be used everywhere on your landing & marketing pages

Here's what Success Story Testimonial Template looks like:

“Before I started working with [business name], I was struggling with [problem]. But after working with them, I was able to [achieve goal]. I’m so glad I found [business name]!”

- Questions to ask for receiving Success Story Testimonials

• What was your situation before using our product?
• How did our product help you solve your problem?
• Could you share a detailed overview of your experience so far?
• Could you share data on costs, return on investment etc.

Use all these testimonial Templates on Famewall with a few clicks

With Famewall , you can easily collect testimonials using any of the testimonials template formats explained above using the Testimonial Collection page

Simply customize the questions you want to ask your customers and share the link with your customers via email, chat, social media etc. & seamlessly collect testimonials by making it frictionless for your customers

Here's a simple guide to collect testimonials & below is a screenshot of Famewall dashboard where you can customize the "testimonial ask"

Testimonial Collection Page on Famewall

You get the best testimonials from customers by asking the right questions. Here are 30 testimonial questions you can ask your customers

Try Famewall for free and start collecting testimonials from your customers with a simple link, add existing testimonials from 15+ sources & increase sales, revenue for your business with social proof

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100+ Proven & Effective Customer Testimonial Examples

Browse through a wide range of testimonial templates for sales and marketing across various industries.

"When others are doing it, it's okay for me to do it, too."

-Chet Holmes, Author of the book "The Ultimate Sales Machine"

That's the power of social proof! When we talk about social proof, how can we not refer to the classic psychological experiment conducted by Solomon Asch in the 1950s, called ‘The Asch Conformity Experiments’ ? 

A brief for those who are unaware of it - Asch's research included people who pretended to be normal participants alongside others who were real and unaware study subjects. Those who were in on the experiment would behave in specific ways to see how their behaviour affected the actual participants in the test. The naive participants were told they had participated in a "vision test." 

After conducting the analysis, they discovered that approximately 75 percent of the participants went with the rest of the group, at least one time. After combining the trials, the results showed that the participants replied approximately one-third of the time to the incorrect group response.

That is the sheer power of social influence in human psychology! Seems more powerful than Thor's hammer already, eh?

Let us astonish you with some solid numbers to back the findings:

• According to Nielsen 's research study, "92 percent of people will trust a peer 's recommendation, and 70 percent will trust someone they don't even know."
• 88 percent of consumers say reviews influence their decision to buy online
• The search traffic can increase by 10 or more reviews
• If reviews are displayed, conversion rates can rise by 270 percent, a figure that shoots to 380 percent for higher-end products

Hence, if you are a marketer looking to perfect your content marketing mix that gives you exponential conversion rates, you might want to include the element of social proof in your marketing communications . And the two best ways to incorporate it into your marketing strategy are case studies and testimonials. We will talk about testimonials in this post.

You can read about case studies here .

What is a Testimonial?

A testimonial is a marketing collateral wherein a person (satisfied buyer) is offering positive feedback about your product or service. It is aimed to build trust and brand reputation. Testimonials can help buyers overcome objections, boost online sales, and turn customers into brand ambassadors when combined with excellent copywriting , sharp salesmanship, and targeted marketing. 

How are Testimonials in a B2B market different from those in a B2C market?

Most of the products in a B2C market are ubiquitous on social media. The products in a B2C market that has a hedonistic appeal can get their consumers talking effortlessly. But in a B2B market , when your product is functional, you need to focus your efforts on channels such as LinkedIn and Youtube to showcase those facts easily. In a B2B market, you need to first show that your company is of value. 

However, testimonials become an essential tool in a B2B market as B2B buyers invest a significant amount of time, resources, and finances before making the purchase decision. Testimonials can cut through all that noise in this context, simplifying the process to help purchasers make informed and faster decisions.

Types of Testimonials

It is important to bear in mind that different types of testimonials and platforms can have a different impact on your target audience . Hence, you might want to use a specific format that closely aligns with their values. To help give you an idea of how testimonials can be presented, below are 7 forms of testimonials that can be used to portray the stories of your customers.

1. Quote Testimonials

Quote Testimonials serve the function of instilling trust in visitors that they are heading in the right direction in considering a purchase of a product or service. It can be far more effective than conventional forms of advertisements because most people count on a peer over a paid actor. You can build strong credibility with potential leads by using the voice of your loyal clients to advocate on behalf of your brand.

Quote testimonials come in different forms; one of the earliest forms of quote testimonials cite just the statement on the product landing pages and homepages. It can accompany the feature of a slider of star rating that can increase the engagement of the readers. 

The other variant of the quote testimonials, which is commonplace in modern times, is a quote accompanied by a picture of the person providing the testimonial. In many cases, images increase conversions because prospects can more easily identify with buyers. 

The advanced variant of a quote testimonial incorporates a picture with a CTA (Call-to-Action). It is gravely wrong to assume that the prospects know what to do after having a glimpse of a post. Hence, it becomes of paramount importance to provide a strong call-to-action along with the testimonial.

2. Audio Testimonials

An audio testimonial is a cost-effective variant of a video testimonial. All you need is a recording software, a quiet room, and a microphone. An added advantage of audio testimonials is the effective distribution and consumption by the customers. They can do wonders for you if executed effectively.

3. Video Testimonials

Video appeals to both the visual and auditory senses and tells a captivating story of a brand that motivates viewers. It is no surprise that it is the most formidable combination to market a product or service. A report states that 52 percent of marketers worldwide referred to video as the type of content with the best ROMI (Return on Marketing Investment).

You can ask your customers to record on their smartphone, or any device for that matter, with a short testimonial video, discussing what they enjoy most about your brand. You can provide these videos to your prospects at different stages in their buyer journey.

4. Influencer Testimonials

Reach out to your industry authorities and ask if they'd like to try your product or service. That said, getting featured in Business Insider or Forbes is not a cakewalk. Hence, try to gun for the attention of influencers in your industry, who your target audience is most familiar with.

5. Blog Post Testimonials (Reviews)

Blog post testimonials are similar to case studies, but unlike case studies, this format allows the company to tell the story of its customers from its own perspective. A blog post can be a means of displaying customer testimonials informatively. Bloggers can dig deep into a customer's story and break down subtle details within the journey of the customer.

6. Social Media Testimonials

The way we express ourselves has entirely changed with the growing dependence on social media. We often turn to social media to share our fears and grievances with our favourite brands. A distinctive advantage that social media testimonial has over others is that you can easily click through and see the person you're reading about. Hence, this type of testimonials is very engaging and relatable for the prospects.

7. Peer Review Testimonials

We, as customers, are most receptive to the actions of people like us who think similarly. We are more likely to be open to their testimonials. Reviews and feedback posted by review platforms like G2 Crowd , GetApp , and Capterra are all examples of the peer review testimonials. For customers, these reviews can be very influential as many of them look at these review sites during the decision-making process. Peer reviews are especially helpful for first-time customers who interact with your business.  

Best practices to follow while collecting and curating testimonials

1. create an official request process.

Many companies have formal testimonial rules that can extend the process if you want them to be involved in a case study. Your customer may need to consult with a legal department or senior management to obtain permission to proceed. Hence, it becomes imperative to create a formal process to create a testimonial pipeline. Post that, create an official document outlining how to submit the testimonial. Detail how often your sales and customer success reps will provide names. Also, provide a brief about the time commitment involved after a customer agrees to participate.

2. Use the top of the mind recall of your fresh customers

Your product or service is going to have the highest awareness in your recent customers' minds, so now is a perfect time to ask them what they think about their experience. Securing customer testimonials at all stages of their relationship can help you address and overcome a broader array of objections. Use the drip campaigns to send emails to recent customers automatically after a set time to secure their testimonial.

3. Best customers can become your brand advocates

You know you will get a great testimonial from your best customers. The simple act of personally reaching out to them will strengthen their relationship with you and with your brand. It is an enormous win-win all around.

4. Provide value to your customers

Testimonials are often of innate value to a client too, and you need to convey it to your customers. Explain how you will be linking it to their website, describe their positive outcomes on social media, and advertise them via email. In the case of video testimonials, you can also offer them the use of B-roll.

5. Avoid the use of generic comments

A great testimonial pinpoints the brilliant experience at each customer touchpoint across the whole buyer journey. It should succinctly point out the technicalities of your product or service. Generic statements like "good product" or "great service" would not convey the benefits of using your product to your prospects. Edit grammatical errors and feel free to paraphrase if it lucidly conveys the message. Just be sure to send back any significant changes before publishing the testimonial to the customer for approval.

6. Beautify and legitimize the testimonial

In addition to the testimonial itself, provide the name, date, and picture of the person who availed the testimonial. Insert a link to the customer's website wherever possible. All of this information serves to help legitimize the testimonial.

Here is a curated collection of 100+ best examples of testimonials from each industry.

• Banking, Financial Services & Insurance
• Healthcare and Life Sciences
• Manufacturing
• Real Estate, Hospitality and Travel
• Technology & Services
• Telecommunications

Examples of Testimonials

Check out some of the stellar testimonials from each industry and our take on what makes it so flawless.

Best Testimonial Examples for BFSI Sector

1. Manulife Financial Corporation

Type of Testimonial: Blog Post (Review)

A financial services company deals with a myriad of problems, and it becomes tricky to prove your prowess to your prospects. Manulife , in this blog post testimonial, aptly classified the testimonials in terms of the experience of a particular customer in different service offerings. This helps a prospect to quickly browse through a specific testimonial for a service offering he/she is contemplating.

2. Barclays plc

Type of Testimonial: Video

Barclays has created one of the best testimonials in its industry. It has merged quotes, blog posts, and video testimonials, and created a one-of-a -kind testimonial. A video testimonial works best when it progresses as a conversation. Barclays has done exactly that. It has also talked in detail about its customers. Adding a video transcript and handpicking customer quotes from the video testimonial can be the takeaway from this testimonial.

Best Testimonial Examples for Healthcare & Life Sciences Sector

1. McKesson

Type of Testimonial : Quote (Case-study approach)

McKesson has created a unique template for testimonials by making use of the case-study approach. Throughout the testimonial, McKesson has used multiple testimonials of their client and stitched it in the form of a story in a single template.

Best Testimonial Examples for Logistics Sector

1. Cardinal Logistics

Type of Testimonial: Quote

The best practice that this testimonial has adhered to is: avoiding the use of generic comments. Its client, Red Bull, has provided an elaborate explanation of the entire experience, right from the beginning. It has also covered how amid adverse crises, Cardinal Logistics was able to deliver the result. This practice helps your clients to put faith in your operations amid adverse situations.

2. C.H. Robinson

Type of Testimonial: Quote (Case-study approach)

What we love about this testimonial is its outcome orientation! The company has focused more on including quantifiable results. Whenever possible, you should try to quantify the results that you delivered to your clients and incorporate the same in your testimonial.

Best Testimonial Examples for Manufacturing Sector

1. Siemens - SIRIUS ACT

Siemens has done a brilliant job in creating this video testimonial that incorporates the use of multiple quotes and a description that gives the readers a context. It also included testimonials from officials of different departments that help the readers get an idea of what worked well for a particular user.

2. Cisco Advanced Malware Protection

Type of Testimonial: Third-Party (Influencer)

This type of example brings more credibility to your customer testimonials as it gets validated by a research firm or an industry expert. Cisco , along with the help of a research service provider, TechValidate , conducted a survey that collected some of the best customer testimonials.

Best Testimonial Examples for Real Estate & Travel Sector

Type of Testimonial: Blog Post

The distinct characteristic of a blog post testimonial is that it allows the company to frame the testimonial from its own perspective. CWT executed that extremely well by collating the best testimonials and narrating the experience of each customer from their perspective. Moreover, they have aptly corroborated each story with tangible results.

Best Testimonial Examples for Technology & Services Sector

1. Chargebee

This is a perfect example that reflects how Chargebee has successfully made brand advocates out of their clients. The testimonial, given by the CEO himself, succinctly conveys what Chargebee has done for them and what it can do for all such similar companies.

2. Leadcomm Performance Security

Type of Testimonial: Quote (with a picture)

To legitimize your testimonial, always try to include a picture of the concerned authority, like what Leadcomm has done. You can go one step ahead and try linking the customer's website and the speaker profile.

Best Testimonial Examples for Telecommunications Sector

1. Comcast Corporation

Type of Testimonial: Peer Review

This is one of the best examples of a peer review testimonial for the telecommunications sector. Peer review websites like G2 , Capterra , FeaturedCustomers , and so on, are often the go-to resource for customers searching for software and services. Hence, such testimonials can always do the work of warming up your cold prospects and push them further in the buyer's journey.

2. Ribbon Intelligent Edge | Ribbon Communications

Ribbon Communications , not only conveyed the customer testimonial through this video, but also, went a step ahead in creating a compelling video integrated with captivating visuals that work as a tailored pitch in itself. It does a stellar job of an explainer video which helps the target audience understand how the company was able to deliver the solution to a customer.

So, tell us, next time, when you feel like embracing the power of Thor's hammer for striking a brilliant content marketing mix, wouldn't you count on Testimonials?

Find your complete content marketing guide here -

100+ Best Examples of Press Release Templates

100+ Case Study Examples for Sales and Marketing

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