How to Get Your First Testimonials and Case Studies

You've done great work. Your clients are happy. But when someone visits your website or asks for references, you've got... nothing to show for it. No testimonials. No case studies. No reviews. Just the slightly desperate assurance that you're really good at what you do and people should totally trust you.

It's a frustrating position, and it's one that nearly every sole trader and freelancer finds themselves in at some point. The good news is that collecting testimonials and building case studies is far easier than most people think. You just need a system — and the confidence to ask.

Why Testimonials and Case Studies Matter So Much

Before we get into the how, let's talk about why this is worth your time.

Social proof is one of the most powerful forces in marketing. When a potential client is deciding whether to hire you, they're weighing up risk. They're asking themselves: "Will this person deliver? Are they trustworthy? Will I get my money's worth?"

Your website copy, your portfolio, and your sales pitch all help — but nothing is as persuasive as hearing from someone who's already taken the leap and been happy with the result.

Research consistently shows that people trust peer recommendations far more than they trust advertising or marketing copy. A single genuine testimonial from a real person can be more effective than a thousand words of carefully crafted sales copy.

Case studies take this a step further. Where a testimonial says "Jane was brilliant," a case study shows the full story — the problem, the process, and the outcome. It helps potential clients see themselves in the story and imagine what working with you would be like.

If you're working on building your personal brand as a sole trader, testimonials and case studies are essential components of that effort.

When to Ask for a Testimonial

Timing is everything. Ask too early, and your client hasn't experienced enough to comment meaningfully. Ask too late, and the enthusiasm has faded.

The sweet spot is usually one of these moments:

• Immediately after project completion. When the work is fresh and the client is pleased with the result, they're most likely to say yes — and to say something specific and enthusiastic.
• After a compliment. If a client emails you to say they're happy, or mentions it in conversation, that's your cue. "Thank you so much — would you mind if I used that as a testimonial?" is an incredibly easy transition.
• At a natural milestone. For ongoing work, milestone moments (a successful launch, a completed phase, a quarterly review) are natural points to ask.
• After a referral. If a client refers someone to you, they've already demonstrated that they value your work. Ask them to put that endorsement into words.

The worst time to ask is during a problem. Wait until things are resolved and the client is happy again before broaching the subject.

How to Ask — Scripts and Templates

Many people avoid asking for testimonials because they feel awkward about it. But clients are almost always happy to help — they just need to be asked. Here are some approaches:

The direct email:

Hi [Name],

It's been a real pleasure working with you on [project/service]. I'm currently building up my website and would love to include a short testimonial from you, if you'd be willing.

It doesn't need to be long — just a few sentences about your experience working with me and the results you've seen. If it's easier, I can draft something based on our conversations and send it to you for approval.

No pressure at all — I completely understand if you'd prefer not to. But if you're happy to, it would mean a lot.

Thanks so much, [Your name]

The structured request:

If clients struggle with open-ended requests, give them prompts:

Would you mind answering a couple of quick questions for a testimonial?

1. What was the situation before we started working together?
2. What was it like working with me?
3. What results did you see?

Just a sentence or two for each is perfect.

This structured approach often produces better testimonials because it guides clients towards specifics rather than generic praise.

The verbal ask (followed up in writing):

If you're meeting a client in person or on a call, mention it conversationally: "By the way, I'm collecting a few testimonials for my website — would you be open to that?" If they say yes, follow up with an email so they can write it at their convenience.

What Makes a Great Testimonial?

Not all testimonials are created equal. "Great service, would recommend" is fine, but it's not going to convince anyone who's on the fence. Here's what separates a good testimonial from a great one:

Specificity. "Jane redesigned our bathroom and it now feels twice the size" is far more compelling than "Jane does great work."

Results. If you can quantify the outcome, even better: "Since working with [name], our enquiries have increased by 40%" or "They saved us £2,000 on our tax bill."

Relatability. The reader should see themselves in the testimonial. If your target client is a nervous first-timer, a testimonial from someone who was also nervous but had a great experience is gold.

Authenticity. Real names, real businesses, and (if possible) real photos. Anonymous testimonials carry far less weight. Always ask permission to use the client's name and business.

If a client sends you a testimonial that's a bit vague, it's perfectly acceptable to ask if you can tighten it up. "Would you mind if I edited this slightly for clarity? I'll send you the revised version for approval before using it." Most clients appreciate not having to write marketing copy from scratch.

Building Your First Case Study

A case study is a more detailed story that walks potential clients through a real project. It typically follows a simple structure:

1. The challenge. What problem did your client have? What were they struggling with before they came to you?

2. The approach. What did you do? How did you tackle the problem? This is where you showcase your expertise and process.

3. The results. What was the outcome? Include specific numbers, timeframes, or tangible improvements wherever possible.

4. A client quote. Include a direct quote from the client to add authenticity and a personal touch.

Here's how to get the information you need:

• Interview your client. A 15-to-20-minute phone call or video chat is the best way to get the material. Ask open-ended questions and take detailed notes (or record the conversation with permission).
• Write it up. Aim for 400 to 800 words. Keep it focused and readable.
• Get approval. Always send the finished case study to your client for review before publishing. They may want to adjust certain details, and that's fine.
• Publish it. Add it to your website, share it on social media, and include it in proposals.

Even one strong case study can significantly improve your conversion rate. Two or three, covering different types of work or different client profiles, is even better.

Where to Display Your Testimonials

Collecting testimonials is only half the battle. You need to put them where people will actually see them:

• Your website homepage. Include two or three of your strongest testimonials prominently on your homepage.
• Your services page. Match testimonials to specific services. If you offer three different services, have at least one testimonial relevant to each.
• Google Business Profile. Encourage clients to leave reviews on Google. These appear in search results and on Google Maps, giving you visibility and credibility simultaneously.
• Social media. Share testimonials as posts. A client quote overlaid on a simple branded background makes a great Instagram or LinkedIn post.
• Proposals and quotes. Include a testimonial or two in your written proposals. It reinforces your pitch at the moment the client is making a decision.
• Email signature. Rotating a short testimonial in your email signature is a subtle but effective touch.

If you're tracking your business finances in Accounted, you might also notice that clients who come through referrals and social proof tend to be less price-sensitive and more pleasant to work with. Penny won't tell you that explicitly, but your income reports might.

Dealing With Common Obstacles

"I haven't had any clients yet." If you're brand new, offer your services at a discount (or free) to a handful of people in exchange for honest feedback. Be upfront about the arrangement — most people will respect the hustle.

"My client said yes but hasn't sent anything." Follow up politely after a week. If they're still struggling, offer to draft something for their approval. Most of the time, clients aren't reluctant — they're just busy.

"My work doesn't have measurable results." Not every testimonial needs numbers. "Working with [name] was a joy — they were professional, punctual, and left our garden looking beautiful" is perfectly effective. Focus on the experience and the emotional outcome.

"I'm worried about asking." This is by far the most common obstacle, and the solution is simply to do it. The worst that can happen is they say no — and that almost never happens. Most clients are flattered to be asked.

Keep Collecting — Make It Part of Your Process

The best approach is to make testimonial collection a standard part of your business workflow. After every project or at regular intervals with ongoing clients, ask. Build it into your process so it happens automatically rather than relying on you remembering.

Some sole traders include a testimonial request in their project wrap-up email. Others set a quarterly reminder to reach out to recent clients. Whatever works for you — just make it consistent.

Over time, you'll build a library of social proof that makes selling your services dramatically easier. And that's good for business, which is good for your bottom line — which is exactly the kind of thing you'll want to track in your bookkeeping. If you're not already using a tool that makes that effortless, Accounted is worth a look.

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Related reading:

• Build a Personal Brand as a Sole Trader
• How to Register as Self-Employed With HMRC
• Register Self-Employed — Step-by-Step Guide

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Accounted helps UK sole traders stay on top of their bookkeeping and tax. Start your free 30-day trial at getaccounted.co.uk

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