Joanna Lott Coaching

3 Ways to Create Highly Converting Testimonials

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How to Get Testimonials as a Coach: 3 Proven Strategies for Success

As a coach, one of the biggest challenges you face is building trust and credibility with potential clients. In a world where people are bombarded with countless options, testimonials from satisfied clients can be the key to standing out and attracting new business. However, getting those testimonials can be a daunting task, especially if your clients are hesitant to share their experiences publicly. In this blog post, we’ll explore three proven strategies to help you get testimonials as a coach and leverage them to drive more inquiries and business growth.

The Importance of Testimonials for Coaches

Testimonials are powerful marketing tools that can significantly influence a potential client’s decision-making process. They provide social proof and validate the effectiveness of your coaching services. According to a study by Oberlo, 54.7% of people read at least four reviews before making a purchase or signing up for a service. This statistic underscores the importance of having a strong arsenal of testimonials to showcase the transformative impact of your coaching.

Strategies to Get Testimonials as a Coach

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Share Micro Wins to Build Credibility

People are often sceptical about investing their time and money in coaching services, as they need proof that the coaching works and that others in similar situations have achieved their desired results. As a coach, you can share the micro-wins and successes of your clients to build credibility and showcase the value of your services.

Here’s how to get started:

  • If you receive emails or messages from clients about the impact of your coaching, take screenshots or pictures of them on your phone.
  • Anonymize the messages or emails if necessary.
  • Ask your client if they mind you using their feedback in your marketing, explaining that it will help attract future clients.

Sharing real images and using your clients’ own words will have a substantial impact on potential clients and help them relate to the success stories.

Strike While the Iron’s Hot

Don’t wait until the end of a coaching engagement to ask for feedback. Instead, request testimonials regularly throughout the coaching process, especially after a client achieves a significant win or milestone.

Here’s how to get started:

  • Create an email or Google form to send to your clients periodically during your coaching engagement.
  • Focus the questions on your client’s transformation rather than just your coaching abilities.
  • Ask questions like:
    • Where were you before the coaching?
    • Why did you sign up, and did you have any worries about joining?
    • What has been the main outcome for you?
    • What would you say to anyone considering signing up?

This approach will provide you with valuable material to improve your coaching, take photos of real feedback, and write compelling case studies.

Craft Compelling Case Studies

Case studies are powerful tools for showcasing your clients’ success stories and the impact of your coaching. Whether or not your client wants to be identified in your marketing, you can invite them for a call to discuss their coaching experience and then craft an anonymous case study.

Here’s how to get started:

  • Invite your client for a call or send them a Google form to discuss their coaching experience.
  • Ask about the following:
    • The problem they were experiencing before the coaching.
    • The impact of that problem on their life.
    • Their ultimate goal from the coaching.
    • The actions they took and the specific results that followed.
    • How they would describe working with you.
    • Their biggest takeaway.
    • What they would say to someone considering signing up for your coaching.

If your client is comfortable, consider recording the call and using it as a video testimonial, which can be incredibly powerful in your marketing efforts.


In the competitive coaching industry, testimonials can be the difference between attracting new clients or losing them to your competitors. By implementing these three proven strategies – sharing micro-wins, striking while the iron’s hot, and crafting compelling case studies – you can get testimonials as a coach and build trust and credibility with potential clients. Remember, your existing clients are your greatest assets, and leveraging their success stories can be a game-changer for your coaching business.

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Do you want help to build a successful coaching business? Check out my Business of Coaching programme

Hi, I’m Jo, and I’d love to help you on your coaching journey. I spent 20 years in corporate HR but faced challenges balancing work and family. Refusing to settle, I ventured into coaching, seeking financial success aligned with my values. Overcoming limiting beliefs, I developed strategies to attract clients, leading to the creation of my Reliable Results Path. Now, I support coaches in achieving their goals through my Business of Coaching programme. My values of honesty, personalisation, and courage guide me, fostering a community of impactful coaches who believe in inclusivity and making a difference. More about me




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Hello and welcome! I’m Joanna Lott, and I’m passionate about empowering qualified coaches like you to build brilliant businesses.