Sean
Hey everyone, welcome back to the Contractor Growth Network podcast. I’m here again with Ian.
Ian
What’s up?
Sean
Ian already said what’s up. Today we’re going to talk about why client testimonials are so important for contractors, business, and growth. So, Ian, tell me a little bit about your experience with client testimonials and why you’re here to talk about it.
Ian
Yeah. Testimonials aren’t just important for contractors—they’re a critical component of pretty much any business, whether it’s a service or a product. People crave feedback from their peers. They want to hear from someone they can trust, someone who has experienced that product or service in a way that’s relatable to them.
A real, genuine testimonial from a past client is one of the best pieces of marketing you can produce because it’s inherently trustworthy. When I’m looking for a service, I see tons of businesses telling me how great they are. Of course, every company will say they’re the best. But with the sheer number of marketing messages we get every day, that kind of self-promotion often falls flat.
A high-quality testimonial, though, has a level of authenticity that other marketing materials can’t replicate. That’s why I’ve used testimonials in ad campaigns, on website landing pages, in email sequences—you name it. They fit into almost any marketing campaign and add real value.
Sean
Yeah. And I’ve edited some of those.
Ian
You have. And I’ve run ad campaigns from those.
Sean
Yeah, lots of fun times. So when we talk about testimonials for contractors, let’s break down what we mean by that. Because I asked you earlier, off the podcast, about things like Angie reviews. Are those testimonials?
Ian
Reviews are a type of testimonial in a way, but they’re not quite the same. The main difference is how you use them. A testimonial is something you actively solicit from a past customer. Reviews, on the other hand, are usually left voluntarily on platforms like Google or Angie. They’re important and should be pursued, and snippets from them can be used as quotes on landing pages.
A testimonial, though, is something more intentional. You’re reaching out to a client and saying, “Hey, we’d love to know what you thought about our service.” That could be written, but more often than not, people expect it to be a video.
Sean
Right. And where do you see testimonials being used the most?
Ian
Honestly, everywhere. Quotes from testimonials are commonly used on website pages as social proof. Video testimonials are a great addition to landing pages, where you can show potential customers not just what you do but why they should choose you over the competition.
They also work well in email sequences. For example, if someone fills out a form on your website, you can automatically send them a testimonial video, which builds trust before the sales call even happens.
And, of course, they make phenomenal ads. People researching contractors want credibility, and testimonials provide that. They’re also great for social media because they feel real. Social media isn’t about highly polished content—it’s about authenticity. Testimonials fit right into that space.
Sean
So why do people trust a customer’s words more than the company’s?
Ian
It comes down to credibility. As a company, you can tell people you’re the best, but why would they believe you? Every company says that. Trust is built through experience. If you’ve bought from a brand before and had a good experience, you trust them. But if someone has never worked with you, they don’t have that trust yet.
A testimonial helps overcome that barrier. Because the person giving the testimonial has no real incentive to promote your business other than their genuine experience, it comes across as far more trustworthy than an ad or a sales pitch.
Sean
That makes sense. It’s similar to how people rely on Google reviews.
Ian
Exactly. People trust unbiased feedback. That’s how almost everyone shops these days.
Sean
So how did we get to this point? It used to be that people made purchases based on TV commercials. There wasn’t always a review system.
Ian
Part of it is the sheer number of options available now. Back in the day, you’d see one or two ads for a product, and that was it. Now, with the internet, every company is marketing. There’s an overload of advertising, and that has led to a decline in trust.
People now rely more on peer recommendations because they’re overwhelmed with marketing messages from brands they don’t know. That’s why testimonials have become so valuable.
Sean
Got it. Now, between video and written testimonials, which one is better?
Ian
It’s not that one is better—they serve different purposes. Written testimonials work well for website copy, email marketing, and quick social proof. But video testimonials have a level of engagement that written ones can’t match.
Video content is dominating the internet. If you’re not using video, you’re behind. People want to consume content visually, and they engage more with video than with text.
Sean
I completely agree. So how do testimonials impact SEO and marketing?
Ian
Testimonials play a big role in SEO, particularly in satisfying Google’s E-E-A-T ranking factors: expertise, experience, authority, and trust. A well-done testimonial checks all those boxes because it shows you’ve done the work, you’re good at it, and people trust you.
From an ad perspective, testimonials are extremely effective. They’re organic, real, and they establish credibility immediately. They also work well in email sequences—if someone fills out a form on your website and you send them a testimonial video, that builds confidence before you even get on a call with them.
Sean
That makes sense. Now, when should a contractor ask for a testimonial?
Ian
At the beginning of the project.
Sean
At the beginning? Why’s that?
Ian
Because if you set the expectation early, it feels more like a natural exchange rather than an afterthought. If you bring it up when the client is excited about the project, they’re more likely to agree. Then, when the project is done and they’re thrilled with the result, it’s much easier to get them to follow through.
If you wait until the end and just ask out of nowhere, they might not be as enthusiastic.
Sean
Makes sense. And what’s the best way to ask?
Ian
In person. Email or phone calls can work, but nothing beats a face-to-face request. It shows that it’s important to you, and people are much more likely to say yes when asked in person.
Sean
What if someone is camera-shy?
Ian
That’s common. One way to help is by showing them previous testimonial videos so they know what to expect. Also, reassure them that you’ll edit out anything awkward and that you’ll make them look good.
Sean
That’s a great tip. Any last thoughts for contractors who want to start using testimonials?
Ian
Yes—just start. If you’re unsure about filming, hire a professional. Testimonials are one of the most valuable marketing tools you can have, and the sooner you start collecting them, the better.
Sean
Awesome. Thanks for joining me again, Ian.
Ian
Always a good time.
Sean
That’s it for this episode. Be sure to subscribe to the podcast, check out our YouTube, and visit Contractor Growth Network for more marketing resources.
Ian
See you next time.
Sean
Me too.
