What to Do When the Project Is Done

Nov 5

How to Harness That Post-Project Glow Into a Great Client Testimonial

There probably isn’t a business owner out there who doesn’t get the impact of a solid client testimonial.

We all know it — the best marketers for your business are the people who’ve already worked with you and loved what you’ve done. But harnessing that energy? That’s the tricky part.

Right after a project wraps, there’s this electric moment — the kind of excitement that’s half “first-grader riding their bike around the block for the first time,” half “seasoned surgeon saving a life.” There’s clarity, joy, and a shared sense of we did something awesome here. If you could bottle that up, you could sell it.

Because, let’s be honest: your next client is always curious what your last client thought. We all want to know what other people are saying — especially when we’re about to invest in something meaningful. Whether it’s hiring a web designer, picking a florist for your wedding, or buying a suitcase that’ll survive the chaos of the baggage claim conveyor belt (you know, the ones hidden behind those mysterious vinyl draft curtains), we crave reassurance that we’re making the right call.

People trust people. We listen to voices we relate to. And when your clients share their experiences, they’re not just saying “I liked working with you.” They’re helping your next client imagine their own success story — before they’ve even hit “inquire.”

Step 1: Choose the Right Clients to Ask

Yes, you’d love a glowing testimonial from everyone. But the best testimonials come from clients whose projects — and personalities — truly align with your ideal audience.

Think about the clients you clicked with the most. The ones who trusted your process, communicated well, and ended up with results that reflect what you want more of. Those are your people. Their testimonials will naturally attract more of that same energy.

When you ask, tailor your prompts to highlight the specifics — what kind of project it was, what problem it solved, or what transformation it created. You want their story to speak directly to the kind of future clients you want knocking on your (digital) door.

Step 2: Time It Right

The best time to ask for a testimonial is when the energy is still fresh.

That moment right after a project launches, a campaign goes live, or photos are delivered — that’s when your client can clearly articulate the value and emotion of what you just created together.

Of course, there are exceptions. Sometimes it makes sense to wait until emotions settle a bit. If your work touches tender or transitional moments — like fertility, grief, or major life changes — it’s best to check in gently and choose your moment thoughtfully. The most meaningful testimonials often come once clients have had a chance to breathe and reflect on the full impact of your work together.

Step 3: Ask Better Questions

A generic “Can you share a few words about your experience?” rarely gets you more than “It was great!”

Instead, ask questions that make it easy for them to reflect on the transformation — not just the transaction.
Try prompts like:

What was happening in your business/life before we started working together?
What made you choose to work with me?
What surprised you about the process?
What result or change are you most excited about now?
What would you tell someone considering this same investment?

You’ll get testimonials that sound like mini case studies — specific, story-driven, and full of personality.

And don’t forget: this is also your chance to gather constructive feedback. Sometimes a client’s insight can help you refine your process or better support future projects. See more in-depth suggestions in my Testimonial Tool Kit.

Step 4: Make It Easy to Respond

We’ve all stared at a blank email thinking, “What do I even say?” Don’t make your client go through that.

Create a simple, branded form you can send directly.
Tools like Google Forms are great — they’re quick and familiar — but if you’re on Squarespace, take advantage of what’s already built in.

Squarespace forms let you:

Stay on brand from start to submit. With Squarespace, you can design forms that reflect the same tone, style, and professionalism as the rest of your business presence — no clunky, out-of-place visuals interrupting the aesthetic.
Store responses automatically in your email or your Google Drive.
Allow clients to upload files or photos.
And even opt into future marketing updates (hello, email list!).

The easier you make it, the more likely they are to follow through — and the faster you’ll get those golden words back.

Step 5: Put Those Testimonials to Work

Now that you’ve collected them, don’t let them sit in a folder somewhere. Use them!

And here’s the part most people overlook: When you share a client’s testimonial, it’s also a chance to celebrate their story — not just your work. Think of it as a partnership in storytelling. While they’re highlighting your impact, you can spotlight the transformation they’ve achieved. Feature their business, link to their site, or describe a key project outcome. It’s a small gesture that builds goodwill, strengthens long-term relationships, and positions your work as part of something bigger — their ongoing success.

Once you start thinking of testimonials as shared stories rather than static quotes, the possibilities open up. Here are a few creative ways to weave them naturally into your marketing and let those stories shine:

On Your Website: Instead of hiding them on a single “Testimonials” page, sprinkle them throughout. A quote about your design work on your Design Services page. A shoutout about photography on your Portfolio page. Context is everything.
In Your Newsletter: Feature a “Client Spotlight” section where you celebrate both their success and the collaboration you shared. Include a photo or logo (with permission) — it makes it feel personal, not promotional.
On Social Media: Turn testimonials into scroll-stopping posts. Quote graphics, behind-the-scenes reels, or quick teasers that link back to your site all keep your feed authentic and relatable.
And Don’t Forget Google Reviews: They boost visibility and help potential clients find you faster — and with more confidence.

Final Thoughts

Client testimonials aren’t just about collecting praise — they’re about capturing momentum.

They remind you why you love what you do, help your future clients see what’s possible, and give your marketing the kind of authenticity you can’t fake.

So don’t wait for them to trickle in. Ask with intention. Make it easy. And showcase them proudly — because when your clients win, you do too.

(And if you need help weaving your testimonials seamlessly into your site design or content strategy… well, you know who to call.)