{"id":80492,"date":"2026-04-17T07:00:00","date_gmt":"2026-04-17T14:00:00","guid":{"rendered":"https:\/\/dhblog.dream.press\/blog\/?p=80492"},"modified":"2026-08-26T11:40:51","modified_gmt":"2026-08-26T18:40:51","slug":"how-to-request-acquire-display-customer-testimonials","status":"publish","type":"post","link":"https:\/\/www.dreamhost.com\/blog\/how-to-request-acquire-display-customer-testimonials\/","title":{"rendered":"How to Request, Acquire, and Display Customer Testimonials"},"content":{"rendered":"<div class=\"tldr-block\" style=\"display: none;\">\n\t<div class=\"svg\">\n\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 119.25 37.8\">\n\t<g>\n\t\t<g>\n\t\t\t<path fill=\"#ffffff\" d=\"M23.4,6.93h-8.1v24.57h-7.2V6.93H0V0h23.4v6.93Z\" \/>\n\t\t\t<path fill=\"#ffffff\" d=\"M45,24.57v6.93h-18.45V0h7.2v24.57h11.25Z\" \/>\n\t\t\t<path fill=\"#ffffff\"\n\t\t\t\td=\"M90.9,15.75c0,8.91-6.61,15.75-15.3,15.75h-12.6V0h12.6c8.68,0,15.3,6.84,15.3,15.75ZM83.97,15.75c0-5.4-3.42-8.82-8.37-8.82h-5.4v17.64h5.4c4.95,0,8.37-3.42,8.37-8.82Z\" \/>\n\t\t\t<path fill=\"#ffffff\"\n\t\t\t\td=\"M105.57,21.15h-3.42v10.35h-7.2V0h12.6c5.98,0,10.8,4.81,10.8,10.8,0,3.87-2.34,7.38-5.81,9.13l6.71,11.56h-7.74l-5.94-10.35ZM102.15,14.85h5.4c1.98,0,3.6-1.75,3.6-4.05s-1.62-4.05-3.6-4.05h-5.4v8.1Z\" \/>\n\t\t<\/g>\n\t\t<path\n\t\t\tfill=\"#0173ec\"\n\t\t\td=\"M53.97,37.8h-5.4l1.8-13.27h7.2l-3.6,13.27ZM49.02,12.55c0-2.34,1.93-4.27,4.27-4.27s4.27,1.94,4.27,4.27-1.93,4.27-4.27,4.27-4.27-1.94-4.27-4.27Z\"\n\t\t \/>\n\t<\/g>\n<\/svg>\n\t<\/div>\n\t<div class=\"tldr-wrap\">\n\t\t\n\n<ul class=\"wp-block-list\">\n<li>Social proof \u2014 testimonials, reviews, and case studies \u2014 shows that real people trust and value your business. It\u2019s essential for small businesses to build credibility and compete with larger brands.<\/li>\n\n\n\n<li>Start by identifying happy customers, ask soon after a clear win, and prompt for specific, authentic feedback.<\/li>\n\n\n\n<li>Reward participation, never positive sentiment: the FTC prohibits incentives conditioned on what a review says.<\/li>\n\n\n\n<li>Display social proof next to the decisions it supports: short quotes beside pricing tables and contact forms, case studies on their own page.<\/li>\n\n\n\n<li>For high-value services or complex results, build detailed case studies using a Situation \u2192 Solution \u2192 Result format to demonstrate real outcomes.<\/li>\n<\/ul>\n\n\n\t<\/div>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\">Social proof is borrowed credibility.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">After all, don\u2019t <em>you<\/em> trust other people more than you trust the word of a brand? So do most of the shoppers you\u2019re trying to impress.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Here\u2019s the short version: to get customer testimonials, ask your happiest customers right after a win, prompt them for specific results instead of general praise, and get permission to publish their name and photo. To display testimonials, place short quotes beside the decisions they support (pricing tables, contact forms, checkout buttons) and give detailed case studies their own page.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">From short quotes all the way through detailed case studies, this guide covers how to source trustworthy testimonials and present them in ways that maximize credibility and conversions.<\/p>\n\n\n\n<h2 id=\"h-what-social-proof-means\" class=\"wp-block-heading\">What Social Proof Means<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.dreamhost.com\/blog\/how-to-request-acquire-display-customer-testimonials\/\">Social proof<\/a> refers to evidence that supports the claims a business makes \u2014 it can include almost anything that shows potential customers that other humans trust, use, or recommend a product or service.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Common examples include customer reviews on your website or platforms like G2, Facebook, and Yelp.<\/li>\n\n\n\n<li>Businesses may also highlight media coverage, such as a TV feature or an online product review.<\/li>\n\n\n\n<li>Testimonials from satisfied clients are another popular form, and some companies expand these into full case studies that explain how they helped a customer achieve results.<\/li>\n\n\n\n<li>Social proof can also come from social media mentions when customers talk about your brand online.<\/li>\n\n\n\n<li>Influencer marketing is another example, where a well-known figure in your industry promotes or uses your product.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">In some industries, membership in trade associations or professional organizations can also signal credibility.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Although social proof can take many forms, the goal is always the same: to build trust and drive conversions by showing that others value your brand.<\/p>\n\n\n\n<h2 id=\"h-why-social-proof-is-essential-for-small-business-websites\" class=\"wp-block-heading\">Why Social Proof Is Essential for Small Business Websites<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Think of social proof as a kind of currency. It helps smaller businesses level the playing field with larger competitors that have bigger marketing budgets, but no built-in trust advantage.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Social proof is so valuable because consumers put a <em>huge<\/em> amount of stock in it. In BrightLocal\u2019s <a href=\"https:\/\/www.brightlocal.com\/research\/local-consumer-review-survey\/\">2026 Local Consumer Review Survey<\/a>, 97% of consumers said they read reviews for local businesses, and the average consumer uses six different review sites when choosing a business.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Want to see how trust actually plays out for small businesses online? We ran our own numbers in the <a href=\"https:\/\/www.dreamhost.com\/blog\/dreamhost-2026-local-business-trust-index\/\">2026 Local Business Trust Index<\/a>.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1836\" height=\"1413\" data-src=\"https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2026\/04\/07_not_all_testimonials_are_equal.webp\" alt=\"Side-by-side comparison showing weak testimonial with generic praise versus strong testimonial\" class=\"wp-image-80498 lazyload\" data-srcset=\"https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2026\/04\/07_not_all_testimonials_are_equal.webp 1836w, https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2026\/04\/07_not_all_testimonials_are_equal-300x231.webp 300w, https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2026\/04\/07_not_all_testimonials_are_equal-1024x788.webp 1024w, https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2026\/04\/07_not_all_testimonials_are_equal-768x591.webp 768w, https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2026\/04\/07_not_all_testimonials_are_equal-1536x1182.webp 1536w, https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2026\/04\/07_not_all_testimonials_are_equal-600x462.webp 600w, https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2026\/04\/07_not_all_testimonials_are_equal-1200x924.webp 1200w, https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2026\/04\/07_not_all_testimonials_are_equal-730x562.webp 730w, https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2026\/04\/07_not_all_testimonials_are_equal-1460x1124.webp 1460w, https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2026\/04\/07_not_all_testimonials_are_equal-784x603.webp 784w, https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2026\/04\/07_not_all_testimonials_are_equal-1568x1207.webp 1568w, https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2026\/04\/07_not_all_testimonials_are_equal-877x675.webp 877w, https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2026\/04\/07_not_all_testimonials_are_equal-1754x1350.webp 1754w\" data-sizes=\"(max-width: 1836px) 100vw, 1836px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1836px; --smush-placeholder-aspect-ratio: 1836\/1413;\" \/><\/figure>\n\n\n\n<h2 id=\"h2_tips-for-sourcing-social-proof\" class=\"wp-block-heading\">Tips for Sourcing Social Proof<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Good testimonials, reviews, and quotes speak to specific outcomes your customers achieved.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The best way to get juicy social proof for your site is to start with your happiest customers: those who have proactively said positive things in emails, social media comments, or to you because they\u2019ve had standout experiences.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Look through your support inbox or CRM if you keep one to identify stories where customers express big feelings like relief, gratitude, or excitement about the results they\u2019ve gotten from your offering.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Another tactic is to monitor social media mentions to catch positive feedback in the wild. All you have to do to use it is ask the customer for permission to feature it on your website. And if Google reviews are your priority, we\u2019ve written a full <a href=\"https:\/\/www.dreamhost.com\/blog\/review-generation-system\/\">review generation system for small businesses<\/a>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">How To Make the Ask<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Timing is critical when you ask for a testimonial or review.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The best moments to request feedback are when the positive experience is still fresh in the customer\u2019s mind.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>For product purchases, this might be a few days after they\u2019ve received their order and had time to use it. For services, it\u2019s often right after you\u2019ve delivered the result, closed the loop on a project, or passed a milestone.<\/li>\n\n\n\n<li>Asking too early \u2014 before the customer has had a chance to truly evaluate the outcome \u2014 leads to generic feedback. But asking too late increases the chance they\u2019ve forgotten the experience.<\/li>\n\n\n\n<li>When reaching out to customers in an effort to gather social proof, be specific and make it super easy for them to reply.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">For example, you might send an email saying, \u201cWe\u2019re updating our website with more customer stories, and because you recently achieved [specific outcome], we\u2019d love to include your experience. If you\u2019re willing, simply reply with a few sentences about what results you got and what you liked most.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Avoid heavy pressure and give the customer space to deliver an authentic quote.<\/p>\n\n\n\n<div class=\"article-newsletter article-newsletter--gradient\">\n\n\n<h2>Get Content Delivered Straight to Your Inbox<\/h2><p>Subscribe now to receive all the latest updates, delivered directly to your inbox.<\/p><form class=\"nwsl-form\" id=\"newsletter_block_\" novalidate><div class=\"messages\"><\/div><div class=\"form-group\"><label for=\"input_newsletter_block_\"><input type=\"email\"name=\"email\"id=\"input_newsletter_block_\"placeholder=\"Enter your email address\"novalidatedisabled=\"disabled\"\/><\/label><button type=\"submit\"class=\"btn btn--brand\"disabled=\"disabled\"><span>Sign Me Up!<\/span><svg width=\"21\" height=\"14\" viewBox=\"0 0 21 14\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n<path d=\"M13.8523 0.42524L12.9323 1.34521C12.7095 1.56801 12.7132 1.9304 12.9404 2.14865L16.7241 5.7823H0.5625C0.251859 5.7823 0 6.03416 0 6.3448V7.6573C0 7.96794 0.251859 8.2198 0.5625 8.2198H16.7241L12.9405 11.8535C12.7132 12.0717 12.7095 12.4341 12.9323 12.6569L13.8523 13.5769C14.072 13.7965 14.4281 13.7965 14.6478 13.5769L20.8259 7.39879C21.0456 7.17913 21.0456 6.82298 20.8259 6.60327L14.6477 0.42524C14.4281 0.205584 14.0719 0.205584 13.8523 0.42524Z\" fill=\"white\"\/>\n<\/svg>\n<\/button><\/div><\/form><\/div>\n\n\n<h3 class=\"wp-block-heading\">How To Incentivize Social Proof (Without the Ick Factor)<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Many businesses hesitate to ask for testimonials because they worry about sounding pushy or transactional. The trick is to reward participation without buying praise. And that line is also a legal one.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Under the FTC\u2019s <a href=\"https:\/\/www.ftc.gov\/news-events\/news\/press-releases\/2024\/08\/federal-trade-commission-announces-final-rule-banning-fake-reviews-testimonials\">rule on consumer reviews and testimonials<\/a>, finalized in August 2024, businesses can\u2019t offer compensation or other incentives conditioned on a consumer review expressing a particular sentiment, positive or negative. The condition counts even when it\u2019s only implied, and the FTC can seek civil penalties against knowing violators.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">So reward the act, never the opinion. A small discount for anyone who submits honest feedback is a genuine thank you. Entering every respondent into a minor giveaway works too, because the value is in participation, not in what they say. A discount offered for a glowing review is where you cross the line.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Is Text Enough, or Should I Get Video?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Text and video testimonials do different jobs. Video can convey emotion and tone, while text is faster to scan and easier to place near a decision point.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In Wyzowl\u2019s <a href=\"https:\/\/wyzowl.com\/video-marketing-strategy\/\">2026 video marketing research<\/a>, 82% of people said they\u2019ve been convinced to buy a product or service after watching a video.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Encourage customers to send you short, conversational videos. Those shot on a modern smartphone should be fine, and better yet, in natural lighting for a genuine feel.<\/p>\n\n\n\n<h2 id=\"h2_how-to-display-social-proof-effectively\" class=\"wp-block-heading\">How To Display Social Proof Effectively<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The best placement for social proof depends on the type, as different elements influence decision-making in different ways.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Here\u2019s a quick breakdown of how we would pair social proof with your website elements:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Logos from reputable clients work well near the top of your homepage or on service pages to establish credibility quickly.<\/li>\n\n\n\n<li>Short testimonials can live beside key conversion points like pricing tables or contact forms, where trust matters most at the moment of action.<\/li>\n\n\n\n<li>Longer case studies deserve their own page or section accessible from your main navigation, and they pair well with gated content or lead magnets for email capture.<\/li>\n\n\n\n<li>Awards, certifications, and press logos fit naturally in website footers or sidebars, where they reinforce authority across every page.<\/li>\n\n\n\n<li>Social media mentions and influencer endorsements are effective on product pages or in blog posts that address common customer questions.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1836\" height=\"2376\" data-src=\"https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2026\/04\/06_where_social_proof_lives.webp\" alt=\"Annotated wireframe showing where social proof appears across a website: case studies page\" class=\"wp-image-80499 lazyload\" data-srcset=\"https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2026\/04\/06_where_social_proof_lives.webp 1836w, https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2026\/04\/06_where_social_proof_lives-232x300.webp 232w, https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2026\/04\/06_where_social_proof_lives-791x1024.webp 791w, https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2026\/04\/06_where_social_proof_lives-768x994.webp 768w, https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2026\/04\/06_where_social_proof_lives-1187x1536.webp 1187w, https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2026\/04\/06_where_social_proof_lives-1583x2048.webp 1583w, https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2026\/04\/06_where_social_proof_lives-600x776.webp 600w, https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2026\/04\/06_where_social_proof_lives-1200x1553.webp 1200w, https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2026\/04\/06_where_social_proof_lives-730x945.webp 730w, https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2026\/04\/06_where_social_proof_lives-1460x1889.webp 1460w, https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2026\/04\/06_where_social_proof_lives-784x1015.webp 784w, https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2026\/04\/06_where_social_proof_lives-1568x2029.webp 1568w, https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2026\/04\/06_where_social_proof_lives-877x1135.webp 877w, https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2026\/04\/06_where_social_proof_lives-1754x2270.webp 1754w\" data-sizes=\"(max-width: 1836px) 100vw, 1836px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1836px; --smush-placeholder-aspect-ratio: 1836\/2376;\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Formatting for Credibility<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Social proof gains credibility when the viewer can tie it to a real person.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Whenever possible, include the person\u2019s photo, name, title, and company. In BrightLocal\u2019s 2026 survey, \u201cthe reviewer is named, rather than anonymous\u201d appears among the review factors consumers care about, at 35%.<\/li>\n\n\n\n<li>When possible, reference quantifiable outcomes with your social proof (\u201cWe saw a 25% increase in conversions within 90 days\u201d) rather than vague praise (\u201cThis service is great\u201d) because measurable results are more persuasive to visitors comparing options.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Static vs. Interactive<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Modern design trends favor a mix of static and interactive elements.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A rotating carousel can showcase multiple testimonials without overwhelming the page visually, but keep in mind they should move slowly and allow pausing so users have time to read.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Static blocks work well when you don\u2019t want to distract from the action you would like the site visitors to take. For example, use static reviews or influencer quotes on your pricing page to draw attention to the conversion point, not away from it.<\/p>\n\n\n\n<h2 id=\"h2_implementing-case-studies\" class=\"wp-block-heading\">Implementing Case Studies<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Case studies offer a higher level of social proof than shorter forms like testimonials and badges because they provide context and depth.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">They answer the \u201chow\u201d and \u201cwhy\u201d behind results, which builds trust with buyers who want to understand your process and evaluate whether it suits their needs.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For complex services or high-investment products, case studies reduce uncertainty. Publishing case studies also helps close sales, because you can point prospects to detailed examples that resonate with their specific challenges.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">The Situation &gt; Solution &gt; Result Framework<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">The ideal case study starts by clearly painting the situation: what the customer\u2019s world looked like before working with you. This section sets up the stakes and frames the problem in terms that other potential customers can relate to.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Then, in the solution section, describe what you did, specifically. We want to hear about the strategy, tools, and approach you took. Avoid vague platitudes. Explain steps in plain language so readers understand your methodology.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Finally, the result section ties the narrative to measurable outcomes like growth percentages, cost savings, and time reduction. Bonus points if you\u2019re able to include direct customer quotes about how thrilled they were with your services.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This framework reads like a persuasive story and helps visitors see themselves in the customer\u2019s shoes.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">How To Quantify Impact With Case Studies<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Time to double down; quantifying impact makes case studies undeniably more persuasive.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Instead of saying \u201cThe client saw improvement,\u201d facts like \u201cCustomer acquisition cost dropped from $120 to $65 per lead\u201d are so much more impactful.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">When you can\u2019t get exact numbers, use meaningful proxies such as time saved (\u201cWe cut onboarding time in half\u201d) or satisfaction improvements (\u201cNet Promoter Score improved from 58 to 74\u201d).<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">The Visual Element of a Good Case Study<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Visual documentation reinforces what you\u2019ve already gone to lengths to describe verbally.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Before\/after photos are especially powerful in service contexts.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">So before you start, remember to take screenshots of the outdated software, fried hair, rusty car \u2014 whatever it is that you\u2019re working on \u2014 at the beginning and through the process to literally visualize the transformation.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Short video walkthroughs of results can add a whole new, fresh layer of engagement to otherwise static case study pages.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Getting a Little Writing Help From AI<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Plenty of people balk at the idea of writing out a detailed case study from scratch.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">However, generative artificial intelligence tools can assist you in drafting great case studies by helping you transform raw interview transcripts, customer emails, or data points into polished narratives.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">AI can also help you identify common themes across multiple testimonials, suggest headline options, and improve language for clarity and persuasion.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If you host with DreamHost, you already have one of these tools: <a href=\"https:\/\/www.dreamhost.com\/features\/content-builder\/\">Content Builder<\/a> is an AI writing assistant included with all DreamHost plans at no extra cost, and it can generate and refine drafts in a consistent brand voice right from your panel.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Of course, always review and refine AI-generated text to ensure it\u2019s accurate and authentic. AI should only ever be a writing partner, not a replacement for human insight and oversight.<\/p>\n\n\n<div class=\"single__related-article\">\n\t<span>Related Article<\/span>\n\t<div class=\"single__related-article__wrap\">\n\t\t<div class=\"single__related-article__title\">\n\t\t\tHow To Use AI as a Small Business Owner (12 Pro Tips)\n\t\t<\/div>\n\t\t<a href=\"https:\/\/www.dreamhost.com\/blog\/how-to-use-ai\/\" class=\"btn btn--sm btn--brand\" target=\"_blank\" rel=\"noopener\">\n\t\t\tRead More\n\t\t<\/a>\n\t<\/div>\n<\/div>\n\n\n<h2 id=\"h2_customer-testimonial-faqs\" class=\"wp-block-heading\">Customer Testimonial FAQs<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">How Do You Ask a Customer for a Testimonial?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Ask within days of a clear win, name the specific outcome the customer achieved, and make replying effortless. A short email that says \u201cyou recently achieved [outcome] \u2014 would you reply with a few sentences about your results?\u201d names what you want the customer to discuss and gives them a starting point instead of a blank page.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Can I Offer a Discount in Exchange for a Testimonial?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Under the FTC\u2019s August 2024 rule, businesses can\u2019t condition compensation or another incentive on a review expressing a particular sentiment, even implicitly. Rewarding participation rather than positivity avoids that specific prohibition, but this rule alone doesn\u2019t establish that every discount-for-testimonial program is permissible.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">What Makes a Testimonial Credible?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">A credible testimonial is tied to a real, named person and a specific result. Include the customer\u2019s full name, photo, title, and company where possible, and favor quotes with concrete numbers (\u201cconversions up 25% in 90 days\u201d) over general praise. Anonymous, vague quotes read as filler, and visitors treat them that way.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Where Should Testimonials Go on a Website?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Put short testimonials next to conversion points: pricing tables, contact forms, and checkout pages, where a visitor is deciding whether to trust you. Client logos belong near the top of your homepage, award badges in the footer, and full case studies on their own page linked from your main navigation.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">What\u2019s the Difference Between a Testimonial and a Case Study?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">A testimonial is a short quote from a customer saying they got value; a case study is a full story explaining how. Case studies follow a Situation \u2192 Solution \u2192 Result arc with measurable outcomes, which makes them the better tool for expensive or complex purchases where buyers want to understand your process before committing.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">How Often Should You Refresh Your Testimonials?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Refresh testimonials when they no longer reflect your current offer, customer mix, or results; the cited survey doesn\u2019t establish a fixed testimonial schedule. Separately, BrightLocal\u2019s 2026 Local Consumer Review Survey found that 74% of consumers only care about reviews written in the last three months, so keep collecting current reviews as part of your delivery process.<\/p>\n\n\n\n<h2 id=\"h2_ready-to-make-social-proof-work-for-you\" class=\"wp-block-heading\">Ready to Make Social Proof Work for You?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Social proof is more than pretty quotes to decorate your website.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Actually, it\u2019s one of the most powerful ways to build revenue-boosting trust in your brand.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">By thoughtfully requesting testimonials, incentivizing participation the right way, and presenting social proof in ways that are credible and visually engaging, you turn your website from a billboard into a <em>persuasive<\/em> marketing tool.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Show new visitors that others already trust you, and <strong>they\u2019ll find it much easier to trust you too.<\/strong><\/p>\n\n\n\n\n<div class=\"article-cta-shared article-cta-small article-cta--product\">\n\t<div class=\"tr-img-wrap-outer jsLoading\"><img decoding=\"async\" class=\"js-img-lazy \" src=\"https:\/\/www.dreamhost.com\/blog\/wp-content\/themes\/blog2018\/assets\/img\/lazy-loading-transparent.webp\" data-srcset=\"https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2026\/03\/remixer-background-877x590.webp 1x, https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2026\/03\/remixer-background-1754x1179.webp 2x\"  alt=\"DreamHost Remixer AI website builder\" \/><\/div>\n\n\t<a href='https:\/\/www.dreamhost.com\/lp\/website-credibility-playbook\/' class='link-top'>\n\t\t<span>[Download] 2026 Website Credibility Playbook<\/span>\n\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 384 512\" width=\"15\"><path d=\"M342.6 233.4c12.5 12.5 12.5 32.8 0 45.3l-192 192c-12.5 12.5-32.8 12.5-45.3 0s-12.5-32.8 0-45.3L274.7 256 105.4 86.6c-12.5-12.5-12.5-32.8 0-45.3s32.8-12.5 45.3 0l192 192z\"\/><\/svg>\n\t<\/a>\n\n\t<div class=\"content-btm\">\n\t\t<h2 class=\"h2--md\">\n\t\t\tIs Your Website Driving Potential Customers Away?\n\t\t<\/h2>\n\t\t<p class=\"p--md\">\n\t\t\tFirst impressions happen in under 50 milliseconds. This 42-page playbook gives small business owners practical tactics to look as credible as the big players \u2014 no agency, no redesign budget required.\n\t\t<\/p>\n\n\t\t        <a\n            href=\"https:\/\/www.dreamhost.com\/lp\/website-credibility-playbook\/\"\n                        class=\"btn btn--white-outline btn--sm btn--round\"\n                        >\n                            Get The Playbook                    <\/a>\n\n\t<\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>Learn how to source awesome customer testimonials that build trust, showcase results, and boost conversions on your website.<\/p>\n","protected":false},"author":1060,"featured_media":80494,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_opengraph-title":"How to Request & Display Customer Testimonials - DreamHost","_yoast_wpseo_opengraph-description":"How to request and display customer 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You?\"]]","hide_toc":false,"show_updated_at":"1","footnotes":""},"categories":[12840],"tags":[],"class_list":["post-80492","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How to Request &amp; Display Customer Testimonials - DreamHost<\/title>\n<meta name=\"description\" content=\"How to request and display customer testimonials: ask happy customers at the right moment, stay FTC-compliant, and place quotes where they actually convert.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.dreamhost.com\/blog\/how-to-request-acquire-display-customer-testimonials\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" 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