How to Write a Testimonial: A 4-Part Structure, Templates and Tips

Quick answer: To write a testimonial, write 3-5 sentences in four parts. State the problem, why you chose the business, the specific result, and who you recommend it to. Use your own words, add your name and role, and say if you got a gift or discount for it.

A business asked you for a testimonial, and you do not know what to write. Or you own a business, and your customers say "Sure!" but never send anything. This guide is for both readers.

The first part shows a customer how to write a testimonial in about 10 minutes. The second part shows a business owner how to help customers write one, without breaking the FTC rules on honest endorsements.

Note: All templates and example wording in this article are illustrative. The names and numbers in brackets are placeholders, not real customers.

How do you write a testimonial? The 4-part structure

A good testimonial answers four questions in order. Each part is one or two sentences.

1. The problem. What was the situation before you bought? Name one specific problem or goal.
2. The choice. Why did you choose this business or product? Name the reason, or the doubt you had.
3. The result. What changed? Use a number, a time, or a named task if you can.
4. The recommendation. Who should buy it? Name the type of person or business.

Then add your name and role (or your business, or your city). The name is part of the testimonial. Without it, the reader has a reason to doubt the words.

Why this order works: the reader of a testimonial is a future customer. That person has the same problem you had. When they read your "before," they see themselves. When they read your result, they see what can change for them.

Key takeaway: Problem, choice, result, recommendation. Four parts, 3-5 sentences.

Testimonial templates you can copy

Use these templates as a start. Replace each part in brackets with your own facts. Then read it aloud and change any words that you would not say.

General testimonial template

Template:

"Before [business or product], I [problem, for example, spent every Sunday on invoices]. I chose [business] because [reason]. Now [specific result, for example, invoices take 30 minutes a week]. I recommend it to [type of person] who [situation]." [Your name], [Your role or business]

Template for a service business (coach, consultant, agency)

Template:

"I hired [name] because [problem or goal]. I was not sure that [doubt, for example, coaching was worth the price]. After [time period], [specific result]. If you [situation], talk to [name]." [Your name], [Your role], [Your business]

Template for a software product

Template:

"Our team used [old tool or method] for [task], and it [specific problem]. We moved to [product] in [month or year]. Now [specific result with a number]. The [feature name] is the part we use most." [Your name], [Your role], [Your company]

Template for an online course

Template:

"Before [course name], I [skill gap or goal]. The [module, lesson, or format] helped most because [reason]. [Time] after I finished, I [specific result]. I recommend it to [type of student]." [Your name], [Your role or city]

Short template (one sentence)

Some businesses ask for one line for an ad or a header.

Template:

"[Specific result] in [time frame], and [one honest detail]." [Your name], [Your role]

For more formats, see our list of testimonial examples with a credibility checklist.

How long should a testimonial be?

A written testimonial for a website should be 3-5 sentences, or about 50-120 words. That length is long enough for the four parts and short enough to read in about 30 seconds.

If you write more, that is fine. The business can cut it to a shorter quote. Ask the business to show you the short version before they publish it.

What to do and what not to do in a testimonial

The left column makes your testimonial useful. The right column makes it look fake.

A short honest point helps. For example, "Setup took longer than I expected, but after the first week it saved me hours." A small honest detail makes the praise more believable. The Spiegel Research Center at Northwestern University found that purchase likelihood usually peaks at ratings of 4.0 to 4.7, not at 5.0. Readers trust praise that sounds real.

How to write a testimonial for a business you want to help

If you want to help a small business, the most useful testimonial is specific and easy to verify. These steps help:

1. Use your real name. A first name and last initial is the minimum. A full name and business name is better.
2. Add one number. Hours saved, money saved, leads won, or weeks to a result.
3. Name the person who helped you. "Ana fixed the issue the same day" is more credible than "support was good."
4. Agree to a photo or a video if you can. A face is harder to invent than text.
5. Tell the business where they can use it. For example: website only, or website and social media.

If writing is hard for you, ask the business if you can record a short video instead. Use the same four parts as prompts for what you say.

For business owners: how to help customers write a testimonial

Most customers want to help but do not know what to write. A blank text box gets a blank answer, or "Great service!". Give them structure, not words.

Ask questions, not for a testimonial

Send 3-4 short questions that match the 4-part structure:

1. What problem did you want to solve before you bought?
2. What almost stopped you from buying?
3. What changed after you started? A number helps.
4. Who would you recommend us to?

The answers become the testimonial. For more question sets, read our guide to testimonial questions that get specific answers. For the email itself, see our testimonial request email templates.

Do not write it for them

The US Federal Trade Commission (FTC) Endorsement Guides say that endorsements "must reflect the honest opinions, findings, beliefs, or experience of the endorser". The same section says that an endorsement may not be reworded so as to distort the opinion of the endorser.

In practice:

• You can send questions, a structure, or a template.
• You can cut a long answer to a shorter quote.
• You cannot add claims that the customer did not make.
• Show the customer the final text and get their approval before you publish it.

Only ask real customers

The FTC Endorsement Guides say that the endorser must have been a bona fide user of the product at the time of the endorsement. The FTC Consumer Reviews and Testimonials Rule (16 CFR Part 465) went into effect on October 21, 2024. It covers fake reviews and testimonials, including statements that misrepresent the experience of the reviewer.

A simple method is to ask only customers who paid, and to keep a record that links each testimonial to the order. Proven Praise does this automatically for businesses that take payment through Stripe. It sends a request email after a payment, and each testimonial links to a public page that verifies the payment without private data.

Disclose gifts and do not ask for only positive words

You can thank customers with a gift. You must say so. The FTC says that if customers have a reason to expect a benefit for their thoughts, the business should disclose that fact in its ads. The Consumer Reviews and Testimonials Rule also prohibits incentives that require a particular sentiment, for example a gift only for a 5-star review.

Our guide to incentivized reviews explains the rules in more detail.

Make it easy

• Ask soon after the customer gets a result, not months later.
• Send one request and one reminder. Do not send more.
• Give the customer a choice: write a few sentences, or record a short video.
• Tell the customer where you will use their words, and let them remove the testimonial later.

For the full process, read our guide on how to collect testimonials.

Key takeaway: Give customers questions and a structure. Keep their words. Disclose gifts.

Frequently asked questions

What should I write in a testimonial?

Write the problem you had, why you chose the business, the specific result, and who you recommend it to. Use 3-5 sentences and your own words. Add one number if you can, for example hours saved or weeks to a result. End with your name and your role or business.

How do you start a testimonial?

Start with the problem or the situation before you bought. For example: "Before [business], I spent every Sunday on invoices." The reader is a future customer with the same problem, so a clear "before" helps them see themselves. Do not start with "I highly recommend". Put the recommendation at the end.

Is there a simple testimonial template?

Yes. Use this illustrative template: "Before [business], I [problem]. I chose [business] because [reason]. Now [specific result]. I recommend it to [type of person]." Then add your name and role. Replace each bracket with your own facts and read the text aloud before you send it.

Can a business write a testimonial for me to sign?

A business should not write your testimonial for you. The FTC Endorsement Guides say that endorsements must reflect the honest opinions and experience of the endorser. A business can send you questions or a template. If they send you finished text, change it into your own words and remove any claim that is not true for you.

How long should a testimonial be?

A website testimonial should be 3-5 sentences, or about 50-120 words. A quote for an ad or a header is one sentence, under 20 words. A video testimonial is usually 30-90 seconds. If you write more, the business can cut it, but ask to see the short version before they publish it.

Should I use my full name in a testimonial?

Use your full name if you are comfortable with it. A first name and last initial is a common minimum. Add your role, your business, or your city. Anonymous testimonials give the reader no reason to trust them, so they help the business less.

Do I have to say if I got a discount for my testimonial?

Yes, the testimonial should say it. The FTC says that if a customer has a reason to expect a benefit for their testimonial, the business should disclose that fact. A short line is enough, for example "I received a 10% discount for this review." The business is responsible for showing the disclosure.

Conclusion

• Write a testimonial in four parts: problem, choice, result, recommendation.
• Keep it to 3-5 sentences for a website, and add one specific number.
• Use your own words, your name, and your role.
• Disclose any gift or discount.
• Business owners: send questions, not a blank box, and never write the words for the customer.

Do you sell through Stripe and want short video testimonials instead of written ones? You can start free with Proven Praise. The free plan includes 3 video testimonials.

This article is general information, not legal advice. For advice about your situation, speak to a qualified lawyer.