Identify Your Ideal Client With This Testimonial Strategy

You already know that testimonials are one of the most valuable assets you can have as a business owner. They’re the ultimate social proof—real people showing potential clients that success with you is not just possible but achievable.

But testimonials can do so much more than decorate your website. When used strategically, they can help you identify your ideal client—or as I prefer to say, your buyer personas.

Why is this so important? Because if you’re confused about who your ideal client is, you’re also going to struggle to attract the right people with your messaging, offers, and marketing.

So, if you’ve been stuck in the “my ideal client is anyone who will pay me” mindset, let’s fix that. I’ll show you how to use real client feedback—not fake avatars with imaginary latte orders—to get clear on exactly who you’re made to serve and how to reach more of them.

Why “Ideal Client Avatars” Don’t Work

Here’s my unpopular opinion: The whole “Ideal Client Avatar” trend isn’t helpful.

Let me explain.

You’ve probably heard this advice before: “Create an avatar for your ideal client! Give them a name, hobbies, favorite stores, music tastes, and favorite latte order.”

So, you dream up a fictional woman named Alice. She loves chai lattes, shops at Sephora, and listens to indie rock. Sounds fun, right? Except Alice isn’t real—and knowing her coffee order isn’t going to help you book more clients.

I’m not here to design my business around someone’s favorite latte. I’m here to serve real people with real problems that I can solve.

And that’s where your past clients come in.

Your past clients are proof of what works. They:

• Wanted what you sell.
• Said yes to your messaging.
• Invested in you—and achieved success because of it.

That’s where the magic is. If you want to identify your ideal client (or buyer personas), the answers are already in the clients you’ve loved working with.

Step 1: Start Collecting Better Testimonials

First things first: if you’re not already asking for testimonials when you finish a project, start doing it now.

Why? Because testimonials not only provide social proof—they also give you insight into what your ideal clients value, struggle with, and appreciate about working with you.

Here’s what to do:

1. Send a Testimonial Form at Project Completion
   When you wrap up a project, send a testimonial form to collect feedback right away while the experience is still fresh.
2. Go Back and Revise Your Form
   If you’ve worked with clients in the past that you loved, reach out to them and send a revised form. Use this opportunity to gather the insights you need to better understand your buyer personas.

Here are the exact questions I use:

The Testimonial Questions to Ask

1. How did you feel before working with me?
   • This helps uncover your clients’ initial struggles, fears, or frustrations.
2. How do you feel now? What are you most excited about?
   • This reveals the transformation your service created and highlights the tangible results.
3. Did you have any ‘AHA’ moments throughout the process?
   • This provides insight into what parts of your process or messaging resonate most.
4. What was it like working with me?
   • This gives you language to describe the experience you provide.
5. Do you have any advice for others thinking about investing in my service?
   • This acts as a direct recommendation for future clients.
6. Do you have any private recommendations for improvement?
   • Honest feedback helps you refine your process and services.
7. Do you have any friends, family members, or colleagues that could benefit from my services?
   • Referrals are gold. Don’t skip this question!

Step 2: Use Google Forms or a CRM for Organization

To keep testimonial responses organized, I recommend using:

• Google Forms: Simple, free, and keeps all responses in one place.
• Dubsado: A robust CRM for client management (if you prefer an all-in-one tool).

Google Forms is my go-to because it’s easy to use, and I can review all answers in one spot without digging through individual client dashboards.

Step 3: Follow Up 3–6 Months Later

This is where most creatives drop the ball, but it’s so important: follow up with your clients again 3–6 months after the project ends.

Why? Because while it’s great for clients to say you’re amazing, it’s even more powerful when they share the real results they’ve experienced—like doubling their sales or landing their dream clients—after working with you.

At this point, you can ask:

• “How has your business changed since we worked together?”
• “What specific results have you seen?”

These follow-up testimonials are game-changers. They provide concrete evidence of the impact you deliver, which is exactly what future clients need to hear.

Step 4: Analyze Your Testimonials to Identify Your Buyer Personas

Once you’ve gathered testimonials, it’s time to analyze the heck out of them. Here’s how:

1. Look for Patterns:
   • What frustrations or challenges did clients have before working with you?
   • How did they describe the transformation or results they experienced?
   • What parts of your process did they love?
2. Highlight Similarities:
   • Do most of your clients share certain pain points?
   • What words or phrases do they use to describe you?
   • What specific outcomes are they excited about?
3. Record the Language:
   • Use your clients’ exact words to update your website copy.
   • This creates messaging that feels familiar and relatable because it mirrors what your buyer personas are already thinking and feeling.

Step 5: Put Your Testimonials to Work

Now that you’ve collected and analyzed your testimonials, here’s how to use them effectively:

1. Sprinkle Them Throughout Your Website
   Don’t hide testimonials on one page labeled “Reviews.” Instead, place them where they matter most:

• On your home page, near your elevator pitch.
• On your services pages, next to your pricing or call-to-action buttons.
• On your contact page to build trust before clients reach out.

2. Update Your Messaging
   Use the frustrations, transformations, and “AHA” moments shared in your testimonials to refine your copy. Speak directly to what your ideal client wants and needs.
3. Share Success Stories on Social Media
   Highlight real results and transformations on your social media platforms to attract similar clients.

Final Thoughts: Stop Guessing—Let Your Clients Show You Who to Serve

If you’re struggling to identify your ideal client, forget about fake avatars and focus on the clients you’ve already served. Their feedback is a goldmine of insight that can help you refine your messaging, tailor your services, and attract more of the right people.

Collect better testimonials, analyze the patterns, and use that language everywhere. Not only will you build trust and authority, but you’ll also make it clear that you understand your clients and can deliver the results they’re looking for.

Ready to fine-tune your brand messaging? Book a free 20-minute brand audit, and let’s take the guesswork out of reaching your ideal clients.