Testimonials answer a different question from evidence

A testimonial can show that a client valued the experience. It may say little about whether the service caused a measurable result. Both kinds of information are useful, but they should not be made interchangeable.

Ask for specificity. What was useful? Which part of the engagement changed how the client worked? What would they tell someone considering a similar purchase? A detailed account of collaboration may be more informative than a broad declaration that your firm is excellent.

If a testimonial includes a performance claim, verify the basis before amplifying it. A client may sincerely credit you for an improvement influenced by several factors. Their enthusiasm does not remove your responsibility to present the claim accurately.

Use testimonials near the questions they help answer. A statement about clear communication belongs with an explanation of the working relationship. A verified account of a measured improvement belongs with the relevant method and context.

Do not edit away qualifications that materially change meaning. A shorter quotation should preserve the client's point, and the client should approve the version and intended use. Permission for a private reference is different from permission for a public website.

The strongest evidence collection contains different forms of support: experience, process detail, outcomes and limitations. Testimonials contribute the client's perspective. They do not need to carry the entire burden of proving effectiveness.