Glossary

Testimonial

sales & growthUpdated October 2026 · reviewed by the Forge team

A short endorsement from a happy client, used as social proof to build trust and win new work.

For example, a one-line quote - 'they doubled our demo bookings in a quarter' - on the agency's site and in proposals reassures the next prospect. It is brief, but a credible name and a concrete result carry real weight.

Why it matters to your firm: testimonials are quick, credible social proof that lower a buyer's risk at the exact moment they are deciding. Collected systematically after wins and paired with case studies, they quietly lift win rate and support premium pricing by letting others vouch for your results.

Common mistakes

Generic 'great to work with' quotes with no substance.
No specific result mentioned.
Not getting permission to use the name and logo.

Common questions

Frequently asked questions

What is a testimonial?

A short endorsement from a happy client, used as social proof to build trust and win new work.

How is a testimonial different from a case study?

A testimonial is a short endorsement or quote; a case study is the fuller story of the problem, approach and measurable result.

How do agencies get good testimonials?

Ask at the moment of a clear win, make it easy by drafting a version to edit, and request a specific, concrete result rather than vague praise.

Where should testimonials be used?

On the website, in proposals and pitches, and beside relevant case studies - wherever a prospect is weighing the decision.

Keep reading

Related terms

Case study →Referral →Win rate →

Glossary

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