First, let’s have a little vocabulary lesson. HubSpot’s definition of testimonial is an “honest endorsement of your product or service.” These usually come from customers, colleagues, or peers who have benefited from or experienced success as a result of the work you did for them.
But effective testimonials go beyond a simple quote that proclaims your greatness. They need to resonate with your target audience, and the people who could also potentially benefit from the work you do in the future. That’s why great testimonials also tell a story — one that inspires and motivates the people reading it.