If you’re in the construction business, you already know word of mouth is gold. But in today’s digital world, it’s not just what your clients say at the local diner or over the backyard fence—it’s what they say online. Testimonials are the modern version of a handshake and a “trust me, they’re good.”
Let’s dig into why testimonials matter so much in construction marketing, how to get great ones, and what to do with them once you have them.
Why Testimonials Matter in Construction Marketing
Let’s start with the obvious: people trust people. A testimonial is social proof—a signal to potential clients that others have trusted you and were glad they did.
In construction, where projects are high-ticket and trust is everything, a solid testimonial can do what no clever slogan ever could: reassure. When a homeowner is choosing between you and another contractor, reading a glowing, detailed testimonial from someone who’s been in their shoes can tip the scales your way.
Bonus: Google likes testimonials, too. Fresh, unique content on your site that includes relevant keywords naturally (like the type of job you did) helps your SEO.
The Anatomy of a Great Testimonial
Not all testimonials are created equal. “They were great!” is nice, but vague. What you want is a short story. Here’s what makes a testimonial powerful:
- Specific results: Did you finish on time? On budget? Did you save them from a nightmare situation?
- Emotional payoff: Were they relieved? Thrilled? Proud to show off their new kitchen?
- Details about the project: The type of job, location, and any challenges help paint a clearer picture.
Here’s an example of a testimonial that works:
“Our old deck was rotting away, and we were overwhelmed. Darren’s team came in, walked us through every step, and three weeks later, we had a gorgeous new space where we hosted our daughter’s graduation party. They stayed on schedule, kept the jobsite clean, and the craftsmanship was top-notch.”
That’s a testimonial that sells. It gives context, emotion, and proof.
How to Ask for Testimonials Without Feeling Weird
Most contractors don’t ask for testimonials because it feels awkward. But if the job went well and the client is happy, they’ll usually be glad to help.
Here’s how to do it:
- Ask at the right time. Right after the job is complete and the homeowner is still riding the high of a finished project is the best moment.
- Make it easy. Don’t say, “Can you write me a testimonial?” Instead, say something like, “Would you mind answering a couple of quick questions about how everything went?”
- Guide them. Ask questions like:
- What made you choose us?
- What was the job like before we started?
- What changed after the project was complete?
- Would you recommend us to others? Why?
Then you can turn their answers into a readable quote—with their permission, of course.
Where to Use Testimonials for Maximum Impact
Once you have a few good testimonials, don’t just let them collect dust in a folder or buried on a testimonials page. Use them strategically:
1. Homepage
Your homepage is your virtual storefront. A rotating testimonial or a featured quote can create instant trust.
2. Service Pages
If you’re a roofer, and a homeowner is reading your roof repair page, show them a testimonial from someone whose roof you just fixed. It connects immediately.
3. Landing Pages
Running ads? Your landing page should include a testimonial to support the message you’re promoting.
4. Email Signatures
Include a short quote or link to your testimonials page in your email signature. It’s a subtle reminder of your good reputation.
5. Proposals and Estimates
Drop in a testimonial relevant to the kind of job you’re quoting. It adds reassurance and increases your close rate.
Take It Up a Notch: Video Testimonials
Text testimonials are great. But video testimonials? They’re next-level.
You don’t need Hollywood production value. A homeowner talking on their phone about how happy they are is all you need. The authenticity of video builds more trust than words on a page ever could.
Even better: ask if you can record a short video walkthrough of the finished project while they say a few words. That way, you show off your work and get the testimonial all in one.
Common Mistakes to Avoid
- Over-editing testimonials – Keep the voice of the client. Don’t rewrite them into corporate speak.
- Using only first names – Full names (when allowed) or even including a location (e.g., “Tom B., Jenkintown”) adds credibility.
- Hiding them on one page – Spread your testimonials across your site, like seasoning, not like a hidden drawer.
- Forgetting to update – Fresh testimonials are better than five-year-old ones. Make gathering them part of your process.
Use Testimonials to Build Momentum
The best part about testimonials is they compound. One becomes two, two becomes ten. Soon, you’re not the one saying how good you are—your clients are doing it for you.
And when a lead calls and says, “I saw what your client Susan said, and I think you’re the one for the job,” that’s the power of a testimonial at work.
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