How to Use Testimonials as a Coach (Without Blowing Your Own Trumpet)

The mindset shift that fixes most of the cringe

Most people use testimonials like this:

“Look how great I am.”

The better way is:

“Here’s what changed for someone like you.”

When you frame testimonials as proof of outcomes and fit, they stop feeling self-aggrandising and start feeling useful.

Step 1: Choose the right testimonials

The strongest testimonials include at least two of the following:

• Before and after, what they were struggling with, and what improved.
• Specific outcomes, decisions made, confidence regained, boundaries set, client work improved, momentum restored.
• Process, what the work actually gave them, structure, reflection, challenge, tools, safety, accountability.
• Fit, who it’s ideal for, and what kind of person benefits most.

Testimonials to avoid (or improve):

• “She’s amazing.”
• “Highly recommend.”
• “Best ever.”

Nice, but vague. They don’t help someone make a decision.

If you’ve got lots of glowing but generic quotes, you can still use them, but they’re better as short supporting lines, not your main proof.

Step 2: Edit for clarity, not hype (and get permission)

You can lightly edit testimonials to make them easier to read.

You can edit for:

• length
• clarity
• anonymising details
• removing overly dramatic phrasing

Rule: keep the meaning the same.

If you edit, send the polished version back and get a quick yes before you publish it.

This protects trust and reduces risk.

Step 3: Use a grounded structure that keeps it professional

A simple structure stops testimonials from turning into a brag.

Use this framing wherever you share them:

• Context (one line), who it was for
• Problem, what was hard
• What we did, the kind of support provided
• Result, what changed

A simple intro you can reuse

“Choosing support is personal. Sharing a few reflections here because it helps to see what the work looks like in real life.”

That one line usually removes the “ick”.

Step 4: Put testimonials where they actually convert

Most people dump testimonials on one page and hope for the best.

A better approach is to place them next to the decision someone is making.

Service pages

Place 2 to 4 testimonials next to the claim they support.

Example: if a section says “Support with complex situations”, place a quote that shows increased clarity, confidence, or steadier decision-making.

Enquiry or “Work with me” page

Use 3 short testimonials that address common objections, such as:

• “I wasn’t sure this would help, but…”
• “I worried it would feel judgemental, but…”
• “I needed more structure, and…”

These are the lines that help someone take the next step.

Booking page

Use one strong quote only.

Keep it calm. The booking page is not the place for a wall of text.

Email follow-up

Use testimonials as short “client story” snippets:

• 2 to 3 lines of what changed
• then a gentle next step

This works far better than dropping in a long quote with no context.

Social posts

If you share testimonials on social, avoid the victory lap.

Lead with something useful, then include the quote as evidence:

• a short insight you’ve learned from your work
• one quote that supports it
• a simple call to action or invitation to enquire

Step 5: Turn one testimonial into three assets

This saves time and makes your marketing feel consistent.

For each strong testimonial, create:

1. Micro-quote (one sentence). Perfect for a sidebar on a web page.
2. Full quote (3 to 6 lines). Best for service pages and emails.
3. Story post. Context, the quote, and what it means for someone considering working with you.

This also stops you from overusing the same quote in the same format everywhere.

Step 6: Group testimonials by the question someone is asking

Most people browse testimonials looking for one thing:

“Is this for someone like me, and will it help with my situation?”

So organise them by buyer questions, such as:

• Will I feel safe bringing the real issue?
• Will I get clarity and structure?
• Will this help me handle complexity better?
• Will this help my confidence and boundaries?
• Will this help me move forward faster?

When you group quotes this way, you stop selling yourself and start answering real questions.

Step 7: Use pattern language, not a highlight reel

A clean way to talk about feedback is to share what you’re noticing.

“A pattern I’m seeing is how much people value a steady space to think, not just a place to report back.”

“A few people mentioned they needed more structure and accountability, especially when work got busy.”

This is professional, human, and it quietly demonstrates the value of your work without shouting about it.

Step 8: Keep it ethical and appropriate

Testimonials can build trust, but only if you handle them properly.

A few simple boundaries:

• always get permission to share
• anonymise details if there’s any risk of identification
• avoid implying guarantees
• keep it modest and client-focused

Trust is the whole point. Don’t damage it with sloppy handling.

Copy-and-paste templates you can use today

Website section intro

“Choosing support is personal. These reflections are shared with permission and lightly edited for clarity.”

Social post intro

“I asked a few clients what’s been most useful. Sharing this because it’s hard to know what this work will feel like until you’re in it.”

Email snippet

“One client put it better than I could:
[quote]
If you’re looking for that kind of support, here’s the best next step: [link].”

What to do next

1. Pick 6 to 10 strong testimonials.
2. Tag each one by theme (clarity, confidence, boundaries, complexity, structure, safety, momentum).
3. Create one evidence block per theme for your website (2 to 3 quotes each).
4. Add one quote to your booking page and two to your enquiry page.
5. Write three social posts using the pattern language approach.

If you do those five steps, testimonials stop being awkward and start doing their job.