Hey,
It’s Saturday. You’ve got time to build something.
Today I’m giving you the system that generates client testimonials automatically.
No more awkward “Hey, would you mind leaving a review?” messages.
No more crickets when you ask for feedback.
No more manually chasing down testimonials you need for your website.
Just a simple automation that captures glowing reviews at the exact moment your clients are happiest.
THE TESTIMONIAL PROBLEM
Here’s what most business owners do:
Project ends. Client is happy. You think “I should ask for a testimonial.”
Then you don’t. Because it feels weird. Because you’re busy. Because you’ll “do it later.”
Three months pass. The moment is gone. The client barely remembers working with you.
When you finally ask, you get:
“Sure, happy to help!”
Then nothing. For weeks.
You follow up. They apologize. They’re busy. They’ll get to it.
Eventually you get a lukewarm 2-sentence testimonial that says “Great to work with!” and nothing else.
That’s not a testimonial. That’s a participation trophy.
THE REAL COST
Let’s do the math on what you’re losing:
Scenario 1: No testimonials
- Conversion rate on sales calls: 25%
- 10 calls per month = 2.5 clients
- Average deal: $5,000
- Monthly revenue: $12,500
Scenario 2: Strong testimonials on your site
- Conversion rate on sales calls: 40% (social proof works)
- 10 calls per month = 4 clients
- Average deal: $5,000
- Monthly revenue: $20,000
Difference: $7,500/month = $90,000/year
That’s the cost of not having a testimonial system.
You’re leaving $90k on the table because you’re too uncomfortable to ask.
THE FIX
Here’s the system we built:
TRIGGER: Client hits a milestone (project complete, result achieved, payment made)
THEN (all automatic):
Immediately:
- Email sent: “Quick question about your experience”
- Simple form: 3 questions, takes 2 minutes
- If they respond → Testimonial captured
- If they don’t → Reminder sent in 3 days
24 hours later:
- Video testimonial request sent (optional, for best clients)
- Calendly link to record a 2-minute video
- If they book → Video captured automatically
- If they don’t → No problem, we have the written one
48 hours later:
- Testimonial formatted and added to website
- Client tagged in CRM as “Testimonial Provided”
- You get a notification with the new testimonial
Result: 73% of clients provide testimonials. Up from 12% when we asked manually.
This works because of three things:
1. Timing is everything
You ask right when they’re happiest:
- Just got their result
- Just saw the ROI
- Just told their boss/spouse how great you are
That’s when they WANT to write something nice about you.
Wait 3 months? They’re thinking about their next problem, not your solution.
2. Make it stupid easy
Three questions. Two minutes. Mobile-friendly form.
The harder you make it, the fewer responses you get.
Our form:
- “What was your biggest challenge before working with us?”
- “What results did you get?”
- “Would you recommend us? Why?”
That’s it. They can answer in 5 minutes on their phone.
3. Give them an out
“If you’re too busy, no worries! But if you have 2 minutes, I’d love to hear about your experience.”
No pressure. No guilt. Just an easy yes.
People are more likely to say yes when they don’t feel trapped.
THE TECH STACK
You need:
Option A: GoHighLevel (all-in-one)
- Built-in forms, email, automation
- One platform, one login
- Best for: Service businesses already using GHL
Option B: Make.com + Typeform + Your Email Tool
- More flexible, more control
- Best for: Businesses with existing tools
Option C: Zapier (simpler but limited)
- Good for basic automations
- Gets expensive with complex workflows
- Best for: Simple 2-3 step automations
HOW TO BUILD IT (MAKE.COM VERSION)
STEP 1: Create The Form (15 minutes)
Use Typeform, Google Forms, or Tally.
Three questions:
1. “What was your biggest challenge before working with [Your Company]?”
2. “What specific results did you achieve?”
3. “Would you recommend us to others? Why or why not?”
Add a consent checkbox:
“I give permission for [Your Company] to use this testimonial on their website and marketing materials.”
STEP 2: Set Up The Trigger (10 minutes)
In Make.com, create a new scenario.
Trigger options:
- Stripe payment received (for payment-based milestones)
- Project status changed to “Complete” in your PM tool
- Manual trigger (you click a button when ready)
For most businesses, the best trigger is: “Project marked complete in CRM”
STEP 3: Build The Email Sequence (20 minutes)
Email #1 (Immediate):
Subject: Quick question about your experience
Body:
“Hey [Name],
Now that we’ve wrapped up [project name], I’d love to hear about your experience.
Would you mind answering 3 quick questions? Takes about 2 minutes:
[FORM LINK]
Your feedback helps us improve and helps other businesses know what to expect when working with us.
Thanks for being an awesome client.
-[Your Name]
P.S. If you’re too busy, no worries! But if you have a spare moment, I’d really appreciate it.”
Email #2 (3 days later, if no response):
Subject: Following up on feedback request
Body:
“Hey [Name],
Quick follow-up on my request from a few days ago.
I know you’re busy, but if you have 2 minutes, I’d love to get your thoughts on working together:
[FORM LINK]
No pressure if you can’t - just wanted to make sure you saw it.
Thanks!
-[Your Name]”
Email #3 (Optional - Video request, 24 hours after written testimonial):
Subject: One more quick favor?
Body:
“Hey [Name],
Thanks so much for the written testimonial - really appreciate it!
If you’re up for it, would you be willing to record a quick 2-minute video testimonial?
Video testimonials convert 3x better than written ones, and it would be huge for us.
Here’s a link to schedule a quick recording session: [CALENDLY LINK]
Or if you prefer, just record on your phone and send it over.
Either way, thanks again for the feedback!
-[Your Name]”
STEP 4: Automate The Follow-Up (15 minutes)
In Make.com:
- If form submitted → Send thank you email
- If form submitted → Add testimonial to Notion/Airtable database
- If form submitted → Tag client in CRM as “Testimonial Provided”
- If form submitted → Send you a Slack/email notification
- If no response after 3 days → Send reminder email
- If no response after 7 days → Stop sequence (don’t be annoying)
STEP 5: Format For Your Website (10 minutes)
Create a simple template:
“[Quote from question 2]
[Result from question 2]
I’d definitely recommend [Your Company] to anyone dealing with [problem from question 1].”
- [Client Name]
- [Client Title/Company]
Add their photo (ask permission first).
Post to your website testimonials page.
THE RESULTS
We implemented this 5 months ago.
Before:
- Asked for testimonials manually
- 12% response rate
- Took 2-3 weeks to get a response
- Testimonials were generic and short
After:
- Automated testimonial requests
- 73% response rate
- Average response time: 18 hours
- Testimonials are specific, detailed, and results-focused
Impact on business:
- Website conversion rate up 15%
- Sales call close rate up from 28% to 41%
- Estimated revenue impact: $6,800/month
All from a system that took 90 minutes to build.
THE TESTIMONIALS THAT ACTUALLY WORK
Not all testimonials are created equal.
Bad testimonial:
“Great to work with! Highly recommend.”
Good testimonial:
“We were struggling with [specific problem]. After working with [Your Company], we [specific result]. The process was smooth and the results exceeded our expectations. Would definitely recommend.”
Great testimonial:
“Before working with [Your Company], we were [specific situation]. We tried [other solutions] but nothing worked. Within [timeframe] of implementing their system, we [specific measurable result]. The ROI was [specific number]. If you’re dealing with [problem], stop wasting time and hire them.”
The difference? Specificity.
The system gets you great testimonials because it asks the right questions.
YOUR WEEKEND PROJECT
Build version 1 of this system today:
Hour 1: Create the form
- Use Google Forms (free)
- Add the 3 questions
- Add the consent checkbox
Hour 2: Write the emails
- Email #1 (immediate request)
- Email #2 (3-day follow-up)
- Save as templates in your email
Hour 3: Set up the automation
- Use Make.com or Zapier
- Connect form to email
- Test with yourself
Hour 4: Deploy
- Send to your last 3 completed clients
- See what responses you get
- Refine based on feedback
By Sunday night, you’ll have a working testimonial system.
WHAT TO DO NEXT
Option 1: Build It Yourself
Use the framework above. Start with the free tools. Upgrade when you’re ready.
Time investment: 4 hours to set up, then zero time ongoing.
Option 2: Grab The Testimonial System Pack
I built the complete system with:
- Pre-written email templates
- Form templates (Typeform, Google Forms, Tally)
- Make.com automation blueprint
- Website testimonial templates
- Video testimonial recording guide
- Setup walkthrough video
$97. Have it running by Monday.
Reply “TESTIMONIAL” and I’ll send the link.
Option 3: Done-For-You Setup
Want me to build the entire system for you, customized to your business?
$997. Includes:
- Complete system setup
- Custom email templates in your voice
- 30 days of support
- Testimonial page design for your website
Reply “DFY” to grab a spot.
THE HIDDEN BENEFIT
This isn’t just about getting testimonials.
It’s about the feedback loop.
When you ask clients about their experience systematically, you learn:
- What they valued most (do more of that)
- What problems they had before you (use in marketing)
- What results matter to them (track those metrics)
- What language they use (use in copy)
Every testimonial is market research.
The businesses that win are the ones that listen to their customers and adapt.
This system makes you listen automatically.
NEXT WEEK
Tuesday: I’m breaking down the referral system that generates 3-5 qualified leads per month from existing clients.
No more hoping clients will refer you. A systematic approach that makes referrals predictable.
Thursday: The proposal system that closes deals 48 hours faster and increases close rates by 23%.
Saturday: How to build a 90-day content calendar in 2 hours (and never stare at a blank page again).
Three more systems. Three more hours back per week.
WHAT ABOUT YOU?
Here’s what I want to know:
How many testimonials do you have on your website right now?
Go count them. Then reply and tell me:
- How many you have
- How old they are
- How you got them
If it’s fewer than 10, or they’re more than a year old, you need this system.
Build it this weekend.
ONE MORE THING
The businesses that scale past $50k/month all have one thing in common:
They have systems for everything.
Not just operations. Not just marketing.
Everything.
- Lead generation: System
- Sales calls: System
- Onboarding: System
- Delivery: System
- Testimonials: System
- Referrals: System
When you systematize, you scale.
When you wing it, you plateau.
This weekend, build one system.
Next weekend, build another.
In 12 weeks, you’ll have a business that runs without you constantly putting out fires.
That’s the goal.
-DSG
P.S. The testimonial system is one of the highest-ROI automations you can build. It takes 4 hours to set up and generates social proof for years. If you only build one system this month, make it this one.
P.P.S. I still have 2 strategy call spots open for next week. If you want me to audit your entire client experience and identify what to systematize first, reply “AUDIT”. $500, 60 minutes, you walk away with a clear roadmap.
P.P.P.S. December is almost over. If you haven’t started building systems for 2025, you’re already behind. Block 4 hours this weekend. Build the testimonial system. Start the momentum. Thank me in January when you have 20 new testimonials and a 15% higher close rate.