How to use testimonials to market coaching services online
Social proof is a powerful psychological principle: people are more likely to take action when they see that others have benefited from a service. For coaches, social proof includes client testimonials, reviews, success stories, and measurable results. As someone who works with clients, you always want to show how your work or a product has produced value.
A strong testimonial highlights the client’s initial challenges, the progress they made through your coaching, and the results they achieved. For example, a client might share, “Before working with Jane, I struggled with confidence in my business decisions. After three months of coaching, I launched my first product and landed ten clients in record time.”
Here’s how that can look:
Written testimonial: “Thanks to Jane’s coaching, I doubled my revenue in 6 months and finally feel confident running my business.”
Video testimonial: A client shares their transformation story on Instagram or YouTube.
Case study: Step-by-step account of how a client went from struggle to success using your methods.
Success metrics: Showing concrete numbers like “gained 10 new clients in 3 months.”
How to request and collect testimonials from coaching clients?
Knowing how to request testimonials is just as important as collecting them. The best time to ask is after your client has experienced a meaningful result or completed a program. You might say, “I’d love to share your success story to inspire others. ‘’Could you tell me about the challenge you faced before coaching, how our work together helped, and the results you’ve seen?”
The best testimonials are authentic, specific, and relatable, showing real transformation or tangible results. They go beyond generic praise, highlighting concrete outcomes like increased revenue, new clients, or improved confidence. Strong testimonials often tell a story of change, describing the client’s challenges before coaching and the results afterward. Including details such as the client’s name, profession, or photo adds credibility, while short, digestible statements or videos make the content more engaging.
Whenever possible, quantifiable metrics make testimonials even more persuasive, helping potential clients see the value of your coaching clearly.
Example: “I increased my revenue by 40% and added 15 new clients in 90 days thanks to this coaching program.”
How to use testimonials to market coaching services online
Once you’ve collected testimonials, it’s time to promote them strategically:
1. On your website: Place testimonials on your homepage, services pages, and a dedicated testimonials page.
2. On social media: Share video testimonials, Instagram posts, LinkedIn updates, or carousel posts.
3. In email marketing: Include them in newsletters or onboarding emails to build trust early.
4. In lead magnets or guides: Feature client success stories in PDFs or resources to inspire potential clients.
As we move further into 2026, social proof is becoming even more critical for coaches. With more people searching online for coaches, programs, and personalized guidance, prospective clients are relying heavily on authentic experiences and real-life results. Artificial intelligence, personalized marketing, and social media have made access to information instant and abundant, but they have also increased skepticism. Testimonials and social proof are important for building trust quickly, establishing authority, and standing out in a crowded digital coaching world.
Coaches who prioritize collecting, sharing, and showcasing real client stories in 2026 will have a clear competitive advantage.
Are you showcasing testimonials in a way that truly highlights your clients’ transformations?
Happy 2026!
Your Nuumani Team
