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Testimonials have great power. While sales copy can persuade, testimonials come straight from other people who’ve worked with you in the past—and provide valuable social proof.

In fact, a recent Spectoos study confirmed that testimonials have an 89% effectiveness rating https://www.spectoos.com/5-incredible-facts-customer-testimonials/ —by far the most effective form of content you can have.

Sometimes a great testimonial just falls into your lap. But other times, getting a perfect testimonial takes a little strategy. Here are a few ways to ensure you get high-impact testimonials for your insurance website.

It’s all in the timing. Did you recently solve a thorny insurance problem for a client? Did you help someone find affordable coverage they needed—when the market had priced them out before? Did one of your clients just have a claim resolved to their satisfaction?

If so, this is an ideal time to ask for a testimonial. Your customer will have just worked with you, and they’ll have your interaction fresh in their mind.

Ask the right questions. The most powerful testimonials tell a story. You want your prospects to see how you solved a problem for a previous customer. Here are a few questions you can ask—tailor these to your situation.

What insurance problem were you trying to solve?

Maybe your customer assumed they could never afford health insurance on the private market. Or they needed the right coverage for a new business venture. Or, perhaps one of your long-time customers had a claim for the first time.

How did I help you solve your insurance problem?

This is where the customer can talk about how you helped them find a plan they could afford, get the right coverage to keep them in business, or navigate the claims process. You can ask follow-up questions as needed to get as many details as possible.

What were the results of this solution?

Results are key to getting a great testimonial that really sells you. Ask your customer about the outcome—did they save money on a plan with your help? Did your advice on business insurance help them meet complex regulatory requirements? Were they happy with the outcome of their claim?

Would you recommend me to others? If so, why?

Here’s where your customer gets to sing your praises—by highlighting a specific reason they like working with you. This strengthens your testimonial even more.

Testimonials drive sales. If you can ask at the right time—and ask the right questions—you’re bound to get some that function as a powerful sales tool for your insurance business.