How to Use Client Testimonials to Sell Without Sounding Salesy

The Secret Weapon You’re Probably Overlooking

Let’s be honest… trying to sell your interior design services can feel deeply awkward. Like when someone asks, “So why should we pick you?” and you get that fluttery panic in your chest as your brain starts frantically flipping through hundreds of answers.

Yep, we’ve all been there.

The truth is, most designers I know are absolute wizards at creating gorgeous spaces, but when it comes to selling themselves? Cue the tumbleweed.

Here’s the lovely bit though: you don’t actually have to sell yourself at all. Your happy clients can do the heavy lifting for you! And they’ll probably do a better job of it too.

Why Your Testimonials Aren’t Working (Yet)

Now, we’ve all seen those testimonials on websites that say things like, “Jane was a joy to work with,” or “We love our new living room!” Lovely to read, sure, but let’s be honest, they’re not really doing much to help someone make a decision.

Why? Because they’re all icing and no cake!

Here’s what I mean: potential clients have real concerns when they’re thinking about hiring a designer. They’re worried about budget, style clashes, decision overwhelm… and your testimonials should be putting those fears to bed.

I once worked with a fab designer who had a dreamy portfolio and lots of happy clients… but she was struggling to convert enquiries into bookings. When we dug in, we realised her testimonials weren’t saying anything beyond “she’s nice.” That’s not enough to seal the deal.

So let’s clear up three common myths that might be tripping you up:

1. "Any nice feedback is a good testimonial."
   Not quite. “She’s so lovely!” doesn’t answer the big question: “Is she the right designer for me?”
2. "Testimonials belong on the testimonials page."
   Nope! They should be everywhere, woven into the key moments of your client’s journey, not banished to a forgotten page.
3. "They’re just nice-to-have."
   Actually, they’re one of your strongest sales tools… when done right, they do the convincing for you.

The Testimonial Transformation Framework

AKA: Let’s turn “She’s lovely” into “Take my money!”

We’re going to flip the script on how you collect, position, and present testimonials so they become your secret sales sauce. Here’s how:

Step 1: Collect Testimonials That Actually Mean Something

Let’s stop settling for polite praise and start asking for stories that speak to real client worries, and how you helped solve them.

Look at these two examples:

• Basic: “Kate was wonderful to work with and we love our new living room!”
• Strategic: “I was nervous about hiring a designer because of our budget, but Kate helped us save money by avoiding expensive mistakes. We ended up with a space that feels high-end but stayed within what we could afford.”

See the magic? One’s nice. The other’s persuasive.

Here are five types of things you want your testimonials to talk about:

1. Money & value: Did you help them stretch their budget or make wise investments?
2. Process: Was it smooth? Stress-free? Enjoyable even?
3. Results: What changed in their lives thanks to your work?
4. Uniqueness: Why you and not another designer down the road?
5. Trust: Were you reliable, professional, and all-round delightful to work with?

And here’s the golden bit… you don’t need to leave it to chance. Guide your clients! Instead of the vague, “Could you write me a testimonial?” try asking:

• “What were you most nervous about before we started?”
• “How did working together compare to what you expected?”
• “What’s your favourite thing about the final result?”
• “What would you say to a friend who’s on the fence about hiring a designer?”

These little questions unlock testimonials that speak to future clients in all the right ways.

Step 2: Put Testimonials Where They’ll Actually Do Something

Most designers chuck their testimonials onto a single page and hope people stumble across them. But we can be cleverer than that!

Let’s sprinkle them through your site like fairy dust, exactly where someone’s having a wobble or second-guessing themselves:

1. Awareness Stage (aka nosy scroll time):
   Pop client quotes into your portfolio or social posts. Show the transformation and what it felt like.
   “I couldn’t imagine our boxy lounge ever feeling open and calm. But now? It’s the space we spend every evening in.”
2. Consideration Stage (aka serious browsing):
   On your services page, add testimonials that calm nerves about how the process actually works.
   “I’m useless with visualising, but [Designer] showed us mock-ups and samples that made everything crystal clear.”
3. Decision Stage (aka wallet-wobble moment):
   On pricing or contact pages, include testimonials about value and ROI.
   “We thought hiring a designer was out of reach, but it ended up saving us thousands in mistakes we didn’t make.”
4. After Booking (aka welcome time):
   Include kind words in your client welcome pack or onboarding emails that say, “You’ve made a great choice!”
   “The whole process was surprisingly fun! [Designer] managed everything and kept us feeling totally looked after.”

This way, you’re tackling the doubts before they turn into objections.

Step 3: Present Testimonials in a Way That Builds Trust

It’s not just what they say, it’s how you show it. Let’s zhuzh them up a bit!

Here are four ways to make testimonials more powerful:

1. Before & After Stories
   Don’t just show the pretty “after” shot. Add the client’s voice to the journey: what was wrong, what changed, and how they feel now.
2. Problem > Solution > Result
   Get structured:
   “We had no clue how to design an open-plan space (problem). Jess gave us a layout that finally made sense (solution). Now it flows beautifully and works for both work and play (result).”
3. Videos
   Yes, even phone-quality videos are brilliant. Clients don’t need to be polished; just honest. Thirty seconds of “we’re so glad we did this” is gold.
4. Tangible Results
   Any numbers or facts help bring things home:
   “Since the redesign, we’ve hosted five dinner parties, it’s changed how we live.”
   “The guest room now pays for itself with Airbnb bookings.”

Want to Try This Out? Here’s Your Action Plan for This Week

Right, let’s turn this from theory into action:

✅ Step 1: Audit What You’ve Got

Go through your current testimonials. Categorise them: cost, process, results, uniqueness, trust. Spot the gaps? That’s your cue.

✅ Step 2: Use This Email to Get Better Testimonials

Copy, paste, tweak, and go!

Hi [Client Name],

I’m so thrilled you’re loving your new space! I’d really appreciate your thoughts on the experience - we use feedback like this to help others feel confident hiring us too.

If you’re happy to answer a few quick questions, here they are:

1. What was your biggest hesitation before hiring us?
2. How did the actual experience compare?
3. What specific part of the design do you love most?
4. What would you tell someone thinking about working with us?

Thanks so much!

[Your Name]

✅ Step 3: Reorganise Your Website

Don’t let your testimonials hide in the shadows. Add the juicy ones where they’ll actually be seen, especially on:

• Homepage (general reassurance)
• Services (process-related)
• Pricing/contact (value and trust)

✅ Step 4: Get One Video

Choose a particularly smitten client and ask if they’d record a short video. Make it as easy as possible: offer to film it, or just ask for a casual phone selfie.

✅ Step 5: Repurpose for Social

Create a “Transformation Tuesday” or “Client Love” series. Pair before-and-afters with heartfelt quotes. People love a real story.

Over to You...

Just remember: your clients are already singing your praises. You’ve just got to make sure the right people hear the song.

If you’re keen to attract dream clients without ever feeling like a pushy salesperson, have a peek at our post on how to handle your initial client call… you’ll love it.