How to use client testimonials in agency proposals

To use a client testimonial in a proposal, pick one that relates to the work you're pitching. Tell your prospect what the project was, then put the video or quote next to the relevant section. Check with your client before sharing it.

"Have you done this for a business like mine?"

You can list your services and tell them about your experience. But they're also wondering what it's actually like to hire you. A client who's worked with you can help answer that.

Start with the prospect's actual concern

Before you add a video, think about what the prospect wants to know. Have they asked:

• Have you worked with a company of a similar size?
• How did you manage a project with a small internal team?
• What was the working relationship like?
• How did you approach a website rebuild or campaign launch?
• What did the client receive for the fee?

Listen to what they've asked, then pick a story that fits. If they want to know how you report on campaigns, a video about a website launch probably won't answer their question.

Match the client story to the proposal

The client doesn't need to be an exact match. Maybe they're in a different industry but needed the same kind of help. Tell your prospect what the two projects have in common.

Give the video enough context

Don't make your prospect guess why you've included the video. Give them a little context first.

Here's an example using made-up project details:

Example layout

The project: A website rebuild for a local service business.
The work: Planning, copy and a new booking journey.
The video: The client explains what it was like working with the team.
[Link to the client's approved video]

This is just an example, not a SayCandid customer story. Replace it with your own project details, and check that your client is happy for you to share them.

Copyable section for your next proposal

A similar project: [client or industry]

What they needed: [one or two sentences about the brief]

What we did: [the work that relates to this proposal]

Hear from the client: [link to their approved video]

In the video, [client name or role] talks about [the part of their experience that relates to the prospect's question].

Keep the context short. If you can't name the client or share part of the work, agree on a version you can use before adding it to the proposal. Link only to a video the prospect is allowed to access.

A follow-up after you send the proposal

Hi [name],

You asked what it was like for a client working with us on [similar work]. I thought this short video might help: [approved link].

[Client name or role] talks about [topic in the video]. Let me know if you'd like to talk through how we'd approach your project.

A short introduction for a client stories page

[Client name or role] came to us for [service]. In this video, they talk about [their experience or a specific part of the work].

[Watch the approved video]

Use the client's approved name and project details. If they can't be identified publicly, agree on an accurate description with them first.

Ask questions that produce a useful story

Your client might be happy to record a video but unsure what to say. Give them two or three questions to get started:

1. 1What were you trying to achieve when you contacted us?
2. 2What was it like working with our team on the project?
3. 3What part of the work was most useful to you?
4. 4What would you tell another business considering this service?

Let your client describe the results in their own words. If they mention a number, check it together before sharing the video. For more ideas, see our video testimonial questions.

Make the request easy to answer

Ask when you've finished a project or gone through the work with your client. Tell them why you'd like a video and where you plan to share it.

Hi [name], would you be comfortable recording a short video about our work on [project]?

It would help prospective clients understand what working with us is like. Here's the link: [link]. You can answer the questions on the page and watch it back before sending.

No problem at all if you'd rather not. Thanks for considering it.

With SayCandid, you can put your questions on the recording page and send your client a link. They can record or upload a video in their browser without making an account. You'll see it when it arrives.

Check permission, confidentiality and claims

Some client work is confidential. Before sharing a video, check whether you can name the business, the person and the project. Ask about any numbers too. Make sure your client knows where the video will be hosted and who can see it.

If they mention a result, make sure you've got the details right. Don't suggest every client will get the same result. And if you trim the video, check that it still means what your client intended.

SayCandid records consent for website and ad use. If you're sharing the video another way or it contains confidential details, check with your client before sending it.

You don't need a huge library to start

Think of one project you're proud of and one client who could talk about it. Ask them a few questions, then use their video in a proposal when it fits.

Create a request, add your questions and send the link to your client.