How to Turn a Client’s Testimonial into a Stream of New Leads

"The best advertising you can have is a satisfied customer." — Ascribed to Philip Kolter

When marketing your law firm, nothing speaks louder than the words of a happy client. A single testimonial can be a treasure trove of content if you know how to use it right.

I’m going to show you how to turn a client review into a lead generation tool for your law firm.

1. Add It to Your Homepage

Why it works: The homepage is often the first thing potential clients see. Placing a powerful testimonial front and center builds instant trust.

How to do it:

• Choose a concise, high-impact quote that highlights a specific result or benefit.

• Place it prominently, near your header or above the fold so visitors immediately notice it.

Tool to use:

Elementor – A user-friendly website builder that makes adding testimonials to your homepage quick and easy. Elementor allows you to easily customize elements without needing to code directly.

Pro Tip: Always obtain the client's permission before using their testimonial. This not only adds authenticity but also ensures you're respecting their privacy and any legal or ethical considerations.

2. Create a Testimonial Page

Why it works: A dedicated page shows prospects the full spectrum of your client successes, reinforcing your credibility.

How to do it:

• Collect multiple testimonials and categorize them (e.g., "Family Law," "Business Law").

• Use headings and visuals to make the page easy to scan.

Tool to use:

Testimonial.to – Designed to help you collect and manage customer testimonials, allowing you to easily gather text and video testimonials from clients and display them on your website or social media platforms.

Pro Tip: Add a short introduction to the page explaining how testimonials reflect your commitment to client success.

3. Embed It in Your Email Signature

Why it works: Every email becomes a subtle reminder of your expertise and client satisfaction.

How to do it:

• Pick a short quote, ideally no more than one sentence.

• Add it below your name in your email signature.

Pro Tip: Include a clickable link below the testimonial leading to your testimonial page, such as "Read more client success stories here." This gives recipients an easy way to explore your work further.

4. Turn It into a Social Media Graphic

Why it works: Visual content grabs attention and performs better on social media.

How to do it:

• Use a free design tool to create a branded graphic featuring the testimonial.

• Add your firm’s logo, colors, and a picture of the client (with their permission).

Tool to use:

Canva – Perfect for designing eye-catching testimonial graphics without needing design skills.

PowerPoint – To create one image in PowerPoint to use instead of slides, design your content on a single slide with all the elements you want to include (text, graphics, charts, etc.). Once the slide is ready, save it as an image by selecting "Save As" and choosing a format like PNG or JPEG. This image can then be used in place of separate slides.

Pro Tip: Write a social media post that adds meaningful context.

Example LinkedIn Post:

Ever wonder what it’s like to work with me? Sarina recently shared this review after her son’s case wrapped up:

“I was overwhelmed after my son was bitten by a German Shepard - until John took over. He explained everything clearly and got my son the results he needed. My son, who was unable to walk, is now running! Using tough love, John kept me focused and got us all through this in one piece.”

                                                                                                 Sarina

Results like these remind me why I became an injury lawyer. Helping people through some of the toughest times in their lives isn’t just my job—it’s my calling. If you or someone you know needs legal support, I’m here to help.

5. Include It in Blog Posts

Why it works: Blog posts give you space to share the full story behind the testimonial, which adds depth and context – all while educating your audience providing the value they came to your site for in the first place.

How to do it:

>Introduce the Legal Issue: Break down the case and the law behind it. Keep it simple, but precise.

>Common Scenarios: Paint a picture of real-life situations where this case might pop up.

>Who’s Involved?: Who are the key players? Explain who could be the plaintiff or defendant.

>Key Legal Arguments: Share the arguments that might be thrown around in the case. Focus on the important ones. Keep it simple.

>Case Law: Mention past cases that shed light on the issue. Keep it simple.

>Possible Outcomes: Talk about what could happen. Settlements? Court judgments? Let them know.

>What to Keep in Mind: Point out the details—deadlines, evidence, all the stuff that can change the game.

>Practical Tips: Give your readers something they can use. What should they do if they're in a similar situation?

And here's where a client’s voice could slip in: Show how you’ve helped someone in a similar scenario. Real results, real stories. It’s more than just legal advice; it’s about connecting the dots for your clients.

"In trust and estates cases, it’s essential to approach everything with care and precision. For example, one of my clients, Maria, came to me feeling completely overwhelmed by the complexities of settling her late father’s estate. 'I didn’t know where to start,' she told me. 'But John helped me navigate the trust, made sure everything was in order, and explained the process step by step. Thanks to their expertise, we were able to settle the estate without any complications and honor my father’s wishes.' . . ."

Tool to use:

Grammarly – Ensures your blog post is polished and professional before publishing.

Pro Tip: End the blog post with a call to action (CTA) inviting readers to contact you for similar help.

6. Use It in Your Google Business Profile

Why it works: Google reviews are often the first thing people check when searching for a lawyer.

How to do it:

• Ask the client for permission to share their review directly on your profile.

• Add keywords that align with your services to make it SEO-friendly.

Tool to use:

Google Business Profile –  Set up and manage your profile to showcase testimonials. Once your profile is ready, scroll down to find the “Get Reviews” link Google provides. Copy it and share it with your client via email or your preferred method, along with a polite request. Google handles the rest, making the review process simple and stress-free for both you and your client.

Sample request:

Subject: We’d Love Your Feedback!

Hi [Client's Name],

I hope this email finds you well! It was such a pleasure working with you on [specific matter/case]. Your trust means so much to us; we're always looking for ways to improve and help more clients like you.

Please share your experience by leaving a Google review if you have a moment. It only takes a couple of minutes and would mean the world to us. You can use this link to leave your review: [Insert Google Review Link].

Your feedback helps us grow and allows others to feel confident in choosing us for their legal needs.

Thank you so much for your time and for allowing us to serve you. If there’s ever anything else we can help with, please don’t hesitate to reach out!

Warm regards,

[Your Full Name]

[Your Position]

[Your Firm Name]

[Your Contact Information]

This is what the client receives:

Pro Tip #1:  Only request Google reviews from clients you’re confident will give you glowing, positive feedback. Focus on those who’ve expressed satisfaction with your services and shared their appreciation directly—it’s the best way to ensure a stellar review!

Pro Tip #2: Reply publicly to the client's review with a heartfelt thank-you message. This shows you value their feedback.

7. Share It in Referral Conversations

Why it works: Referrals are more effective when paired with real-world examples of your success.

How to do it:

• When talking with referral sources, share the testimonial as part of a story.

• Explain how the client’s case demonstrates your expertise in a specific area.

Tool to use:

HubSpot CRM – Track referral conversations and follow-ups to keep your network engaged.

Pro Tip: Create a one-page PDF with a powerful testimonial and a brief summary of your services. Send it to referral partners after your conversation so they have something tangible to share. Tools like Canva make designing this quick and easy.

And if you don’t want to DIY, there’s always Fiverr!

8. Incorporate It into Case Studies

Why it works: Case studies combine data with storytelling, making your results relatable and credible.

How to do it:

• Use the testimonial as the closing quote in the case study to emphasize the client’s satisfaction.

• Pair it with measurable results (e.g., “Won a $100,000 settlement”).

[Headline]

How [Law Firm] Helped [Client Type] Overcome [Problem] and Achieve [Result]

Client Overview

Client: [Client Name or Type]

Industry: [Client’s Business or Field]

Situation: [Brief description of the client’s background and the challenge they faced.]

The Challenge

Describe the legal problem the client was dealing with.

• What was at stake?

• Why was it a challenge for the client?

The Solution

Explain the steps your firm took to resolve the issue, focusing on the actions and approach without revealing too much of your firm’s internal strategy.

• What approach did you take?

• How did your legal expertise make a difference?

The Results

Show the outcome of your work and how it benefited the client.

• [Specific outcome, e.g., successful settlement, court victory, resolved dispute.]

• [Impact on the client’s life or business.]

Client Testimonial

"We were facing a complex business contract dispute that threatened our company's future. [Law Firm] guided us through every stage of the process, from negotiating with the opposing party to representing us in court. Their expertise in contract law and dedication to our case were invaluable. Thanks to their hard work and strategic approach, we won the case, and the terms of the settlement were even more favorable than we anticipated. We couldn’t be happier with the results and would highly recommend them to anyone facing similar challenges."

— [Client Name, CEO of [Company Name]

Call-to-Action

If you’re facing a similar legal issue, contact us today to discuss how we can assist you in navigating your challenges.

Tool to use:

Canva – Explore professionally designed case study templates you can customize and share easily from Canva.

Pro Tip: Share the case study as a downloadable PDF on your website.

9. Use It in Ads

Why it works: Testimonials in ads act as instant proof that you deliver results.

How to do it:

• Select a short, impactful snippet from the testimonial.

• Add it to your Google or social media ad copy.

Tool to use:

AdEspresso – You can stop switching from one platform to another. Create all of your advertising campaigns in one single place AdEspresso.

Google Ads – Easily incorporate testimonials into your ads and track their performance to ensure they’re reaching the right audience.

Linkedin Marketing Solutions – Target specific clients, increase visibility, and drive leads through LinkedIn ads.

Pro Tip: If the client is comfortable (and you comply with the applicable rules governing attorney advertisements), include a photo of them alongside the testimonial to add even more authenticity. People love seeing real faces behind the words.

10. Turn It into a Video

Why it works: Videos are engaging and add a layer of authenticity that text can’t match.

How to do it:

Step 1: Ask the client for permission. Explain that their testimonial could help others in similar situations.

Step 2: Offer to guide them through recording the video on their phone or laptop.

Step 3: Provide a few questions to help them frame their experience, such as:

• What problem were you facing before contacting me?

• How did I help you solve that problem?

• What was the result?

Tool to use:

Loom – A simple video messaging tool that allows users to record their screen, camera, and microphone simultaneously and then share the recording with others.

Pro Tip: Add the video testimonial to your website’s homepage and social media profiles.

The Bottom Line

A client testimonial can become much more than just a few kind words. With a bit of creativity and the right tools, you can turn one review into a powerful marketing strategy that brings in new leads again and again.

Start small—pick one tactic from this list and put it into action today. Your next client might just come from the words of the one you already helped.

What outside-the-box ways have you used client testimonials to grow your practice? Share your creative ideas and experiences with me—I’m always looking for new ways to inspire others.

Reply to this newsletter or connect with me on LinkedIn! I can't wait to hear how you’re turning testimonials into success.

Now, go nail it!

Stacey Mathis - Your Copywriting Legal Guardian