The Role of Testimonials in Booking High-Ticket Coaching Clients
If you’re a coach or service-provider your website isn’t just a brochure of information, it’s your greatest client-attracting asset. And do you know one of the most powerful tools to build trust and persuade potential clients to work with you?
Testimonials.
But not all testimonials are created equal. A generic “Elle is so nice to work with” isn’t going to convince anyone to invest thousands in your coaching. The best testimonials highlight transformation, results, and impact, showing your ideal clients exactly what they can achieve by working with you.
Here’s how to use testimonials strategically on your coaching website to attract high-ticket clients.
Why Testimonials Matter for High-Ticket Coaching Clients
High-ticket clients are making a big investment - they want to know that their money will deliver results.
Testimonials provide:
Social proof: Real people showing they’ve achieved real results.
Credibility: Proof that your methods work and you deliver on your promises.
Trust: Your ideal clients can imagine themselves achieving similar transformations.
How to Get Testimonials That Actually Show Transformation
Instead of generic praise, aim for testimonials that highlight specific results. Here’s how to do it:
Ask the right questions: When requesting a testimonial, guide your clients to focus on results, transformation, and experience. Examples:
“What specific problem did working with me solve for you?”
“What results or changes did you notice after our sessions?”
“How has your business or life improved since working with me?”
Focus on transformation, not just feelings: Encourage clients to share measurable or visible outcomes, e.g. increased revenue, new client bookings, improved confidence, clarity on their career goals, less stress, more presence at home with their family.
Use multiple formats: Text testimonials are great, but short video clips, before-and-after screenshots, or story-style testimonials are even more powerful.
Where to Place Testimonials on Your Coaching Website
Placement matters. You want testimonials to appear where they reinforce your message and drive conversions.
Home Page: Include 1-2 strong testimonials near the top to instantly build credibility.
Services Pages: Place a testimonial under each service or package to show the results clients can expect (place it near the price if you include this for extra persuasion).
Dedicated Testimonials Page: Create a full page showcasing multiple client stories, transformations, and photos (if possible).
Landing Pages / Calls-to-Action: Sprinkle testimonials near forms or booking buttons to reduce friction and increase conversions.
Tips for Maximum Impact
Include client details: First name, title, or company adds authenticity (so long as your client is happy for you to do this).
Visual proof: Screenshots of results, social media posts, or client logos can make testimonials more credible.
Keep it concise: Highlight the transformation in a few sentences for easy scanning.
Testimonials aren’t just nice-to-haves…they’re critical for attracting and converting high-ticket coaching clients.
By asking the right questions, showcasing real transformations, and strategically placing them across your website, you can turn casual visitors into eager, paying clients.
If you want a coaching website designed to showcase your expertise, highlight client transformations, and attract high-ticket clients, I help coaches create strategic Squarespace websites that do exactly that.
Book a free brand and website strategy session to get started.
