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The Dos and Don’ts of Feedback Forms and Collecting Testimonials

The Dos and Don’ts of Feedback Forms and Collecting Testimonials

Beyond The Project: Capturing The Value Of Client Feedback

Picture this: you’ve just finished a project, celebrated the ‘paid invoice’ email, and sent off the final deliverables. There’s a familiar mix of relief, joy, and anticipation. After all, you’ve done your part and your clients loved the whole experience of working with you…right?

Without a feedback form or a memorable offboarding process, you’re left wondering what your clients felt and the impact of your work. 

You probably know how valuable client testimonials are, actually collecting them tends to slip through the cracks. Sure, there’s that barely-used Google My Business page, but it’s not enough. 

When you send off your deliverables with no final follow-up or check-in, you’re letting valuable insights and opportunities to showcase your success slip away. So, let’s change that and make collecting testimonials a seamless part of your entire process.  

What Is A Client Feedback Form?

A client feedback form is a tailored questionnaire that gathers insights from clients after a project finishes or a service is delivered. It’s a simple, structured way for clients to tell you why they worked with you, what they loved about your services, and how you can improve them for next time.  

Why is it important to get feedback from clients?

Getting feedback from clients gives your business a custom roadmap to excellence. 

Feedback forms help you pinpoint where things get confusing in your processes so you can improve your services. They also ensure your clients feel valued and appreciated. Plus, sharing positive stories of success builds trust with potential clients!

Another benefit of collecting feedback is that it can guide you in making key business decisions, from introducing new services to fine-tuning your marketing strategy, based on what genuinely resonates with your audience.

On the flip side, not prioritizing feedback means missing out on opportunities to grow and connect. Without it, you’re left guessing at what works for your clients, leading to ‘spaghetti at the wall’ decisions.  

The Dos and Don’ts Of Feedback Forms

Don’t: Feel awkward asking for feedback

Asking for feedback might feel like you’re asking to be praised (or opening yourself up to harsh criticism). But really, it’s showing your clients you have them on your mind and you’re committed to creating an elevated experience. 

Do: Frame your request positively

When you ask for feedback, bring your client into the experience by sharing how much you value their opinion and how their feedback helps craft services that not only meet but exceed expectations. 

Don’t: Forget to send your feedback form

Not sending your feedback form might seem minor, but when you’re updating your website six months later and are short on testimonials? You’ll be left scrambling to fill the gap.

Do: Automate your feedback request

Automating your feedback forms ensures every client has a voice and takes one more thing off your to-do list, letting you focus on delivering top-notch services! (If you’re worried automation will make you sound robotic, you’ll want to read this blog!)

Don’t: Use generic feedback collection tools

This last point of contact with your clients is crucial. You don’t want to bring your client’s impression of your business down by relying on non-branded, unprofessional, or one-size-fits-all feedback tools.

Do: Customize your feedback form

Tailoring your feedback form to fit your brand, services, and voice not only wraps up the experience on a high note but also makes the feedback you receive more aligned with your needs or goals. 

Don’t: Ask vague or difficult questions

Avoid broad or open-ended questions like, ‘How did you find my service?’ because they can leave clients unsure of what to say. This often results in feedback that’s too vague to be actionable.

Do: Ask clear and purposeful questions

Each question on your feedback form should serve a specific purpose and guide clients to provide the insights you’re after. This clarity also makes it easier for them to think of ideas and respond meaningfully.  

Don’t: Collect feedback for the sake of it

Without a plan, all the valuable insights from your clients might end up sitting in a rarely-opened Google Doc as you question why you’re sending a feedback form out in the first place. 

Do: Have an action plan for your feedback

With a plan in place, you’re showing your clients you’re not just listening – you’re ready to act on their suggestions. Consider how you plan to tweak your marketing, refine your services, or launch new offers based on your feedback. 

Don’t: Accept low response rates

If only a few clients respond to your feedback request, it’s a sign your process may need some altering. Maybe the timing of your feedback form is off or it’s too time-consuming for clients to complete.

Do: Enhance your feedback responses

Experiment with different approaches to increase engagement from your client. Try personalizing your request or sending a follow-up reminder to boost your response rates. 


Think of feedback forms not as another email to deliver but as deep conversations with clients that spark growth and showcase the transformations you provide

Taking action on this feedback is your chance to show you’re not just listening—you’re evolving alongside your clients’ needs. It’s about turning their insights into actions that elevate your service, make every client feel like they’re truly heard, and create unforgettable experiences for future clients.

So, don’t let the end of a project be a missed opportunity to connect and grow. Make feedback and testimonials a seamless, thought-out part of your business process. Wondering how?

Your feedback form (and your entire offboarding process) is a major part of my Dubsado VIP Week! If you want to ditch all the ‘don’ts’ and bring all the ‘dos’ into your business, then book a Discovery Call to hear more about what working together looks like.