How to Film Testimonial Videos That Actually Convert
You spent $5K on a fancy testimonial video.
Professional crew. Perfect lighting. Cinematic B-roll. Your client reads off a script about how "professional" and "responsive" you are.
You post it on your website. Share it on social media. Put it in your ads.
And... nothing. Zero conversions. Nobody gives a shit.
Listen, I've filmed a lot of testimonial videos. Most of them suck. Not because of the camera quality or the editing—but because they feel fake as hell.
People can smell a scripted testimonial from a mile away. And if they don't trust it, it's worthless.
Here's how to actually film testimonials that make people want to hire you.
Why Most Testimonial Videos Don't Convert
Before we get into how to do it right, let's talk about why most testimonials fail.
They Sound Scripted
You wrote out exactly what you wanted your client to say. They memorized it. They're staring at the camera like a hostage reading a ransom note.
Nobody believes that. It sounds like marketing BS because it is marketing BS.
The Audio Is Garbage
You filmed on your phone with the built-in mic from 10 feet away. There's echo. Background noise. Wind. Your client sounds like they're calling from a tunnel.
If people can't hear what's being said, the video is useless. Period.
You Asked Boring Questions
"What was your experience working with us?"
Cool. Now watch your client give the most generic, forgettable answer imaginable.
Boring questions get boring answers. And boring answers don't sell.
You Didn't Show the Transformation
You filmed your client talking about how great you are. But you didn't show thebeforeor theresult.
People don't care about compliments. They care about results. If your testimonial doesn't show what you actually delivered, it's just noise.
The Strategy: What Makes a Testimonial Convert
Here's what actually works.
Show the Problem They Had Before You
The best testimonials start with pain. What problem was your client dealing with before they hired you?
Were they drowning in leads but couldn't close them? Wasting money on ads that didn't work? Frustrated with other contractors who flaked?
Start there. Make the viewer see themselves in that problem.
Show the Specific Result You Delivered
Don't just say "they were great to work with." Show the numbers. The outcome. The tangible result.
"We went from 5 leads a month to 47."
"Our revenue doubled in 90 days."
"They finished the deck in 3 weeks when the last guy ghosted us for 2 months."
Specific beats vague. Always.
Make It Relatable, Not Polished
You don't need a perfectly rehearsed performance. You need authenticity.
Let your client stumble over words. Let them laugh. Let them talk like a real human instead of a corporate robot.
People trust messy and real over polished and fake.
Use It Where It Matters
A testimonial on your homepage that nobody scrolls to? Useless.
A testimonial in your ad targeting people actively looking for your service? Gold.
Put testimonials where people are making buying decisions—landing pages, checkout pages, ad campaigns, email follow-ups.
How to Actually Film Testimonial Videos (Without Screwing Them Up)
Alright, let's get into the production side.
Step 1: Get Decent Audio (This Is Non-Negotiable)
Listen, I learned this the hard way. When I first started filming testimonials, I'd just use my camera's built-in mic. Sounded like garbage.
Now? I use alavalier micevery single time. Clip it on their shirt, and the audio is clean. No echo. No background noise. Just their voice.
If you're filming on an iPhone, get a cheap lav mic that plugs into it. Costs like $30. Makes a massive difference.
Bad audio will kill your video faster than bad lighting. Don't skip this.
Step 2: Don't Jump Right Into the Interview
This was another mistake I made early on.
I'd show up, set up the camera, hit record, and immediately start asking questions. My client would be stiff, awkward, uncomfortable.
Now? Ichat with them first.
Ask about their day. Crack a joke. Talk about anythingexceptthe interview. Get them relaxed and comfortable.
Once they forget the camera is there,thenyou start filming.
The difference is night and day. Relaxed people give way better answers.
Step 3: Ask Better Questions
Stop asking generic questions. Ask questions that get to thespecific story.
Here's what I ask:
"What problem were you dealing with before you hired [company]?"
This gets them to talk about the pain. The struggle. The thing that made them reach out in the first place.
"What made you choose [company] over other options?"
This is where they explain what set you apart. Maybe it was your process, your communication, your portfolio—whatever it was, this is gold for future clients.
"What was the result? What changed after working with them?"
Get specific here. Numbers. Outcomes. Tangible results. This is the part that converts.
"Would you recommend them? Why?"
Let them close it out with a strong endorsement. But don't script this—let them say it in their own words.
Step 4: Lighting Doesn't Have to Be Perfect (But Don't Film in a Cave)
You don't need a $5K lighting setup. But you do needsomelight.
Natural light works great. Film near a window. Face your client toward the light so their face is lit evenly.
If you're indoors with no windows, get a cheap LED panel or ring light. Again, $50-$100. Totally worth it.
Just don't film them in a dark room with overhead fluorescent lights. That's how you make someone look like they're in a police interrogation.
Step 5: Frame It Right
You don't need to be a cinematographer, but basic framing matters.
Eye level or slightly below.Don't film from above—it's unflattering.
Rule of thirds.Put their face slightly off-center, not dead in the middle.
Clean background.No clutter, no distractions. Just a simple, clean backdrop.
If you're filming on an iPhone, that's fine. Modern phones aregood. Just make sure you're not shaking the camera around like you're on a boat.
Step 6: Keep It Short
Nobody's watching a 10-minute testimonial. Cut it down to60-90 seconds.
Get the problem, the solution, the result. That's it. Trim the fluff.
If they gave you gold content but it's too long, chop it into multiple short clips. Use them across different platforms.
iPhone vs. Hiring a Pro: What's the Move?
Real talk:an iPhone will work if that's all you have.
Modern phones shoot great video. Pair it with a lav mic, decent lighting, and solid framing, and you're 80% of the way there.
But here's the thing—if you want aprofessional lookthat actually stands out, hire someone who knows what they're doing.
We shoot testimonials all the time. We bring the gear, the lighting, the audio setup. We know how to make people comfortable on camera. We edit it down to the parts that convert.
If you're doing one or two testimonials, DIY it. If you're building a library of testimonials to use in ads, on your site, and in your funnel? Invest in a pro.
Either way,bad audio and scripted answers will sink you.Fix those two things and you're already ahead of 90% of service businesses.
Where to Actually Use These Videos
Once you've got a killer testimonial, don't just throw it on your homepage and call it a day.
Here's where testimonials actually drive conversions:
Landing Pages
Put them right before the CTA. Someone's about to book a call or request a quote—seeing a real client talk about their experience pushes them over the edge.
Paid Ads
Testimonial videos crush it in Facebook and Instagram ads. People trust other customers way more than they trust you talking about yourself.
Email Follow-Up Sequences
Someone filled out a form but didn't book? Send them a testimonial video in your follow-up email. It builds trust and reminds them why they reached out in the first place.
Sales Calls
Bring up a testimonial during the call. "Here's what happened when we worked with someone in a similar situation." Then send them the video afterward as a follow-up.
Your Website (But Not Just Buried Somewhere)
Don't hide testimonials on a separate "reviews" page nobody visits. Embed them on your services page, your About page, anywhere someone's deciding whether to work with you.
Common Mistakes (That I Made So You Don't Have To)
Filming Without a Backup
I've had SD cards corrupt. Batteries die. Mics fail. Always have a backup recording running—even if it's just your phone in your pocket recording audio.
Not Getting Permission
Make sure your client knows you're filming this for marketing. Get it in writing. Last thing you need is to spend time editing a video you can't legally use.
Overthinking the Setup
You don't need a studio. You don't need a $10K camera. You need good audio, decent light, and a real conversation.
Stop overthinking it and just film the damn thing.
Ignoring the Editing
Raw footage is not the final product. Cut out the ums, the pauses, the parts where they lose their train of thought. Keep it tight and punchy.
Bottom Line
Testimonial videos work when they're real, specific, and strategic.
Stop scripting them. Fix your audio. Ask better questions. Show the result.
An iPhone and a $30 mic will get you started. But if you want testimonials that actually look professional and convert like crazy, hire someone who knows what they're doing.
Either way, stop putting out testimonials that sound like hostage videos. Your clients have great stories—let them tell them.
Need killer testimonial videos that actually convert?That's literally what we do. Hit us up.
