The Complete Guide to Gathering and Using Testimonials (for FamTech Brands)
In the FamTech world, trust is everything.
You’re not just selling a product. You’re asking someone to try something new during one of the most emotional, high-stakes chapters of their life—whether that’s planning for a baby, navigating care for a loved one, or managing life with a growing family.
One of the fastest ways to earn trust? Let your users do the talking.
Testimonials give potential customers confidence that real people, in real situations, have found value in what you offer.
Here’s how to get better testimonials—and how to use them effectively.
Step 1: Know What Makes a Great Testimonial
The best testimonials don’t just say “We loved it!”
They show the before and after, or help future users imagine what’s possible.
A great testimonial usually includes:
A relatable problem or challenge
A specific result or benefit
A clear emotional tone (“I finally felt calm…”)
Weak:
“Great app. Super easy to use.”
Strong:
“We were feeling totally overwhelmed with tracking everything for our daughter’s care plan. This tool gave us one place to manage it all—and I finally feel like we’re on top of things.”
Step 2: Make It Easy for People to Share
Don’t just ask, “Can you write us a testimonial?” That puts pressure on the person and often leads to vague responses.
Instead, ask 2–3 specific questions.
For example:
What were you struggling with before you found us?
What changed after you started using [product name]?
How do you feel now?
Put those questions in an email, a form, or a quick call script.
Pro tip: Offer different formats—some people prefer writing, others are happy to talk. A 5-minute Zoom call can turn into a powerful quote or even a short video clip.
Step 3: Get Permission (and Offer Options)
Always confirm that someone is okay with you using their words, name, and (if applicable) photo.
In more sensitive areas like fertility, mental health, or caregiving, give people the option to remain anonymous or to approve the quote before it’s published.
Respect builds trust. Trust builds your brand.
Step 4: Categorize Testimonials by Theme
As you collect testimonials, tag them by what they highlight:
Emotional relief
Time saved
Ease of use
Impact on family life
Support from your team
That way, you can pull the right testimonial for the right moment.
Step 5: Use Testimonials Across the Customer Journey
A good testimonial shouldn’t live in a random carousel on your homepage. Use them strategically to build trust at every step.
Homepage:
Position 1–2 powerful testimonials above or near your primary CTA.
Landing pages:
Use testimonials that match the theme of the page (e.g., stress relief, simplicity, community).
Email campaigns:
Feature a short quote in a welcome series or product announcement. Let your users validate the value.
Sales materials or investor decks:
Highlight real-world impact in your pitch.
Social media:
Pull a line from a longer story. Pair it with a photo or graphic. Use it to tell a bigger brand story.
Bonus: What If You’re Just Getting Started?
Even if you’re early-stage, you can still gather meaningful testimonials:
Ask beta testers or early users
Use quotes from support emails (with permission)
Talk to partners, advisors, or collaborators who can speak to the mission, even if not the product itself
Share your founder story and validate it with expert quotes
Final Thought
In FamTech, people are cautious. They need to know:
Has this helped someone like me? Will this actually make my life better?
The best way to answer those questions is with a testimonial that feels real, specific, and relatable.
Make it easy for your users to tell their story. Then make sure those stories are seen.
Need help building a testimonial strategy that actually works?
I help FamTech companies gather stronger social proof, improve how it’s used across their marketing, and align it with their brand strategy. If your testimonials aren’t doing the heavy lifting yet—I’d love to help.