WHERE DO I SHOW CUSTOMER TESTIMONIALS?
Customer testimonials should be shown wherever you have an online presence, especially and most importantly on your website, which should have a separate "testimonials" page.
If you don't have a website, or a testimonials section on your website, you should at least have a company Facebook page and some online listings.
If you have a Facebook page, customers can leave testimonials on the page, but unfortunately they're not easy to find since page posts made by others end up in a small "Recent Posts by Others" section that is easy to overlook. In addition, the person leaving the testimonial must have a Facebook account in order to post on the page. The upside to the Facebook method, however, is that you can ask the customer to "like" the page while they're on it (the more "likes" your Facebook page has, the better).
If your company is listed with any of the various online listing sites such as Google Places, Yahoo Local, Manta, YellowPages, AngiesList, etc., customers can leave reviews on your listing page. However, more often than not, they will need to create an account with that listing site in order to leave a review. And the downside to allowing customers to leave reviews on listings sites is that you cannot delete the review. If the review is not positive, in some cases all you can do is reply to it. The upside is that you can copy these testimonials to your website's testimonial page, with a link back to the page where it was originally submitted, which adds even more credibility to the testimonial.
If you have a website, your web designer can add a testimonial form to the site. The customer enters their name and some other general identifying information (city, email, etc.), and types the testimonial directly into the comment box, then clicks the "Send" button. The form automatically gets sent to your email address. You would then forward the testimonial to your web designer who will add it to the testimonials page of your website.
If you have a Wordpress website, there may be apps available that allow customers to leave testimonials directly on your website where they can appear in real time after the customer submits the Send button (instead of going to your email). This skips the need for a web designer to post it, although you will need to be familiar with Wordpress to manage the app and testimonials yourself. You want to make sure the app has a "review" setting that allows you to read the testimonial before allowing it to post. This ensures that spam and negative reviews do not get automatically posted.
Whether you have a website or not, you will need to set aside some time to manage reviews (post from email to website, approve Wordpress website submitted reviews, and/or find/respond to reviews on online listing sites) or hire someone who can handle the testimonial management task for you.
You want to make it as easy as possible for customers to leave you a testimonial. The easiest and most effective way for most people is to fill out a testimonial form on your website. If you don't have a website or your site does not have a testimonial form, they can email the testimonial to you. This way, even if you don't have a website now, you can use the testimonial on a future website.
HOW TO GET CUSTOMER TESTIMONIALS
Just ask. If the customer is happy with your work, he or she will generally be willing to provide you with a testimonial. Make sure to request the testimonial as soon as possible after the work has been completed, while it's fresh in your customer's mind.
First, verbally request the testimonial. If the customer must email it to you, let the customer know that you will be sending an email requesting the testimonial. Then send the email request, with a link to the testimonial form on your website, or if you don't have a website or testimonial form, ask the customer to simply reply to your email with their testimonial. If you mail follow-up letters to your customers, mention the testimonial request again. If you don't get a testimonial within 2-3 weeks, it's okay to follow up with a gentle reminder. You could also provide an incentive for a testimonial, such as a $20 gift certificate, especially if you don't already have a lot of testimonials on your site. But keep in mind that offering a reward and incentive only for positive reviews is unethical!