A short guide to customer references

Word-of-mouth and customer reviews – whether they be testimonials on your website or a post on your social media business page – are one of the most powerful marketing channels available. To get you started, here are some best practices for planning and executing customer references.

A good reference should feature a project that both you and the customer are proud of. It should also reflect your work. If you are skilled at renovating and restoring old surfaces, it's a good idea to have before & after pictures. If you specialize in roof coatings, show your work in that context. In short, references should portray the type of work you are doing and want to get in the future.

Pictures are an essential part of the reference. After you have confirmed with the customer that you can use the project as a reference on your website and social media channels, take pictures of the surfaces you want to show off. Make sure to show different angles: a close-up as well as a big picture with surroundings – but make sure the surroundings look clean (no scattered tools or construction waste), the pictures don't violate the customers privacy and that you have reasonable resolution and good lighting.

The text can be short, but it should have at least two elements: basic project information and a testimonial from your customer. Project information tells what kind of job it was (building type, exterior / interior etc.), while the testimonial gives you credit for helping the customer with their problem. Asking for a comment might make you feel awkward at first, but if you provide excellent service and quality, customers will gladly recommend you and spread the word. And good reviews will in turn make it easier for new customers to trust that you'll do a great job for them as well!

• Choose a project that both you and the customer are proud of
• Confirm with the customer that you can use their project as a reference on your website and social media channels
• Take pictures. Make sure the pictures don't violate the customers privacy: no street names, house numbers, car registration plates, family photos, people in pictures without their consent, etc.
• Write a short description of what was done. Include a comment from the customer: how did you help them and what were they especially pleased with (quality of work, friendly service, cost-efficiency)?
• Show the pictures and description to your customer before publishing to make sure everything is ok

• Before you start, confirm with the customer that you can use their project as a reference on your website and social media channels
• Take 'before' pictures, a couple of pictures as you go along and 'after' pictures – this way it is easy to show the progress and the benefits of using a professional painter. 
• Make sure the pictures don't violate the customers privacy: no street names, house numbers, car registration plates, family photos, people in pictures without their consent, etc. 
• Write a short description of what was done. Include a comment from the customer: how did you help them and what were they especially pleased with (quality of work, friendly service, cost-efficiency)? 
• Show the pictures and description to your customer before publishing to make sure everything is ok