Ep. 07 How To Use Client Feedback To Improve Your Online Business

Mar 25

When I did a brand refresh for Specht & Co. back in 2022, I spent several days sifting through over 300 pages of client feedback from previous years. The insights I gained from this process were a major catalyst for the business growth I experienced the following year.

Why? Because I used that feedback to refine my packages, enhance my offerings, and most importantly, improve the way I communicated about my services.

In this post, we're diving into:

How to ask clients for meaningful feedback
What to do with both positive and constructive feedback
How to incorporate client feedback into your brand and marketing strategy

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Testimonial vs. Actual Feedback

I always ask my clients — on discovery calls and especially during brand strategy intensives — "Do you collect feedback from your clients?" Almost everyone says yes, but what they really mean is that they collect testimonials. And if there's one thing you take away from this episode, it’s this: a testimonial is not feedback.

Both testimonials and feedback serve your business, but in different ways.

Testimonials highlight positive client experiences and serve as social proof. They’re great for marketing but don’t necessarily provide actionable insights.
Feedback helps you improve your services, processes, and client experience. It tells you not just what worked, but also what didn’t.

Handling Positive Feedback

Positive feedback is valuable in multiple ways:

Refine Your Messaging – Look for recurring themes in client feedback and integrate their words into your marketing copy. For example, nearly every client told me, "I feel so much more confident after working with Specht & Co." So, I made that part of my brand tagline: "Build your confidence and book more clients."
Highlight Strengths – If clients love a specific part of your process, lean into it. I discovered that my clients appreciated weekly updates on their projects. Now, I highlight that in sales calls to differentiate my services.
Curate Testimonials – Use positive feedback to identify clients who can provide in-depth testimonials, case studies, or video reviews.

Handling Constructive Feedback

First things first—don’t panic! As a self-proclaimed people pleaser, I get how tough it can be to receive negative feedback. But instead of taking it personally, see it as an opportunity to improve.

Identify Patterns – If one person has a concern, it might be a one-off situation. But if multiple clients give similar feedback, it’s a sign you need to make a change. For example, when I noticed a pattern of clients feeling "in the dark" about project timelines, I introduced weekly status updates. This simple tweak dramatically improved my client experience.
Assess Validity – Not all feedback requires action. Ask yourself: Is this the kind of client I want more of? If their expectations don’t align with your business model, it's okay to acknowledge the feedback and move on.
Crafting a Response – You don’t always need to reply, but if you do, take your time. Write your response, let it sit for a day, and revisit it with a clear head. Acknowledge their feedback, thank them, and outline any steps you’ll take.

Staying Objective & Not Taking Feedback Personally

If you’re a people pleaser like me, detaching emotions from feedback can be challenging. Here’s how I manage it:

Remember: It's About the Business, Not You – Feedback reflects the client’s experience, not your worth as a person.
Weigh the Data – One negative comment shouldn't overshadow dozens of positive ones.
Shift Your Mindset – View feedback as a chance to improve, not as criticism.
Set Boundaries – Some clients are just difficult. If their feedback isn’t constructive, it’s okay to disregard it.

How to Ask for Feedback

First and foremost, you want to make it as easy as possible for clients to respond by using structured forms and (Google Forms, Typeform, Dubsado, etc.). Additionally, timing is key. I like to ask for feedback immediately post-project for the freshest insights, and then again about 6 months later to gauge long-term impact.

And finally, the questions you ask matter a ton. Avoid asking super open ended questions like “what was your feedback from working toghether” and instead try to get more specific. Below is a list of questions I like to use, and you can click here to steal my exact client feedback questions if you’d like!

Example Client Feedback Questions Questions:

"Do you feel your project was completed successfully?"
"Were you happy with the timeframe?"
"Did you feel supported throughout the process?"
"What was the biggest transformation you experienced?"
"What would have made your experience even better?"

These questions generate both quantitative data (easy checkboxes) and qualitative insights (longer form responses).

💥 BONUS: Steal My Client Feedback Questions

Are You Using Client Feedback Effectively In Your Business?

Feedback is one of the most powerful tools you have for refining your brand and business. Collect it thoughtfully, analyze it objectively, and use it strategically to enhance both your client experience and your marketing.

Let me know—how do you collect feedback in your business? DM me on Instagram @spechtand.co, and let’s chat!

Weekly Shoutout

This week I want to shout out my friend and VA Agency Owner, Sadie Prestridge. I hired Sadie as my VA in 2018 as my business was really starting to take off, and since then we have both grown our businesses and our familes, and supported each other through it all. There is absolutely no way I could do all of the things I do for Specht & Co. without Sadie and her team, so if you’re looking for executive VA and systems support, I highly recommend reaching out to Prestridge & Co.