So, you’ve delivered the goods.
Your client is happy, the project’s wrapped, and you’re feeling pretty good about it. Nice job!
But before you move on to the next thing, there’s one more important step you should take: the post-purchase client interview.
1) What is a Post-Purchase Client Interview?
A post-purchase client interview (or client interview) is a conversation you have (in-person or online) with a client after they’ve bought your product or service and completed your process.
The goal is to gather feedback on...
- what drew them to you
- what they loved about working with you
- how the experience could be improved
This insight helps you refine your services, improve client relationships, and shape messaging that attracts more clients like them.
2) Why you should conduct Client Interviews
Client interviews give you:
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A clear reason WHY they chose you: When you know why they chose you and what they SPECIFICALLY loved, you can use that insight directly in your messaging.
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Words you can use directly on your website: When you sound like the clients you loved working with, you'll attract even more like them.
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Testimonials that sell for you: The right kind of testimonial can capture scrollers, evoke curiosity, and do the selling for you.
- Stronger relationships: Following up shows you care—plus, you’ll be top of mind for future work.
Guessing what your clients want can only get you so far.
If you really want to refine your process, get more glowing testimonials, and create something people can’t stop raving about, you’ve got to ask.
3) What to ask during your Client Interviews
Once you've identified a few clients you loved working with, reach out to them to request a 20-30 minute interview.
Ideally, you want to record the interview (video and transcript) so you can refer back to it when crafting your messaging.
As for questions, skip the fluff.
You want to know what made them choose you, how they felt about the process, and whether the result was everything they hoped for.
Here's where you can start:
- How did you come into contact with our brand?
- What made you decide to work with us?
- What were you hoping to achieve before you hired us?
- What did you love about working with us?
- Was there anything that surprised you (in a good or not-so-good way)?
- How did we help you solve your problem or reach your goal?
- What did you walk away with after working with us?
- Do you have any tangible results to share? (Example, increased followers/subscribers, more $$, better website, etc etc)
And don't forget to turn the client interviews into testimonials!
If a client says something great about their experience, ask if you can use it.
This will add credibility to your marketing and show potential clients that you deliver the real deal.
4) Why Client Interviews are a no-brainer
Client interviews aren’t just about gathering feedback.
They’re about using that feedback to improve your messaging, build stronger relationships, and create a more refined experience for your clients.
When you truly understand what your clients love and why they chose you, you can craft messaging that resonates deeply with your audience.
By speaking their language, you instantly position yourself ahead of others, making it clear that you understand their needs better than anyone else.
5) Want specific examples of how to use Client Interview findings on your Website?
I'm currently working on Issue #4 of my Hidden Gems copywriting guides, which includes this exact topic.
I'll show you how to uncover valuable insights from both testimonials and client interviews and take those insights to craft messaging that speaks directly to your audience...with TONS of easy-to-replicate examples.
I will update this page when it launches.
See you then!
Cin