# Testimonials, Licenses, Before-and-After Photos and Honest Claims

Testimonials, Licenses, Before-and-After Photos and Honest Claims: plain answers to 6 common small business owner questions, with official sources checked October 2026 and links to deeper guides.

Source page: https://cheapcheapwebsites.com/small-business-guides/run/testimonials-licenses-and-honest-claims/
Updated: October 6, 2026

Get written permission for testimonials and photos. Show licenses exactly as issued. Use real before-and-after photos without misleading edits. State guarantees precisely, and use only badges and claims you can back up. Accuracy builds trust. Rules vary by state and city, so confirm requirements with the official agency.

## How do I get permission for testimonials?

Ask in writing, show the customer the exact text and photo, and note how they want to be named. Store the permission with the date and the approved text.

## How do I show licenses accurately?

Show your license type and number exactly as issued and keep it current; link to the official lookup if available. Update the website if the license changes, lapses or is renewed under a new number.

## How do I present before-and-after photos?

Use real photos of your own work, taken from the same angle, without misleading edits, with customer permission. Note any differences in lighting or conditions so the comparison is honest.

## What makes a customer trust my website?

Real photos, clear contact information, accurate licenses, honest reviews, clear prices or quote process and quick responses. Respond to inquiries quickly and keep information current; outdated details erode trust.

## How do I explain guarantees accurately?

State exactly what the guarantee covers, limits, duration and how to claim it. Make sure staff explain the guarantee the same way the website does.

## How do I avoid misleading badges or claims?

Only show badges and awards you actually earned, with current dates, and avoid vague superlatives you cannot back up. If a badge expires or a membership lapses, remove it promptly.

## Worked example

A roofing contractor wants to show trust on the website. He lists his license type and number exactly as issued, with a link to the state lookup. He asks three customers in writing for permission to use their reviews and photos, shows them the exact text, and notes how they want to be named. Before-and-after photos are taken from the same angle with no edits beyond cropping. He removes a "best in the state" badge he cannot support and replaces it with a clear warranty description stating what is covered, for how long and how to make a claim.

## Common questions

### How do I get permission for testimonials?

Ask in writing, show the customer the exact text and photo, and note how they want to be named.

### How do I show licenses accurately?

Show your license type and number exactly as issued and keep it current; link to the official lookup if available.

### How do I present before-and-after photos?

Use real photos of your own work, taken from the same angle, without misleading edits, with customer permission.

## Sources

- FTC: Endorsements, influencers and reviews: https://www.ftc.gov/business-guidance/advertising-marketing/endorsements-influencers-reviews
- FTC: Advertising and marketing guidance: https://www.ftc.gov/business-guidance/advertising-marketing

Websites from $399 with domain included: https://cheapcheapwebsites.com/products