The customer is a well-known hotel chain and has about five major properties with individual websites. All needed optimizing and we did it.

The customer was happy. Our follow-up procedure included asking all customers for feedback, particularly testimonials.

No, he would not give us a testimonial because he didn’t want his competitors to know that he had used an SEO service! Fortunately, he was happy to give a referral over the phone provided that it wasn't a hotel chain operating in his locations!

The moral?

• There is no moral as such – many businesses don’t want to advertise their secret weapons.
• Some customers will agree to be interviewed for a success story in your newsletter - this is less challenging to them than writing a testimonial.