You know that awkward moment after you finish a project, when you need to ask for a testimonial but it feels like you’re begging? You draft an email, wait a week, forget, then send a follow-up that gets ignored. It’s a time-sucking cycle that steals your focus from actual creative work. Let’s fix that for good.
Why Manual Feedback Collection is a Time Sink
To automate client feedback, set up a free workflow using Tally (forms) and Make (automation). Trigger a feedback request email 7 days after project completion, collect responses in a Google Sheet, and auto-post positive testimonials to your website. This system saves 3+ hours monthly.
Think about it: how many hours last month did you spend chasing clients for a few kind words? According to a QuickBooks survey, small business owners spend nearly 15 hours a week on administrative tasks like this. That’s time you could spend on your next paid project. Manual feedback collection isn’t just slow—it’s inconsistent and easy to forget. Automating it turns a sporadic, awkward chore into a smooth, professional system that runs while you sleep.
- Track how much time you spend on feedback requests this week.
- Decide on your single “trigger” moment (e.g., project marked complete in your spreadsheet).
- Bookmark the free tools we’ll use: Tally and Make.
The $0 Feedback Automation Stack
You don’t need a fancy budget. This entire system runs on free tiers. We’re swapping out expensive tools like Typeform and Zapier for their powerful, free counterparts. Here’s the lineup:
- Tally: Creates beautiful, embeddable forms. The free plan is incredibly generous.
- Make (formerly Integromat): The automation brain that connects everything. Its free plan gives you 1,000 operations per month—plenty for this.
- Google Sheets: Your simple, free database to track projects and store responses.
- Gmail or Outlook: Your existing email, which Make can send from automatically.
Why these? They’re reliable, have clear documentation, and their free limits are perfect for a solo creator’s volume. You could build this today without spending a cent.
- Create free accounts for Tally and Make if you don’t have them.
- Open a fresh Google Sheet to serve as your project tracker.
- Have your primary email account (Gmail/Outlook) login handy.
Steps
- Build Your Feedback Form in Tally
- Connect Your Tools in Make
- Auto-Publish Positive Testimonials
Step 1: Build Your Feedback Form in Tally
Head to Tally and start a new form. Keep it short—three to five questions max. You want it to feel effortless for your client. Here’s a proven structure:
- Net Promoter Score (NPS): “On a scale of 0-10, how likely are you to recommend my services?” (Use a scale question).
- Short Testimonial: “What was the best part about working together?” (Long text answer).
- Permission to Share: “Can we share your feedback on our website?” (Yes/No buttons).
You can use this pre-made Tally form template as a starting point and just tweak the branding. Once published, copy the form’s unique link—you’ll need it for the next step.
Step 2: Connect Your Tools in Make
This is where the magic happens. In Make, you’ll create a new “scenario.” Think of it as a digital flowchart. Here’s how the steps connect:
- Trigger: Watch for a new row in your Google Sheet (e.g., when you mark a project “Completed” and add the client’s email).
- Delay: Pause the workflow for 7 days. This gives the client breathing room.
- Action 1: Send a personalized email via Gmail/Outlook with your Tally form link.
- Action 2: Watch for a new response to come into your Tally form.
- Action 3: Add that response data back into a new tab in your Google Sheet.
Make has pre-built modules for all these apps. You just click, search for the app (like “Google Sheets”), and tell it what to do (like “Watch rows”). It guides you through connecting your accounts. The first time feels technical, but you’re just following a recipe.
Step 3: Auto-Publish Positive Testimonials
Want to go a step further? You can automatically send glowing reviews to your website. Set up a second, simple Make scenario:
- Trigger: Watch for new rows in your feedback Google Sheet.
- Filter: Only continue if the NPS rating is 9 or 10 (or “Yes” to sharing).
- Action: Add the testimonial text as a draft to a specific page. For example, if you use Carrd for your portfolio, Make can add it to a “Testimonials” collection. Or, it can create a draft in a Google Doc you review later.
This turns feedback collection into social proof generation, all without you lifting a finger after the initial setup.
Real-World Example: How a Freelancer Saves 4 Hours Monthly
Take Maria, a solo web designer. Before automation, she’d send manual emails a few weeks after project wrap-up. Her response rate was spotty, maybe 30%. She’d forget to follow up, and great testimonials slipped through the cracks.
After setting up this Tally & Make system, everything changed. Now, when she marks a project complete in her sheet, the clock starts. Seven days later, the client gets a clean, automated email. Her response rate jumped to over 60%. Positive testimonials auto-populate a draft page on her Carrd site. She estimates it saves her at least four hours a month—time she now spends on client discovery calls. The system works while she’s offline, making her business look consistently professional.
- Calculate your own potential time save (e.g., 10 mins per manual request x 4 clients a month).
- Implement the core Steps 1 & 2 this weekend.
- Review the automated testimonials draft folder once a week for quick copy-paste.
Common Pitfalls and How to Avoid Them
Even the best automation can stumble if the human touch is missing. Here are the big ones and how to sidestep them:
- Asking Too Soon (or Too Late): The 7-day delay is a sweet spot. It shows you respect the project closure but the work is still fresh. Adjust based on your service—a long-term contract might need 14 days.
- Asking the Wrong Questions: Avoid yes/no questions. Ask “what” and “how” questions that prompt detailed, usable praise. “What was the outcome you valued most?” is better than “Were you happy?”
- Ignoring Negative Feedback: Automation isn’t a set-and-forget shield. Check your feedback sheet regularly. A “negative” response is a goldmine for improvement. Have a separate, manual process to personally follow up on low scores and turn detractors into promoters.
Your feedback system should feel like a conversation, not a survey. Automation handles the timing and logistics, but your genuine care drives the quality of the responses.
- Set a calendar reminder to check your feedback sheet every Friday.
- Draft a personal follow-up template for clients who give constructive criticism.
- A/B test your form questions on your next two clients to see which gets better responses.
FAQs
What’s the best time to ask a client for feedback?
About 7 days after project completion or delivery. This gives them time to experience the results but keeps the experience fresh in their mind. For ongoing services, trigger the request after a major milestone or quarterly review.
Can I use this automation if I don’t use Google Sheets?
Absolutely. Make connects with hundreds of apps. You could trigger the workflow from a task in Trello, a deal stage in HubSpot CRM (free tier), or even a calendar event. The principle is the same: a “project complete” signal starts the sequence.
Is it okay to automate something as personal as feedback?
Yes, if done thoughtfully. The automation handles the “when” and the “how,” but your initial work and relationship build the “why.” The email can be warm and personalized, and you’re still the one doing the great work they’re reviewing. It’s professional, not impersonal.
What do I do with negative or constructive feedback from this system?
First, thank them. This is invaluable data. Then, move the conversation out of the automated system. Send a personal email acknowledging their points. Ask clarifying questions if needed. Use it to refine your service. Handling criticism well can often turn a dissatisfied client into a loyal one.