Testimonials are a vital form of social proof that every small business should incorporate into its website.
While reviews on third-party sites (like Google, Facebook, or Yelp) are also very important, using testimonials directly on your site can boost web visitors' confidence and conversion rate. In fact, according to a study by Search Engine Watch, 72% of consumers will take action only after reading a positive review.
Testimonials share human stories that build a connection with readers. When crafted correctly, testimonials are more than just praise. They are an opportunity to show how your product or service solved a problem and helped a customer achieve a transformation.
I can’t tell you how often I get on an inquiry call with a potential client, and the first thing they tell me is how they read a testimonial on my website or social media, and it sounded so much like them and what they need.
This trend is no accident.
When you highlight testimonials from your dream clients, their words naturally attract more dream clients.
Whether you have a long-established site or are planning a website overhaul, it's time to review how you are using testimonials and ensure that you are making the most of them!
Begin by establishing a process.
Ideally, you should refresh your testimonials regularly, at least once yearly. Doing so helps to ensure that they are current and in support of your current goals and core services or products.
Instead of scrambling, make testimonial gathering a part of your regular offboarding or post-project workflow. Even the happiest customers and clients are unlikely to offer a testimonial if you don't make it a point to ask. Find a way to make it easy for them, either with a brief form they can complete or by asking them questions and then offering to craft a testimonial for them to edit and approve.
As a small business copywriter, I am usually helping clients solicit and use written testimonials, but weaving some video testimonials into your site can be very compelling to a potential customer. Consider creating simple guidelines for clients to record a brief video on their phone or using paid video testimonial gathering software.
Always get written permission from your client to use their words on your website and in your marketing materials. Your business attorney can help you craft a simple testimonial release form that you can use to confirm the contributor’s signoff.
Ask the right people the right questions.
The testimonials you use should come from people who match the profile of your ideal clients. Remember, you want your website readers to see themselves in these stories so that they feel confident about choosing you.
Ensure that the testimonials you solicit highlight specific points you want potential clients to know. Instead of just hearing that working with you was "fantastic," you want people to clearly understand the value you offer.
Craft a list of brief, easy-to-understand questions that encourage your client to speak about their problems before working with you, what they valued about the service you provided, and what they can do now, thanks to your help.
Here are some types of questions to consider.
1. Questions About Life Before They Worked With You
Ask customers to describe their situation before using your product or service. What was going on in their life, and what were they struggling with?
2. Questions About the Experience
It’s helpful to hear what surprised them most or what they valued most about their experience with your business.
3. Questions About How They Chose You
Ask customers why they chose to work with you over another provider.
4. Questions About the Transformation
Prompt your clients to paint a picture of what they can do now and the results they've experienced after working with you.
Incorporate your testimonials with purpose.
Having a standalone testimonials page on your site is fine- and often beneficial. However, it's even better to weave testimonials throughout your site. Doing so makes it impossible for web visitors to miss them. It also helps you use your testimonials to achieve specific goals throughout the site.
Testimonials on your homepage are a must. They offer immediate reassurance, particularly when you use real names and titles and pair the words with a smiling image of the testimonial giver. The more engaging and authentic your testimonials, the better the chance a reader will engage with them. And according to Big Commerce, readers are 58% more likely to convert when they interact with a review.
Service pages are also smart places to incorporate testimonials. They can highlight key benefits of your process, ease potential concerns that clients may have, and demonstrate the tangible results people have achieved with your help.
If you have case studies or a portfolio, testimonials accompanying each highlighted project can offer a fuller picture of the transformation you helped a client achieve.
In most cases, a compelling three-sentence testimonial will make a more significant impact than a shorter or longer quote. Be sure to place your testimonial near a call-to-action button so an enthusiastic reader can easily take action toward working with you.
So, what are you waiting for? It's time to create a plan to request testimonials from your ideal clients and incorporate them into your site!
And if you want more guidance on how to use your words to build a powerful brand, remember to subscribe to my email list so that you don't miss a thing.