Customer testimonials can be one of the most powerful marketing tools a business can have. Testimonials use the influence of social proof, where customers look to their peers to validate the credibility of a business. By integrating different types of testimonials into your online presence, you can increase conversion rates and customer engagement.
Not only do they streamline word of mouth referrals, but they can reinforce the claims you make because they directly relate back to personal experiences.
In short, testimonials are priceless and asking for them should be part of your internal processes.
Testimonial Format Options
Using quotes directly from your customers is a highly effective format option. These demonstrate support for your brand by explaining how you have earned the trust of previous customers through their experience.
The nature of this format makes it easy to use in a number of ways which we cover below, including repurposing to leverage maximum reach.
How To Ask For Your Testimonials
Now that you know all about what types of testimonials you can use, all you need to know is how to get them! Luckily for you, getting testimonials is a relatively simple process, it comes down to listening and asking.
NOTE: You must have permission to share a testimonial.
We suggest copying or linking to all reviews in a folder or document so you can use them again, add to them in the future, use them to create case studies or white papers and making them look good in Canva!
Here’s just a couple of ways to get testimonials:
- Save quotes and feedback received in emails.
- Listen for positive comments made online.
- Ask for them directly in a customer satisfaction survey.
- As part of your after-sales, ask for a Google review.
- Approach a happy client about doing an interview or case study.
- Ask for a testimonial as part of your exit process with clients.
Creating Your Testimonials
The following covers best practice tips to get the most from your client testimonials:
For more testimonials, the shorter the better though the length does vary depending on where your prospect is at in their buyer journey.
Cold prospects will see short and sweet social media posts and may read a couple on your website.
As they seriously consider your product or service then more lengthy case studies and video content helps them in their decision-making process.
Where To Use Your Testimonials
You might think a testimonial page is your best option. It’s a common practice and you can make these pages very compelling with a refined design layout, you can check out our testimonial page here.
However, it pays to exercise caution with testimonial pages as placing everything together may not have the desired outcomes you’re after. It’s common for customers to rarely visit testimonial pages as they may feel they are getting more of a sales pitch than information about your business.
If marketing tactics on a testimonial page are too overt, this can be off-putting and take your testimonials out of context so you don’t make the most out of them. With a clean design and a careful strategy, you can optimise a page to give your customers an easy place to validate the credibility of your business and find links to long-form testimonials, but don’t underestimate the importance of optimising your testimonials in other parts of your website.
Other Ways To Use Testimonials On Your Website
There are different ways you can utilise your testimonials. Try putting them where they are most relevant. If a testimonial mentions a specific project, product or service, add it to the page with all of the other information your customer will need to learn about it.
If you have a glowing review you’re proud of or a testimonial from a notable figure in your industry, put these on your most popular pages. Use analytics tools to see what sections of your website draw the most traffic, including your ‘Home’ and ‘About’ pages, and place your best testimonials here so that as many people as possible see them. Another way you can utilise analytics is by putting testimonials with keywords on pages optimised for those respective words and phrases.
Share Testimonials On Social Media
- Share short quotes in branded image posts.
- Share video testimonials natively on social media.
- Summarise or quote long form testimonials on social media, linking to the full testimonial on your site.
- Remember to ask for social media reviews. LinkedIn recommendations work very well for B2B whereas B2C customers are better served with Facebook reviews.
Your Marketing Assets Need Social Proofing Too
Include your testimonials and reviews in:
- Proposals and Quotes
- Landing Pages
- Email Sequences
- Site Popups
- Ad campaigns
Remember too, people have a very triggering fear of missing out. So if they see that you achieved xyz for John (particularly if he’s in the same industry), they’ll want those same results.
Testimonials are, without a doubt, a powerful asset you can use to connect with customers. For small businesses, they are a helpful resource in adding a layer of credibility that new customers will see when they find you, and should not be overlooked.