Business Websites

5 Effective Ways to Use Testimonials on Your Website

By | 05.30.14

5 Effective Ways to Use Testimonials on Your Website

Add a healthy dose of credibility to your business website by sprinkling testimonials from your best customers around the pages. Testimonials are short statements praising your business, ideally with the customer’s name, town or company, and image attached.

Quick Sprout Testimonial
Testimonial from Quick Sprout’s site

Unlike good reviews, which are happy windfalls, you work with your clients to intentionally create these statements to reinforce the business objectives of your website. Client testimonials show website visitors from your target audiences that you serve people like them, get their problems, and have proven solutions.

Here are some effective ways to use testimonials on your site.

Build a customer testimonials page

If you only do one thing, line up your testimonials on a single page and add a “testimonials” tab to your site navigation. A simple design is fine. Here’s a nice example from stationery shop Paper & Poste, with each testimonial paired with an image of the clients’ wedding invitation.

Add testimonials at decision points around the site

A marketing experiment found that adding a few testimonial quotes to a page increased signups of a web form by one-third. Position endorsements of a specific product or service on a related page and see if your results pop. Another catchy use (pictured above) from the Quick Sprout site: a testimonial that looks like an ad.

Make a testimonial the focus of your home page

If you have a willing client, and a good photographer, consider blowing out a testimonial and making it the main welcoming image of your site.  You can see that on the home page for Infusionsoft. It’s a great message about your commitment to customers (and theirs to you). Also, it’s what Google did for its Analytics product home page – and they must know something.

Infusionsoft Home Page Testimonial

Post a video testimonial

Seeing a customer on-screen makes his or her statement even more credible. You can hire a videographer for a more professional look (like this attorney video testimonial page) but customers who shoot their own video testimonials on a webcam or with a smart-phone make it look even more authentic. Speaking of authenticity, we don’t recommend hiring a five-buck video endorser or a Muppet lookalike.

When a testimonial grows up it becomes a case study or client success story

Interview a client and create a page on your site about how your company solved a problem. Writing a case study is easier than it might sound: three sections with a little text for each, “Problem”, “Solution”, “Results”. Here’s a simple example from KISSmetrics.

Testimonial image from Quick Sprout

(Visited 492 times, 1 visits today)
Share on: Share to Facebook Share to Twitter Share to LinkedIn
Comments

Like what you see?
Get more free content.

Next Up In Business Websites

Customer Experience Excellence: 5 Thryv Users Who Are Doing It Right

Business Websites

Customer Experience Excellence: 5 Thryv Users Who Are Doing It Right

Thriving as a small business is no easy feat; however, Thryv’s award-winning software makes it a breeze. With a...

Read More

Thryv’s New Business Scan Scores Your Customers’ Online Experience

Back Office

Thryv’s New Business Scan Scores Your Customers’ Online Experience

What do customers and prospects think about their online experience with your business? We’ve developed a free do-it-yourself business...

Read More

Are You Turning Off Your Customers? Here Are 6 Ways to Win Them Back

Business Websites

Are You Turning Off Your Customers? Here Are 6 Ways to Win Them Back

We live in a consumer-driven marketplace and, as we know, that means evolving expectations. After 20 years in the...

Read More