Trust building is a very important component to a strong customer base, and word of mouth advertising has proven to be effective for years. For any small business, eCommerce business or global corporation, testimonials can have a strong impact on their business. More importantly, with the help of the Internet and various rating websites like Yelp, there are countless chances for people to publically praise or shame a business with just the click of a button.
Take it from us, testimonials are vital to not only building trust but they also give you valuable insight into your performance. Let us explain.
Why Testimonials Work
As stated, testimonials build trust on a number of levels. It’s a known fact that consumers naturally rely on testimonials for social proof, legitimacy and overall experience when it comes to a business’s products or services.
Secondly, testimonials are a great resource for businesses to improve their practices. They tell you about the quality of work and how the staff is performing.
Thirdly (a little off topic from website testimonials), testimonials improve a website’s SEO. Reviews from credible, off-site sites like Google and Yelp can actually help your organic SEO. So, even if these reviews are not on your website currently, the ones that exist now are actually helping you out SEO-wise.
Lastly, they cut out the sales pitch. Basically, a website has become a digital version of a sales pitch, and testimonials support that pitch with a customer’s own words. They explain how a business made an impact on their lives, and it’s these real stories that connect best with the reader.
What Testimonials on a Website Look Like
If you’re looking to add testimonials to your website, they can come in many forms far beyond written words. Recently, video testimonials have become very popular and offer a more visual impact. If you offer some sort of restoration service, add some before and after photos accompanied by the customer’s story.
No matter which way you choose to go, make sure each testimonial is true and in the customer’s own words, not yours! Also, never use a testimonial without getting your client’s permission first – you could lose a loyal customer just like that.
Where Should Testimonials Live
As far as where these would live on your website, it’s ideal to dedicate a page for your testimonials where all of them are visible, but it doesn’t end there. There are plenty of WordPress plugins out there to make these testimonials visible on more than one page.
When deciding where to place them, think about your webpages that drive important conversions, or where your audience is making decisions about your business. Also, take into consideration which testimonials address your audience’s questions or concerns and use that in your favor to guide them down the sales funnel.
Remember, you don’t have to restrict your testimonial viability to your website; share them on social and try to incorporate them into blogs, white papers, presentations, print materials, videos and any other marketing materials. Testimonials are extremely effective, so take advantage of them whenever possible!
Adding testimonials to your website and marketing materials will not only squash any skepticism with your audience, but they also act as a credible, honest endorsements for your business. Harness the power of testimonials and see the results firsthand!
To learn more about adding testimonials to your website, contact GreenMellen Media today!
Do you have a story about adding testimonials to your website or marketing materials? What were your results? Please share your story in the comments below!