How to do testimonials the right way
Testimonials are proof your business does what you say it does.
And they can be the tipping point for conversions… or the reason potential customers pull back.
Michal Eisik shows how to not muck them up…
1) Who.
A testimonial by “so-and-so” from “such-and-such” company isn’t going to inspire much confidence. How do potential customers know if they’re even real?
A full name, full title, and trust-building headshot from people who reflect your ideal client is what will do the convincing.
2) Content.
Vague statements that don’t tell much of a story mean very little. “I was super impressed with Sarah’s work” doesn’t give anything.
Instead, conduct short interviews with your clients to harvest specific and meaningful outcomes more conversationally.
3) Placement.
Lots of websites have a dedicated page for testimonials and reviews. While that’s not necessarily wrong, placing them within the right context gives them more punch.
On your product or service pages, make a claim, then back it up with a testimonial. This is how you build compelling social proof.
4) Format.
Chances are, your website visitors aren’t going to sit and read dense, meaty paragraphs in your testimonials.
Instead, pull out important quotes and use bolded lines to improve readability. You might also consider using a range of formats such as videos, case studies, and screenshots.
It’s as simple as that. Once you know what makes a testimonial weak, you can start to collect ones that are strong and flex your brand the right way.
Testimonials are proof your business does what you say it does.
And they can be the tipping point for conversions… or the reason potential customers pull back.
Michal Eisik shows how to not muck them up…
1) Who.
A testimonial by “so-and-so” from “such-and-such” company isn’t going to inspire much confidence. How do potential customers know if they’re even real?
A full name, full title, and trust-building headshot from people who reflect your ideal client is what will do the convincing.
2) Content.
Vague statements that don’t tell much of a story mean very little. “I was super impressed with Sarah’s work” doesn’t give anything.
Instead, conduct short interviews with your clients to harvest specific and meaningful outcomes more conversationally.
3) Placement.
Lots of websites have a dedicated page for testimonials and reviews. While that’s not necessarily wrong, placing them within the right context gives them more punch.
On your product or service pages, make a claim, then back it up with a testimonial. This is how you build compelling social proof.
4) Format.
Chances are, your website visitors aren’t going to sit and read dense, meaty paragraphs in your testimonials.
Instead, pull out important quotes and use bolded lines to improve readability. You might also consider using a range of formats such as videos, case studies, and screenshots.
It’s as simple as that. Once you know what makes a testimonial weak, you can start to collect ones that are strong and flex your brand the right way.