Want to know how and where to effectively use all the great testimonials you’ve received in your business?
Just displaying them on your website home page or in a brochure isn’t enough. In this post, I’ll be showing you how to display your testimonials effectively and ideas for where to use them. If you missed part one in this series, click here! I shared my process for collecting effectively collecting testimonials.
I would argue that testimonials are one of the most POWERFUL marketing tools when done correctly.
Why? Let me lay it out for ya …
- Because you are giving a potential client the coveted gift of going second. When a potential client reads a positive review from a past client, it establishes trust, even though they don’t know the person.
- It prevents you from straight up bragging on yourself. No one likes bragging (or a bragger), am I right?! With vibrant testimonials, you get to let your clients do all the talking for you.
So let’s dive in!
Where should I be using my testimonials on my website?
On your main website pages:
Scattered allllllll throughout! It isn’t overkill to have testimonials on every page (or almost every page) of your website. Remember, the user likely isn’t looking at every page, and if you’re choosing different ways to display the testimonials and using different ones then each spot will be a new experience. I recommend not having a page exclusively dedicated to testimonials unless they are video testimonials. Here’s why – it’s best to have the user click on the LEAST amount of pages possible when using your website. I’m all about combining information to create less pages someone has to click through. And…in most cases, people are not going to click on a page that is just about testimonials. However, they will read a testimonial they see while scrolling through your service page.
I think multiple video testimonials could call for their own page because it’s simply more information. We did a “success stories” page for my client Louise George, where I created videos and written testimonials that the user could click through.
But, the short answer: Put reviews everywhere and with variety!
On your blog:
One often overlooked place to use your testimonials is in blog posts. I write a blog for each major brand and website launch I create. This allows me to showcase a project and brag on my sweet clients! Plus, more great blog content is always a win! For each launch blog post, I include the testimonial interview with my client. This allows the reader to hear not only what I think about the project, but they get what the client thinks!
How can I creatively and effectively display the reviews on my website?
Good news! I’ve got plenty of screenshots from my website and various client’s websites to share with you.
Here are my biggest tips:
1. Do not just list tons of reviews on a web page. That is boring to look at. Use arrows to allow users to click on each review.
2. Use pull quotes! Sometimes you can get your point across with just a single pull quote, and other times you’ll want to use a pull quote AND the longer quote with it. Most people do not want to read a review that is more than a couple sentences long, so that’s why “pulling” the best part to the top is great!
3. Consider using a photo of the client or from the project. People love to see a smiling face! Using a professional photograph of your client alongside their review is a great way to add more credit to what they have said! You can also utilize photos from your project to showcase your work.
How should I cite the author?
This all depends on your business and purpose. As a B2B business owner, I typically list their first name and business name. If you are a consumer business, usually just a first name and last name initial is perfect! You could also do first name and state. Here are some example testimonial author cites:
- Elizabeth, Speak Social Agency
- Elizabeth, Business Owner
- Elizabeth M.
- Elizabeth, Tennessee
The way you cite is up to you! I always suggest asking clients for permission to use their last name, photo, etc. Head to part one in this series to read about how I ask permission to use this information.