We all like to be told we’ve done a good job. We all like to read the reviews when we are deciding whether to buy something. In fact we are all heavily influenced by what other people think and so leveraging testimonials for your business is a no-brainer.
This episode looks at the difference options you have for testimonials as well as the best areas to place them on your website for maximum effect.
Social proof is as strong as it has always been and there appears that there’s going to be no change anytime soon so your website should definitely be capitalising on this in order to improve your chances for success.
INTRO: This is the Help! My Website Sucks podcast – your bitesize guide to web design. I’m Amy Gumbrell, a freelance WordPress web designer and when I’m not building udderly functional and beautiful websites, I love talking about them. In fact I’m on a mission to make websites next level easy and to make sure that your website doesn’t suck.
And so to testimonials we go! In this episode we are looking at the power of the people’s words and how they can enhance your website and take it up a few more levels. When you think of testimonials what comes to mind? Someone swearing in court to tell the truth and nothing but the truth perhaps? Well, you would be definitely on the right lines. A business testimonial is a review written by your client to say how wonderful you and your work is and how you have helped their business. I like to think of them as little gems twinkling away on your website catching the eye of potential customers. And who doesn’t like a sparkly website? In all seriousness they really are a proven way to drive business to your company so let’s get stuck in to the what, the where and the why.
So we know what a testimonial is but how will you know if it’s going to work for you. Many people enjoy writing reviews but often need a bit of support to get started. You could give your client a template or some bullet points to consider when writing it. Ask them to keep it short, direct and specific. It needs to be conversational – anything too formal and you run the risk of it not sounding as authentic.
Fact of the day alert – Did you now there is more than one type of testimonial? The one we are most used to seeing is the quote testimonial. These are positive statements that usually include the name, company and role. Using your customer to advocate for your brand is a lovely way of marketing your business.
As well as the quote testimonial we have video. Video is one of the most popular ways to consume content so if you can get your client on video talking about you and your brand, you are definitely onto a winner. A video testimonial is going to grab the attention of visitors to your website and keep them on there for longer. They are fantastic for creating an emotional connection with your brand and improves their overall experience with your business. I don’t see this used enough on my clients websites even though they completely understand why I’m suggesting them. It’s tough to ask a client for a testimonial let alone one where you are asking them to record themselves! But you should do it and let me know how it went.
Another type of testimonial is user generated content. We’re talking 3rd party review sites like YELP or Trustpilot (others are available) , posting reviews to their own social media channels and linking back to you and your service or product. You haven’t had to do the work to create the testimonial so it kinda feels like a bit of a no brainer to leverage those kind words and make them work for you. People trust recommendations from others even if they don’t know them in much the same way they’d ask their friends, family, or professional network for an opinion.
A final type of testimonial that you will find extremely useful for your website is the case study/ the success story. This offers a much more in-depth look into why customers buy from you by focussing on a single client’s journey. Case studies focus on providing an overview of the client and what they were looking for and what challenges they faced in their business. They then discuss how your company’s products or services benefitted that particular client and the positive impact it has brought your client. I love using case studies on customer websites – such rich persuasive content is a gift for you and your business so if you can get a customer to work with you on a case study, it will help to attract new clients and drive revenue. Ch-ching.
Having any type of testimonial on your website is great but we do need to put them somewhere on your website that’s going to offer maximum effect.
Let’s start with the most obvious place – your homepage. This is going to be the page on most websites that is viewed the most. Therefore it makes sense to place your testimonials here. Of course let’s be clear I’m not suggesting your overstuff the page with glowing reviews. that my friend is just going to look ridiculous. However, placed effectively, the positivity may just prompt visitors to read more. You could add a section for a testimonial close to the top of the homepage and then another further down the page to balance it out. You could create a slider and insert it in midway down the homepage with short, snappy testimonials embedded into the background images.
The next obvious place is the testimonial page. That’s right a whole page dedicated to singing your praises. You have to be clever about how you plan your layout with this one – I often find that less is more and breaking it down with logos and headshots of the person giving the testimonials is the clearest way for visitors to access the page. You don’t want to overload them with information else it may be an instant bye-bye.
The final couple of places are a little more subtle but they still pack a punch in how effective they can be. Try sprinkling your testimonials throughout your website connecting testimonial content to your website content. For example – on your services page, why not have someone describing your overall services package and how brilliant it was. On one of your specific service pages, use a testimonial that relates to that specific service. Another way to do it is by adding in testimonials close to your call to actions on each page – this is the answer to why they should do what the call to action button is asking. i.e. that previous customer had a great experience so you could too if you hit the button!
Testimonials are powerful pieces of content that truly add impact and value and should be included when building your business website. The types of testimonials you decide to use and where you place them on your website is entirely up to you but bear in mind less is always more so take your time with the planning and you will reap the rewards.
OUTRO: If you’re hearing this message, you’ve reached the end of another Help! My Website Sucks podcast episode. Thank you so much for listening – I really appreciate it. If you need help with your website, get in touch at twocowsweb.co.uk and until next time bye bye for now!