How To Use Testimonials On Your Website
No matter the industry, testimonials are invaluable. They add credibility to your brand, telling the world, “You can trust this business. I did!
And that’s powerful. Often, it’s the extra push you need to convert browsers into buyers. In fact, showing online testimonials can boost sales by 270%!
So, if they’re so important, why do we often fail to give them the spotlight they deserve? Instead of simply placing them in a carousel midway through your Homepage, there are far more creative ways to use your testimonials (and that’s what we’re here to reveal).
Your testimonials need to shine; they deserve to move from the background and take center stage on your website.
By the end of this blog, you’ll have a newfound appreciation for your testimonials and discover fresh ways to showcase them.
What are testimonials?
Testimonials are personal statements from customers about their experience with a business. Whether written or spoken, they provide an honest assessment (positive or negative) of a brand’s products or services. These reviews give potential customers a firsthand perspective, helping them decide whether or not to trust the business.
Why Are Testimonials Essential for Any Website?
How often do you choose a restaurant solely based on the reviews you read on Google? I know I do all the time…
In fact, according to a 2024 study, 72% of customers trust a business more after reading positive reviews and testimonials. We put a lot of trust in what others say, whether we know them personally or not. Positive or negative, what people say about a business greatly influences our decisions.
Testimonials on your website work the same way. They show visitors that others have trusted your business, helping to ease the anxiety that comes with buying from an unfamiliar brand for the first time.
What type of testimonials can you add to your website?
Testimonials come in various forms. From traditional quotes to success stories, there are several ways to showcase customer feedback effectively.
Quote Testimonials
An oldie but a goodie, quote testimonials remain a sure thing. People are familiar with them and trust them when deciding where to eat, shop, or even whether the latest Marvel movie is worth seeing. Simple yet powerful, they continue to influence purchasing decisions.
Video Testimonials
While a bit more challenging to obtain than written testimonials (after all, not everyone loves being on camera), video testimonials can significantly boost your credibility. That’s an understatement because video testimonials can increase website traffic by 157%! Videos add a personal touch, showing real people praising your brand. It’s proof that customers believe in you enough to go the extra mile and appear on video.
Case Studies
Case studies are perhaps the most comprehensive form of testimonials. They allow you to combine written quotes, videos, and real-world results to showcase the effectiveness of your product or service. By sharing specific outcomes, case studies help new customers envision the benefits they could experience by choosing your business.
Success Stories
Unlike case studies, success stories focus more on the personal or business transformation brought about by your product or service. They narrate a journey, demonstrating how you solved problems and made life easier, more efficient, or more profitable for your customers. This makes them relatable and emotionally impactful.
Bonus: Credibility Boosters
While not technically testimonials, credibility boosters (that’s what I like to call them) offer powerful social proof in a similar way. They build trust by showcasing external validation, enhancing your brand’s reputation, and reassuring potential customers that your business is reliable.
1. Press Reviews
These are articles or features written by media outlets. A mention in a publication can validate your brand’s quality and give you exposure.
2. Industry Awards & Recognitions
Awards from recognized industry bodies serve as a badge of honor, confirming your business’s expertise.
3. Customer Ratings & Reviews
Displaying overall customer ratings or reviews from third-party platforms like Trustpilot reassures potential customers of your business’s positive track record.
4. User-Generated Content (UGC)
Featuring customer-generated content (like photos or testimonials shared on social media) offers an authentic view of your brand in action, showing real people using your products.
5. Client Logos
Displaying logos of well-known clients demonstrates that other established entities trusted your business, building immediate credibility.
Where Should You Place Testimonials on Your Website?
Testimonials are powerful, but if they’re gathering dust, tucked away in the middle of your Homepage, they aren’t doing much for your business. To get the most out of them, you need to use your testimonials strategically.
For testimonials to work their magic, they need to be seen at the right place and time. They’re far less effective when out of context, like listing them all at the bottom of your About Page.
Instead, testimonials should reinforce key claims you make about your products or services. For instance, if you say your services “simplify your clients’ lives,” place a testimonial that proves that point before or after the claim.
5 Ways to Use Testimonials on Your Website
Now that you know the power of testimonials, let’s explore how to use them effectively. Rest assured, gathering great testimonials is the hardest part, but once you have them, it’s easy to make them shine!
1. Headline
Crafting the perfect headline can be rewarding, but it’s also a challenge. A clever way to create a killer headline without actually writing it yourself is by using a persuasive quote from a testimonial.
Take a compelling segment that hits all the right notes and use it as your headline. Just be sure to keep it 100% original and attribute it to the person who gave it. Place it strategically in your copy, and voilà, you have a strong headline and proof that your brand delivers.
2. Headline + Body
Mix up the classic headline + body + CTA structure by using a long testimonial. Pull the most persuasive part to use as the headline, then follow it up with the rest of the testimonial in the body copy. This works especially well on an About Page or a Sales Page to convince visitors to take action.
3. Carousel
Carousels are a common way to display quote testimonials, but they’re still effective. If you have many testimonials, a carousel can help you showcase them without overwhelming the page. However, don’t just place a carousel on your Homepage and call it a day. Pepper your testimonials throughout your website for variety and impact.
4. Video
Video testimonials pack a punch but can be tricky to integrate smoothly on your website. Make sure your videos blend with your design and keep them short to avoid slowing down your site. Spread them across different sections to support your copy and keep visitors engaged.
5. Straight from Google
74% of consumers feel that positive Google reviews help them trust a business more, and that’s hard to ignore. Embedding Google reviews directly on your website provides an additional layer of authenticity since people know these reviews are harder to fake. While the styling might not suit every website, for those looking to build trust fast, this option is a no-brainer.
Last Thoughts
Testimonials are the social proof every website needs. They boost your credibility and give visitors peace of mind. But to make them truly effective, you have to use them strategically. It’s all about making your testimonials stand out and weaving them throughout your website to create an impact where it matters most. Remember, testimonials are powerful when you use them well!
