People buy from brands they trust and from websites they feel safe with. Whether itโs picking up our weekly veggies, finding a good plumber, or booking a holiday, success online really comes down to trust and reputation. The best way to build that trust? Through reviews, ratings, and stories from happy customers who had their expectations met โ or even exceeded!
Whether weโre building a website, creating a landing page, or sending an email, social proof is a must-have in our web design process. Itโs the one area where clients often know itโs important but arenโt sure how to โcatchโ those glowing reviews and testimonials from happy customers.
(Reviews deserve their own spotlight, so weโll save that for another day. This feature is all about those longer-form testimonials that give your visitors the proof theyโre looking for.)
Are testimonials really that important? ๐ค
Here are six facts that are hard to ignore
#1: Customer testimonials have the highest effectiveness rating for content marketing at 89%. (Social Fresh)
#2: 88% of people trust online reviews written by other consumers as much as they trust recommendations from personal contacts. (BrightLocal)
#3: Customer testimonials and case studies are considered the most effective content marketing tactics, identified by 89% and 88%, respectively, of B2B marketers. (2013 B2B Content Marketing Trends Report)
#4: 90% of respondents who recalled reading online reviews claimed that positive online reviews influenced buying decisions (Dimensional Research)
#5: 85% of consumers said they read up to 10 reviews before feeling they can trust a business. (Search Engine Land)
#6: Testimonials are the second highest form of trust content, only preceded by โRecommendations from people I knowโ. (Nielsenโs Global AdView Pulse report)
With stats like that, I know youโre eager to find out how to get some testimonials for yourself. But before we delve into how to get testimonials, here are a few tips for what separates great testimonials from so-so ones.
Ten essential elements of a great testimonial โจ
1. Authenticity is everything ๐โโ๏ธ
Itโs from a real person โ 99.9% of you donโt need to be told this, but just in case someoneโs thinking about writing a fake testimonial (because they heard it was okay on some forum), hereโs a gentle reminder: Itโs not okay.
2. Perfectly imperfect ๐
Itโs not perfect โ The person giving the testimonial doesnโt need to sound like a walking advertisement or look like a model. They donโt have to perfectly align with your marketing message either. What matters most is real, honest feedback. Your production values donโt need to be Hollywood-level โ keep it genuine to keep it believable.
3. Get specific, get real ๐ฏ
Itโs specific โ โI got 20 more leads this month โ all of them great opportunitiesโ is way more valuable than โMy business is booming.โ
4. Keep it real and organic ๐ฑ
Itโs authentic โ Donโt push people to give testimonials. Let them speak naturally without scripts or anything forced.
5. A little guidance goes a long way ๐ฌ
Itโs comparative โ While you shouldnโt make people say things, offering a little guidance can help. Asking them to describe what their experience was like before and after using your product can provide a solid framework for a meaningful testimonial.
6. Let it flow ๐
It hasnโt been edited โ Just like you donโt want it to sound like an advertisement, you also donโt want to put words into peopleโs mouths. Itโs the easiest way to lose the interest of a great client. Give them a guide and then let them go for it.
7. Always ask first โ
Itโs been given with permission. Want to turn a loyal customer into someone whoโll never trust your brand again? Use their words without asking first. Always get permission before sharing their testimonial.
8. Focus on benefits, not features ๐ก
It describes benefits, not features โ Focus on the benefits, not just the features. If your testimonial starts leaning too much into the โhow it works,โ you may need to adjust your framing question to keep it centred on the customerโs experience.
9. Videos make all the difference ๐น
Get video testimonials when you can โ One video testimonial is worth ten text-based ones. Just seeing a real person share their experience creates an immediate emotional connection.
10. Place them where they matter ๐
Make sure you display your testimonials in the right place โ Testimonial stories are powerful, so place them where theyโll have the most impact. Consider adding them throughout your site, especially where they align with the specific benefits of a product or service.
Letโs nail those testimonials ๐ช
So now you can see what you are looking to achieve. Letโs get back to how to actually get great testimonials.
Itโs all about the timing! This applies to any testimonial, but with video testimonials, itโs especially important. Catching people when theyโre excited, energised, and still buzzing from their experience will really boost your chances. If you ask when theyโre on a high, even less-than-perfect production values wonโt matter much.
Have a publishing plan! Once youโve got that perfect 20-second clip, make sure you know exactly where itโs going and how to get it published straight away. And while youโre at it, think ahead and prepare some nice thank-you gestures to show your brand advocates you appreciate them.
Look for the early signs of a potential testimonial. Any positive feedback from a customer should be a signal that it could turn into a great testimonial. Thereโs no harm in asking sincerely and in a way that feels on-brand for you.
Give people a choice about how you will reference them. Whether itโs full name and employer, first name and suburb, or just initials, offering flexibility will make them feel more comfortable.
And donโt forget to make it easy. There are plenty of ways to gather feedback, so figure out what fits best with your regular processes. We use a simple survey tool to capture feedback and have it sent straight to Slack, making it easy to respond right away. Keep it simple and convenient!
Need a hand with your testimonials and digital marketing? Weโd love to help you out ๐
