You’ve just completed a great job or sold a product that’s just right for your customer. Not only are they pleased with your company, they are genuinely enthusiastic about their decision to choose your company.
You ask for, and receive, a glowing testimonial. You put it on your website. And then…?
Do website testimonials work?
Website testimonials are a popular and legitimate way to tell visitors what a great job your company does without doing the telling yourself. In theory, it isn’t just bragging, it’s proof.
But now that testimonials are posted almost everywhere, the reality is a little more complicated.
In a blog article on unbounce.com, Pratik Dholakiya points out:
- Yelp filters out 20% of testimonials due to suspicions that they have been made up
- 90% of consumers do not believe testimonials on landing pages
And the truth is, when customers are most enthusiastic about your product or service, a testimonial is probably the least powerful way to share that enthusiasm.
Don’t settle for a quote
Why settle for a quote when you can leverage customer enthusiasm to engage prospects? Here are three ways to do just that.
Place whatever quote you get on a graphic that also includes:
- Photo of the person endorsing you
- Name of the endorser along with his/her hometown (B2C) or business and position (B2B).
- Photo and/or description of the product or service that inspired the endorsement
By putting the testimonial in visual context, you make it more interesting and more believable. Both of those qualities add up to more powerful.
Also known as “success stories,” case studies detail:
- The problem the customer was facing
- The solution your company proposed
- The result of your solution
A good case study is based on customer interviews (one is often enough) and includes background on the process that lead the customer to choosing your solution.
Once again, images are important. Images could include:
- Before and after, showing the positive impact of the solution you provided
- Product shot (if applicable)
- For B2B, a graph or chart measuring how the solution you provided caused improvement
If you aren’t a good story teller, hire someone who is to write it for you.
Publishing a video with a real-life customer singing your praises validates that your testimonial is real and the customer is endorsing you enthusiastically. For most businesses, these videos can be shot with a decent smartphone camera. They don’t need to be fancy.
You can use a video endorsement as a standalone testimonial or insert it into a case study.
Some types of businesses (including architects, engineers, and contractors) can video the customer giving a tour of the solution and describing how effective it has been for them.
Example: Having installed new LED lighting in a bank, a contractor has a video tour made of the new lighting by the bank or facility manager, who talks about working with the company as well as how much lower the electric bill is.
Also, as with all videos, you will want to publish it to YouTube and give special attention to how you title, describe, and tag it to make it more likely to show up in a Google search (Video SEO).
Leverage the power of customer enthusiasm
Depending on the product or service you offer, the best time to ask for a customer endorsement is either:
- Right after you’ve delivered the service/product; or,
- Once measurable results prove the success of your solution
Of course, right after they give you their endorsement is a perfect time to ask if they know anyone else who would benefit from the same product or service.
If you’d like to make better use of customer testimonials but don’t have the time or ability to do it yourself, call me, Meyer Baron, at 727-235-2841 or send me an email.