There are a variety of components that make up an effective, conversion-oriented website, but today we are going to focus on an element that is too often forgotten: testimonials. I have said it before and I will say it again: every website needs to feature testimonials! There are a number of different routes that you can pursue when it comes to testimonials, and below are three of the most common (and effective!)
Testimonials from satisfied customers. This is probably the most common approach to testimonials, and it is a good one. Ask your clients and customers for a brief recommendation or testimonial… you will find that most are happy to oblige! It is important that you secure permission to use their real name and list contact information, because anonymous testimonials carry far less weight than testimonials which can be verified. You don’t have to use every testimonial that you receive, but do your best to select those that reflect your areas of differentiation and the unique benefits that your business provides.
Video testimonials. Studies have shown that video testimonials are even more effective than their written counterparts. With technology today, it’s easy to create a video and post it on your website. Video testimonials from satisfied customers and clients are a great way to reassure your audience that your business delivers results for people just like them.
“Celebrity” endorsements. Depending on the nature of your business, it can be valuable to seek endorsements from celebrities and public figures. This doesn’t mean Hollywood A-listers, it means individuals that make sense in your market. If you sell arthritis relief medication, for instance, an endorsement from a retired local athlete could be very powerful. If you run a car dealership, an endorsement from a local public figure will be nearly as beneficial as a national celebrity, and at a fraction of the cost. Celebrity endorsements, while not appropriate for every business, can dramatically improve credibility and build a “buzz” around your business.
Are you harnessing the power of testimonials? If not, you are missing out. It doesn’t have to be complicated—just a few lines each from a handful of satisfied customers can make all the difference.