To include testimonials or not?
Over the years, we’ve written text for a hundreds of websites within a range of industries. At some point, most business owners ask about adding a testimonials page. I usually respond by asking them “When was the last time you read a testimonials page on another website”. The general answer is “Never”.
Then why would someone want to read a page of testimonials on yours?
However, we believe testimonials on websites SHOULD be included. They provide reference to your services. and should be incorporated into relevant text within your site – and not on their own long, mostly ignored testimonials page.
They should support information within your text body. This means, when discussing your service, back up your claims with a supporting testimonial from a client.
Some businesses do not have a lot of images to add visual interest to a web page. Testimonials can add this. They should be presented as “separate” to your main text – in a reverse colour box for example.
The secret to a great testimonial
You may have to ask your clients for testimonials. If you do, it’s best to provide an outline for them to follow. We usually recommend the S.A.R format [situation, action and result]. So instead of a long-winded ramble, this format returns a three sentence testimonial. Short, sharp and easy to read.
Eg: Situation: We were tired of using carpet cleaners that were late or worse, never showed.
Action: We called XYZ Carpet Cleaners as they are known for turning up on time.
Result: They turned up on time, did a great job and we couldn’t be happier.
The testimonial would be printed as “We were tired of using carpet cleaners that were late or worse, never showed. We called XYZ Carpet Cleaners as they are known for turning up on time. They turned up on time, did a great job and we couldn’t be happier. John Smith.
- Avoid long, rambling testimonials – they’ll never get read.
- Never, repeat NEVBER write fake testimonials and consider other options.
- Consider scanning them on client letterhead and incorporate as PDF downloads throughout your site.
- Try short videos. If using video, please ensure it is easy to hear and always use a tri-pod!
For more help with testimonials – please feel free to drop us a line.