When someone visits your company’s website, you want to quickly share with them what you do. After that’s accomplished, you want to communicate how well you do it.
A significant part of telling this story comes through testimonials. Here are seven elements to getting the most out of the testimonials on your company’s website:
Placement
Most companies hide their testimonials on a separate page with all the other testimonials. If you look at your Analytics, I’m willing to bet that page is not in the top half of your most-visited pages. Instead of doing that, break that page up into 1–2 testimonials on each landing and service page so each one has an opportunity to shine.
Copy
In its simplest form, this is the testimonial: some words inside quotation marks that can be attributed to someone. The best testimonials are brief (1–2 sentences), authentic and to the point.
Name
This turns an anonymous testimonial into something someone actually said. It’s the first step in proving a real human stands by those words.
Title
The title provides authority. It tells a potential lead that someone in their shoes, with the same problems, goals and fears, has already trusted your company to deliver.
Organization
Naming the company connects the person’s name and title to a recognizable entity. If it’s a well-known organization, it signals to visitors that you have the experience and processes to work with professional partners.
Headshot
Never underestimate the power of a face to humanize something. For the testimonial, placing the person’s headshot next to their name, title, and organization can really reinforce that this is from a real person.
Visual
Think of this as the receipt. Whether it’s a photo or a 90-second video testimonial, an accompanying visual provides further evidence to support the 1–2 sentence testimonial.
