by When people are looking to try a new product or service, one of the most common things they will do is to look at the testimonials of others who have taken the plunge before them. Having testimonials on your website is a way of lowering someone’s fear that they naturally have of “I wonder what it’s like to do business with them”. The more testimonials that you have on your website the greater opportunity you have to lower someone’s fear because there are many hesitations people can have when engaging a “total stranger” to helping them with a purchase.
Of course, any decent marketer will only put up positive testimonials. So how do you get your testimonials to do more for you than just provide some affirmation?
Use Audio
There are many different programs out there that allow you to share audio testimonials so it really doesn’t matter which one you use, as long as you use one. Using audio testimonials allows the common written word to really come to life. I am not saying to ditch your written testimonials just compliment them with audio versions as well.
The different voices from your customers will provide realism to your testimonials allowing your next prospect to truly connect. Put up a variety of your customer base so people can hear someone that they can relate to. It takes just a little bit of time and the benefits will be there every single month.
Use Video
There is no doubt that video testimonials are one of the most powerful ways to give you credibility with your online marketing efforts. While you might be thinking you can ask people to record a video on their phone and send it to you for your YouTube channel (that would be ok too) there are specialized platforms such as Widewail, Trustmary, Vocal Video and more that makes it easy for customers to record their videos and for you to share on your website.
Make Them Specific
A good testimonial is not a generic “they were great and I would use them again” speech. A good testimonial is specific, addresses a problem, and demonstrates how you (or your product) were the solution to the problem. If the testimonials aren’t this specific, ask your raving fan customers if you could script out their testimonial for them so they can hit the good points. They will be happy to do so because they love you and want to share the good news about you!
Reference Testimonials Throughout Your Website
One of the biggest drawbacks that many people make is that they only put up a testimonial page and never reference it anywhere else in their site. For example if you have a real estate website and you have neighborhood pages, reference a testimonial of someone you helped in that neighborhood. This provides an immediate impact to someone who is searching as they are not just reading about the neighborhood, but they can see that you have actually helped people in that neighborhood.
Add Pictures
Getting massive results from your testimonials means taking the steps that aren’t always easy. If you have audio testimonials (or written testimonials), get your clients to provide you with a picture that you can post online along with their testimonial. Adding pictures enhances the validity of the information you are putting on your website. Many people are wary of information posted online, so putting up pictures eliminates some of the doubt that may be lingering at the back of their minds.
Gather Testimonials on Third Party Platforms
While you know that you are legitimately gathering testimonials, a total stranger could still be skeptical about your video, written, and audio testimonials on your website. To help assuage any doubt considering building testimonials on third party platforms such as Google Business, Yelp, and TrustPilot. With users needing to have a profile in order to leave a testimonial in these locations it adds an additional layer of validity to help your next customer have additional confidence in engaging your services.
Powerful testimonials that compel users to take action on your website will take some time, but those testimonials will be working for you 24 hours a day for as long as you want. Keep your testimonials fresh by setting a simple goal of adding one new testimonial each month and pretty soon you will have many raving fans on your site speaking on your behalf. Each customer that you help will have different emotions on leaving a testimonial (some may love you and use you again but just won’t leave a testimonial) which means giving people options on how they can give you a referral is a great way to build a base of testimonials that can help the next customer gain additional confidence.
