When you add customer Testimonials and Reviews to your website, your customers help you tell your story, market your products, and stand out from the competition.
A customer testimonial or review should help your potential customers visualise your product or service as the bridge connecting them to the solution they want. A brilliant testimonial can illustrate how you were able to solve a recurring challenge for your customers. Better still, it can do it with way more immediacy than a brochure or press release would. Especially if you go down the route of a video testimonial. They provide a human interest angle that enables customers to relate to, connect with, and better understand the products and services before them.
Here’s how they differ:
In a testimonial, the customer explains their experience with your product or service, why they chose it, and how it improved their lives.
Customer reviews will generally describe a particular interaction or a general overview of the customer’s feelings towards the company.
Every testimonial featured on a main page of a website should highlight a different customer win. Having a large block of testimonials that goes on and on about how unique your product is will quickly tire out your reader. Instead, we want to use smaller chunks of testimonials that focus on different features of your product or service and add them to specific pages. This tactic works because different site visitors you’ll be getting have various objections. Additional testimonials that say other things will appeal to them better than a large block of text.
Look through your testimonials for those that tie into the content on specific pages. A few of your best testimonials about a specific product or offer should be used on that specific sales page as well as your Testimonial page.
Then, your actual Testimonial / Review page will showcase all of these in full and categorised into topics so it is more easily digestiable by your viewer, and allows them to find reviews about a specific product or service more easily.
Instead of just featuring a few flattering quotes, consider turning particularly rich customer stories into full blog posts. Customer testimonial articles paint a clearer picture of your company’s relationship with a client, creating space for more details and takeaways.
Type of formats we can use:
Types of delivery:
Authority testimonials – your site users love positive reviews from past customers; what works better than that are featured testimonials from influencers who have used your product. This works because influencers and experts are people your site users aspire to be like; they look up to them.
What a testimonial or review should cover:
Don’t have any Testimonialos or reviews? Consider these prompts.
Prompts to get great Testimonials / Reviews:
When interviewing a customer for a testimonial, keep in mind that you’re trying to tell a clear story that has a beginning, middle, and end. Follow the CAR model for establishing context, action, and result:
Context: Why did you choose to work with us/me? What problems were you looking to solve?
Action: What action did you take to resolve the issues? How were you able to utilise our products or services?
Result: What were the key results of our partnership? What were you able to accomplish with our help?