Client testimonials are one of the most important elements in closing a sale. Would you buy a product without reading the reviews? Most people would not – in fact, 93% of customers will read online reviews before buying a product. (Source) So why would you leave this important factor out of your website?
Client testimonials are the equivalent of online reviews, except that you often have final control over the message that they send out – you choose which testimonials you will present to potential customers.
This means that testimonials are an incredibly useful tool for demonstrating the credibility of your business, as they ostensibly come from an independent and impartial source.
They are most effective when they can be verified, for instance if you include the name and organisation of the person who provided the testimonial. This allows people to cross-check the information and research your previous work if they desire to do so, as well giving the impression of being given a personal referral.
What is the value of client testimonials?
Testimonials are a good way of demonstrating the value that your service or product adds to a client’s business. Even better if it can be backed up by statistics and evidence. They add value by:
- Providing evidence for the outcomes of your work
- Testifying as to the quality of your services
- Showing that your clients are satisfied and would employ you again
- Presenting specific stories about your business
- Demonstrating why your clients chose you and what makes you different
- Creating a personal connection through effective storytelling
These elements are all important factors for a client when they are deciding whether to employ your services or buy your products. Think about what influences you when you are buying a new product or service – the same will be true of your potential clients or customers.
What makes a good testimonial?
Testimonials can be tricky to get right, so here are a few tips for how to make the most of them. The most effective testimonials:
- Are personal
- Are specific
- Are backed up by evidence
- Tell a story
A testimonial that is vague and only speaks broadly about your company will not be very effective in encouraging potential customers to make an enquiry.
However, if that testimonial includes statistics and evidence, for instance about how your client’s sales increased, or how your service benefitted them, it will be much more effective.
If the testimonial demonstrates how you solved a problem for your client, or what you did to ensure a good working relationship with them, this will again increase its efficacy. After all, people buy from people, so if the testimonial is impersonal, it will not have the capability to successfully tell your story.
How can I ask my clients to provide a testimonial?
Many business owners feel awkward asking their clients for reviews or testimonials.
But think about the reviews that you see on any website you visit – most of them are left voluntarily, and many people will be happy to leave a review if they are satisfied with the product or service. It is the same with your business.
All you need to do is make the process as clear and easy as possible for your client.
First, you will need to ask your client whether they would be happy to provide a testimonial. Explain to them what you intend to use it for and what they would need to do.
You will need to make it clear that:
- You will only use the testimonial as intended
- You will only use it with approval from them
- The testimonial will not create a conflict of interest for them
- The testimonial will positively reflect their business
- The testimonial will accurately reflect the work that you have done for them
- You will keep the testimonial anonymous if required
- You will always respect their wishes regarding the testimonial
Next you will need to guide them as to the content of the testimonial. Some clients may be happy for you to write a draft, which they will then edit and approve. However, many clients will be most comfortable writing the testimonial themselves, in which case you may be able to guide them by providing some questions that they might wish to answer. These could include:
- What work did my company do for you?
- Why did you choose my company to complete this work?
- What were the results of this work?
- Why would you employ my company again?
- Sum up your experience with my company in a sentence.
Once the testimonial has been written, your client may need to get it approved by their boss, legal team, or comms department, especially if they are a larger company, so be prepared to make changes and edits to any testimonial.
Where can I use client testimonials?
The place that you most often see client testimonials is on a company’s website. You might choose to have a dedicated page for this, or have individual quotes interspersed around the whole site. Alternatively, you may choose to include testimonial quotes as part of a case study detailing the work that you have done for a particular client.
Whichever you choose, it is best to make them bold and eye-catching, so that they don’t get lost among the other information on your website.
Testimonials can also be used on any printed material or collateral related to your company, such as brochures. This serves to reinforce a potential client’s perception of the standard of your product or service.
Client testimonials are also very useful for use as social media content, whether as part of an image, video, or text posts. The attention span for social media content is very short, so using a testimonial quote is a great way of quickly conveying what you have done for your clients, the value that you have added, and the credibility of your service.
They can also be used in the LinkedIn Recommendations feature, which features client feedback about you on your profile. For more tips about optimising your LinkedIn profile, check out our blog on the topic.