If you’re a small business owner looking to attract new clients or build a stronger relationship with current customers, showcasing customer testimonials on your website is one of the simplest yet most powerful ways to do it. Testimonials provide social proof, showing that real people trust your business and value your services, which in turn helps new visitors feel more confident choosing you. Here’s how to make the most of testimonials and a few easy ways to collect and display them on your site.
Why Testimonials Matter for Small Businesses
- They Build Credibility: When potential customers see positive testimonials, it creates a sense of trust that may help them decide to do business with you.
- They Showcase Real Results: Testimonials give potential clients a glimpse of the results they can expect.
- They Personalise Your Brand: Real feedback from happy customers adds authenticity, giving your website a human touch that can be more persuasive than sales copy.
- They Increase Conversions: Studies show that having testimonials on your site can significantly improve your conversion rates, making them a valuable tool for small businesses aiming to grow.
How to Collect Customer Testimonials
Collecting testimonials might seem intimidating, but with the right approach, it can be simple and even enjoyable for your customers. Here are a few methods to try:
Email Requests
After completing a project or sale, send a friendly follow-up email thanking your customer for their business and asking if they’d be willing to provide a testimonial. Keep it short, and consider providing a few prompt questions to make it easier, such as:
- “What did you like best about working with us?”
- “How has our product or service benefited you?”
- “Would you recommend us to others?”
Google or Facebook Reviews
Many small business owners are already familiar with Google My Business or their Facebook Business page. Encourage customers to leave a review on these platforms. You can then showcase these reviews on your website by embedding them directly or copying a snippet to display.
Survey Tools
Use a free tool like Google Forms or SurveyMonkey to create a short survey specifically for testimonials. Include questions that help customers share their experience in a natural way, and don’t forget to ask for permission to display their feedback on your website.
On-Site Forms
If you have a website that supports it, add a simple “Leave a Testimonial” form on your site. This allows customers to submit their feedback at any time, making it convenient and accessible.
In-Person or Over the Phone
For more personal businesses, asking for feedback face-to-face can sometimes be more effective. Record their words and ask if they’d mind you using their comments online. It’s a straightforward way to capture their real thoughts and create authentic testimonials.
How to Add Testimonials to Your Website
Now that you have a few great testimonials, the next step is to display them effectively on your website. Here’s a quick guide on how to do it:
Use a Dedicated Testimonials Section
Designate a section on your homepage or create a specific “Testimonials” or “What Our Customers Say” page. This gives visitors an easy place to find and read through all of the positive feedback in one go. If you have multiple testimonials, display a selection of highlights and consider adding a “Read More” link for a full page of customer feedback.
Highlight Key Testimonials on Different Pages
Consider placing shorter testimonials in strategic spots around your site, such as:
- Homepage: Display one or two testimonials near your main service or product offering.
- About Us: A testimonial here can give visitors insight into your brand values and dedication to customers.
- Service or Product Pages: Adding relevant testimonials directly on these pages can provide reassurance right where visitors are making a decision.
Include Customer Names and Photos if Possible
Names, photos, and job titles (with permission) can add a level of authenticity that a simple quote cannot. Visual elements like a customer’s image or logo give testimonials more credibility and make them feel real and relatable.
Use Testimonial Plugins for Ease
If your website is on WordPress, there are many plugins available that make it easy to display testimonials in professional-looking formats. Plugins like WP Testimonials, Testimonial Rotator, or Strong Testimonials provide various layouts, sliders, and styling options to customise the look to fit your website’s design.
Regularly Update Your Testimonials
Customers’ needs and preferences evolve over time, so keep your testimonials fresh by adding new ones and updating old ones regularly. This demonstrates that your business remains relevant and continues to serve clients successfully.
Tips for Effective Testimonials
- Focus on Specifics: Instead of generic comments like “Great service!” encourage clients to be specific about what they appreciated, such as a fast turnaround time, outstanding communication, or an amazing end result.
- Use Different Formats: Mix up text testimonials with video testimonials or audio snippets if possible. A short video can have a big impact.
- Show Diversity: Include testimonials from a variety of customers and service types (if you offer more than one). This shows that you cater to different needs and attract a range of customers.
Final Thoughts
Adding testimonials to your website is a straightforward, impactful way to build trust and credibility with your audience. By following these steps to collect and display testimonials, you can create a compelling reason for visitors to choose your business over the competition. Plus, testimonials are one of the easiest ways to showcase the positive impact of your services without having to say a word yourself—let your happy customers do the talking!
