Using Testimonials on your Website

When I feel it's appropriate, I usually suggest to clients that they consider using customer testimonials on their website.

Business people in all industries agree that a word-of-mouth recommendation is the best business builder. People like to do business with people/companies that their friend's recommend. You trust your friends to know your tastes and preferences and to not lead you astray.

To quote an expert on the subject of Word of Mouth marketing:

"Word of Mouth is ... the actual sharing of an opinion about a product or service between two or more consumers. ... the key to its success: it's honest and natural. .. It's the medium made up of the conversations and communications between people."

Source: The Word on Word of Mouth, by Dave Balter

One way to take advantage of this tried-and-true business development method is by incorporating customer testimonials into your website. Testimonials allow customers to tell your story for you and share their opinions with others!

How To Get Testimonials

Step 1: Create a Testimonial File - What I recommend is that you start a testimonial file and put in it anything you come across in your daily work where a customer/client has commented on your service/product. The testimonial could be in the form of a formal letter, a note on a card, notes from a phone conversation, an email, or a Facebook/Blog posting. Make an extra copy and put it in your testimonials file.

Step 2: Solicit Testimonials from Customers - The best quality testimonials are often ones you consciously solicit from satisfied customers.

• As a part of your order/project completion process you can build in a customer satisfaction survey which includes a space for comments. These comments often form great testimonials.
• Identify satisfied customers that you feel may be likely to take the time to send you a testimonial. Send them a form letter requesting their opinions on your service/product.
• Brainstorm a list of the qualities that you want potential customers to know about you. Craft questions for your form letter that will lead to answers on these subjects. Not everyone is going to want to comment on the same aspect of your business/service/product. Giving them a choice shows the type of information you're interested in and gives them a chance to pick a subject that they fell most comfortable to respond to. This method, albeit time consuming, can result in the best quality testimonials.
• Tell them how the testimonial will/may be used. Tell them that you will show them the proposed usage of any testimonial before it is published. Ask their permission to use their name at that time.

Yes, people are busy and not everyone you ask will actually give you a testimonial. But a lunch or coffee invitation, a gentle email reminder or mention in a phone conversation will go far towards nudging the client/customer into sending you a testimonial.

Step 3: Build your Online Testimonial Page - ask your web developer how they recommend incorporating your testimonials into your website. They may opt to place a testimonial on the various pages of your site - set off in a graphic format or enclosed in a box in the text. Or they may recommend developing a new page dedicated specifically to testimonials. Alternately they may advise incorporating the testimonials as a section on the About Us page.

Step 4: Video Testimonials - with the advent of the affordable Flip Video Camcorder, it's easy for anyone to capture customer testimonials. Just set up your Flip Camera on a tripod, ask your customer a predetermined question or two, and film their answer. The setting, personality of the customer, and their interaction with the person behind the camera lead to some fun and memorable testimonials ... and the authenticity of the message is undeniable.

Step 5: Ask customers to review your services/product - building on the strengths of Word of Mouth marketing, many businesses solicit online reviews of their services. The World of Mouth Forum - WOMF is a great place for customers to share their thoughts about a business with the community. Another easily accessible review site is Google. Sign into your gmail account and search for your business name in Google maps. Once signed in, the Google Maps interface offers a place for your customers to submit reviews. Asking customers to post comments about your business or service on WOMF or Google will bring more word-of-mouth exposure to your business. Preserve those testimonials through a screen capture!

Other Uses of Testimonials

In some form, these testimonials can be used on your website, in a brochure or on a blog. You can always follow-up with the customer later and ask them for a longer testimonial or for permission to use their name/company name. So note their contact information, if it isn't on the testimonial.

We've also advised customers who have a great collection of testimonials to keep them in a binder with each letter slipped in a separate sheet protector. You can show the recommendations book to a potential client, when the timing is right, and cinch the sale!

Editing of Testimonials

While it's not ethical to edit someone's testimonial, you should feel free to correct any minor spelling or grammatical mistakes. To be sure that your changes are okay with the author of the testimonial, send them the revised text for their approval, before you use it online.

If possible, include a photo of the person giving the testimonials and/or a picture of them in the location where the service was provided or your product was used.

The Question of Names

When relevant and possible, include the person's full name, company name, and company website address. Some people are perfectly comfortable including their full name in a testimonial - and others aren't. Honor their wishes! A good compromise is to use their first name, and then include their location, profession or type of business, whichever is most relevant.

Examples of some Yakindo client's testimonials pages:

Indonesia Australia Language Foundation (in box)
Mahre Training Center
Pretzel Lady (mid-page)
Grassetto Leone (in online store software)

Here are some interesting articles on the subject:

How to Use Testimonials to Increase Your Sales
Using Testimonials Effectively