Website Content: Testimonials

Anyone can say their business offers a great service or product. But potential clients want proof. They want to see endorsements from happy clients that have received a quality service. And the more quality endorsements you have, the better.
Testimonials from your best clients are a great addition to a website, along with photos of the work completed.

1) Who?
Note I said “best clients" above. Pick clients that are most like the people you want to work with in the future.
If possible, use people with "influence", such as other business owners, or individuals that have a recognisable name.
Choose clients whose testimonials will highlight the key aspects of your business and your key selling points - as always, know your target market and what they are looking for.

2) What?
What was it like before they used your services? - define the problem.
What was your business like to work with? - talk about specific work you did with them, how they feel about the work, how it was carried out, how you were different from other businesses.
What specific results were achieved? - The more specific, the better and proof of the value of your service.

3) How?
Based on your business size, you should have a list of between 10 and 50 previous or existing clients that you feel that you can contact. You can contact them via e-mail, phone or in-person - depending on your relationship with them. They can choose whether to have their full names, business names etc used. If they are not interested, thank them and say goodbye.
If you decide to meet in person then a video testimonial can be an interesting way of presenting it. But you must ask the client if they are comfortable with it, use the right equipment and be sure that it can be shared in the correct way.
The testimonial needs to be easy to read, short but sweet sentences. Summarise your clients words using direct quotes and capturing the essence of what was said. Share the finished testimonial with the client, ask if it reflects their experience and that they approve.

4) Where?
Put your testimonials where people will see them! Your website, printed promotional materials and signage are the best places. Review your testimonials and keep them appropriate and up to date.

Add pictures, format the text and spell check!

Lastly, thank your clients. A handwritten note stating where the testimonials are published and maybe a small gift is a good way to show your appreciation and hopefully ensure that they come back to you for more business.

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