Most businesses don't collect testimonials... and that's a shame, since the benefits of a good testimonial are manifold. A good testimonial contains four essential elements. Know what they are before you start collecting them.
When done well, testimonials are a powerful element of any website. But while their ROI can be huge, good testimonials require smart strategizing. Knowing where to find them, what they should include, and where to place them on your website will help you use your testimonials most effectively.
Found testimonials are already written and ready-made—whether in your email inbox, online, or elsewhere. They don't require time or energy from your client, but they do demand that you change your idea of what a testimonial "looks like." Know where to look.
Asking customers for testimonials gives you much more control over which features of your product or service get emphasized than searching for unsolicited good words about your business does. That's why the direct ask is so powerful.
How you ask your survey questions makes all the difference between a weak testimonial and a persuasive one. Posing strong questions helps clients give you powerful "before-and-after" content for your testimonials... just be careful about staying honest as you edit their responses for your website.
There are more mediocre testimonials out there than there are exemplary ones. See some of those outstanding testimonial examples in action, and understand what elements make them so good.
Your clients' good words have been collected... but the work isn't finished yet. Now it's time to strategize where to prominently and intelligently place them on your business website, and to use design elements to draw your visitors' eyes to them. After all, those testimonials are there for the sake of conversions.
So you're ready to up your testimonials game? Use our testimonials checklist to make sure you take all the right steps when it comes to collecting reviews, requesting testimonials, and placing them intelligently on your website.