A recent survey found that 88% of consumers look at reviews before buying. The things they’re buying may be small, like a new blender, or big, like a new car. No matter what industry you’re in, the great majority of customers are looking at your reviews. You can control the conversation by highlighting client testimonials on your website. By using your reviews in more than one place on your website, you can maximize the effect.
Add Client Testimonials to These 5 Website Pages:
1. Testimonial Page
A dedicated testimonial page is an obvious, but often overlooked, choice. Many businesses assume a Yelp, Amazon, or Google page provides enough reviews, and they don’t need a page just for testimonials. Not true! Consumer review sites provide short snippets of info from customers who may have loved or hated your business, while the client testimonials on your website are ideal for detailed, glowing reviews that will inspire trust in your prospective customers, while also giving them more information. Video reviews are perfect for testimonials pages, as they lend authenticity and detail to the review.
2. Landing Pages
No matter how effective your landing page is, customers are likely to have some resistance to your product or service, especially if your form asks for detailed information. When it comes to offers or content that may inspire more resistance, a testimonial on the page will renew a prospective customer’s trust, confidence and show them they are making the right choice.
3. Home Page
Use the psychological impact of social proof as a driving force on your website. Regardless of the quality of a product or service, consumers are more likely to use it if they see others using it. By showing peer approval through testimonials right on your homepage, you immediately give your business the social proof customers need.
4. Products or Services Page
Savvy business owners know which customers are looking for which products or services. With your markets segmented, your testimonials can be too. Keep your buyers in mind as you look at your client testimonials or reviews. Do any reviewers epitomize your buyer persona? If so, place these testimonials by your products or services. Use a full name, job title, brief description and picture or video of that person if possible. The more the prospective buyer relates to the reviewer, the more likely they will be to trust them.
5. Portfolio Page
Customers want to know that you can and have actually done what you claim. This is best conveyed through a “portfolio,” “previous work,” “past projects,” or “experience” page. While you explain the project, the impact you had, and the work you did, add a section to let your customers also explain the project in a testimonial. No one understands the impact you had better — and there is no one that new customers will trust more — than the person you served.
Client testimonials on your website are one of the few places where you can completely control what your customers see, so it’s best to maximize the impact of these reviews and show them off as much as you can. Controlling the conversation on other sites like Facebook, Google, Amazon and hundreds of others can be a challenge, but not impossible. Each of these elements is all apart of managing your brands overall business reputation.