Almost every product or service is in a competitive market. Testimonials reinforce your brand and if you receive positive feedback, it’s vital you leverage those reviews to:
- remind existing customers that it’s worth staying with you and not get itchy feet
- win new business
Potential clients are looking for more than the price tag, if you can instill confidence and bring a personal connection, that visitor clicking on your site is more likely to become a customer (or at least engage and start a dialogue which gives you the chance to get contact details and follow up).
Before planning how to display your reviews, you have to get the feedback. Here are some hints and tips for getting good testimonials:
- Ask open-ended questions like “What was the best aspect of the service you received?”
- Invite feedback in the form of a survey. This is made easier if you naturally have a follow up communication with your client after the product or service has been delivered. For instance if you are inviting registration of a product or are sending shipments at regular intervals.
- Gather the information you need so you will be able to use it later. Testimonials listed as coming from Joe in Smalltown, USA may seem ‘cold’ or worse – maybe even made up. A picture automatically personalizes the review and sparks a connection with the reader – especially if they are shown with your product or using your service. This adds credibility and is naturally a more eye catching section of your site for a reader to focus on.
- Don’t be shy to ask for feedback. This is much more than an exercise to elicit reviews. Feedback – good and bad – will help you grow your business and develop as your customers change. Any criticism or ideas for improvement are arguably the most important feedback you will get. Making it just as easy for customers to give suggestions or report problems gives you a chance to rectify promptly, maintain a good reputation and retain business.
- Make it easy. If you are asking for a response via mail then include a stamped, pre- addressed envelope. If you are able to ask online, it’s just a click away. Be sure to mention there are only a few questions or that it will take no more than a few minutes time.
- Showcase existing testimonials and invite feedback. Use your social media accounts to promote reviews and engage customers.
- Positive stories from colleagues are just as important. If you have a network of professionals, their feedback and quotes are also powerful in strengthening your reputation and business appeal.
- If you can get a video testimonial or can create a montage of reviews into one video clip, you will have a powerful marketing tool. This can be shared to social media and can feature prominently on your website. If it’s worthy of your home page, that’s where it should be. It can be duplicated inside a ‘testimonials’ tab although traffic to that page may be significantly less. Don’t make it too long and make sure the start sums up your message and keeps the viewer interested. A soundtrack and captions will make it look more professional. Make the link easy to share.
- If you get a ‘thank you’ the old fashioned way, you can still share the text or share a nice gesture. Post a picture of the bunch of flowers you receive as thanks to your social media accounts.
- Show a diverse group of reviewers. You’re more likely to spark a connection with a reader if they identify with someone similar to themselves.
“When you display a testimonial, make sure it looks the part. Use design tools to make it catchy and distinct.”
If you’re looking for help fine tuning your website, why not contact us today firstname.lastname@example.org