A testimonial is a statement made by other people, likely your customers, demonstrating satisfaction with your product or service. If you want to help sway potential customers into committing to your business, including testimonials from clients could be very beneficial. Most people will not randomly throw away their money if they are unsure about the quality of a product or service, especially if it is a big ticket item. Including testimonials on your site can help ease that unsure feeling that a potential customer may have and help drive your sales.

Here at JH Media Group, we try to include testimonials on the websites we create as often as possible. You may be asking what you need to have in testimonials to make them more effective for your business and below are some tips that can steer you in the right direction.

1)  Use real testimonials: First and foremost, make sure that your testimonials are REAL testimonials. Once a customer discovers that the testimonial on your website has been faked, the credibility of your business goes out of the window and they are unlikely to use your product or service. Fake testimonials are likely to do more harm for your business and are simply not worth it.

2) Name and location:  Use the full name and location of the person providing your testimony, of course with their permission. Providing this information will give the impression that this person is real and will increase your credibility as a business. Below is a testimonial we included in one of our recently launched sites that is a good example of this.

** If at all possible, provide a picture or video of that person making the testimonial. People are more likely to trust a person when they can put a face to the name.

3) Appeal to your audience: Use testimonials that appeal to the target market you are trying to target. Focusing your attention on testimonials that appeal to the audience you are trying to market will more than likely lead to a sale. For example, if you are selling baby products, you would want to get testimonials from mothers that have used your product. The testimonials are more likely to appeal to other mothers that are in the market for what you are selling and will lead them to use your product. Seems pretty intuitive.

4) Be specific: Have the people writing your testimonials include specific product/service features and how it’s personally benefited them. Avoid testimonies such as “this is a cool product” or “you guys are awesome” as these are very vague and not very helpful. These statements are too general and will more than likely not be beneficial to prospective customers because it will not explain why they should use your business in the first place. If possible, make sure your testimonials include facts and figures as these are more specific and measurable. For instance: “After using your OptimalX system, we have seen an overall decrease of 25% of our overall energy costs and an increase of 15% in profits.”

Featuring testimonials on your website can legitimize your claims about your product or service by offering social proof that help encourage visitors into becoming buyers. We hope our tips can help you with this!