Website Testimonials Speak Volumes

Almost every website can benefit from a generous supply of testimonials. Quotes from clients that describe how wonderful you are provide a big boost in credibility whether you are selling soap, security, or sponsorships. They also speak in a voice that's not yours--allowing you to brag about your business without sounding obnoxious.

How to Gather Testimonials for Your Website

The best time to gain a testimonial is when a client says something good about your firm. When they say, "We love our new puppy," your response is "I really appreciate that. Can I quote you?" Most people will say yes immediately. Then ask if they would prefer to write a couple of sentences and send them to you or have you write down what they say and send it to them for confirmation.

If you need to get a bunch of testimonials together, all you have to do is ask. You did provide great service, right? Don't be shy. You will be amazed at how willing people are to help you.

But beware just asking for testimonials without explaining what you are looking for and why you need them. Many will hesitate, not knowing what to say. Thinking it will take a long time, they'll put writing your quote on their to-do pile and never get around to it. Saying something like the following can go a long way to getting you the number and quality of testimonials you want: "If you can spend 2 minutes and send me 2 sentences, it would help me so much. I'm sure a few words from you can convince my prospects to pick up the phone."

It's also a good idea to give people ideas for what to say, like:

• what they value most or liked best
• how they were skeptical at first
• the contrast to their previous experience
• what surprised them

You'll be surprised, and sometimes humbled, at the kind words you get in return.

Where to Place Testimonials on Your Website

Now that you've got some great quotes, where do you put them? Businesses traditionally created a separate webpage for testimonials and ran them down in a list. While this is not a bad thing, displaying testimonials throughout your site can be even more effective. Many people will not read all the way to the bottom of a long page of text, but if the testimonials appear here, there, and everywhere, the impact grows naturally in visitors' minds.

You can also match the testimonials to the page that they are on. A Contact Us page, for example, is a good place for a quote about your responsiveness; your Home page, for more general praise. Product and services pages best display quotes as specific to them as you can get.

Benefits Beyond Your Website

Don't just post your testimonials, read them. We are all so close to our own businesses that we cannot see them from the perspective of a customer. Testimonials often illuminate what is most important to them. For example, you might advertise low prices, but your customers really appreciate your on-time delivery. From a 2-sentence quote, you can learn what separates you from your competition and gain inspiration to drive your business growth.