Putting Testimonials to Work, Part II: Online

Last month, we looked at how to gather quality testimonials and use them in print. Now it’s time to put those testimonials to work generating business online.

Testimonials are proof that what you’re selling works for the average customer, says David Frey, author of The Small Business Marketing Bible and president of www.MarketingBestPractices.com. And when more than 92 percent of adults regularly or occasionally research products online before buying them in a store*, what potential customers read about your product online can carry a lot of weight.

Using customer testimonials online is similar to using them in print. Although you might be tempted to fill Web page after Web page with any testimonials you can get, use only those testimonials that are specific, honest and authentic. And keep them brief.

Where you place your testimonials on your company Web site matters. On the Web site for Bowering Homes, a family-run custom homebuilding business, a testimonials page with in-depth comments from satisfied customers does the trick. But that’s only one possibility for effectively positioning testimonials on your site. Consider these options for making comments more visible:

Position prominently. If you get a testimonial that packs a powerful punch, consider centering it on your homepage so it’s one of the first things potential customers see.

Scatter them throughout. Any time you make a claim about a specific product or service, a well-placed testimonial can back up what you’re saying from a first-hand perspective. Try to have at least one testimonial on every page so that customers see one wherever they click.

Place testimonials along the edges. Showcasing brief testimonials along the right or left sides of a Web page ensures that they’re easy to spot when customers visit your site.

Make a special page. Create a page dedicated to testimonials and include links to it throughout your site.

Go beyond your site. Customer testimonials can be used for other digital media too. Why not feature a glowing review in your online advertising? Or include a standout comment from a pleased customer in your email communications. Once you have a stellar testimonial-and permission to use it-your options for promoting your services on- and off-line are many.

*National Retail Federation

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