Wonder what makes certain websites stand out from the competition?
One word: testimonials.
Recommendations and reviews can be powerful tools to help convince and convert casual browsers into returning customers.
But how should you go about adding testimonials to your website?
We’ll help you understand what customer testimonials actually are, how you can include them in your web design, and how to get the most out of them in the first place.
What are customer testimonials?
Website testimonials are most commonly positive reviews left by satisfied customers, detailing how they liked the product or service they bought, or how the business helped them solve a problem.
Customer testimonials can be displayed in various ways, but most often client testimonials are displayed on a testimonial page, or in a particular section of the website’s landing pages. Many online stores include product reviews for each product they sell as well.
Sometimes testimonials can turn into full-blown interviews or case studies, too, that can be used as part of your marketing mix more widely.
But what’s the goal of website testimonials?
By putting testimonials on your website you help to build trust with potential customers and grow your business overall.
Having testimonials on website pages can also help to convert users who might otherwise choose to go with a better-known brand or your competitor.
8 top ways to display customer testimonials
There are many ways to include social proof and customer quotes in your social media posts and your home page.
However, depending on your field and overall brand image, your testimonial design might look a little different from someone else’s.
We think that there’s something for everyone in these 8 awesome examples of varying testimonial formats.
1. Quote testimonials
If you want to display testimonials on your home page, do it with a quote or two.
Most websites include customer quotes and similar highlight testimonials because they are a powerful trust-building tool for first-time visitors.
When you feature testimonials as quotes on the most important pages of your website, you’re giving other customers the chance to speak out. After all, nearly 90% of people trust online reviews as much as personal recommendations from friends.
Using a quote format to display testimonials on your website makes the client reviews easy to read and take in while scrolling. A quote also indicates that the testimonial is real, organic, and coming directly from happy customers – new visitors won’t feel like you’re trying to push your agenda down their throats forcefully.
In time, once you’ve gathered more testimonials, it’s not a bad idea to create a testimonial page where you showcase all of the reviews users have left your brand.
This way, you won’t have to rely on a handful of quote testimonials on your landing page. Instead, you can feature different reviews on different pages, while still having a single source of truth publically available in the form of a dedicated testimonial page.
2. Video testimonials
With the rise of Snapchat, TikTok, Instagram Stories, and Facebook Live, it’s no wonder that video has become one of the easiest and fastest ways for people to consume content.
Since video content relies on pictures and sound to tell a story, it’s an effective way to share your customers’ success in a meaningful and impactful way – after all, you’re getting your real customers to speak on your behalf.
Sure, it’s true that video testimonials do require a bit more work than simply using a third-party plugin to collect online reviews for your testimonials page.
But a well-designed video testimonial can work as a sales tool to convince new customers to make a purchase, and even get previous customers to return to your brand.
3. Audio testimonials
There’s no shame in using an audio format for your customer testimonials.
Especially if you’re on a budget, audio testimonials are a great alternative to video testimonials but can work just as well. You won’t need a camera or a fully-fledged production team – instead, you can get started with a decent microphone and some basic recording software.
You won’t even need to get the real happy customers on tape to produce effective testimonials. You can tell the story of a satisfied customer yourself, or hire a voice actor with a voice that suits your brand the best.
Audio, as a format, is also easier to weave into different settings and experiences than video content. You can add an audio customer testimonial to the interlude of a podcast, book a spot in a local radio station, or auto-play it on particular testimonial pages.
4. Creating case studies or success stories
This approach to website testimonials is great if you’re also looking at setting up a content marketing strategy.
Instead of just relying on client reviews, why not talk to your customers and take a particular testimonial and turn it into a case study or a success story.
Not only will a storytelling approach help your own credibility, but they also make the featured testimonials really stick in the memory.
At Zyro, we reach out to our clients, have an in-depth chat with them, and map out their journey from coming up with their business idea and executing it with their own business website or online store.
Looking for inspiration? Browse Zyro’s Small Business Heroes and get ideas for your own case studies or success stories.
5. Using social media
You shouldn’t limit your customer testimonials to a mere testimonial page – take your customer’s story to your social media pages, too.
And no, social media isn’t just for brand building.
Sure, you don’t want to suddenly make your social media a reviews page, but by retweeting and resharing user-generated content (and a positive review or two) you’ll forge an emotional connection with your audience.
Plus, you’ll lend credibility to your brand as a whole: you don’t just say you care for your customers, you actually facilitate a conversation with them.
6. Interview testimonials
Another way to gather testimonials on your website is to conduct proper interviews with your customers.
Since interviews tend to be more in-depth and longer than a brief testimonial displayed on social media, you can really dig deep into the customer, their story, and the challenges your business was able to help them overcome.
When interviewing customers, consider following best practices: ask open questions and let them tell you their side of the story. Try to get your guests to relax, and treat the situation more as a chat between friends, rather than a structured conversation that blatantly advertises your brand.
Interviews are a wonderful format to reuse in different contexts, too. You can include a quote from the talk on your landing page, use the highlights as short video testimonials on social media, and even publish the interview as a whole after some post-editing as a video testimonial. Or you can type up the interview and use it as part of your content marketing strategy.
Just make sure you’re clearly asking for written permission to use the interview as a customer testimonial.
7. Displaying press reviews
Press reviews are great testimonials to use on your website for a couple of reasons.
They help to convince your target audience of your brand’s legitimacy, as well as introduce your strengths to potential customers.
But how do you get your brand and products to get picked up by the press?
If you’ve run successful marketing campaigns or have been able to generate buzz some other way, chances are that you’re already on some publications’ radar.
But if you’re only getting started, you could start by simply reaching out with a unique piece of research or other relevant content that you’ve been able to draw up from your business data. It could be related to consumer behavior, your products and services, or your market in general.
You could also consider sending freebies of your product to the publications you’d hope to have your brand reviewed in. Or, if you have contacts in the field or are able to network, you could also discuss a press deal that would guarantee your product some publicity.
8. Getting featured on review sites
Review websites are resources that many online buyers turn to before making a purchasing decision.
That’s why a favorable testimonial found on a renowned review site can do wonders in boosting your brand image and sales figures.
Chances are that top review websites already have established high rankings on Google and other search engines.
This means that they most likely have comparison articles and in-depth reviews of other products and businesses in your field, and show up when users type ‘best budget cup blender’ in Google.
You can also leverage good review site reviews on your testimonial page. You could quote sections of the review, or use the review site’s logo under a ‘Featured on’ section.
How to get client testimonials?
You’re keen on setting up your own testimonial page, but how do you actually start collecting reviews in the first place?
Generally speaking, you can do a few things:
- Contact existing or returning customers. You could email them or call them up, or set up automatic email flows that ask for reviews after purchasing if you have an online store.
- Keep a close eye on social media messages and hashtags. Pay close attention to direct messages sent to your business account, tags and replies to posts, and hashtags – you could come across more than one gem of a customer testimonial on social media.
- Use platforms like Trustpilot. Chances are that you’ll find truly honest user reviews on third-party platforms like Trustpilot. Learn from the negative ones and grab the praise and feature it on your testimonials page.
If you sell products, you could consider doing giveaways or offering freebies in exchange for a customer testimonial.
And if you’re a service provider, why not call up your existing clients and ask them why they settled on your brand, and not the competitors.
Website testimonial best practices
You want your testimonials page to wow your visitors, right?
In order to do that, you need to know exactly what a good testimonial includes.
Pay attention to visuals ✨
This is especially important for Instagram, press, and interview testimonials: you want to make sure that you’re using high-quality images only when it comes to visuals.
While you might not be working with a lot of images on dedicated testimonial pages, consider adding a picture of the customer or a company logo, if you work in B2B.
You’ll add faces to names, and make your testimonials more engaging and memorable. After all, humans are visual creatures, and 50% of online shoppers say that images help them make buying decisions.
That’s why it’s not a bad idea to pay attention to your visuals – be it company logos on testimonial pages or your Instagram testimonial videos.
Highlight the real numbers 📊
Whether it’s a simple quote customer testimonial or an in-depth interview, you want to highlight the real numbers, not beat around the bush.
It doesn’t have to always mean that you need to force your client to share their books with you.
Instead, you could focus on how much your product or service has saved the client money in the long run, or how much more efficient their workflow is now that they work with you.
Don’t be afraid to mix and match 👀
Just because a review was originally a Trustpilot review, doesn’t mean it can’t translate to a gorgeous quote testimonial. Mixing different types of testimonials to different contexts is a great example of well-executed content repurposing.
For example, the fact that your testimonial pages are text-heavy doesn’t mean that you couldn’t use the written comments as the narrative to a short video.
Similarly, why not create an animated, but text-heavy Instagram reel or story testimonial? The more you can think out of the box, the better you’ll be able to catch the attention of potential new customers.
You shall not lie 🙇
Let’s be honest for a moment – nobody likes fake testimonials. Users can see through them and they just harm your brand’s credibility.
While paying a bunch of people online for testimonials might seem like an easy way out, it’s in fact a great example of how to build your brand on shady foundations. Take it from us – just don’t do it.
Plus, more often than not fake reviews start quickly resembling one another, and you’ll end up with dozens of testimonials being vague and giving you no material to work with for interviews, case studies, or real references.
Keep it short and conversational 😊
People are busy and are likely to just skim over your content in the best case.
Make your visitors’ lives easier by keeping your website testimonials short and direct. That means that your testimonials should be no longer than a couple of paragraphs. Or, if you’re displaying multiple testimonials in a carousel, rather than a separate testimonial page, you should be able to get the point across in a couple of sentences.
By keeping text-based testimonials short and conversational, they are faster to read, keeping readers engaged for longer and motivated to read on. Consider also prioritizing testimonials that use words that describe actions, to keep the momentum going.
Highlight your product or service in action 💯
Don’t be afraid to show your product or service in its intended use. You should aim to use testimonials as great examples of how your products work in the real world.
Places like Facebook and Instagram are wonderful for gathering both positive reviews and user-generated images and other content.
By displaying the favorable review alongside images of your product you’ll help new visitors remember your product better – after all, you’re signposting how others are successfully benefiting from using it.
Include basic information about the reviewer ✍️
It’s not enough to just plaster random testimonials across your website.
Ideally, you should be able to have a picture of the person or company who is giving your brand a testimonial, as well as their name, job title, and company.
This way, you’ll be able to ground each positive reference to an actual individual, not just a nameless logo.
How to create your own testimonials page?
Using a website builder like Zyro makes it easy to build a website with dedicated page sections and stand-alone pages for testimonials.
Start by choosing a handful of testimonials that you feel communicate your brand’s mission and main selling points across well.
You can also consider categorizing your testimonials: this way, you can display the right testimonials in the right places on your website. For example, you could include the best all-rounders on your home page, and feature more product-specific testimonials on different product pages.
With Zyro, adding testimonials is easy: most website templates already include dedicated testimonial sections, so customizing them is fast and easy.
You can also add ready-made testimonial sections anywhere on your page. With many different styles and designs to choose from, it’s easy to find the best option for your brand.
Or, if you want to create a new testimonials page from scratch, that’s not a problem either. Thanks to Zyro’s intuitive interface, it’s easy to find your way around the website editor even if you don’t have previous experience in website building.
Tell happy customer stories and convert website visitors
Testimonials are valuable real estate on your website.
They inform potential buyers and build trust and credibility for your brand overall. Testimonials can also be repurposed for different formats and contexts, making them an important marketing tool to add to your arsenal.
It’s never too early to start collecting reviews to strengthen your business. So whether you decide to email your existing customers or get busy following hashtags on Instagram, including testimonials on your website will help you increase your bottom line in the long run.