"Testament
to Testimonials"
Should You
Use Testimonials on Your Web site?
We have all seen Web sites showcasing their testimonials either
spread strategically throughout the site or all together on
their own glorious page. They're there with the intent of leading
us toward that high dollar purchase or convincing us of something's
legitimacy. Sometimes we read them and sometimes we won't.
Sometimes we believe them and sometimes we don't. Well, are
they really worth all the time and effort?
The quick answer: Only if you do it right. When done correctly,
testimonials can really serve you in establishing your site's
credibility. Testimonials give you an opportunity to back up
your claims. Believe it or not, as soon as someone visits your
site you have immediately begun a relationship with that person.
Your site will be one of the determining factors in solidifying
that relationship and your testimonials can be a key component
in building their trust. When done improperly, you might actually
drive people away from you and what you have to offer. If your
testimonials aren't believable and honest then you probably
don't want them posted in the first place.
Here are a few guidelines to follow if you decide to use testimonials
on your Web site.
- Testimonials Should be Brief. You want your reader to get
the point quickly and read the entire quote. You might have
a great testimonial, but it is a page long. The odds of someone
reading it in its entirety are pretty small. A good idea
would be to break it up into sections.
- Don't Fake It. Your testimonials should be believable
and the best way to assure yourself of that is not to make
them up your self or have someone else do it for you. Honesty
is always the best policy. Phony testimonials will ruin
your credibility immediately. Say “adios” to your customers
if you want to fake it.
- Specifically Identify. Testimonials should be signed
with a full name and a specific title. Don't use something
like “Businessperson” or “Professional”. People wan to
see a name and area of expertise. It is also a good idea
to put a link to their Web site. This will help establish
the legitimacy of their testimonial.
- Ask Permission. Before you publish someone's comment
make sure that they are aware of what you are going to
post and that you have their consent in doing so. It is
easier to “sell” the idea if you agree to post a link to
their Web site beneath the quote.
- Address a Specific Benefit. A specific positive result
has much more impact than something generic. It is better
to post something to the affect of “Your product helped
cut costs by 18 percent last quarter” as opposed to “Your
product is great”.
- Spread Them Out. You can have a page dedicated to testimonials.
It's a good idea, but you can't guarantee that a visitor
will visit that page. In addition to your testimonial page
why not post a testimonial or two on each page throughout
your Web site. You can even interweave your quotes into
your content. This can most likely increase the strength
of your message as your visitors peruse each page.
SPECIAL TIP: Anytime you have a good experience with a Web site
or online purchase send your own testimonial adhering to the
above-mentioned guidelines. If published, you'll probably get
a link to your Web site. Over time that can add up and increase
traffic to your site.
When it comes down to it, testimonials help provide an independent
and unbiased medium to promote you and your Web site. You have
the option to use them or not. If you decide to use testimonials
on your Web site then use them properly. Well-positioned and
authentic testimonials can easily make a positive impact and
strengthen your site.
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