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Importance
of Effective Client Testimonials & How to Use Them Well
Years ago, to bag new
work opportunities and newer clients businesses primarily depended
on word-of-mouth advertising and promotion. Once they delivered
an excellent product or service and earned a happy customer, chances
of working with his / her friend / relative
or colleague was high. However, this form of promotion had its limitations
as it catered to a relatively small set of people. Times have changed
and so have marketing tactics.
In today's online
world, where physical interaction is limited, companies are
employing numerous marketing solutions to further their business
prospects. Client
Testimonial is one such tool that adds a new dimension
to the age-old marketing solution of word-of-mouth promotion, and
if used correctly, it can brilliantly support your advertising &
marketing initiatives.
What
are Testimonials? According to Dictionary.com,
a testimonial is
"a written declaration certifying
to a person's character, conduct, or qualifications, or
to the value, excellence, etc., of a thing; a letter or written
statement of recommendation."
Testimonials
or Recommendations
from past employees or clients is especially useful
for small business owners, Content
Writing Service Providers or Freelance
Writers. Testimonials from previous clients add
to the authenticity of the service provider's claim of excellence.
It is a stamp of approval, a go-ahead for other prospective clients
or customers.
What
is the Importance of a Client Testimonial?
Your website is a representation
of your products and services. When you create your website copy,
you try to make it as attractive, persuasive and believable
as possible. You do this by describing how your products and services
can simplify & transform the lives of your customers & their
businesses like never before. All this is fine and dandy but did
you ever question why your prospective customers will believe all
your tall claims? Why will your website's visitor choose your services
from all your competitors?
This is where
the importance of Client Testimonials is truly understood.
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1.
Testimonials Make your Claims Authentic -
When you talk about the usefulness of your products
and services & how you can make a difference, you
must support these claims with real, tangible proof.
Testimonials from satisfied clients and customers act
as evidence, authenticating your claims and making them
credible. This is one of the reasons why it is important
to get effective testimonials, ones that briefly describe
what is it that you did for the client and how your
services helped them reach their goals.
2.
Testimonials Help in Decision Making - When
a prospect looks around your website and considers whether
or not to hire your services, reading your clients'
testimonials and learning about their positive experiences
with you may be just what is needed to push them to
make a decision in your favour. A large number of marketers
publish client testimonials on their Contact-Us Page
so that prospective customers can read about other satisfied
clients and quickly send an inquiry.
3.
Testimonials Add Value to Your Website & Generate
Trust - Effective testimonials from your
past clients adds considerable value to your website
and generates trust in your products / services.
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It is a stamp
of approval that reassures potential clients that you are
running a credible, professional business and that you are
serving the needs of your customers well. Moreover, when you
publish testimonials from your clients in chronological order,
you show to your prospects that you are in business and that
your services are in demand.
4.
Testimonials Play the Role of a PR Head - Testimonials
don't cost you a thing and do so much for you in return. Genuine,
well-written testimonials can act as your PR head, communicating
with your prospects and presenting your case to complete strangers
who happen to visit your website.
Truthful
& Genuine Recommendations Are Great for Your Business
There
are some companies who makeup fake testimonials and insert
them on their webpages - a strict no-no. Never indulge in
such malpractices as the truth will come out sooner or later.
Genuine, real recommendations are excellent for your business.
Fake ones can do tremendous damage to your website and whisk
away all trust and faith in your enterprise.
Now
that you know the importance of Testimonials let us find out
how best you can use these tools on your website.
Where
to Publish Client Testimonials?
The
most common practice is to post all client testimonials on
one dedicated web page, namely the Client Testimonials page.
As and when new testimonials are received, this page is updated.
While
there is nothing wrong with this approach, many people are
of the opinion that there is no reason testimonials should
be limited to only 1 page of your website. Once you have received
a recommendation from a satisfied customer or client, feel
free to use it anywhere on your site.
Some
of the best spots to publish testimonials include -
- Home Page
- Contact
us Page
- Portfolio
Page
- Print Ad
- FAQ Page
- Services
or Products Page
- Sales Letters
- Your Company
Blog
- Twitter
& FB Page, etc.
If you haven't
already, start using this powerful tool on your website and
see the difference it makes to your conversion rates.
Also Read:
Essential
Pre-Requisites of a Relevant, Effective & Good Client
Testimonial
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