Testimonials are undoubtedly important. With a website being most businesses' window to the world, it's important to instil confidence in a visitor that you are not a fly by night company, and do a good job. If they don't trust you, they will simply move on to your competition.
Negative Feedback
Some people are shy to ask for testimonials in case it back fires on them and they get negative feedback! However, this shouldn't be seen as a bad thing; it's an opportunity to make things right.
To avoid it happening in the first place feedback should be collected at various stages of the relationship. For example, if a member of your staff has spoken or visited a client, it may be worth following this up to ensure the client received the service they were expecting. Most clients will not leave unsolicited feedback, so go to them.
Common Mistakes
When done right, testimonials can be a strong ally in establishing credibility. However, when done badly, they can do more harm than good. Try to avoid using comments that are overly generic, as this can cast doubt in a visitors mind. A cardinal sin is to not back up a testimonial with the client's name and company. Ideally, include a job title as it tends to enhance authority.
When using testimonials, it's of course important to gain permission to use it, as well as their identifying information. The last thing you need is an irate client because you published what they intended as a private communiqué. If your clients are kind enough to provide testimonials without asking, be sure to ask for permission and, ideally, ask them if they are willing to act as a reference. If they say yes, keep the letter or email on file. If you promote that you are able to provide references on request, this enhances the credibility of the surrounding testimonials.
Planning Ahead
In order to increase chances of gaining a testimonial, and getting the best possible outcome, try to get the main contact to ask the client. With a relationship already in place, the client will be more willing to spare their time.
It helps to remind the client about what you have done for them, highlighting the positives from the relationship. So you have a broad range of comments to draw from, cover all bases, such as quality, timeliness, friendliness, ease of doing business and competitive pricing.
Don't be shy in writing the testimonial yourself, then passing it on for review by the client. This is actually the best for the client, as it saves them time and any misunderstanding. They may wish to tweak what you have written, but it means that the testimonial will largely cover the points you wanted it to.
Ideal length
If you want your testimonials to do their job, they need to be readable. Try not to have an essay, the testimonial should focus on a specific benefit or positive result based on your service or product. Especially on websites, people tend to skim read, so it's important the point is put across quickly.
By planning ahead, you can have a long testimonial already prepared, which can be appropriately cut down depending on which section you wish to focus on. That way, the same testimonial can be re-used, whilst still staying fresh.
Finishing Touch
Photographs can help prove that the testimonials are from real people. Avoid purchasing stock images of models, they almost look too good, and may have visitors questioning the validity of the testimonials. Instead, see if your client is willing to provide a photo, or arrange to visit them with a photographer. You could use this opportunity to create a more in-depth case study.
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