Testimonials: Does Anyone REALLY Believe Them?

Here’s a (very) occasional comment I’ve had about testimonials on our website: “They’re nice, but you’re only going to show testimonials that say positive things about you.”

Which, of course, is true.?

But isn’t that the point?

Testimonials highlight the reasons clients love working with you.

You can’t, however, please all the people all the time.

Anyone who has spent more than a few minutes on sites like Google, Amazon, Booking.com or any other site with customer reviews, knows that some people are going to say that they love what you do, and others, not so much.

In the spirit of caveat emptor - buyer beware - it’s up to the savvy buyer to decide, after weighing up all customer reviews, whether you’re what they’re looking for.

In many ways, B2B reviews are more transparent than their more anonymous B2C cousins.

If you have a testimonial from the CMO of Unilever on your site or in your sales deck, all potential customers need to do is contact that person directly and ask them what they really think of you.

That’s why we’re HUGE fans of testimonials. Assuming you deliver product / service excellence, you want your prospects to see what your happy customers have to say.

Without testimonials, you’re asking inherently risk-averse whales to trust that you’re the fabulous supply partner that you say you are.??

Better your prospects find that out from the people who’ve put their money where your mouth is.

Testimonials are the ultimate risk-mitigation strategy.?

It’s not all good news, however.

We live in a world of fake reviews, AI and bot-generated content. Scepticism is running riot!

So, your challenge is to make sure that your testimonials are actually believed.

Here are some ways you can do that:

1.??Authenticity:

The best testimonials are the ones that come across as 100% genuine. If your testimonials sound too polished, ‘ChatGPT’ish’ or generic, they’ll likely raise red flags.

Instead, let your clients’ real voices shine through, even if it means including a bit of imperfection. Real people aren’t perfect, and that’s what makes their stories relatable.

2. Specifics Win Trust:

Vague praise like “Great service!” or “Highly recommend..” or “He’s great!!!” doesn’t cut it anymore. Give us facts!?

How exactly did your service help them? Did you save them time, boost their sales, or help them overcome a specific challenge? The more specific the testimonial, the more credible it is.?

For example, “Thanks to [Your Service], our lead generation improved by 40% within three months,” carries far more weight than a simple “We’re happy with the results.”

3. Context Matters:

Where you place your testimonials can make a big difference. A testimonial that’s buried on a random page deep in your website won’t have the same impact as one strategically placed next to a call-to-action or a case study.?

Think about the journey your prospect takes on your website and sprinkle testimonials where they’re most likely to be seen and have the greatest influence.

We always recommend that the closer your testimonials are to the top of your website’s home page, the better.

Making Testimonials Work for You

So, how do you elicit testimonials that not only work, but also resonate with your audience??

Here are a few tips:

Showcase Real People:

Adding a face to the testimonial can work wonders. Whether it’s a client’s photo, their company logo, or even a short video, visual elements add a layer of credibility that plain text can’t achieve. People trust what they can see.

Tell Stories:

The most effective testimonials aren’t just about results—they tell a before-and-after story. What was the client’s problem or goal before they found you? How did your service help them? And what’s life like for them now? This narrative approach helps potential clients envision their own success with your help.

Encourage Honest Feedback:

Don’t be afraid to ask your clients for their true thoughts, even if it’s not all positive. A balanced testimonial that mentions both the good and the not-so-good can actually be more believable. Plus, it gives you an opportunity to show how you handle challenges—a huge trust-builder.

Leverage Video Testimonials:

If you really want to up your testimonial game, go for video. Seeing someone speak about their experience adds an extra layer of authenticity. A genuine smile, a confident tone of voice, and real emotion can’t be faked and can make a huge impact on your prospects.

Write Your Own

The unwritten rule with testimonials is that often the best customer testimonials are the ones you write yourself.

Your clients are BUSY! As much as they may like you, the last thing they want to do is to craft a testimonial that, ultimately, is of no benefit to them.

So, offer to write their testimonial for them and enable them to make any changes they want.

You get a testimonial that hits the points you want to make, and they save time. Everyone’s a winner!

To see how we can help you, book a session with us here .

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