Should you put reviews and testimonials on your website?
No. 1 – your customers begin the buyer process online. They google whatever product or service they are looking for.
In fact, a consumer review survey found 92% of consumers read online reviews. And 68% said positive reviews make them trust a business more.
Secondly, testimonials from your satisfied customers – whether in text or video on your website – essentially transform your sales pitch into a credible, unbiased recommendation for your product.
Also, reviews can impact your SEO. 4 and 5-star rankings, testimonials and reviews can boost Google’s ranking of your business as trustworthy and reputable – meaning you’re more likely to turn up in search results.
How to get testimonials from customers
- When your Facebook page is set up as a business page, it comes with a review tab for your customers.
- Encourage your sales team to use LinkedIn – from prospecting to retention of customers. When a satisfied customer recommends your sales person and the company to another, ask permission to be able to note this recommendation on your website.
- And finally, just ask them. Equip your sales team with a process and template of how to ask and what to ask to get credible testimonials and reviews from your satisfied customers.
Three tips that make a good testimonial
- It’s filled with benefits. It’s not just “This product is great.” It’s “this product did XXX for me.”
- It substantiates your claims. It's proof, facts, and figures that back up what your sales pitch tells them.
- It’s credible. It includes a name, company, and location. Adding a photo adds even more credibility.
The difference between a testimonial and a review
- A review is direct from customers, typically on third-party sites.
- A testimonial is initiated and moderated by you, or your sales team, for your company site.
- A hybrid of a review and testimonial uses a web-based application to allow users to leave reviews directly on-site. These can contain star ratings and comments.
On a final note, never, ever invent a testimonial. This is not good business practice, and the end result will not be good when someone discovers its fraudulent.