If there’s one thing that consumers trust more than anything when choosing a company to do business with, it’s the word of others. Word of mouth is the most effective marketing tactic, even though it doesn’t seem like much of a “tactic” at all. All you have to do in order to receive rave reviews is to do your job well, make others happy with the service and products that they receive, and let their happiness speak for itself. Posting customer testimonials to your website is a great strategy, but it’s not enough to simply throw up a few and assume that will get the job done.
In this article we will highlight the importance of genuine testimonials and tell you how to implement them most effectively on your website.
Which Testimonials are the Most Useful?
One-word reviews like “Great!” or other non-descriptive reviews are not what we’re looking for when we are choosing a business to serve us. Details are key, and that is why storytelling has become such a staple when leaving online reviews for businesses. When a customer tells the story of how their experience with a business was, it compels others to listen.
Even negative reviews can be worth addressing on your website, if you can reasonably show that your business has handled complaints with care and professionalism. We all know that not everybody is going to be happy 100% of the time with any business’ service, but what that business does with the negativity carries a substantial weight.
This probably goes without saying, but we’re going to include it anyway: Testimonials must be genuine! Do not falsify reviews and testimonials just because it looks good on the website. It’s downright dishonest.
What Else Makes for a Good Customer Testimonial?
A descriptive testimonial is great, but there are other elements that could enhance the trustworthiness of the customer’s statements. Pictures and names are two big contributors to earning a prospective customer’s trust. The more information, the better, and a picture is worth about 1,000 words. If you can attribute a name, at the very least, this helps enhance the authenticity of the review.
Testimonials are an Invaluable Asset for Any Business
This is as close as it gets to an online form of word-of-mouth, so don’t underestimate the importance of favorable testimonials in boosting your business’ reputation!