The Power of Client Testimonials

Building trust and credibility is one of the most important things you can do to grow your business. While word-of-mouth referrals are still a valuable way to gain new clients, testimonials can also be a powerful tool to highlight your work and impress potential clients. Let’s explore the power of client testimonials, where you can use them, and how to start gathering them as part of your business process.

9 out of 10 people say they trust what a customer says about a business more than what that business says about itself.

_{Source: Wyzowl, Testimonial Statistics 2020 Report}

Testimonials are a form of social proof that help to build trust and credibility with potential clients. When you showcase the positive experiences of your clients, it can encourage others to trust and hire you. Testimonials show that you have experience and expertise in your field, and that your clients are satisfied with your service or product. They also help to differentiate you from your competitors and give potential clients an insight into what problems they might solve or results they may be able to achieve by working with you.

Where You Can Use Testimonials

Testimonials are a valuable piece of content in marketing because they can be used across multiple channels. Your website is the most obvious place to start using testimonials. Include testimonials on your home page and anywhere social proof can support your customer’s decision-making process. For example testimonials or reviews interspersed within sales page copy is an effective way to showcase the results your clients achieve by working with you.

Once you have received a testimonial you can repurpose it – partially or in its entirety across other channels – social media, email marketing campaigns, on flyers and even your business cards.

Different Types Of Testimonials

Testimonials in different formats can help appeal to different prospective clients. 

Most people are used to leaving written reviews after purchases – especially online. But need a prompt or reminder to take this. Clients may leave unsolicited feedback in the comments section of your social media channels, remember to share those in other places.

Video testimonials can be powerful because they offer an engaging and authentic interaction. Your audience can feel like they are being spoken to directly.

Client case studies usually incorporate long-form testimonials to showcase how your business help solved a specific problem. They require a bit more client involvement to create. They are especially useful when you are in the business-to-business space or you offer a technical service or product.

Spotlight on Google Reviews

According to this recent survey by BrightLocal, Google is the most trusted review platform. Google Reviews can help you to stand out in local search results and improve your search engine rankings. Encourage your clients to leave Google Reviews by including a link to your Google My Business page in your email signature, on your website, or in your social media posts.

A Note on Negative Reviews

75% of businesses don’t respond to negative reviews.

_{Source: Keeping}

Receiving negative reviews can be tough, but it’s important to remember that they happen to everyone. Instead of ignoring them, it’s essential to respond in a way that is professional and courteous. Start by expressing empathy and thanking the reviewer for bringing the issue to your attention. From there, assess the situation and offer a solution or an apology if necessary. Remember to keep your tone friendly and informative, even if the review feels unfair or undeserved. By responding to negative feedback in a positive and proactive manner, you can show professionalism and care for your clients, while also potentially turning a negative experience into a positive one.

How to Start Gathering Testimonials

The best way to start gathering testimonials is to ask your clients for them. Be proactive and make it part of your process to request feedback from your clients after the completion of a project or sale. You can do this by sending a follow-up email or survey, or by calling them personally. 

Make it easy for clients to leave a testimonial by providing a template or guiding questions. 

Finally, always thank your clients for their time and feedback, and let them know how much you appreciate their business.

Will You Add Client Testimonials?

If gathering testimonials is not a part of your business process, it’s time to change that. Testimonials can be one of the most effective ways to grow your business and attract new clients. It’s important to make the process of soliciting and collecting testimonials easy and seamless for your clients. Not only will it help to build trust and credibility, but it will also set you apart from your competition.

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