Why? What did you think I was going to say? As if I would use language like that!
Today's blog post has been inspired by a handful of recent website revamps I've worked on, each of which committed the same unspeakable crime…. a testimonial page.
Testimonial Pages Are Crap
At what stage would you like your prospect to stop looking at your blog or web pages and click onto your testimonials page? Right after they've landed? Half way through your bio? Right before they hit ‘buy'? There is no good time for that to happen.
And what if your testimonials are for different services or products? It makes no sense to group them together.
This is what happens when a prospect sees you have a testimonial page:
- Prospect “I wonder what kind of feedback this person is getting? I will take a look. Oh gosh, what an enormous surprise, the testimonial page contains only glowingly positive declarations of awesomeness”.
There's no value there. It's a whole page that does not give the reader any new or valuable information.
It's not helping you build a relationship. It's not helping you close a sale. It's certainly not helping you keep people on site, because typically testimonial pages have very weak, if any, calls to action at the end.
What's The Point In Testimonials?
To be able to use your testimonials effectively, you need to understand what they are for.
Collectively your testimonials will communicate:
- People trust me and have worked with me, you can trust me too.
- I work with people like you.
- My clients enjoy working with me.
- My clients get value for money (they get more out than they pay in, and more than they expected).
- My clients shared your hesitations, but their fears were unfounded.
You won't get one testimonial that says all of those things.
What you want, sprinkled all over your website, is a good mixture of testimonials that deliver those messages up there ^^^.
Imagine having a conversation with your prospect/ideal customer, then every now and then a 3rd person chips in to empathise with your customer and reinforce what you are saying. That's how your testimonial works. Imagine how much more interesting that is, than finishing your conversation and throwing your prospect over to a room of existing clients who talk at them all at once (that's your testimonial page, right there).
Need Help Getting Testimonials?
There's a blog for that: Get Your Hands On Terrific Testimonials And Fabulous Feedback
Getting An Even Spread
So we've established that a testimonial or two on each page is a gazillion times better than isolating all that goodness on one dedicated page.
Is it as simple as dotting one testimonial per page? Of course not.
I prefer to leave the About Page testimonial-free. That is a personal getting-to-know-you conversation between the prospect and business owner. Interruptions from past customers are not helpful here.
The Home Page is the ideal location for gushing praise.
Any testimonials relating to a specific service should go on the page about that service.
And any testimonials that reflect on the experience, or overcoming hesitations sit well on the Work With Me Page.
Now Flap Them At Your Followers
My favourite thing to do with testimonials is to turn them into pretty graphics and flap them about on Facebook and Twitter.
That was made using a template from the lovely Louise's Designsta Studio.
Warning: I always check with my client first to avoid any public embarrassment for either of us.
These boasty posts aren't a daily occurrence (as this would make my followers want to punch me in the face, quite rightly too). I'll add a new one once or twice a month, and tag in the client so their business gets exposed to a new audience. If I'm lucky they will share or retweet, which extends my reach a little too.
But My Testimonials Are Mahoooooosive
Sometimes your lovely clients will have many good things to say about you. Always keep a document that includes your full-length version of all your feedback. It's a lovely thing to read when you're lacking in mojo. You can also include them on a testimonials page, but for the love of all things wordy, please, please, dissect these lumps of text and pull out the most engaging sentences. You can use different sentences from the same client, in different locations.
There's My Bright Ideas, Now You
What do you do with your fabulous feedback? In the comments below or over on my Facebook page, tell me what you do with your terrific testimonials.