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 A Waste Of Web Space
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? Halfway 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 make the sale 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 testimonials work.
Now imagine that instead of that three-person conversation, you just pitch one-to-one to a prospect, then when you throw them 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
3 More Effective Uses Of Testimonials
So we've established that spreading your testimonials around is a gazillion times better than isolating all that goodness on one dedicated page.
#1 Sprinkle testimonials onto your webpages
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.
#2 Share them on your social media
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.
#3 Turn Mahoooooosive Testimonials Into A Case Study
Sometimes your lovely clients will have many good things to say about you. And while these are fun and reassuring for you to read - they're not so entertaining for your website visitors.
So instead of leaving a great lump of text in the middle of your website, transform your happy client success story into a case study, which you can publish to your blog and share on social media.
Start by outlining who the client is and the problem they were experiencing. Move on to explain how you helped them, and what the amazingly wonderful outcome was. Then close with a call-to-action for the reader - what do they need to do to become your next great success.
You can publish case studies to your blog, and they're also an excellent email marketing idea.
Give Yourself Some Loving
Every once in a while you're going to get a rush of entrepreneurial fear - fear that you're not good enough, nobody likes you, and you should probably jack it all in and get a job in your local supermarket (I get the fear at least once a week, which is progress from the daily occurrence it used to be).
My secret weapon against the F-E-A-R is a folder on my computer called ‘Feedback'. It's where I store screenshots of the lovely things my members and clients have said about me - either when they've sent the feedback to me directly, or when I've been tagged into posts on Facebook. That folder never fails to pick me up.