How to Write the Best Testimonials

Do you want to learn how to write the best testimonials? In this article, you will learn everything you need to know about testimonials. Testimonials are important for any company’s website. A testimonial backs up the claims you make about your products and services. If you want to earn the trust of potential customers, a testimonial is the way to do it. So, let’s discuss why testimonials are effective, how to get testimonials, how to write a testimonial, some testimonial examples, and more.

What is a Testimonial?

A testimonial is a statement from a past or current client or customer that describes how they feel about a product or service. It can contain statistics that specifically show how a product or service helped a customer, or can include a before-and-after comparison. A client testimonial is a valuable tool to help convert visitors to your website into customers.

A testimonial can sometimes be confused with an endorsement, but they are not the same. An endorsement is different because it is provided by an influencer who is typically paid to support a brand. Influencer “testimonials” are different because they are paid for the testimony.

Why are Testimonials Effective?

Testimonials are effective because they are a form of social proof. Social proof is a psychological phenomenon in which people follow the actions of others. Testimonials help you build trust between your business and potential customers. Customers are more likely to trust each other than they are to be swayed by obvious marketing tactics. In fact, more than 90 percent of customers said they read testimonials when considering a purchase, according to one study.

Additionally, testimonials can help improve your conversion rates. Like case studies, these customer reviews are part of any effective content marketing strategy.

How to Get Testimonials

Now that you know why testimonials are important, let’s talk about how to get testimonials for your website. There are a few different ways you can obtain testimonials for your business.

Ask Your Customers

The first and easiest way to go about getting a positive testimonial for your business is by reaching out to your best customers. Perhaps some of them have referred friends and family to your company before, or have posted positive thoughts on review sites. You can ask these customers for testimonials for your website. One way to do this is by asking them specific question in a Q&A format so they can provide answers.

If you need help, here’s a sample email for how to ask a past client to provide your company with a testimonial:

“Hi there, Ken. I hope you’re well. I am emailing to see if you would mind writing a short testimonial for our website. We are doing some updates and I would love to include some of your thoughts on our services. In return, we could link back to your website, so it would help your SEO! I can send you a short paragraph to review, or you can write a few sentences yourself and send them over. Whichever is best for you! Is this something you’d be interested in? If not, please don’t worry about it all. Thank you!”

Find Existing Testimonials

Your business probably already has testimonials. You just haven’t even realized it yet! Do you ever receive emails from happy customers who loved your products or services? Or compliments on social media? What about even a handwritten thank-you note? Has a happy client ever stopped in to say thank you? These are all testimonials. Save screenshots or a folder of emails with all of these positive messages. Make sure to always reply immediately to the happy client and thank them. Then, ask if they wouldn’t mind if you share their feedback on your website! If they say yes, then you immediately have a testimonial, without having to do any work.

Types of Testimonials

There are a few different kinds of testimonials you can use on your own website:

Quote Testimonial

A quote testimonial contains a direct quote from a happy customer. This is the kind of testimonial you see most frequently on websites, possibly as part of a product testimonial or a service testimonial. In this kind, you typically sees a rundown of a customer’s success using your product or service.

Peer Testimonial

A peer testimonial shows your past customer as someone similar to your future customer and typically will include a photo. Think of your past and future customers as peers.

Social Testimonial

A social media testimonial is placed on social media by a satisfied client who shares their experience with your company on their social media platforms.

Video Testimonial

A video testimonial is exactly what it sounds like: a video of your client talking about how much they loved purchasing from or working with your company. This kind of testimonial is particularly effective and videos are extremely popular online.

Interview Testimonial

This kind of testimonial includes a question-and-answer format with a client about their experiences with your company. It can be in any format: written or video.

How to Write a Testimonial

Next, let’s discuss some tips to help you learn how to write the best testimonials.

Keep it Short

The best testimonials are short. Our advice is to keep a testimonial to 50 words or fewer, if possible. It’s rare that a potential customer will take the time to read a long testimonial.

Make it Direct

You can always edit a testimonial from a client before you put it on your website. When you do so, keep it direct. Keep the parts that are most impactful and will be most persuasive to your potential clients. Which sentences and words are the most compelling? Keep those parts at the front of the testimonial so that they will be read first.

Always Be Truthful

A discerning customer will spot a fake testimonial right away. That’s why it’s important to keep it truthful and candid. Even if your client doesn’t write the testimonial perfectly or professionally, keep it the way it is. It will appear authentic and legitimate (because it is!)

What Should a Testimonial Include?

There are a couple factors that can dramatically increase the effectiveness of your best testimonials.

A Name and Photo

If possible, include a name and even a photo with the testimonial of the happy client. It will make the testimonial appear much more credible and real to your potential clients. A photo of a happy client is much more likely to convert customers than a post without one. If you are a B2B company posting a testimonial, use the logo of the company or business who is providing the testimonial for you. If you are unable to get permission to use your clients’ photo, name, or logo, use their initials and a general description of their industry instead. While it’s not ideal, it is better than no testimonial at all.

Where to Use Testimonials

So, now you’ve obtained some glowing testimonials from clients. Congratulations! But what should you do with these testimonials? While some conventional web designers might tell you to create a testimonials page on your website, that is certainly one option. However, many visitors to your site most likely won’t take the time to visit that page. Many will expect that page to be a sales pitch (and they wouldn’t be wrong.) Instead, include your testimonials on the most highly-trafficked pages of your website. Let your readers come upon your testimonials organically instead. Here are some ideas for where to put your testimonials:

Place a Testimonial Next to the Product or Service it Reviews

The purpose of a testimonial is to support your claims about how great your products and services are, right? So, if you want to use the testimonial to support your claim, you should place the testimonial near or underneath the listing of the product or service where it is on your website.

Put Your Testimonials on Your Most Popular Pages

What are the most popular pages of your website? (If you don’t know the answer, you can use Google Analytics to see your most highly-trafficked web pages.) If you want the most possible people to see the testimonials you worked so hard to get, you should put them on those most popular pages. Your testimonials will be used most effectively on the pages that see the most traffic.

Put Testimonials Containing Keywords on the Pages Optimized for Those Words

If you want an added bonus of using your testimonials to increase your SEO as well as your conversion rates, you can use this trick. Put your testimonials containing keywords your website is optimized for on the web pages that are ranking for those keywords. It is an effective way of not only grabbing more web traffic, but increasing your SEO.

Need Help Writing Testimonials?

If you still need help with writing the best testimonials for your own company’s website, contact SEO Design Chicago today! Our expert content creators have experience creating testimonials with clients and their customers for websites to help increase conversion rates and SEO.

Frequently Asked Questions About Writing the Best Testimonials

1. How do I get customers to agree to provide testimonials, and what if they’re hesitant?

Start by reaching out to your most satisfied customers – those who have referred others, left positive reviews, or provided unsolicited feedback. Make the request personal and explain how their testimonial will help other customers make confident decisions. Offer incentives like SEO backlinks to their website, featuring their business logo, or small discounts on future services. If customers are hesitant about public testimonials, ask if you can use their initials and industry description instead. Many customers are more willing to help when you explain that their testimonial helps others avoid the uncertainty they once faced.

2. Can I edit customer testimonials, and how much editing is acceptable?

Yes, you can edit testimonials for clarity, length, and impact, but you must maintain the customer’s authentic voice and truthful message. Focus on keeping the most compelling 50 words or fewer, removing filler words, and ensuring the testimonial is direct and impactful. Always get the customer’s approval before publishing any edited version. Avoid making testimonials sound overly polished or professional if that’s not the customer’s natural style – authenticity is more valuable than perfect grammar. Never change the meaning or add claims the customer didn’t make.

3. What’s the difference between testimonials and online reviews, and can I use reviews as testimonials?

Testimonials are typically solicited feedback specifically created for your marketing materials, while online reviews are unsolicited feedback posted on third-party platforms like Google, Yelp, or industry-specific sites. You can absolutely repurpose positive online reviews as testimonials on your website, but always ask permission and give proper attribution. Reviews often contain more detailed experiences and specific results, making them excellent testimonial material. However, ensure you’re not violating the review platform’s terms of service when republishing content.

4. How many testimonials should I display on my website, and where should I place them?

Rather than creating a dedicated testimonials page that few visitors see, strategically place 2-3 testimonials throughout your high-traffic pages. Place relevant testimonials next to the specific products or services they review, include 1-2 on your homepage, and add testimonials containing target keywords to SEO-optimized pages. Rotate testimonials regularly to keep content fresh and showcase different aspects of your business. Quality trumps quantity – a few powerful, specific testimonials with names and photos are more effective than dozens of generic, anonymous quotes.

5. What should I do if a customer provides a testimonial that mentions competitors or contains negative elements?

Focus on the positive aspects and edit out competitor mentions or negative elements, but always get customer approval for changes. If a testimonial says “After trying three other companies that disappointed me, your service was amazing,” you could edit it to “Your service was amazing and exceeded my expectations.” If the testimonial is mostly negative with minor positive elements, it’s better not to use it at all. Instead, follow up with the customer to address their concerns and potentially earn a better testimonial after resolving any issues.

6. How do I make testimonials more credible when customers won’t provide photos or full names?

Use company logos for B2B testimonials when possible, as businesses are often more comfortable sharing their branding than individual photos. For B2C testimonials, use initials with industry or location descriptors like “Sarah M., Marketing Professional, Chicago” or “J.R., Small Business Owner.” Include specific details about results or experiences to add credibility – numbers, timeframes, and concrete outcomes make testimonials believable even without full identification. Video testimonials, even with faces blurred or voices altered, can provide authenticity while protecting privacy.

7. How often should I update my testimonials, and what do I do with outdated ones?

Review and refresh your testimonials every 6-12 months, prioritizing recent feedback that reflects your current services and capabilities. Keep your best evergreen testimonials that remain relevant, but add newer ones to show ongoing customer satisfaction. Archive outdated testimonials that reference discontinued services, old pricing, or outdated company information. If your business has evolved significantly, older testimonials might not accurately represent your current offerings. Maintain a mix of recent testimonials (within the last year) and timeless ones that showcase your core strengths, ensuring all testimonials accurately reflect the current customer experience.