How to (Properly) Use Client Testimonials on Your Website

You’ve probably heard by now the importance of including client testimonials on your website. It’s what builds trust with your audience and helps them see that other people who have been in their shoes have had success working with you. This helps them feel more confident that they will, too. In the marketing world, we call this social proof. 

However, as a website copywriter, I see a lot of sites that could be using testimonials a whole lot more strategically. 

So, here are some tips for how you should actually use testimonials on your website: 

How to Properly Use Client Testimonials on Your Website

Use them throughout your copy

Years ago, it was a trend to have an entire page on your site called “testimonials” or “reviews.” 

Anytime you got a new review, you could just add it to the testimonials page on your site and be on your way. 

But the SEO stats show that no one actually clicks on that page. 

And it’s also WAY more convincing for the reader to see your testimonials sprinkled throughout your entire website. So, from a sales-psychology and SEO perspective, you’ll want to put your client testimonials all throughout your site. 

Use them at decision-making points 

So you’re sprinkling your testimonials throughout your copy, but you’ll also want to be strategic about it. 

Put them at decision-making points on the page. 

For example, on your Services page, place a testimonial (or a few!) immediately following the description of your offers. 

This way, as someone is reading through your service, trying to decide if the investment is worth it to them, if the very next thing they read is a quote from another person, just like them, explaining how happy they are that they chose to invest in your service– they’re hooked.  

That’s some social proof, baby. 

Use client testimonials on your website that support your points 

Here’s the pièce de résistance. 

The real pro copywriting move is to select testimonials that speak to what you’re talking about in your copy. 

For example, if you are a photographer and a section of your copy is talking about how something that sets you apart is that you’re really good at making people feel comfortable in front of the camera, follow that section up with a testimonial that talks about how comfortable the person felt during your shoot.   

The point is for each testimonial on your site to act like a little mental check mark for the reader. 

They want your service (otherwise they wouldn’t be on your website), it’s just that the logical side of their brain needs to be convinced that it will be worth spending their hard-earned dollars on. And that it will deliver on their expectations. 

Using client testimonials that negate their specific fears is how to win over that pesky logical side of the brain. 

[Want to take this concept a step further? Grab my free Client Voice Hacking Guide, which teaches you how to write website copy that speaks directly to your ideal clients.] 

How to Ask for Client Testimonials 

All of this copywriting advice won’t do you any good if you don’t have a good system in place for actually asking your clients for testimonials. Here are some tips: 

Follow Up

This can feel uncomfortable, especially if you’ve asked once or twice and haven’t received a reply. But remember, we are all busy, and your clients will likely need a few reminders, so don’t feel bad following up! Even if it’s the second or third time. 

Use a Feedback Form 

As you’ve learned here, the most powerful testimonials are those that speak to your clients’ objections and the transformation they experienced working with you. 

So, rather than just giving them a link to leave a Google review, give them a short form to fill out. You can ask them questions that lead to those transformative answers. 

Your clients will appreciate this because it can be hard to think of what to write on their own, but when given prompts and questions, the testimonial writing process is so much easier for them. 

Alright, hopefully this has all been helpful! And luckily, adding testimonials in the right strategic places on your website is a pretty easy fix. Take a few minutes today to see if your social proof could use some sprucing. 

Website Copywriting Services 

If we haven’t met yet, hi! I’m Dianna, website copywriter for creatives. Here are some more ways I can help you: 

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