When prospective customers want to check your business out, their first point of reference will be your website, right? Once they hop onto your business page, they’d browse through your content and naturally, would be a little skeptical at first of investing in your products/services. How then, do you change this skepticism? Through your existing customers.
For centuries, happy customers have provided positive product reviews through word-of-mouth feedback. Eventually, this word-of-mouth feedback got structured in the form of testimonials. And in this modern, digital world, it is common for brands to display these testimonials on their website’s testimonial page. But creating an impactful testimonial page can be a real challenge for many brands.
Before you start creating a testimonial page for your business website, there are certain things you need to understand and keep in mind. We’ve listed them down below for your reference –
Why Do You Need a Testimonial Page?
Testimonials shift the focus away from the seller and put it on the customer. Before becoming your customer, they step into the shoes of a shopper and receive a ton of marketing messages and compare a plethora of products and their prices before making a purchase decision. Once your prospective client hears from someone they can relate their purchasing decisions to, their trust in your brand increases.
Things You Need to Keep In Mind –
In order to promote awareness of your brand and increase the credibility of your business, your website should not only describe the characteristics of the product/service but also put positive customer reviews into the spotlight. These reviews can come to take many forms and the more vibrant your page appears, the better it is for your business.
What to Include In a Testimonial Page?
Your customers can be your greatest marketers. Reaping the benefits of glowing customer reviews is a well-known marketing strategy. As you start working on the testimonials page on your website, it’d do you a world of good to follow these best practices:
- Use a combination of texts and visuals
- Use digestible stats and numbers
- Showcase your product/service in action
- Keep the testimonials authentic
- Use a combination of testimonials (quotes, videos, social media posts)
Now that we’ve established the need for a testimonial page on your business website and the things you need to be mindful of while putting testimonials up, here are 15 brilliant testimonial page examples you can take inspiration from and replicate similarly on your own website –
This is an ideal example of how you can design your webpage to match your brand’s identity. While it is not mandatory to decorate your testimonials with ornate designs, there is definitely a certain visual appeal that hooks us into it.
The Tea Story has opted to go with quotes as their primary form of testimonial. While it is important to mix and match your testimonials, it is also vital that you know what works best for your brand. If you scroll down to their products, the brand’s choice of words to describe their products also makes a great fit that goes in tandem with their brand’s identity.
Do consider placing your customer testimonials on your homepage just like how The Tea Story has executed it. This helps your potential customers take notice of your brand from the get-go and positively influences their purchase decision.
Video testimonials have proven to be one of the most successful forms of customer reviews due to how effective it is in engaging viewers. Be Love Farm took the video testimonial route and converted it into an interview in an attempt to influence others to volunteer for their organization.
There is no dedicated testimonial page on their website. They have instead decided to link it to their homepage as a call-to-action button. This route is usually taken by brands because they are aware that their target audience is just a niche part of the broader society, which in this case, are those who want to involve themselves more in farming activities.
This is another example of a brand that knows what works out for them and what doesn’t. Tour agency Hearts and Tears use a simple and minimal customer quote to promote an upcoming trip.
The usage of edgy, over-the-top words also blends really well with their brand identity and acts as a hook to adventure seekers. They’ve also used the power of positive reviews of their brand on other public platforms (TripAdvisor in this case) and applied it to their homepage. This step helped them bypass the process of asking customers for reviews thereby saving time and resources.
Highlighting high-profile customer reviews on your testimonial page will help build an impression that you’re an industry leader in the minds of your potential customers. That is exactly what Autofleet did on its testimonial page. They’ve highlighted business partners such as Zipcar, Scania, and Suzuki making it appear like they’re the ones to approach when you’re looking for reliable solutions for your business.
The testimonials are located on the homepage with a very minimal, yet effective design. It strategically places each quote with its partner company’s logo to draw attention toward the company. They’ve also placed the picture, name, and designation of the customer to add a human appeal to it.
Ravin highlights positive reviews through press releases on their testimonials page. They’ve put up all the positive press reviews in a section called “Media”. The page is directly quoting what the media is saying about the company. The quote along with the media house’s logo and the link to the article is shown on the testimonials page.
Featuring affirmative media coverage of your brand is a great way to build hype around your company while also catapulting your brand’s image as the industry leader. This type of approach is ideal for companies that don’t have customers yet but have positive media coverage that they can use to demonstrate their credibility in the market.
Sage College Advice is a counseling center and they too, have placed their clients’ testimonials on their homepage. They’ve built a visually appealing homepage on their website that encourages you to keep scrolling and finding out more about them.
The Acceptances section features the testimonials along with a list of nearly all the four-year universities in the US and shows that Anne, who is the counselor, successfully got her students admitted into top schools. This not only helps boost the company’s reputation but also aids in building up Anne’s personal brand value.
The list of acceptances is further reinforced by accompanying client testimonials. This puts equal focus on the counselor as well as the testimonials that appear to be written by the students and their parents, which makes this list more believable and appeals to the emotional quotient of prospective customers.
It is always great to see restaurants go all out on their websites. It stands out because the viewers get to see the variety of food on offer shot in ways that make everyone drool over it. Seven Grams Caffe based in New York City strikes the perfect balance between showcasing their eating products in the most eye-catching way and displaying media testimonials in what can only be described as a minimal approach to testimonials.
The media reviews are labeled under a banner called “As seen on” followed by the logos of the publications. The logos are prominently placed so as to render credibility on their brand and the testimonials are presented in a completely black backdrop with the name of the media house and their review of it in white.
The blending of positive reviews from renowned media houses along with the mouth-watering food photography is a winning combination because it not only bolsters Seven Grams Caffe’s brand image but also makes us want to catch the next flight to New York after viewing its products.
Codecademy lists its customer testimonials on its home page under a banner called “Stories from real people” which immediately adds a personal touch to it. Its website homepage is a nice mix of visual cues with text and colors that are pleasing to the eye.
The testimonials section shows stories of how Codecademy changed the lives of its users. It features short excerpts of the reviewer’s journey while using the product and is accompanied by their picture and their current job designation. The pictures help humanize the testimonial adding a layer of authenticity to the process.
Once you click on Explore more stories, it redirects you to a dedicated testimonials page where the company mixes it up with different forms of testimonials following a similar pattern of including the person’s name and picture to build on the relatability factor of the testimonials.
ZenDesk, a company that provides tools for customer service, goes about showcasing positive testimonials in one of the most functional ways. There is a separate testimonials page with a host of functional themes that just makes it really really easy to navigate around.
It features filters that you can use to narrow down the company size, industry, and testimonials by geographical location. It also has thumbnails that link you directly to the customer testimonial. Not just this, but if you scroll down on the testimonials page, you will see that the company is associated with some big names in various industries such as Ola, Furlenco, ITC Limited, and Emeritus. This lends them some extra bit of credibility and extends their image of industry leaders among prospective clients.
This concise and practical approach to building a testimonial page is a great way to showcase your happy clients to potential customers and also impress them with seamless navigation through your website.
10. Blue Apron
Testimonials don’t always have to be comprehensive in the way they appear. Blue Apron executes this by releasing a video featuring an actual chef working with the brand’s products. The fact that it was shared on the brand’s social media channel helps the brand engage with the potential customers on the platform that they’re most comfortable using.
As we mentioned before, knowing what works and what doesn’t is paramount to how you approach the execution of a testimonial. Introducing informal elements such as a dog like Blue Apron helps relax the air around the speaker but still maintains the focus on the products on display and the speaker at the same time.
Intercom has a dedicated page for their customer testimonials on their website. The company has executed the testimonials page to perfection since they did the basics right. The page features a sliding section with a heading that reads “Trusted by 25k businesses” followed by a laundry list of some of their biggest clients who are industry leaders in their respective industries. This not only quantifies the brand’s extensive reach but also shows the quality of its output being utilized by prominent clients.
It also features a classic visual layout of the testimonials page that includes headshots of its customers. These testimonials are displayed as case studies that are heavy on stats and numbers, but that is what makes them more relatable to businesses in the end. Your potential clients would want to know how your product/service can effectively help them scale their business and there is no better way to showcase this than by displaying digestible stats.
Another example of how you can leverage the power of social media to showcase your brand’s positive customer testimonials. The brand encourages its customers to post pictures of themselves wearing Fabletics products and use #MyFabletics along with it. This boosts the engagement levels on the brand’s account and provides an organic boost to their to a large extent at no cost to the brand at all.
You don’t always need your customers to write down their experience with your product. Sometimes. just a picture suffices. The quality of the product on display and the customer’s sentiment toward the product are enough to show that it works.
This is one of the most cost-effective ways of generating positive and unbiased testimonials from your customers. The hashtag that your customers adopt will be your biggest promoter and all the engagement that it produces will emerge naturally at no extra cost from your brand’s pocket.
RokuTV is a television company that took the video route for its testimonials from its customers. Video testimonials are one of the most effective mediums for showcasing your brand’s satisfied customers. A video testimonial, when shot and edited the right way, does wonders to help extend your brand’s reach.
This video was shot in a simple way where it showcases multiple customers who explain how RokuTV makes the experience of using a TV as seamless as possible. The fact that it features multiple customers casually speaking contributes greatly to the believability factor of the video and the text animations that pop up highlighting the keywords of each customer’s testimonial do a great job of imprinting those qualities in the minds of the viewers.
Hubspot’s testimonial page on its website contains case studies that are shown as customer testimonials. If you keep scrolling down the same page, it goes to show various statistics and numbers of how using HubSpot’s services will help your brand. The featured case studies have brands from almost every industry, so it makes it very relatable for HubSpot’s potential clients to jump ship and start using its services.
The brand ends the testimonial page with a call to action button that asks its potential customers to “Get a Demo” and also features the various rewards that the company has been a recipient of. There is also a mention of how many clients HubSpot caters to along with an infographic of some of its high-profile clients.
If the “Get a Demo” prompt does not entice your potential customers to take the leap of faith and try your brand’s products/services, then the high-profile clients’ list most definitely will.
Taking an offbeat approach to creating your testimonials page could also work for your brand, provided it is executed with the proper know-how. That is what 99Designs does here. It uses a rating system, which is not often seen in the B2B industry, and lets its potential customers sort through user reviews so that they may refer to the ones most relevant to them.
It also highlights the testimonials page with a unique video that is accompanied by customer ratings and reviews below it.
A testimonial page must be given due importance when making a website. With the changing landscape of digital marketing today, the role of testimonials has increased manifold. To cap off why your brand requires a testimonials page on its website, we’ve listed down a few reasons for it –
- Helps improve SEO rankings
- Helps increase credibility and trust
- Helps increase conversions
- Helps collect leads
After all, what your existing customers are talking about your services and products can be a crucial factor in converting potential buyers.
Research has suggested that video testimonials get the best results. To know more about video testimonials and how to collect and display them, reach out to our team of expert.