How to Write Testimonials: The Good and The Bad

Testimonials are an excellent way of proving you can do what you say you do. If you are a service business…you are most definitely selling your experience, skills and ability to work with people. People are buying you.

Testimonials build your credibility in multiple ways on your site. They tell prospects that other people like and trust you. Your happy clients can more directly and unabashedly promote you. Finally, your clients have multiple reasons to like you and will say so in their own individual way; one of these perspectives might really strike a cord with prospect.

What Makes Some Testimonials Bad (Weak):

• Vague and not specific
• Don't explain the results the person got
• Anonymous. Not providing a name blows the credibility of your testimonial.

What Makes Some Testimonials Good (Strong):

Give specific information. I recommend focusing on the problem, solution and a touch about what they did in a short paragraph or two. (This example is a composite of several I've received.)

The problem is: We struggled to find a web designer we could work with.

How the problem was solved: Once we found Karen and Tod things moved forward quickly. They gave us honest feedback and they didn't just say, "yes" to everything we asked.

Say what the results were: In the end we have a gorgeous site that works well with our other marketing. Our website is instrumental in all our sales, and sometimes makes the sale for us.

Use a percentage or another # when you explain the results. People's eyes are drawn to #'s. It says to them you created measurable and quantifiable results. Ask your clients if they can put their results in a # or a %. I realize this applies better to some businesses than others but keep it in mind.

Keep your testimonials focused. Sometimes a client will write a page long reference for you. If this happens to you…select the best parts of the testimonial, craft it into a paragraph and ask the person's permission to use the shorter, focused version on your website.

Include the persons' name, and if relevant, their business name. The persons' first and last name are essential to the credibility of your testimonial. I handle this by assuming it'll be fine to use their name. For example, if someone gushes about a recent project…I'll write it down, email it to them with their name on it and ask if I can use it on my website.

There are a few exceptions such as psychotherapist who need to maintain confidentiality.

I tell my clients who are building their first website to have at least 3-5 testimonials to start off with. Then add more testimonials over time.