Remember the six strategies that successful businesses use to attract more customers online?
- Nurture your website visitors with valuable information that will increase their trust to buy from you
- Capture your website visitors’ details so you can continue this education process and keep them engaged
- Tell your visitors of those plain-English benefits that will make them want to engage with you and your services
- Include trust-building testimonials from past and current clients
- Make your website mobile friendly so as not to scare away all those visitors who mainly browse on their mobiles.
- Nudge visitors into becoming clients using a call to action
Let’s cover Number Four Today
What is a testimonial and why should I have them?
A testimonial is a comment that tells potential customers what people who have actually purchased and used your product or service think about it.
Adding testimonials, whether in text, audio or video format to your website will transform your sales pitch into an unbiased recommendation for your product.
Including testimonials is probably one of the easiest ways to improve your website, and a good one can generate more selling power than some of the best sales copy out there.
How to choose testimonials that sell
How do you decide which testimonials will sell and which ones are ultimately useless?
Here’s an example of a glowing, but utterly ineffective testimonial:
“I have to say I was sceptical about seeing another financial advisor, but thought I would give this place a go. I’ve got to say they are good, really good. The place is nice and clean, and the person I saw was very down to earth. I was very happy with everything, I will be back, Big Bucks Financial Planning!”
What is wrong with that? Your customer is happy! You should be too!
But this testimonial does not tell your visitors anything really. It doesn’t say why your customer is happy with you or how the product you sold them has benefitted them or what services you provide that are unique to you and better than your competitors’.
Here’s an example of a benefits-driven testimonial that will be effective for turning a visitor into a customer:
“Your expertise and industry knowledge have equipped us to develop clear goals and a step-by-step plan to achieve them. You are consistently professional whilst remaining approachable and personable. We could not have imagined, 5 years ago, that our $50,000 would now be worth $300,000. Thank you!”
What makes this testimonial so powerful? Let’s break down the elements of an effective testimonial in more detail:
A good testimonial is all about benefits
A comment like, “you are amazing!” doesn’t tell visitors what you and your product can actually do for them.
Your visitors need to see the benefits of what you offer in every testimonial: “This product doubled our profits in a month!” or “This product made me lose my belly fat–and did it fast!” or “We’ve never seen any product that could get ink stains out of cotton without water, until now!”
A good testimonial backs up your claims
If you say your product can do something, your testimonials should support what you say, and provide actual facts and figures. How much money did your customers save or earn by using your product? How did your service solve their problems or improve their lives?
A good testimonial builds trust
When one of your customers tells others about your customer service or how you’ve helped them achieve their goals, they are telling your visitors that they had a positive experience with your company and that others can trust you to offer them the same experience.
A good testimonial is from people your ideal client can relate to
Your visitors need to see that your product helped someone just like them. Make sure your testimonials come from someone with whom your ideal client can identify.
If you sell primarily to young people, for example, ask your customers if you can include their age along with the testimonial. If you’re selling to moms with children, ask if you can mention how many children they have and their ages. A picture of the family is even better!
A good testimonial is credible
Each testimonial should include the first name, last name and city or suburb of the client to show that your endorsements come from real people. Try to include a photo if they allow you! And if you can, include audio or video testimonials for maximum effect. This will help your visitors connect with your current customers on a personal level.
Oh, one last thing on this topic, NEVER EVER use fake testimonials, they can be spotted from a mile away, they make you look really dodgy and will drive your prospects away. They are illegal too!
A good testimonial does not sound “salesy”
Testimonials are not written as a sales pitch, they are an honest account of how your customers have benefitted from your products.
A good testimonial is comparative
You want your visitors to know what your product can do that other products can’t. Did your customers try another products before without the results you offered them? Did your customers struggle with a problem for a long time and were they able to overcome their problem by using your product? Choose testimonials that make you unique and set your product apart from your competition.
A testimonial should be legal for your type of business
Some professional regulatory bodies, such as the Australian Health Practitioners Regulatory Agency (AHPRA), do not allow testimonials at all, so please check first.
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Next week: why not having a mobile website is costing you customers and money.