Before the likes of Google, it was common for businesses to trade using word-of-mouth as their sole means of marketing.
Nowadays, the world has moved on slightly – but the notion behind word-of-mouth marketing still stands firm.
The basis for its success is that people trust the opinions of others. If you were looking for an electrician, for example, and you heard that a friend had had a bad experience with one trader in particular, you’d likely give their service a wide berth.
It’s exactly the same principle with Google reviews and customer testimonials. If customers are leaving less-than-positive reviews about a product or service they’ve received, savvy shoppers in the market for whatever it is on offer will likely look elsewhere if they see others have had an unsatisfactory experience.
So, what are testimonials specifically, and why are they so important to include on your website?
Customer testimonials offer social proof of a positive experience
Customer or client testimonials are a way for those who have used your services to share their honest thoughts and opinions on their experience.
It’s at the very centre of human nature to look to others for reassurance; for someone to part ways with their money, they’re going to want to be sure they can trust you – and will likely look to reviews before coming to that conclusion (the average shopper will read 10*).
It’s all well and good knowing that you offer a 5* star service, but potential customers don’t know that. This is where those glowing endorsements will need to feature, signalling that your business is one that is trustworthy and authoritative.
Where to share customer testimonials
While it’s always recommended to have a dedicated Testimonial page on your website, there are a number of other ways you can get the word out there that your business is top-notch.
Social media is a great place to share appraisals from happy customers and clients. This can also encourage engagement with your brand online – and, the more people who interact with your post, the more likely others who are looking for your specific services will be able to find you.
Promotional emails, too, can benefit from the inclusion of a testimonial in their content. Opening or concluding your email with a powerful statement shared by a recent customer or client can affirm in the reader’s mind that your brand means business. Be sure to couple this with a clear call to action too, to turn those wavering recipients into converts!
If you’re looking to scale your business and already have a collection of shiny testimonials at the ready, why not get in touch with our team today to see how we can help?
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