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Why it pays to include testimonials on your website

Why it pays to include testimonials on your website

Business is about selling –of course it is.

But are you likely to buy from a business that continuously bangs on about how great its products are?

If anything, it’s likely to turn you away.

When you first start out in business, it can be tempting to look at EVERYONE as though they are your target client. This isn’t the case. In fact, the more you can nail down a specific target customer, the better.

We’re talking age, gender, occupation, shoe size – you name it. The better picture you can build of your ideal customer, the more likely you’ll be able to create a great marketing campaign that addresses their exact pain points – in other words, you can solve a problem for them they might not have realised they had.

Of course, you might be selling multiple services and products, all with different ideal audiences – and that’s fine, too. You can create multiple avatars for each one, to help you narrow down your campaign – just don’t try to appeal to every single person, because you’ll likely lose sight of why you started your business in the first place.

So, now that you’ve nailed down your customers – how can you attract them organically, without trying to shoehorn your product too much into your email campaigns, social media feed or whatever other method you use?

Well, recent studies have found that when customers are looking to make a purchase, a high percentage will turn to online reviews. Which makes sense, when you think about it – people trust the collective opinions of others, and if someone is thinking of committing to buying your product, a quick Google can usually tell them whether others have had a positive experience with you.

By having a dedicated section on your website that provides case studies and testimonials from happy customers, or cultivating positive reviews on your social media pages, you can demonstrate to prospects that you are trustworthy, and your products and/or services are of a high standard.

Let your quality speak for itself, rather than trying to drive home how GREAT you are. Stay in your lane, work on your craft and get really good at what you do – the right customers will find you.

If you’re interested in learning more about the best features to include on your website, you’re in the right place. Reach out to our team at Engage Web today.

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