How to Leverage Customer Testimonials on Your Website [Ultimate Guide 2023]

Want to boost your website's credibility and conversions? Our ultimate guide will show you how to leverage customer testimonials on your website with real examples you can follow!
Alexandra Ceambur
May 5, 2023

Looking to boost your website's credibility and attract more customers? There's nothing quite as powerful as testimonials from your satisfied customers. But collecting testimonials isn't enough - you need to use them effectively to maximize their impact. Our expert tips will guide you on how to showcase customer testimonials on your website in a way that resonates with your audience and sets you apart from the competition. We'll also share a secret hack for creating a testimonial page that truly helps your business shine and drives more sales.

#1: Why display customer testimonials on your website

Customer testimonials on your website can be a powerful tool in building trust with potential customers. By showcasing real-life examples of satisfied customers, you can help alleviate any doubts or fears they may have about your product or service. So why not let your happy customers share their success stories and help you convert more website visitors into loyal customers?

Top 3 benefits of customer testimonials on the website

1. Increase trust 

According to a recent study by Brightlocal, a whopping 87% of consumers turn to Google to research businesses before making a purchase. Positive testimonials from other customers can help others build trust and confidence. In fact, 69% of consumers say they feel more confident buying from a business that has positive reviews and testimonials. By showcasing the experiences of your happy customers, you can attract more potential buyers.

2. Authentic and unbiased

Unlike marketing materials, testimonials are written by customers themselves, which makes them more trustworthy and relatable. When people see how your products have helped others solve real-life problems, they are more likely to invest in your brand and become loyal customers themselves.

3. Boost website search traffic by 20%

Publishing testimonials on your website can boost your search traffic and keyword ranking. According to a study by BigCommerce, businesses with 10+ testimonials saw up to a 20% increase in their website's search traffic

So if you’re looking to increase your website's search traffic, consider adding testimonials from happy customers.

#2: Best types of customer testimonials to showcase on your website

Text-based customer testimonials

When it comes to customer testimonials on websites, text-based reviews or quotes are the most common. They're simple to format and can be used to highlight a small portion of a longer review. However, it's important to use real photos of your clients instead of stock photos, as this can hurt your credibility. 

So, make sure to gather genuine feedback from your customers and showcase it with their real photos to build trust with potential clients.

Why this works: This customer testimonial is simple, yet effective. It focuses on only 2 things: a key benefit "easy statistics" and specifies who their target audience is "great for data analysts". 

Video testimonials on your website

Video testimonials allow prospects to see other customers speak about your products in their own words. This type of testimonial offers more details than text quotes and is generally more persuasive.

Why this works: The video features a real person (VP of HubSpot) speaking directly on the challenges of working remotely and how using Zoom and Slack has helped improve their business communications.

Case study testimonials

A customer case study is a long-form review that allows you to share in-depth details and statistics of how your product or service has helped solve a real-life problem for your customer. This is best used at showing transformation over a longer period of time.

Why this works: The Bamboo HR case study highlights industry-specific challenges and results that were achieved to convince similar businesses of their capabilities.

Testimonials on third-party review sites

Many consumers turn to third-party reviews to help them make informed decisions. These reviews are written by customers and published on websites like Yelp, TripAdvisor, Google, Trustpilot and others.

Why this works: By displaying Trustpilot reviews on their landing page, GoDaddy gives customers an unbiased and authentic view of their app. These reviews help visitors make informed decisions and give them more confidence in the brand.

#3: How to collect customer testimonials for your website

If you want to showcase customer testimonials on your website, there are several ways to collect them. You can send emails, create feedback forms, or use a platform like StoryPrompt to send video prompts to your customers so they can easily record a video testimonial for you. The key is to make it simple and hassle-free for customers to leave their feedback.

Ways to collect customer testimonials:

  • Use StoryPrompt to gather video testimonials and publish them on your website
  • Include a testimonial link at the bottom of your emails 
  • Sign-up for third-party review apps like Google
  • Reach out to satisfied customers and ask kindly for a review
  • Track your brand @mentions with social media listening tools 

#4: Best way to display customer testimonials on your website for more impact

If you're a business owner with customer testimonials scattered across various platforms, it can be challenging to showcase them in one place on your website. However, there is a simple and effective solution: create a Wall of Love using StoryPrompt. With just a few easy steps you can create an impactful display of your best customer testimonials. This will not only boost your credibility but also make it easier for potential customers to see the positive experiences others have had with your business.

Follow this step-by-step guide to create a Wall of Love in StoryPrompt:

Step 1: Log into your StoryPrompt account - it’s free to sign up!

Step 2: From the left-side menu click on "Wall of Love" and “Create a Wall”

Step 3: Pick a template for displaying your testimonials and customize it with your branding elements

Step 4: Import your customer testimonials from different sources (StoryPrompt, Twitter, LinkedIn, Google, etc) 

Step 5: Copy & paste the code on your website to showcase customer testimonials

Tip: Combine video reviews, social media testimonials, and text-based quotes for more impact!

#5: Tips for maximizing the impact of customer testimonials on your website

  • Collect testimonials as soon as you finish a project 
  • Place customer testimonials on pages your leads visit often (eg: landing page, blog page, check-out page)
  • Leverage video testimonials for more impact
  • Include guiding questions in your testimonials request

Examples of guiding questions to ask in your request:

  • “Can you explain your experience using <the product>?”
  • “What problems were you looking to solve and how did <the product> help you solve them?
  • “Would you recommend <the product> to a friend? And why?

Conclusion - Leveraging customer testimonials on your website

Customer testimonials are one of the most effective ways of convincing new customers to trust your brand. Be sure to reach out to happy customers and ask them to share their stories and experience with your product in their own words.

Then, display them on your website with StoryPrompt and start converting visitors into clients! 

Alexandra Ceambur

Alle Ceambur is an experienced SEO content writer with a background in marketing and an MBA in global business from Coventry University (UK). Her articles on SaaS, technology and marketing aim to inspire small business owners and help them achieve tangible results quickly. Alle's work was featured in the Top 100 social media blogs, and you can get connected with her on Twitter at @SocialAlle.

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