How Testimonials Can Hurt Your Business

Trust.

You can’t sell without it.

Customers only buy from companies they trust and like and one of the best ways to promote trust is by including testimonials on your website or landing page.

But sometimes, that can do more harm than good.

Why? Surely testimonials are the best form of social proof there is.

Normally I would agree with that, but there are some companies out there using testimonials that harm their business.

Harmful testimonies

How many times have you come across a website or landing page that lists testimonials but doesn’t attribute them to a person, or just show “Mrs B from Scotland”?

Would you trust their authenticity?

I wouldn’t.

How to make the most of your testimonials

If you’re going to put testimonials on your website they must, as a minimum, be attributed to a real person showing their full name, position and if possible a photo.

It’s also a good idea to have them address specific concerns, for example, ease of use, great customer service etc. After all, if that was something that stood out for them, the chances are it’s a concern for others too.

Getting testimonials and endorsements from celebrities or prominent people in your industry would be great, but not everyone is in a position to do that. So the other option is to use testimonials your customers can relate to. An example would be that if you sold waterproof cameras, a testimonial from a scuba diver would carry more weight than a wedding photographer.

Another thing you can do is to include video testimonials.

Don’t always concentrate on the positive

I know, an odd thing to say, but if your testimonials and reviews give a balanced picture, potential customers are more likely to believe them.

I don’t know about you, but if I’m considering buying a product and all the testimonials are glowing, I will head off to do a bit of independent research. The danger with that is (apart from finding someone who slates your product) I may come across a better deal elsewhere. So give your potential customers a balanced view and prevent them from leaving your website.

All in all, testimonials are a valuable tool for online marketers. They give a real life view of your products and service that should allay many of the fears potential customers may have.

But if you’re going to use them, make sure you follow the tips above and build that all important trust.

Author: Sally Ormond, copywriter at Briar Copywriting Ltd who cycled 300 miles in 24 hours last year.