7 Places You Should be Showcasing Client + Customer Testimonials
Client and customer testimonials are one of the most crucial pieces of your marketing strategy. The journey you want to take people on to lead them to a sale consists of three main parts:
The “Are you in my head?” stage when you relay their pain points to them
The “Yeah, that actually would be nice..” stage when you have them envision what their life would be like if those problems weren’t problems
The “Okay, I’m ready to buy!” stage when you present the solution as your product or service
But– hold on a minute– hardly any one is just going to be ready to buy after seeing your thing. First they want to know if it will even work, and that’s when you bring in the big guns. (Big guns being testimonials, if that wasn’t clear.)
Testimonials can sometimes be the single defining moment of someone ready to hand their money over, or not. You probably wouldn’t purchase a product on Amazon if it didn't have a single review, would you? We as consumers count on those reviews as the proof of a product being worth the investment or not.
So, what makes your products or services any different? You can use those testimonials strategically in your marketing plan to be the final push that gets someone over the line and to the checkout page or paying their first invoice.
That’s why we’re going to share with you 7 places you should be showcasing client or customer testimonials, if you aren’t already.
Website
This one should be the most obvious. Your website should be the holy grail of testimonials, but place them strategically. Of course, you want them on your home page, which is probably the first page people will land on. You’ll also want them on your about page (for obvious reasons), and most importantly, your services page. If someone is viewing your services page, they’re most likely in buying mode, and viewing a testimonial or two could be the tipping point that turns them into a paying client.
Blog
This is technically a part of your website, but we think it deserves its own section. While you’re out here writing strategic content, throw in a few case studies. For example, if you’re a branding designer, show some before and afters of a client’s project. If you’re a life coach, share the transformational journey you took a client on. Share those awesome words they had to say about their experience working with you.
A lot of times, once someone digests an awesome piece of helpful content, they’ll go looking for more. It wouldn’t hurt for them to stumble across a case study blog post, too!
Sales Page
If you don’t have testimonials on your sales page, you need to open a new tab right now and add them in there. If you can fit them above the fold, which is the first section of a page that someone sees without needing to scroll down, that’s even better.
Testimonials are one of the most important parts of a sales page, especially since it’s a space where the whole purpose is to get them to work with you or buy from you. They want proof that the words you’re telling them are true? Boom. There’s your testimonials. After every important section of your sales page, slide in a testimonial.
Remember that the amount of followers you get isn’t a direct reflection of the amount of traffic your profile may get every day. It’d be a great idea to post a client testimonial in your feed regularly with a pretty graphic, like the ones we have specifically for client features in The Creative Template Shop. All you have to do is one-click add to your Canva account, zhoosh it up with your branding, add your client testimonial, and voila! It’s ready to post on social media.
You can grab these babies and all other templates in The Shop for only $47/month when you become a member.
Don’t forget about your Stories also. Post some testimonials in your Stories every now and again, then create a Highlight for them on your Instagram profile. Be sure it’s one of the first five that someone will see on their mobile device to decrease the chances of it getting missed!
There are two main places you can add testimonials in your emails– your welcome sequence if you have one, and your launch emails. If you’re trying to direct subscribers to a product or sales page toward the end of your welcome sequence, it’d be a great idea to have an email dedicated to sharing what you or your products have done for your clients or customers in the past.
For your launch sequence, since they’re usually all about selling or getting someone to sign up for something, you could have a dedicated testimonial email in there also, or just sprinkle some throughout a few emails.
Proposal
If you’re a service-based business, whenever you hop off a discovery call with a client and are getting their proposal together, having a testimonial in there could be the final reassurance they need that they’re making the right decision in working with you.
Don’t be afraid to add one or two in the proposal! In our Dubsado Proposal Templates in The Shop, we include a client feature graphic that will allow you to showcase two testimonials in your proposal in a beautiful and eye-catching way. With the rest of the graphics, it really serves to pull your proposal together and make it gorgeous. And, yes, you can also download these with your Shop membership!
Webinar
We always have multiple slides to showcase testimonials during our webinars where there’s going to be an upsell at the end. Webinars are like a double whammy. You’re providing value with tangible steps they can take to make a difference in something in their life or business, but you’re also probably selling them something at the end.
Therefore, the purpose of these testimonial slides is the same as adding them in your sales page or services page, or anywhere else– to reassure them that trusting in you to fix their problem with your product or service is the right decision.
These are our top 7 places you should be showing off those client and customer testimonials that will work seamlessly with your marketing strategy. Remember what we said: Testimonials will likely serve as the final push to get someone to buy from you because they serve as proof that you know your stuff.
If you’re scared to ask for them or have a habit of forgetting, check out this blog post we wrote last week where we go over ways to automate the process so you hardly have to think twice about it!
