There are many ways to upgrade your business’ website to attract more potential consumers, however, adding testimonials from satisfied customers can be a very effective feature. Testimonials are feedback from customers praising your business and its products that can bring more credibility to your business’ website.

In many cases, customers trust the word of other customers. More than 70 percent of Americans say they read product reviews before making a purchase and that nearly 63 percent of consumers say they are more likely to purchase from your site if it includes product ratings and reviews. Testimonials are much like ratings and reviews, but more personable, which is what your website could use — a personal touch. Here are three kinds of testimonials you should consider for your site:

Readable Testimonials

These testimonials are designed for visitors to your website to read and see what other customers say about your products. Reach out to your best and most loyal customers and ask if they will be a part of a testimonial. Readable testimonials should be a bit more lengthy than your regular product reviews. These should include content about your product and your business, as well as the good relationship your business has with that customer. It’s important to avoid dead-end, yes or no questions, and to keep each testimonial about the same length.

Hire a photographer to take appropriate photos that are similar in display (similar backgrounds and lighting) and to be sure they are taken in high-resolution format. Ensure the fonts for headers and content on your page are uniform and not too flashy. If you gather and create enough readable testimonials, you could make your testimonial page your main page, which can be featured as an example of how important your customers are to you.

Video Testimonials

Video testimonials can bring a more professional look to your website and really capture a viewer’s attention. As much as 90 percent of online shoppers on websites of major retailers say videos are helpful when making shopping decisions. That’s a significant number to ignore. LifeLock combines both readable and video testimonial features on its website, posting videos on the right side of the page along with the customers’ quotes on the left. Included is the customer’s first name, the first letter of his/her second name and how long he or she has been a member (or customer) of the company.

It’s important to hire a professional videographer to record your customers’ testimonials. Cutting corners to cut down on costs to set up testimonials could easily come through in the finished product if you don’t do it right. Again, be sure to ask thought-provoking questions and have similar background and lighting with each testimonial. You want your customer to look as good as they’re making your business look so be sure to work with the videographer in the editing process, eliminating any “ums” and “uhs” or potentially embarrassing moments, like an unintentional sneeze or coughing hack.

Case Studies

A case study can be an interview with one customer. It can be either readable content or a video. A case study shows how a particular problem was solved or a lifestyle has been enriched for the customer by your business. Showcasing whatever results your customer talks about in a case study can not only increase interest in your business from site visitors, but if you do it well enough, it can generate even more hits through sites like YouTube and be shared through your business’ social media platforms as well as your customers.’

A case study explains how your expertise, your business solves problems, reaches goals and connects to your real-world customers. It can go into the statistics, science and processes of how your business improves customers’ lives, one way or another. It can include graphics and charts supporting those facts/theories and include a video of your customer to give it that compelling, personal touch to website visitors. To pull off a good case study, you will need IT help, a good videographer and photographer and a committee of your best employees to brainstorm ideas on what to include in the case study. The amount of time and money you put into your website testimonials will pay off if you do it correctly.

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This article is published by Will Sherwood | The Sherwood Group |Website Design | Graphic Design | Marketing Communications: The Sherwood Group has over 30 years of experience working with all sorts of companies, small and large. Our clients range from entrepreneurs to Fortune 500 firms, in nearly every business sector, from across the street to around the world (and yes, even Europe, China, and South America). Our goal is to create advertising,  graphic design, website design, and marketing communication that still looks fresh and relevant 10-15 years later. Our mission is to stir your imagination and leave your competition shaken and wondering,  Now what do we do?”  We are located in Myrtle Beach, South Carolina.

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