How to get better testimonials for your business website
Testimonials are an invaluable source of online marketing because they tell potential customers that you are a company they can trust. But all too often, not enough thought goes into the process of getting testimonials. Forming a strategy for each and every customer can reap massive benefits:
- Testimonials become a natural part of each job’s process
- Customer feedback can improve company practice
- People see your company as taking genuine interest in their experience
That’s why we’ve outlined five areas below for you to consider. Simply try to make a standard email or text document that you can send to customers after a job is complete, and that can go out with receipt of payment or after-care communications.
Finally, make it clear that you value their feedback, as it will help future customers. This will give them another good reason to share their experience with you.
1. Ask the Right Questions
It’s easy to think that a happy customer leaving a positive message is enough. But you could really be harnessing their good intentions to draw out exactly what it is that makes your service a cut above the rest.
For example, a testimonial that says “Great service from an excellent team” is full of what copywriters call “empty” adjectives: there isn’t any real indication of what is “great” or “excellent” about the customer’s experience. If it was “Fast and efficient service from a team who was always there to help”, you get a much better idea of what pleased the customer.
So, with that in mind, make sure to take your pick from the following questions which will help you to get responses that really sell your services:
- Did you have any concerns before you used us, and how did we meet them?
- What was your favourite part of [our services], and why did you like it?
- What were the positive outcomes of using [our services]?
- If you were recommending us to your best friend, what reasons would you give?
Once you have your answers, you can include the positive information on your website, and take any other feedback as the chance to improve your service.
2. Pay Attention to Google+
Too many people view Google+ as a poor man’s Facebook. However, you could be using this social network to galvanise your online presence when used as part of a testimonial strategy. So, you should make sure to set up a page on
Google My Business (or claim an existing page that has been set up by default).
In particular, positive reviews on Google+ can help to increase presence in local searches. If you have an optimised website linking to a verified and positively reviewed Google My Business page, then you have a better chance of appearing in local search results.
At the end of a job well done, encourage your customers to visit your Google+ page and leave a review. As you can see from the local (orange) res
ults in the screengrab, all those stars look good to potential clients, and they also power your website authority.
Top tip: make sure to display a “Review Us on Google+” badge on your website for a unified strategy. Then, you can simply direct happy customers to leave a testimonial on your page.
3. Consider LinkedIn Recommendations
Particularly useful for professionals and B2B companies, LinkedIn is a great source of validation for prospective clients. While you can’t review a company, an individual recommendation is invaluable if the subject of the review is a one-man band or sole trader.
So, get out there and endorse those peers who you’ve found to be particularly effective. It also cannot hurt your company’s profile if employees are seen to have multiple recommendations and extensive contacts. If you’re part of a larger organisation, make sure that management knows to encourage all staff to be active on LinkedIn as well.
4. Increase Engagement with Video Testimonials
In the age of social media and online marketing, this old marketing maxim is a huge lie. You only need to look at people as varied as Malcolm Rifkind, Lindsay Lohan, or Cliff Richard to know that bad news can be very damaging. And you can look up “social media fails” for plenty more evidence.
But that’s what we should really acknowledge – bad press
is damaging, so make sure you own it if any comes your way. If someone with an axe to grind leaves an angry comment on your company Facebook page or submits a poor Google+ review, don’t just ignore it.
Try to engage them, whether it’s with a concessionary offer or even just the chance for their voice to be heard as “constructive feedback”. You’ll be seen as delivering good after-care and it may help to improve customer experience in the long run. If you can keep the dialogue positive and in the public domain, all the better.
We’re full of good ideas on social media management and online marketing at Trendzer – simply call
0800 047 6777 and ask about our Search Engine Manager service.