They provide "social proof," suggests author Robert Cialdini in his insightful social psychology book Influence: Science and Practice. This principle states we determine what's correct by reinforcing our search for what is correct for us. A testimonial is in fact a non personal referral and we all know the best source of new business is a referral. So if referrals are available through testimonials why wouldn’t you have them on every page of your website?
The day of asking your neighbor over the fence for a suggestion as to where you can obtain quality professional services has past. The pace of our society and available technology has replaced the neighbor’s advice with the internet. We regularly read of a website achieving traffic of 9 million visitors a month, this is because people tent to move in mass.
"As a rule, we make fewer mistakes by acting in accord with social evidence than by acting contrary to it" stated Cialdini. "Usually, when a lot of people are doing something, it is the right thing to do.”
The simple truth is you can present the latest technology, all your credentials, your years of experience but a testimonial from someone that is respected can sometimes more effectively persuaded people to take action.
Giving and Receiving Testimonials
It’s easy to grasp the benefit of having someone that you respect place a testimonial on your website, but have you considered tie benefit of giving a testimonial to a website? “Links”
Links are the key to website power on the internet. “He who has the most relevant back-links rises to the top of search.” You can have a perfectly Search Engine Optimized website, but if your competitor has more relevant back-links you’ll never move past them in search. So if your link is constructed properly your testimonial on someone else’s website will create a win-win exchange. It important that you understand the value of one-way links and avoid link mills; both which could cause your website more damage than value.
The web is all about “search” so your testimonial needs to be scanable to achieve maximum impact. Here are some guideline to writing effective testimonials that will convey trust, confidence and credibility.
Make It Identifiable: Use full names, identify the company when applicable, and include a date. John D. is not a full name and creates suspicion rather than credibility.
Keep It Brief: One or two specific points and a long story use your website keywords which will add to your optimization.
Speak To Their Concerns: All professions carry baggage, address that baggage in your testimonials. The baggage is the question that all prospects ask. “Do you have to wait hours to see him?” “Does she take time with you?” “How long has he been in the field?” When people are uncertain, they increasingly look to others to decide how to act.
Speak To Your Market: If your target market is woman, get testimonial from woman, if you’re going after the common man use the common man. Take your queue from the commercials that you see on TV. Cialdini noted the increased use of "average-person-on-the-street" testimonials on TV because advertisers know an effective way to sell a product to ordinary users is to demonstrate other "ordinary" people like and use it.
One Per Page: Don't use a “Testimonial Page” no one wants to read that many and no one will find it. There’s nothing wrong with having a testimonial on every page if it fits your website design.
Let Karma Work For You
Your website is built around you marketing your services yet your current clients and or patients words will carry more weight then your words on your website. Knowing this get in the habit is offering testimonials to those professionals that provide you quality service and let that link come back to you.
What others say about you can carry much more weight than your own words. Arm your website with your clients' words. It's a powerful and economical way to generate trust, credibility and sales.
Kerry J Grinkmeyer
kj@bestofUS.com
