Testimonials are so incredibly important to getting new clients, yet so often they’re not used at all, or used incorrectly. In today’s video, learn why you’re leaving money on the table if you’re not using testimonials, & how to format them in the most effective way possible.
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Note: The text found in this post is the transcript of the video above.
So the reason we’re talking about this at all is that I’ve been checking out your guys websites and I see that you are either not using testimonials, or if you are using them, you’re not doing it in the most effective way possible to make the most out of them.
Testimonials are SO incredibly powerful. They make selling your services so much easier that if you use them right it can completely change your business right away.
First off, just to demonstrate this point, I want you to think of the last time you tried a new restaurant, bought something online, or went to a dentist without reading reviews online. If you’re like me, there’s a good chance you haven’t done any of those things without reading reviews in a very long time.
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Now I want you for a second to imagine this: let’s say you are looking for a new dentist and you type in to google “Dentist in Portland, or whatever town you’re in” and you get to a google reviews or yelp page listing some of the dentists in your area.
And this is what you see at the top of the list for the top 3 dentists. They all have an average of 4.8 stars. BUT one of them has 67 reviews. Another one has 15 reviews, and the third one has 4 reviews. Again, all at 4.8 stars. Based on this information alone, which dentist are you more inclined to go with? Certainly it’s going to be the one with 67 reviews that are all positive compared to the one with 4 reviews or even 15 reviews.
That’s the first lesson in testimonials – you need volume. I recommend having at least a dozen on your website. In fact, on our own website, for Reliable, and you can see this for yourself on reliablepsd.com – you can see that there’s at least one testimonial on every single page, and then, on top of that, we have a reviews page which has this ridiculously long list of 30 something testimonials which we constantly add to as well.
Now I want you to think about the effect that would have on someone checking out our services, and how much it would influence them in making their decision on whether they want to work with us.
But it’s not just the sheer volume of testimonials that will help you sell your services. It’s how your format them as well.
A lot of times, when I do see freelancers or agencies using testimonials, what I see is a huge giant block of paragraph text with a picture. Now, the thing is that no one reads huge blocks of text. You have to help people. Everybody skims websites. Statistics show that at least 80% of people skim through websites.
The way you help the skimmers is you take the juiciest, meatiest quote of the testimonial, the one thing you want people to read more than anything else, and you place that at the very top as a big headline for the testimonial. Big and bold. Then, after that, break up the rest of the text into legible, bite sized paragraphs, and place those beneath the headline.
So that way, if someone only reads the headline the effect is created, but if they go ahead and read more it’s broken up in a way where they’ll go ahead and actually engage with that content.
And sometimes, in certain places on your website, it can even be more effective to just take the best quote from a testimonial, make it big and bold, and just use that without the rest of it. That’s the beauty of it once you have these you can trim them and use parts of them in the best way that works for you to accomplish what you need in different places and mediums.
As long as you follow this general principle of visual hierarchy and breaking up text, you can pretty much let your creative juices flow and come up with some really cool and unique solutions. It doesn’t at all have to be boring cookie cutter everyone’s testimonials look the same.
If you do these two things alone, getting some volume of testimonials on your website, and formatting them effectively, you may not have the best website out there, you may not be the most innovative and cutting edge in your field, you will still get tons of clients because the power of social proof is just so strong that as people we almost just can’t resist it. We think if everybody loves something, there must be a reason.
In the same way, if a restaurant has a line out the door, and the restaurant next to them is totally empty, you’re probably going to go to the restaurant with the line out the door because you’re thinking ‘there’s got to be a reason all these people are waiting.’
Alright guys, that’s all for today, in the next video I’m going to share with you the best way to get these really fantastic testimonials from your clients and how you can do that.
In the meanwhile, I hope this was helpful to you and would really love to hear your thoughts below.
Have an amazing day and I will see you next time!
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