If you’re running a business or managing a website, you’ve probably heard time and time again how powerful testimonials can be.
Now, it’s on you to figure out how to actually showcase them in a way that builds trust, engages visitors, and drives conversions. Don’t stress.
Whether you’re just starting out or already collecting testimonials but unsure what to do with them, you’re definitely not alone.
The good news is even small tweaks can lead to big wins. Studies show that 72% of consumers say positive reviews and testimonials make them trust a business more. That means displaying your testimonials well isn’t just a nice-to-have; it’s a strategic move to boost credibility and results.
In this article, we’ll walk you through the easiest and most effective ways to display testimonials on your website and give you a vision of what a high-impact, trust-building testimonial strategy can look like when done right.
But first, let’s take a quick look at why testimonials matter so much in the first place.
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Top Reasons Why Testimonials Are Essential for Website
Testimonials are personal endorsements from your consumers in which they share good feedback and experiences with your product or service.
These firsthand accounts frequently include information about how your solution solved a problem, exceeded expectations, or added considerable value.
In fact, businesses having 10 or more reviews get 15-20% more traffic. Additionally, 64% of consumers say that video testimonials motivate them to make a purchase.
Here are some of the benefits of adding customer testimonials to the website.
- Builds trust and credibility
- Boost conversions
- Reduce buyer hesitation
- Adds authenticity and human connection
- Improves Conversion rates
- Enhance SEO
Types of Testimonials & How to Use Them Effectively
Testimonials can come in different forms, each having its unique strengths and weaknesses. Here’s a breakdown of the main types of testimonials and how to use them effectively on the website.
1. Customer Reviews & Ratings
These are often short and star-rated feedback from customers, typically found on review platforms or built-in website widgets.
How to use it effectively:
Add to product/service pages to support purchase decisions.
Highlight overall rating averages on your homepage or landing pages.
Use review badges from platforms like Google Reviews, G2, or Trustpilot for credibility.
2. Written Testimonials
The written customer testimonial can be quotes from satisfied customers, usually 2-4 sentences, describing their experiences with your product or service.
How to use it effectively:
Place next to calls to action to ease objections.
Always include the customer’s name, photo, and title for authenticity.
Sprinkle throughout your site: home, about, services, and contact pages.
3. User-Generated Content (UGC) & Social Proof
User-generated content can be photos, videos, or social media posts created by real users that showcase your product, customer experience, and how it adds value.
How to use it effectively:
Create a “Wall of Love” section or slider with embedded posts.
Feature UGC on product or testimonial pages to build relatability.
Repost across social channels for increased engagement.
4. Video Testimonials
A video testimonial includes short videos of prospective customers speaking about their experiences, results, or transformation.
How to use it effectively:
Embed on your homepage or landing pages for emotional impact.
Keep videos under 90 seconds and include captions for better accessibility.
Use in email marketing or sales outreach to increase response rates.
5. Case Studies & Success Stories
In-depth stories that outline a client’s challenge, the solution you provided, and measurable outcomes.
How to use it effectively:
Create a dedicated Case Studies or Customer Success section.
Use these for high-ticket B2B services or SaaS offerings.
Include metrics, quotes, and visuals to make the story more compelling.
Best Practices for Displaying Testimonials on Your Website
Here are some of the best practices for displaying customer testimonials on the website.
➲ Homepage
The homepage is the first thing visitors see, making it essential for building immediate credibility. When testimonials on the website are displayed and placed strategically on the homepage, they set a positive tone and build trust among the visitors.
- When it comes to displaying testimonials on your home page, you have a variety of different formatting options to choose from.
- To prevent the reviews from overwhelming the design, think about placing them in a dedicated section, like a slider or an attractive quote box, that enhances the overall layout.
➲ Product/Service Pages
Testimonials on product pages are invaluable as customers dive into details, so it’s smart to include testimonials that address specific use cases or benefits.
Think about what potential customers are wondering here: “Will this actually solve my problem?” or “Is it worth the price?” Show them proof by showcasing customer experiences and highlighting the products, features, or transformations.
- Place them near key selling points or under each feature description. This makes the testimonial feel like a natural reinforcement rather than an interruption.
➲ Landing Pages
Landing pages help to bring more conversions, so every element needs to build trust and reduce friction, including testimonials. Keep them short and benefit-focused.
Moreover, choose the testimonials that support the exact offer or message on the page. For example, if your landing page promises “30% more leads in 60 days,” show a testimonial that confirms that result.
- Place testimonials close to your sign-up form, pricing section, or near the CTA button to reduce last-minute hesitation.
- Make sure they’re scannable and credible; even one strong sentence with a name and photo can dramatically improve conversion rates on these pages.
➲ Checkout Pages
Checkout pages are often where potential customers have last-minute concerns and where customers are close to taking action but may still be unsure. Adding a testimonial here can help tip the balance.
- Short, concise testimonials focused on satisfaction can be especially impactful at this stage. Moreover, place them near the pricing breakdown or next to the “Buy Now” or “Subscribe” buttons.
- Keep them short and reassuring by adding visual elements like star ratings, trust badges, or customer photos to reinforce credibility and reduce buy hesitation at the last moment.
➲ Testimonial Page
A dedicated testimonial page allows you to add testimonials to your website by collecting all of your client feedback in one place, making it easy for potential consumers to access the reviews they require to make a purchasing choice.
A testimonials page also means you don’t have to crowd other parts of your site to fit every review in. You can display mixed formats, including short quote testimonials, long-form stories, and video clips.
- Design the page to be easy to browse, with filters or tags if possible. Remember to link this page from your navigation menu, sales emails, or social posts; it’s a powerful asset in the decision-making process.
➲ About Us Page
Your About page is where visitors come to connect with the people and purpose behind your brand, so it’s a great place to include testimonials that reflect your value and customer care.
Use stories that highlight your team’s dedication, customer experience, or the personal impact of your service.
- This kind of social proof humanizes your business and makes it more relatable. You can place a few short quotes in the team section or even include short video testimonials alongside your company story.
- The goal is to show that you not only deliver results but also genuinely care.
Tips for Adding Testimonials to Your Website
Here are a few tips for adding testimonials to your website, along with some examples.
1. Use Real Customer’s Photos and Name
When displaying testimonials, authenticity matters, and include the customer’s full name, photo, job title, and company logo if possible. This creates a sense of trust and legitimacy.
A real face humanizes the quote and builds a stronger emotional connection with website visitors.
Here’s an example from Moris Design Co. that displays client’s photos, names, job titles, and companies that speak to the testimonial’s authenticity, providing a channel for potential clients to get in touch and learn more about their experience.
2. Feature Well-Known Clients or Brands
If you’ve worked with recognizable brands, don’t hide it — leverage their testimonials proudly. Social proof from a well-known company or respected industry figure boosts your authority and attracts new business.
Even logos of well-known companies help build trust.
For example, Youthlogic displays the logos of globally recognized brands they’ve worked with. This acts as a visual testimonial, instantly communicating trust, credibility, and proven results.
3. Customer Reviews and Star Ratings
Customer reviews are written feedback from real users about their experiences with your product or service. Star ratings offer a quick visual summary of satisfaction levels and often appear alongside reviews on platforms like Google, Yelp, or Trustpilot.
Here’s an example from Vale Tudo Training, as they display testimonials in a carousel format and showcase Google reviews directly on their website.
It helps to build credibility and trust among the customers, keeping the review transparent endorsements significantly.
Build trust & FOMO
Highlight real-time activities like reviews, sales & sign-ups.
4. Video testimonials
Video testimonials are a game changer that add voice, tone, and emotion that written testimonials on a website. Even a short 30 to 60-second video can significantly boost engagement and trust. People connect with faces and stories, not just words.
Here’s an example from Slack that highlights success by showcasing video testimonials from brands like OpenAI, Spotify, IBM, and Ari using visual case study tiles that act as powerful testimonials.
This approach blends video testimonials, case studies, and brand recognition to build massive trust without overwhelming visitors with text.
5. Monday.com
The most compelling testimonials are not generic but specific. Focus on customer feedback that shares tangible outcomes, metrics, or before-and-after stories.
The specific outcomes help to build credibility and show that your product or service delivers real, measurable value.
Here’s an example from Monday.com that shares case studies of its brand along with the quantifiable results to show real, measurable impact.
This helps to build credibility, performance, and storytelling, giving potential customers both emotional and logical reasons to trust Monday.com.
Conclusion
Whether you’re putting testimonials on your website, showcasing client testimonials, customer stories, and online reviews on your own website can make all the difference.
From short-form social media testimonials to in-depth testimonial videos, every piece of feedback is a powerful form of social proof.
When you collect testimonials and display them strategically across landing pages, product pages, and even checkout flows, you create a more credible, conversion-friendly experience.
The most effective testimonials are real, specific, and relatable. Start capturing the voices of your happy customers and let them be your best marketing asset.
Boost Conversion Instantly
Add Social Proof & Urgency to your website
