Testimonials are one of the most underrated yet powerful tools in your marketing toolkit. And it’s easy to see why – testimonials are all about trust.
Marketing without trust is like selling a parachute without proving it opens. Sure, someone might take the leap, but more people? They’ll want to hear from your customers who have experience with your brand, product, or service.
That’s where testimonials come in. They give your brand credibility, show real-world impact, and offer powerful social proof that your product or service delivers what it promises.
Consider it – testimonials help you connect with your target audience, showcase success stories, and build relationships with prospective customers before speaking to them.
From customer quotes to video testimonials, it shines a light on what makes your business trustworthy and effective.
In this guide, we’ll walk you through everything you need to know to harness the full power of testimonials, from why they matter, how to collect, and display them in a way that supports your sales efforts and strengthens your brand presence across all marketing channels.
Importance of Testimonials in Modern Business
Testimonials are a powerful marketing tool that encapsulates the feedback from satisfied customers.
92% of consumers read online reviews and testimonials when considering a brand purchase, making it crucial for businesses to show real value and influence people to make a purchase.
Moreover, testimonials make for a fool-proof tactic because they usually involve previous, happy customers reassuring potential customers of their great experience.
In fact, customer testimonials can generate 62% more revenue from every customer. Before the internet, shoppers relied on family and friends for recommendations.
Now, with social media and online shopping, customers trust testimonials as much as personal recommendations. In fact, 9 out of 10 people trust testimonials more than industry claims.
Video is a popular form of content, and when it comes to testimonials, 47% of people say videos are effective because they help visualize how a product or service works.
Different Types of Testimonials You Can Use
Different testimonials can serve other purposes, depending on your audience, platform, and message. The more variety you use, the more relatable and convincing your social proof becomes.
Here are the most effective types of testimonials you can use:
➲ Customer Quotes
These testimonials feature customer quotes, capturing their exact words and sentiments about your product or service. These direct quotes are from happy customers sharing their experiences in their own words.
➲ Video testimonials
Video content is crucial as it grabs the attention of customers and viewers. Within a short period, highly engaging content adds a layer of authenticity that text alone can’t match.
Customer testimonial videos also allow potential customers to see genuine human emotions and connect more deeply with customer reviews.
➲ Social media reviews
Social media customer testimonials can be directly featured on platforms like Facebook, Instagram, LinkedIn, and more. These testimonials are organic mentions or shoutouts from customers on different social media platforms.
➲ Influencer testimonials
These testimonials or authority testimonials showcase industry leaders, celebrities, or social media personalities endorsing a product or service to their followers.
That helps to add massive credibility and build customer trust, encouraging leads to make purchasing decisions quickly based on recommendations that feel personal and authentic.
➲ Case Study Testimonials
These are in-depth, narrative-driven accounts about specific customers and complex problems. These in-depth stories outline a customer’s challenge, solution, and results using your product or service.
Also See: 10 Powerful Testimonial Software for Social Proof That Converts
Where to Collect Great Testimonials from Real Customers
Collecting impactful testimonials is about knowing where to look and when to ask customers to share their experiences. Your happiest customers are often already sharing their experiences, but you just need to catch them and capture them.
Here are a few ways to collect testimonials from real customers.
1. Make It Easy for Clients to Leave Testimonials
The first rule of collecting great testimonials? Don’t make people work for it.
If your process is confusing or time-consuming, even your happiest clients won’t bother. Instead, make leaving a testimonial feel effortless.
Add a simple form to your website, include direct links in your emails, or prompt them on social media with a few guiding questions.
Ensure they know what to write, where to submit it, and how their words will be used. The smoother the process, the more likely you are to receive genuine feedback.
The easier you make it, the more testimonials you’ll get.
Get to Know: How to Effectively Manage Testimonials for Maximum Impact
2. Ask for Feedback
Sometimes, all it takes is to ask. Your customers may have had a great experience, but it might never get shared unless you actively request their feedback. Make it part of your workflow to ask for reviews after each completed transaction or service.
You can automate it through post-purchase emails or personally reach out. Be specific in your request and guide them with open-ended questions that encourage thoughtful responses.
And remember, feedback isn’t just for show; it’s also valuable for internal growth. Asking at the right time can turn a good experience into a powerful testimonial.
3. Thank Clients for Their Feedback
Whether they leave you a glowing review or offer constructive suggestions, always thank your customers for taking the time to respond.
A simple “thank you” lets them know you value their opinion and strengthens the relationship.
Gratitude can be expressed through a thank-you email, a reply to their comment, or even a shoutout on social media (with their permission). This small gesture goes a long way in showing you’re listening.
Gratitude makes your clients feel seen and seen clients often become loyal brand advocates.
4. Follow Up
Collecting a testimonial isn’t a one-and-done task. Following up shows professionalism and care. If someone provides feedback, reach out again to see how they’re doing, whether their issue was resolved and whether they’re still satisfied.
This also opens the door for future collaborations or updated testimonials. It keeps the connection warm and shows you’re committed to delivering ongoing value, not just a quick review.
A simple follow-up can turn one great review into long-term loyalty.
5. Ask Clients to Recommend You
If someone had a great experience, why not invite them to share it with others?
Happy clients are often more than willing to refer your business to their friends or colleagues; they just need a little reminder. Ask them directly or include a referral request in your thank-you note or testimonial form.
Better yet, give them tools to make sharing easy, like a referral link or a simple message template. A good testimonial can bring in one customer, but a referral can bring in many.
6. Encourage Customers to Leave Reviews
People love rewards, and incentives can give them the extra push they need to write a review. Whether it’s a small discount, access to an exclusive feature, or entry into a giveaway, incentives make the process more exciting.
Be sure to keep it ethical, emphasize that you want honest feedback, not just praise. When done right, this not only increases the quantity of testimonials but also the quality.
The more value you give upfront, the more value you’ll get back in testimonials.
How to Write or Edit a Testimonial for Maximum Impact
A great testimonial not only talks about the product or service, it tells a story that the customer shares about the experience highlights transformation, and builds trust. Here’s how to write a testimonial (a guide for customers to write) that converts.
➨ Start With the Problem or Goal
Start by addressing the customer’s pain point or objective prior to introducing your product.
They might have faced difficulties in losing weight, sought improved software, or aimed to expand their business. This approach establishes context and provides depth to the testimonial.
Without a challenge or goal, you’re left with a mere statement rather than a narrative. It’s the conflict that fosters connection.
➨ Add Background for a Human Touch
Next, show the human behind the words. A little background on what they tried before and why they were looking for a solution adds emotion and relatability. Even a few personal details make the testimonial more engaging and authentic, like a mini success story.
➨ Highlight Specific Benefits
This is the heart of a great testimonial. What exact outcomes did your customer experience? Did they save money, boost their confidence, or avoid beginner mistakes? Instead of listing features, focus on how those features made life better. Benefits stick. Features just inform.
➨ Overcome Common Objections
Address the “but” in the buyer’s mind. Was the customer hesitant about the price, effort, or learning curve? Let the testimonial show how those concerns were eased.
“I wasn’t sure if it was worth the price, but I ended up saving double that amount in the first month” is a powerful nudge for someone on the fence.
➨ Include Specific Details or Numbers
Vague testimonials sound nice but don’t always convince. Add credibility with real numbers or specific details. Maybe you got three new clients, increased revenue, slept better, or hit a personal milestone. The more specific, the more powerful your testimonial becomes.
➨ Mention the Creator or Brand Name
Always mention the name of the creator, coach, or business. This adds clarity and personalization and is also great for SEO and brand recall, especially when testimonials are shared on different platforms.
➨ Add a photo or video
A photo or video adds instant credibility. It shows the person behind the words is real and proud to vouch for your brand. A smiling face or authentic on-camera story builds emotional trust faster than text alone.
➨ Keep It Real & Honest
You don’t need to write a sales pitch. Just tell your customer stories as you’d say to a friend. Authentic, real testimonials are the ones that connect best, and that’s what we value most.
Get to Know: Easiest Ways to Display Testimonials on Website for Success
How to Display Testimonials Effectively
If you run a business, testimonials are an amazing way to connect with your audience and build trust. Strategically displaying customer feedback helps you build trust, increase conversions, and strengthen your brand’s credibility across every customer touchpoint.
Here are a few ways to display testimonials strategically.
Homepage
- Your homepage sets the first impression. Featuring testimonials here helps build instant credibility.
- Use sliders, quote boxes, or side sections to showcase brief, impactful quotes without overwhelming the design. Keep it clean and visually integrated with your layout.
Product/Service Pages
- When visitors explore your offerings, they want proof it works. Place testimonials near specific features or under product descriptions.
- Focus on reviews that highlight real results, use cases, or outcomes to reinforce key selling points.
Landing pages
- Landing pages are built for conversions, so every element should build trust. Use short, benefit-focused testimonials that match the message on the page.
- Position them near the CTA, pricing, or form fields to reduce hesitation at the moment of decision.
Checkout pages
- Buyers may hesitate just before purchase. A well-placed, reassuring testimonial, especially one near the “Buy Now” button, can tip the scale.
- Keep these short, focused on satisfaction, and include visual trust cues like star ratings or customer photos.
Testimonials Page
- A dedicated testimonial page is your social proof hub. Feature a variety of formats – quotes, long-form stories, and videos with easy navigation.
- This page can be linked to menus, emails, or ad campaigns to help prospects explore real feedback.
About Us Page
- Your About page is about connection. Add testimonials that reflect your team’s values, support, and customer experience.
- These human-centered stories add emotional trust and make your brand more relatable.
Continue Reading: 20 Effective Testimonial Examples That Build Trust
Real-Life Testimonial Examples from Top Brands
Here are a few testimonial examples from top brands.
1. Bizzabo
Bizzabo is an event software company that has its own testimonials page featuring client testimonials, case studies, and customer logos.
Moreover, it adds different review formats, ensuring ideal customers can access their favorite type of review (video testimonials, written testimonials, quotes, tweets, etc.)
2. HootSuite
Hootsuite showcases statistics on its homepage that instantly grab attention and build trust. Instead of traditional customer quotes, they highlight quantifiable outcomes and case studies.
Using real metrics sourced from customer results, Hootsuite turns reviews into persuasive data points that speak directly to potential customers looking for tangible ROI. It’s a smart, modern take on social proof.
3. Zoom
Zoom uses a visual trust signal strategy by showcasing the logos of well-known global organizations that rely on its platform. Zoom leverages brand association as a powerful form of social proof that builds credibility instantly.
It reassures visitors through recognizable, trusted brands rather than lengthy text.
Conclusion
Customer testimonials are more than just words; they’re tools that help you build trust and drive more conversions.
Whether you’re sharing customer quotes, showcasing high-quality video testimonials, or featuring company logos and stats, each format helps to shape the perspective of customers on how they view your business.
From adding testimonials on landing pages and checkout flows to creating a dedicated section or drawing from review sites, the key is strategically placing them. Remember, compelling testimonials reflect real results and genuine customer experiences.
And it doesn’t end at collecting publishing testimonials consistently across your website, social channels, and email campaigns, ensuring your message reaches the right people at the right time.
