3 Tips for Powerful Testimonials that Convert

Testimonials are a vital piece of your website. A testimonial is a trust-builder that assures your ideal client that you can solve their problems and that you've done it before. They’re the social proof you need on your website if you want people to click "purchase" confidently and without hesitation.

Today, we’re breaking down how testimonials on your website could either make or break your sales.

Let’s go on a little mind journey.

Testimonials that break your sales

You're in the market for a new product or service. For this example, let's say it's a business coach. (Where all my coaches at out there? 🙋‍♀️)

You've found a promising business coach's website, and you're snooping around trying to figure out if she can really coach your business to success like it desperately needs to be.

It's a big investment, so what will help you determine whether or not to buy?

You'll hear the experiences of other business owners just like you.

You find the testimonials section of the website… but it's just giant bodies of text with so much fluff you honestly don't even want to read them…

"…She is such an awesome coach! She's nice, considerate…"

"…Seriously, I don't know where I'd be without her!…"

"…Wow, she is so awesome!…"

Unconvinced, you click away. You’re off to find another coach who might actually be able to solve your problem.

3 things testimonials need to make the sale

When you get a new testimonial from a client, read through and find these three things to pull out from their quote. They will make the biggest impact on the buyer’s journey as they explore your website, trying to decide if they want to work with you.

1. People need to know who your client was BEFORE.

Testimonials are emotional, so we need to know how your client felt before. This will speak to others who are also currently feeling that way. They'll identify with the speaker and think, "Hey, that's how I feel too, maybe this can solve my problem.”

2. People need to know who your client has become AFTER.

Here, we need an aspirational identity and to see transformation happen. Shoppers know who they want to become, and when they can see someone else become that because of you, that's when they become buyers.

3. It needs to be concise.

 People don't like to read, so do yourself a favor and cut down your testimonials as much as you can. Cut out all the fluff, all the “she’s so awesome!!!” etc. While yes, you probably are awesome, that language isn’t going to convert and is only making the block of text longer.

When your testimonials are short and to-the-point, people will be more likely to read them. (Which means more selling for you!)

Example of a powerful testimonial that converts

By now, you’re probably asking, “Ok, but can you give me an example of a good testimonial?” Heck yes, you can. See if you can point out the 3 above points here:

"Before I hired Jennifer as my coach, I felt completely overwhelmed by all the systems and operations of my business. I was scattered and didn't know what step to take next. Now I have a simple automated system that saves me time AND makes me more money, while I'm actually doing less!"

So we saw how she felt before (overwhelmed, scattered, and unsure), who she became after coaching with Jennifer (doing less while making more money/saving time), and it was 3 simple sentences.

Implement these tips to refine the testimonials on your website or social media and land all the more clients!

If you’re in the process of DIYing your website and you want some help, explore our Squarespace templates

Our templates are designed with Virtual Assistants in mind, but can work well for many service providers just getting started. Each template follows the same structure (with guidance on exactly where to include your testimonials), so explore and select a design that best aligns with your brand.