Originally posted on the EQuerry Consulting Blog
EQuerry Consulting explains why business testimonials are so powerful when advertising to potential new clients, and the best practices for asking for them on the Equivont Blog.
It’s quite often you might hear “don’t believe everything you’re told!” and so it can be difficult to quickly distinguish between reliable and unreliable sources of information. So how can we assure potential customers that our brand is honest and trustworthy, and is well worth their investment?
Customer testimonials are recommendations or reviews that may be voluntary, requested, or paid for. These can come in the form of direct quotes, case studies, videos and so on. They are an important element of your business’ promotion and we think they should be easily visible and accessible in your website’s design.
Most small business owners or start-ups will know the struggle of not being considered the ‘safe’ option unlike the more established brands around. Psychologists have been studying the art of persuasion for donkey’s years, and found many factors influence consumer susceptibility, including whether their neighbors are buying it.
A deeper level of credibility comes from the words of unbiased customers, rather than from your own self-promotion. It doesn’t really matter how long they are, so long as it is a genuine opinion from one of your customers it is likely to help customers put their faith in you.
Here’s a few stats for you just in case you need reminding for the one-hundredth time how great we think testimonials are:
- 92% of consumers read online reviews before making a purchase.
- 72% of consumers say that positive testimonials and reviews will increase their trust in the business.
- 97% of B2B customers referred to testimonials and peer recommendations as the most reliable type of content.
HOW TO GO ABOUT ASKING FOR TESTIMONIALS?
If you’re confident in your product or service, and you’ve satisfied your customer, then you don’t need to feel nervous about asking for some nice words about your business. To make the most out of each testimonial, you can ask the customer or client questions, such as “what are the three biggest benefits you have gained?” or “what made you choose our product or service”.
This isn’t a process that only needs carrying out in the early stages of your business - keep seeking testimonials to update your website, social media, emails, and articles. Having a large collection of testimonials means customers are more likely to find specific answers or details they are looking for, such as quick delivery times. Just make sure you’ve gained permission to use the customer’s name and kind words before using it publicly!
There is no doubt that testimonials are a remarkable way of persuading consumers to buy from your business, so start developing a strategy for acquiring their words so you can harvest all the benefits that come with them!
Feel free to take a look at our Testimonials page or Contact us if you’d like help with your website design and creating a more reliable image.