What Are The Benefits Of Customer Testimonials Placed On A Website And How It Can Affect Your Business?

Hey there, savvy business owner! Ever wondered what’s the deal with those customer testimonials on your website? Well, let me tell you—it’s no joke! These little gems are like secret weapons that can work wonders for your sales.

You see, when it comes to selling your products or services, you need some backup, and that’s where testimonials come in handy. They’re like your trusty sidekicks, providing unbiased opinions that nudge people towards making that purchase.

So, get ready to unleash the power of testimonials! I’m about to reveal why they’re the superheroes of your website, making customers go, “Yes, I want what they’re having!” 🥳

What are Testimonials?

Testimonials are intended to highlight the positive aspects of your product or service by stating positive things about it. You select a few of your most loyal clients, those who regularly buy from you, and ask them to promote your product.

Testimonials are an essential part of a brand’s marketing strategy. You see them in TV commercials when genuine consumers talk about how a specific product altered their lives. They’re on websites and in sales materials. If you’ve ever sent out a request for proposals, you’ve almost certainly received testimonials in the sales decks.

If you want to find out more about how you can use testimonials in commercials, check out the article we put together on this topic.

Sometimes the feedback isn’t entirely positive. Perhaps the testimonial says something you don’t want to draw attention to. Collecting input, in any case, is a fantastic learning experience.

This market research might help you plan forward, make adjustments, or refocus your services. Do you keep hearing the same things? Perhaps it’s time to change your business approach or launch a new product.

Happy customer purchasing
Happy customer purchasing

Types of customer testimonials

There are several types of customer testimonials that can add credibility and influence potential customers. Here are some of the most common ones:

  • Written Testimonials: These are good old-fashioned testimonials where happy customers write about their positive experiences with your product or service. You can find these on your website or in promotional materials.
  • Video Testimonials: Similar to written testimonials, but more exciting! Customers record videos sharing their experiences and thoughts about your product. It’s like having a happy customer tell their story right in front of you.
  • Case Studies: Think of these as detailed success stories. They show how a specific customer used your product or service to solve a problem and achieve great results. These stories give you a clear picture of how your offerings can make a difference.
  • Social Media Mentions: Sometimes, customers love your product so much that they can’t help but talk about it on social media. When they mention you on platforms like Twitter or Facebook, it’s like free advertising and proof that people love what you offer!

These different types of testimonials cater to various preferences and can be used strategically to strengthen your brand’s credibility and encourage potential customers to make a purchase.

So, don’t be shy about collecting and showcasing those glowing reviews and experiences from your satisfied customers! 😁

Why are testimonials important?

Did you know that 84% of people trust online reviews as much as they do their friends and family? This alone should tell you one of the reasons why we stress about the importance of testimonials on websites.

Testimonials are the perfect way for you to convince site visitors to buy what you’re selling. After all, there’s a lot of competition out there vying for the same target audience. You can’t just expect people to hand over their hard-earned cash without a good reason. Luckily, the power of testimonials give people a good reason to buy.

Happy customers standing in queue
Happy customers standing in queue

Are testimonials effective for your business?

It’s well known that product testimonials are very reliable. Do you want to know why small businesses such as “mom and pop” stores are usually more trusted and appreciated by the buyer than big corporations? Even though high quality of product/service is no issue for either of them.

That is because those businesses have managed to earn the trust of the customers. They convey more credibility and show they care about their clients’ needs and the local community. People don’t think of them as being solely money-driven, but as an altruistic, personalized solution to their problems and needs.

Managers listening to customers
Managers listening to customers

Research shows that focusing on customer experience is of paramount importance if you want to have a successful business and increase your profit.

There have been many case studies related to the benefits of customer reviews and especially the positive ones. Here are some numbers to show you the importance of displaying customer reviews and testimonials on your site:

  • over 90% of all online buyers read the online reviews of the product/service before they purchase something on the internet;
  • positive reviews influence 90% of all buyers when it comes to making their decision to make a purchase;
  • almost 90% of consumers trust customer testimonials as much as personal recommendations from their family and friends;
  • the purchase likelihood for a product with 5 reviews is 270% greater than that of a product with no reviews;
  • customer testimonials are the most effective type of content marketing, with a rating of approximately 90%;
  • displaying customer testimonials on your site helps you generate up to 62% more revenue;

And once you earn the trust of a person, you want to make sure you use that to your benefit and spread the word. That way you encourage other people to switch from merely potential customers to loyal buyers.

Pleased customers
Pleased customers

What are the benefits of customer testimonials?

There are several benefits of your golden customer testimonials. Here are some of them:

🟢Building trust and credibility

When starting a business, you might wonder about the benefits of testimonials. Well, let me tell you—they are powerful sales tools that can work wonders for you! Testimonials have a primary purpose: to convince people that your product is top-notch and convert them into loyal customers.

🟢Influencing purchasing decisions

Now, let’s talk about the magic of testimonials in advertising. Testimonial ads are everywhere, used by individuals, B2Cs, and B2Bs alike. From TV commercials to landing pages, social media, and review websites, they leave no stone unturned. And guess what? They are incredibly influential in driving purchasing decisions!

According to various case studies, testimonials can boost your sales by over 60%! That’s right—more than half! When potential customers see positive reviews and experiences shared by others, they feel more confident about making a purchase. Over 90% of buyers are influenced by online reviews, almost treating them like recommendations from close friends or family.

Unhappy customer giving testimonials
Unhappy customer giving reviews
🟢Enhancing brand reputation

And here’s another fantastic benefit—testimonials are a cost-effective marketing strategy! Unlike expensive advertising campaigns that don’t always guarantee results, testimonials come at little to no cost. All you have to do is ask your happy customers to share their experiences, and voila! Positive word-of-mouth can do wonders for your brand’s reputation.

🟢Establishing emotional connections

But wait, there’s more! Testimonials not only help potential customers but also speed up their buying process. When you gather all those testimonials in one place, it becomes super easy for customers to learn everything they need to know about your product or service. It’s like having a personalized description without the effort!

And the benefits don’t stop there. Testimonials can work wonders for your employees too! Imagine how motivated they’ll feel, knowing they are part of a business appreciated by so many people. This appreciation will reflect in the quality of their work, making your team even more awesome!

🔴The Dangers of Fake Testimonials

Now, let’s talk about the dark side of fake testimonials. Using phony reviews or endorsements can seriously backfire and do more harm than good for your business. Here’s why:

  • Loss of Trust: Once customers discover that you’ve been using fake testimonials, their trust in your brand will be shattered. Trust is hard to rebuild, and you certainly don’t want to risk losing customers over dishonest practices.
  • Negative Reputation: Fake testimonials can lead to a tarnished reputation. If people catch wind of your deceitful tactics, it can spread like wildfire, and your brand may be labeled as untrustworthy.
  • Legal Consequences: Fake testimonials can get you in legal trouble. Misleading customers and misrepresenting your product or service is not only unethical but also against the law in many places.

⚠️Recommendation: Embrace Authenticity⚠️

The best and safest approach is to use only real testimonials from genuine customers. Reach out to your satisfied buyers and ask them to share their experiences. Encourage them to be honest, specific, and detailed about their interactions with your business.

Do testimonials work?

When a lot of people trust your business, talk about it and praise it publicly, they inspire others to do so as well. The result is a better reputation and an increase in sales for you.

You can create a testimonial page anywhere on your site. You can place it on your landing page, a product page, etc. Another great way to use them is on social media, like your Facebook, YouTube account, and so on.

What about the benefits of video testimonials

What are the benefits of video vs written testimonials? Visual testimonials are preferable to textual ones. Not many people know that video testimonials perform better on websites than written testimonials, converting at far greater rates. But why is that?

Video testimonials are more difficult to manipulate, making them appear more powerful. They bring an element of sincerity that text and even audio reviews lack. Consumer, client, or patient video clips demonstrate to prospects that other people—people who may even look or sound like them—are satisfied, if not thrilled, with your level of service.

Can testimonials really help your business grow?

Customer testimonials wield incredible power in shaping the success of your business. Let’s explore the transformative effects they can have on your brand and bottom line:

Increased conversion rates

By showcasing positive experiences and real-life success stories, testimonials work wonders in persuading potential customers to take the leap and make a purchase. When people see others benefiting from your products or services, they feel more confident and are more likely to convert into paying customers.

Improved search engine optimization (SEO)

Did you know that customer testimonials can also give your website’s SEO a boost? Search engines love fresh, relevant, and user-generated content. When you have a dedicated section for testimonials on your website, it adds a wealth of valuable content that search engines gobble up. As a result, your website’s ranking improves, making it more visible to potential customers who are actively looking for products or services like yours.

Furthermore, testimonials act as powerful social proof, attracting organic traffic to your site. When people search for reviews and feedback about your offerings, your website becomes a go-to destination, leading to increased visits and potential conversions.

Competitive advantage

In today’s competitive business landscape, standing out from the crowd is essential. Customer testimonials are your secret weapon in achieving that competitive advantage. When potential customers compare your business to competitors, glowing testimonials can be the deciding factor that tips the scales in your favor.

estimonials showcase the unique value your brand brings to the table. They highlight the positive experiences and benefits customers have enjoyed by choosing your products or services. This differentiation sets you apart from the competition and reinforces why you are the best choice for your target audience.

Customers shopping
Customers shopping

Multiple case studies have shown that consumers are more likely to buy a product or service with good reviews and higher ratings. Just think about your process when you want to purchase something. Don’t you read the reviews for that product before you buy it?

However, people don’t always think to leave you a testimonial. Sometimes you have to ask them to do so. How to ask for a testimonial, you say? There are plenty of ways. You can start by reading our guide on how to ask for a testimonial.

There are also many online tools that can help you properly display your testimonials. One of such plugins is Strong Testimonials a WordPress testimonial plugin that allows you to import reviews from Yelp, Google, WooCommerce, Facebook, Trustpilot, Booking, Airbnb, Capterra and many more other platforms. You can also handle custom fields ( email, URL, text, video upload, video URL).

Strong Testimonials Plugin

We’ve built the #1 WordPress plugin for collecting, managing, and displaying testimonials. Drive more sales by leveraging your existing user audience.

Best practices for using customer testimonials on a website

Customer testimonials are like precious gems that can work wonders for your website. But to harness their full potential, it’s crucial to follow some best practices. Let’s explore the top strategies for effectively using customer testimonials on your website:

Selecting the right testimonials

When choosing testimonials for your website, prioritize relevance and diversity. Select testimonials that align with the needs and pain points of your target audience. Ensure that the testimonials address common questions or concerns potential customers might have. This way, visitors can relate to the experiences shared and see how your offerings can solve their problems.

Moreover, strive for diversity in your testimonials. Feature testimonials from different types of customers, industries, and backgrounds. This broadens the appeal and resonates with a wider audience, making your products or services feel relatable to various potential customers.

Placement and visibility

Where you display your testimonials matters. Create a dedicated testimonial section on your webpages, making it easy for visitors to find and access them. Testimonial sections help build trust and credibility right where potential customers need it the most.

Consider rotating testimonials on your homepage or other critical pages. This keeps the content fresh and prevents visitors from getting used to the same testimonials. Rotating testimonials also allow you to showcase a wider range of customer experiences, adding more value to your brand.

Highlighting key information

To make testimonials truly impactful, highlight key information. Include the name and photo of the customer (with their permission, of course), as it adds a personal touch and increases authenticity. People trust testimonials more when they can put a face to the words.

Additionally, mention the customer’s company or affiliation, if applicable. This lends credibility and helps potential customers see the relevance of the testimonial in their industry or situation.

Moreover, specify the product or service that the testimonial refers to. This specificity helps visitors understand which aspect of your offerings received praise and how it can benefit them.

💪 By following these best practices, you can unleash the full potential of customer testimonials on your website. They will serve as compelling tools to build trust, attract new customers, and establish your brand as a go-to choice in the market. So, go ahead and let the authentic voices of your satisfied customers shine on your website!


Customer testimonials are a powerhouse when it comes to boosting your business. They act as powerful sales tools, persuading potential customers to take action and become loyal buyers.

Not only do testimonials influence purchasing decisions, but they also have a positive impact on your website’s search engine optimization (SEO).

Your website is your digital storefront, and testimonials are the shining stars that illuminate it. By strategically placing testimonials on your website, you create a compelling narrative of satisfied customers who vouch for your products or services. These authentic voices resonate with visitors, making your brand more relatable and trustworthy.

Now that we’ve explored the immense potential of customer testimonials, it’s time to take action! Embrace the power of testimonials and make them an integral part of your marketing strategy. Reach out to your satisfied customers and invite them to share their experiences. Leverage their testimonials across your website, social media, and other marketing materials.

Strong Testimonials Plugin

We’ve built the #1 WordPress plugin for collecting, managing, and displaying testimonials. Drive more sales by leveraging your existing user audience.

Diana Alecu
Diana Alecu

Diana is a passionate content writer, graphic designer, and amateur photographer. By day she writes content for Strong Testimonials, Download Monitor, and Modula. By night she binge-watches anime and plays video games.