The anatomy of a text testimonial is an easy guess, right? All you have to do is email a handful of your friendly clients and ask them to write up a good word, post it on your website, and done.
Though that is undoubtedly possible, let us not pretend that there aren’t great and terrible testimonials. There is good and awful in everything, including doctors, lawyers, kitchen appliances, cars, or shoes. So, what constitutes a genuinely excellent testimonial?
Table of contents
- What are the characteristics of a perfect text testimonial?
- How to choose the ideal text testimonial
- Using customer testimonials to grow your business
What are the characteristics of a perfect text testimonial?
The unfortunate and uncomfortable truth is that most business owners use testimonials that are directly detrimental to their image. You know the classic type: “Stacy has a deep industry knowledge, and I always learn something new from her blog posts.” or something along those lines.
As a business owner, this might sound quite flattering. However, it says nothing to a potential buyer about the worth of your goods or services. That is the root of the problem. How do you structure a testimonial? A superb testimonial serves one purpose: to assuage your prospect’s concerns about purchasing.
When we examine all testimonials through a clear lens, we can see what characteristics are most important for the anatomy of a text testimonial:
- They recognize a problem that already exists. An excellent testimonial describes the scenario your customer was in before meeting you. As a result, as they read through everything, potential purchasers will recognize their existing scenario. It’s the first step toward a successful sale.
- They give a clue at a possible solution without being too much. You’d never have to worry about giving away too much information if your previous customer talked about a product or service they used.
- They emphasize the outcome rather than the process. Sure, your potential customers would like to have fun with your product or service, but it isn’t their top priority. The most crucial factor is the outcome. As a result, your testimonials will go from “intriguing” to “alluring” if you can demonstrate what’s possible.
These are the three key factors that distinguish the finest testimonials from the decent and average ones. Therefore, you must consider the problem, the solution, and the outcome every time you ask a consumer for feedback on your product or service. Otherwise, your testimonials will be severely underperforming!
Let’s find out how to make the most of a customer testimonial now that you know what to search for.
How to choose the ideal text testimonial
There are a few key elements and details you should search for when looking for the anatomy of a text testimonial. Knowing how to study these elements will determine the success or failure of your business.
1. A source that can be identified
Credibility is crucial in any type of content marketing. However, that should come as no surprise, given how much of your objectives should revolve around the idea of leadership.
The testimonial should always come from a credible source. What exactly does this mean? By glancing at the testimonial, you shouldn’t get the impression that it’s anonymous. A good idea is to include the person’s title and the company they work for if the person who provided the testimonial is from a specific company and you have permission to do so.
Do you have the authorization to use surnames? What about location? In a perfect world, “identifiable” testimonies would allow prospects to see that these are actual people from genuine companies or places. In fact, in principle, the person who wrote the testimonial should be found on LinkedIn or Facebook, further confirming that the testimonial is genuine.
2. Testimonial relevance
Relevance is one of the most essential points of a great testimonial. The relevance of a testimonial is determined by how it connects to your marketing stance. For example, is the feedback about one of your primary services or products? Is it referring to the current state of your business?
It’s pretty easy to simply fill a page with testimonials, but keep in mind that your prospects may actually read them, and when they do, guess what? The testimonials will matter. At the very least, start with your most relevant testimonials.
Furthermore, relevant testimonials are those that discuss specific services that you want to promote to potential clients. They’re in line with the projects you’re currently competing on, and they correspond to the information on your website testimonial design that describes your business.
3. Testimonial format and design
For any skilled marketer, the importance of visual aspects in great digital content should come as no surprise. Given the enormous increases in attention and engagement that visual content delivers, you should include at least one visual element in every piece of content you have, including your testimonial page.
The most basic variant of this rule is to include a photo of the person giving the testimonial, preferably in a setting that corresponds to your product or service that your business can offer. Moreover, you can even consider asking for a video testimonial that will both captivate and entertain your future clients.
The usage of photographs and a proper format of a testimonial are essential components. As a result, images of a person’s face or a company’s emblem will assist your testimonials and will make them stand out and keep your readers from getting lost in a sea of text.
It will also help with readability if you use proper writing testimonial format. But what’s the best testimonial format? The readability, color of the fonts you use, white space around your testimonials are all factors to consider while formatting. There are many online tools that can help you with the testimonial layout. You can get inspiration from this InVision article on how to design testimonial pages.
4. Tight focus
Only one thing annoys your visitors more than a dishonest testimonial: having to dig through a wall of text to figure out what it’s all about. Our online attention span lasts for only 8 seconds, and your testimonials, like the rest of your website content, rely on that short attention span.
In a website testimonial, this means that broad comments or long narratives are not appropriate. Therefore, this testimonial technique is good for case studies, which may be great standalone pieces of content for your marketing strategy. Moreover, keep your testimonials focused on bolstering the value proposition you’ve established throughout the remainder of your landing page.
5. Natural language
It may be tempting to over-edit the anatomy of a text testimonial or even provide pre-written language that your clients only have to sign off on before being published on your website. At the same time, it’s critical to fight that urge and instead use your clients’ preferred phrases and language.
Your audience is more intelligent than you believe. When the testimonial is written in the same manner as the rest of your website, they will notice, and your credibility will suffer as a result. Allow your customers to discuss how your product or service helps them in their own words. Correct minor errors and misspellings, but leave the quote’s overall structure in the hands of your clients.
6. Original content
Every testimonial you include on your website and landing pages should contribute to the page’s overall content. Don’t include a quote that repeats what you’ve already said in the title and main body. Instead, look for sections that expand on the advantages you’ve already mentioned.
The most obvious example of this method is having a case where the clients actually used your service or product. For example, if you own a financial software company that claims on its landing page that it can assist small businesses in optimizing their bookkeeping, provide a testimonial from a current client who explains how it can do so.
It may appear to be in conflict with a prior point. While the anatomy of a text testimonial should always have a tight focus and avoid becoming overly wordy, they should also include enough facts to become genuine. And there is a reason for that.
Anybody can claim that your goods “improved their life.” However, adding facts to the statement makes it immensely more persuasive. For example, consider the following two statements as prospective quotes, using a hairdresser salon as an example:
- [hairdresser] gave me a fantastic haircut. I feel young!
- [hairdresser] gave me a short and youthful bob that complimented my face shape and lifted it. This haircut is also easy to style in the morning and saves me a lot of time.
Because of the level of detail offered, the second assertion is more robust. As a result, other clients can imagine the same benefits applied to their own experience in the salon. Speaking of hair salons, we have this article on the most effective testimonials for a hairdresser that you can check out 😁.
A degree of particularity has to be included in the anatomy of a text testimonial. Showing an example of what not to do, as is often the case, may be helpful here. Here’s an example of a testimonial that isn’t specific:
“Dr. Smith is a fantastic dental surgeon. My visits to her office were enjoyable, and I appreciated how she was able to assist me with my problems. Dr. Smith is someone I would strongly suggest to anyone searching for a dentist.” – Los Angeles, CA resident Stacy M.
What does this testimonial reveal about the dentist? It’s almost nothing. The testimonial is so ambiguous that it leaves the reader with nothing to latch onto, and it lacks compelling power because nothing sounds distinct. Here’s a better view:
“Dr. Smith is a dentist who is immensely concerned about her patients. I’m not too fond of the conventional runaround, where dentists rush you out the door so they can skip to the next patient. Dr. Smith is unique. She takes the time to truly understand, asks many questions, and then diagnoses the case appropriately.” – Los Angeles, CA resident Stacy M.
Here are a few things we can get from this testimonial:
- Is considerate.
- Takes her time with you and does not rush you through your visit.
- Is inquisitive and asks a lot of questions.
- Wants to figure out what’s causing the issue.
Isn’t this a great deal more information? Specific testimonials are vital because they provide your potential client, customer, or patient an idea of what they might expect from your business. When choosing testimonies, make sure you avoid the generic and emphasize the specific.
Using customer testimonials to grow your business
We could discuss every possible application of customer testimonials in marketing for hours, if not days. Instead, let’s concentrate on a few fundamental guidelines that can help your company achieve significant results.
Collect testimonials logically and proactively. The perfect testimonials, like any worthwhile investment, aren’t simple to come by. Therefore, prepare to interview people over the phone, create in-depth surveys for them to complete, or even meet them for a cup of coffee.
The more work you put in and the more honest feedback you get, the better your testimonies will perform. As a bonus, you might discover more about your value proposition and consumer experience, which will help you craft a more effective marketing message.
Obtain at least one testimonial from each sort of consumer. Suppose your consumers fall into more than one category (which they almost certainly do). In that case, it’s a good idea to collect at least one exceptional testimonial for each subset you want to target.
People are more likely to buy when they see something that nearly screams, “This is you!” If they come across a message that is even slightly out of alignment with their vision of themselves, excuses and complaints arise.
Make them a focal point of your campaigns. If you have a nice collection of testimonials, you should display them above the fold in any sales copy and promotional materials you’ve put up.
Not only will the testimonials increase your reputation, but they will also affect how your target clients perceive your business.
So what makes a good review? What makes the anatomy of a text testimonial? Relevance, particularity, imagery, and layout are all required. With these characteristics in place, you’ll have a better chance of engaging with your leads and, as a result, increasing your sales.