Last week we discussed the first 5 tips in creating killer customer testimonials that demonstrate (rather than declare) your business’ value your prospects. Here are tips 6 through 10 to help you distinguish your business through your satisfied clients’ eyes.
6. Strategic keywords.
70% of links chosen during a keyword search are organic rather than paid. That means if your testimonials support your keywords, it helps you build search engine ranking. Hey, every little bit helps and it’s relatively easy. Pick out the search terms or topics your clients are “Googling” to find services like yours and pepper them into your customer testimonials. Over time, your website copy will show you as an industry leader.
7. What’s the difference?
Testimonials showcase your brand in action. Know your competition, and be crystal clear on how you are different. Have at least one of your customer testimonials speak to your “value add.” It should be distinctive of your “special sauce.” Without it, your service can be as seen as a commodity and interchangeable with your competition based upon price and convenience.
8. Always Be Positive.
Smear campaigns (like those used by some political candidates) send a sour message. So don’t let your customer testimonials nay-say or bash your competitors. The testimonial is all about your business and how fabulous you are. Period.
9. Group like things together.
One best practice is to categorize quotes by themes, solutions, or common pain points. Group customer testimonials in a variety of ways, such as type of service, client types, or industry specialties. Prospects are looking at your website (or social media profiles) to see if you’ve solved a problem like theirs and worked with a client that looks like them.
10. Rinse & repeat.
The best customer testimonial is the one you’ve gathered and actually used. While testimonials have a long shelf life – even those with amazing results – they lose a bit of their sheen over time. Showing a long history of happy clients is great. However, you want recent and relevant examples to bubble up to the top.
How can we help?
Need help in collecting and categorizing your customer testimonials? Want to more effectively show how your business is different and a superior choice?
We are the spectrum group, and we offer strategic and tactical consulting so you can monetize your online presence. Call us for a complimentary 30-minute consultation to discuss how to leverage customer testimonials.