3 ways to optimize your testimonials for better website conversions
In this post, you’ll discover how to:
Format testimonials so they do the selling for you
Message match your testimonials to drive home your point
Craft high-converting testimonial headlines to improve website sales
If you’re a service provider or course creator and you’ve ever wondered, “Am I using my testimonials right?”—this post is for you!
The testimonials on your website likely fall into one of two categories:
1) Testimonials that have your reader thinking, "I guess I see some social proof on the page"...
OR
2) Testimonials that have them thinking, "So that's what happens when we work together--how do I get that in my life??!"
You want to be the second case.
In this post, you’ll discover how to:
Format testimonials so they do the selling for you
Message match your testimonials to drive home your point
Craft high-converting testimonial headlines to improve website sales
Let’s dive right in!
Studies show testimonials hold significant power to convert prospects into customers
We know, without a shadow of a doubt, that testimonials help you gain trust.
In this study published on the National Library of Medicine, they prove that testimonials increase usage intent and create a more positive attitude…
…with one big caveat.
The change in attitude ONLY happens when the testimonials were properly targeted.
This means attitudes shifted only when providing the right message to the right person at the right time.
Let’s break down what this means for your copy—
starting with how most websites use their hard-earned testimonials incorrectly, which you want to avoid!
How most websites accidentally hide testimonials
Too many websites have testimonial sections that look like this:
Now, you might be wondering,
"What's wrong with this, Mimi?
I can tell from this section that the business has testimonials so they have a track record of happy clients. I can click the arrows to read from different clients. Heck, I might even want a carousel like this on my website."
To which I say:
Fair.
When you encounter a section like this on a webpage, yes, it's a good sign.
Props to the business for getting clients in, getting show-worthy feedback, and getting it out there.
However--I've said it once and I'll say it again--
there's a reason I called my newsletter Smarter Customer Research. (Smarter Customer Research is both my newsletter and my philosophy on conversion copy—sign up here.)
Because there’s a smarter way to use your testimonials.
Stop guessing what your
ideal clients will pay you for
I talk more about testimonials and share my approach to copy that converts in my newsletter, Smarter Customer Research.
Sign up to join coaches like Kerstin for “head-exploding-in-a-good-way” explanations of conversion copy you can use to improve your website for sales!
3 Smarter Customer Research ways to optimize testimonials and increase website sales
Before we dive into how to optimize your testimonials for higher website sales, you might want to see how testimonials can work for a real business.
I recently helped Darren from Between the Ears (health and wellness coach) double his revenue year over year as part of our work with my Small Start, Big Wins™ package.
I used the exact same testimonial optimization process I’m about to describe below to help him get these results.
(See the case study with his results here.)
Now without further ado, this is how I’d turn a carousel of testimonials (and how I turned Darren’s testimonials) from "meh" copy into A+ copy. 👇
1️⃣ Ditch carousels
2️⃣ Message match your testimonials with your copy
3️⃣ Use headlines to highlight the catchiest part
Let's break this down.
(But first, a quick note: The info below presumes you've done your customer research already. What I'm presenting is a smarter way to apply it to your testimonials so that they're optimized for conversions.)
1️⃣ Carousels hide how hard you worked to earn your testimonials
OK, back to business.
First, formatting testimonials--testimonials in carousels are a disservice to how hard you worked to get them.
Let me say that again:
You worked hard to deliver stellar client experiences, ones your clients even willingly raved about.
(This doesn't always happen so don't discount it.)
But when you put these rave-worthy testimonials in carousels, you're hiding them.
Literally.
Because your reader needs to click to see them, every slide gives them an opportunity to say "no." If the testimonial that they need to see to buy is buried in the carousel, you're losing a sale to your competitor.
Now, are there exceptions to this?
Sure.
But for most service or course-based businesses, I recommend banishing the carousel and splashing your hard-earned testimonials across your webpages.
For the sake of your sales, don't hide your testimonials.
2️⃣ Prove your point by strategically message matching your testimonials
Second, let's get into where you should place your testimonials.
Because many people, including copywriters, slap testimonials on without considering where they're putting them.
That is NOT the way to do it.
Instead, message match your testimonials to the rest of your copy.
Message matching is what it sounds like.
Consider the message--what you're saying--of each section of your page. Then select testimonials that prove that message.
If a web designer is claiming unique design boosts sales, the testimonial that follows would be from a client saying, "The unique design I received boosted my sales!"
More examples are below but the idea is that effective testimonials aren't slapped onto a page at any old point.
They're ones that prove the points you're already making--that's why they're called "social proof."
3️⃣ Your testimonial headline makes your reader think about your product, service, or course
Finally, let's talk about testimonials and headlines because the space above each testimonial is PRIME REAL ESTATE for a headline.
When you don't give your testimonial a headline--and most people don't--you're wasting an opportunity to catch your reader's attention with the most important part of the testimonial.
Because many readers scroll, the headline is THE space to put the best part about your testimonial in big ol' H2 size.
So that even if your reader's skimming, their eyes will inevitably land on your headlines.
If that headline tells them a story in such a way that they can't help but continue to think about your product, you unlock the most valuable real estate for sales that you have--your reader's imagination.
These last two points are better demonstrated. 👇
Example time: 3 ways to message match testimonial headlines
Here are three ways you can message match your testimonials and their headlines to what you're already saying on the page:
1) When you’ve introduced your product as a solution
👉 When you've just introduced your product/service as the solution to your reader's problem and you want to communicate your value prop, try a headline that follows the formula "Finally + [their dream scenario]."
Finally get more energy without relying on caffeine.
Finally give your next boardroom presentation like a native English speaker.
Finally get copy that grabs your ideal client's attention.
2) When you introduce benefits
👉 When you're diving into the concrete benefits of what ideal clients achieve when working with you, introduce testimonials with headlines that tell readers what they'll get and how they'll get it.
Recharge your energy without crashing thanks to L-theanine.
Converse more fluently in English by following two rules.
Punch up your copy with these catchy CTAs.
3) When you’re driving home the point
👉 When you're driving home what your product/service can do for ideal clients by telling them not just what they get, but also what they avoid, headline testimonials with the formula "Put an end to [pain point]."
Put an end to the jittery energy/crash cycle.
Put an end to missing cultural cues.
Put an end to copy that doesn't feel like you.
Again--the key thing to do here is to match your message, your testimonial, and your headline so there's harmony between the three. That's what boosts conversions.
What to do with your testimonials right now
Now you know how to format your testimonials, how to message match, and where you can put them to drive your point home.
Now it’s time to head to your website and make your testimonials easy to find. Head over and:
Delete the carousel
Match them to what you’re saying on the page
Give them a catchy headline that highlights your work
Your customer took the time to write you a beautiful testimonial.
Give them the space they deserve and let them do the heavy lifting for your website sales.
OR…
If you're thinking, "Dang Mimi, you’re throwing a lot at me," you don't need to do it alone.
In my Small Start, Big Win™ Copy Polish, I do all this for you, and more.
Send me your webpages, let me look at 'em for a week, and get a 60-minute video breakdown on how to leverage your messages, testimonials, and headlines for conversions.
Get BIG wins on your copy without the full project price tag. Details here.
Want to work with me?
Hi, I’m Mimi!
I’m a conversion copywriter for coaches and course creators. I give you the words to connect with your audience without the guesswork of what they need to hear to become clients.
Here are a few ways we can work together:
💥 The Small Start, Big Win™ Copy Polish, where I optimize your webpages for sales
💥 The Quick Clicks Email Polish, where I optimize your emails for opens and engagements
💥 The Messaging Playbook, where I hone in on messaging that attracts the right clients
Questions? Want to chat?
