Juice Up Your Site with Testimonials

Here at the Norvax marketing department we’ve been working on a few website designs lately that got us thinking about the usefulness of testimonials on the web.

Sure, it’s widely acknowledged at this point that testimonials are a GOOD thing… but are yours making the best impression possible? Here are 2 quick ways to juice up your website’s testimonials.

Are they believable?

Your testimonials will be more believable — and effective — if they’re specific. “John was very helpful” could be said about anyone in any field.

Your website visitors will also cast a skeptical eye on anything that lays on too much hype.

For example, a client who thinks they’re helping you by providing an over the top testimonial might actually do the opposite. “John is the BEST insurance agent on the planet, and anyone who doesn’t work with him is CRAZY!!!”

When collecting testimonials, ask your clients to be detailed — and realistic — in what they liked about you.

Ex: “I needed maternity coverage, and John found me a plan from Company X that covered me immediately, instead of having to wait 9 months like with some other companies!”

Use specific numbers. Instead of “I saved lots of money,” use a testimonial that says “I’m now saving $83 a month since John helped me switch to a new plan.”

Do they address specific concerns?

Testimonials are most powerful when they address those little hesitations lurking in your prospects’ minds.

Think about some of the reasons why people on your site might not take the next step to contact you or request quotes.

“I just assumed I couldn’t get coverage because of my diabetes. But John found Company X who had no problem with it!”

“I kept putting it off and off, but I finally listened to John and I’ve had my plan 3 months now and already needed to use it twice. I’m glad I listened!”

When you use testimonials to help address concerns, they do some of your selling for you.

If your current website testimonials aren’t up to snuff, consider contacting some of your best clients and politely ask them to contribute a fresh testimonial to your website. It’s worth it!

- Jeremiah Desmarais, Vice President of Marketing - Norvax
Questions or comments? Email him at jdesmarais@norvax.com