Trust is the bedrock of success in business. It’s essential for building employee engagement and strong partnerships with other businesses—and it also shapes a leader’s views on transparency, ethical behavior, and reputation management. When customers trust a brand, it paves the way for purchases or other transactions, of course, but also customer retention and long-term brand loyalty. (The best business is repeat business, they say.) 

To begin earning your customers’ trust, try showcasing your past success through testimonials. Testimonials can be presented as written text, video, audio, case studies, star ratings, social media mentions, before-and-after visuals, and more to help convey positive feedback and establish trust with potential customers. The authentic words of satisfied previous customers has a role to play in helping you attract new ones.

In what ways do testimonials help your business?

Building Credibility

Consumers face an overwhelming array of choices, making it increasingly difficult to identify trustworthy brands in a crowded marketplace. Testimonials—any kind of social proof—help reassure potential customers that what you offer has already benefited others like them. According to one study, 88% of consumers trust online testimonials and reviews as much as recommendations from friends or family. 

Humanizing Your Brand

Testimonials add a personal touch to your marketing efforts. When potential customers read or hear about the experiences of real people who have engaged with your business, it resonates with them on a deeper level and sheds light on the human side of your business, reminding your audience that there are real individuals behind the scenes working diligently to deliver quality products or services. This emotional connection can drive customer loyalty.

Demonstrating Expertise and Authority

Testimonials aren’t solely about expressing customer satisfaction; they also reflect your expertise and authority within your industry. When customers highlight specific features that delighted them, it reinforces the perception that you are knowledgeable and proficient in your field. By showcasing testimonials that discuss how your product or service resolved specific problems or met unique needs—in case studies or otherwise—you position your brand as a reliable source of solutions.

Creating Engaging Content

The more engaging and relatable content your content, the better you can connect with your audience. Testimonials provide valuable content that is authentic and easy to consume. Whether in written form (like this blog post), video testimonials, or audio clips, they add diversity to your content strategy, keeping your marketing efforts fresh and catering to your audience’s different preferences.

One of several testimonials you can find on Rare Bird’s website.

Improving SEO

Search engines (especially Google) value user-generated content, including reviews and testimonials, when determining the credibility and authority of a website. When potential customers search for products or services in your niche, having a multitude of positive testimonials can help boost your website’s visibility and improve your SEO ranking, thereby attracting more potential customers.

Encouraging Customer Engagement

Testimonials can also serve as a conversation starter with your customers. When customers see their peers sharing their experiences, they may feel inspired to do the same. Encourage your satisfied customers to leave testimonials and share their stories on your website and social media channels. This engagement can lead to a sense of community around your brand, where customers actively participate in the promotion of your products or services.

Providing Valuable Feedback

Testimonials offer a unique opportunity to learn what your customers genuinely appreciate about your business. This feedback is invaluable for making informed decisions, allowing you to capitalize on your strengths, address weaknesses, and continuously improve your offerings to meet the changing needs of your customer base.

Differentiating Your Brand

When potential customers compare your business to competitors, authentic testimonials can be the deciding factor that sets you apart. Highlight the unique selling points that customers have praised in their testimonials to help your brand shine and give customers a compelling reason to choose your business.

Boosting Conversions and Sales

Ultimately, the goal of any business is to convert potential customers into paying customers. People are more likely to make a purchase when they trust they are making the right decision. When your website’s visitors see that others have had positive experiences with your product or service, they’re more likely to take the leap. A/B testing has shown that incorporating testimonials strategically into your website and marketing materials can lead to a significant increase in conversion rates. On average, in fact, testimonials presented on a landing page or sales page can increase conversions by 34%. 

Making a Long-Term Impact

Finally, testimonials can have a long-lasting effect. Once you have collected a substantial number of authentic testimonials, they continue to serve as a testament to your brand’s credibility and quality, years after the original service or product was provided. 

Don’t underestimate the power of testimonials. They are more than just kind words from satisfied customers. Start collecting and leveraging testimonials—or a new batch of testimonials—today, and watch your business thrive.