January 14, 2010

Testimonials Can Increase Sales on Your Web Site


Hostway Team

By Ronda Suder

If you own a business and do not have customer referrals or testimonials, then first and foremost, start asking for them! Most customers are willing to provide a testimonial, but with everyone’s busy schedules these days, they simply don’t think to do it unless you ask.

Any time you close a deal, whether it’s selling a product or service, you should ask customers to provide feedback, good or bad, to help you understand how you’re doing from your customers’ perspective. Then, with the positive testimonials, spread the word! It’s no secret the best way to get more customers is by passing on the word from your happy and pleased customers. And if you have positive testimonials, but they’re not posted on your Web site, WHAT are you waiting for?

Now that you’re asking for testimonials and adding them to your Web site to share with others, keep the following three tips in mind.

1. Highlight the Testimonials on Your Web Site – This may seem obvious, but many Web sites, if they have testimonials, hide them. If you have a lot of good testimonials, you may spread them throughout your site. For example, include one at the bottom of each page. You may also have a page dedicated to testimonials with a prominent link to the page. If you only have a few testimonials at this time, then place them in the middle of one of your main landing pages (Home, About, Services, etc).

2. Use Testimonials that are Product- or Service-Specific – The more specific the testimonials are to your business or product, the better. If they’re too general, then it doesn’t really help readers get a good sense of what you do well or what was so wonderful about your company.

3. Add Links or Photos if Possible – Putting a face or picture with the testimonial helps the believability factor for your readers. To up the ante even further, add an audio or video testimonial. When readers can hear the sincerity in your customer’s voice, or can see the sincerity on their face, they’ll consider the testimonial to be true and valid in most cases.

These three simple tips can convert traffic to sales. The more potential buyers see that others have had a good experience with your product or service, the more likely they are to give your company a chance and click the purchase link.

About the Author

Ronda Suder has more than nine years of experience as a professional writer. Her company, RRS Communications, provides creative and technical writing services, including consulting and writing services to Internet marketers and businesses with a focus on articles, keyword, SEO and Web site content. She has a Master’s in Human Resources and Industrial Relations and a Bachelor’s degree in Business Administration with extensive training in writing and editing.

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