Do you have testimonials on your website? If not, or if you only have a couple of dated ones on your site, you’re missing a key element of any lead-generating website: social proof.
Social proof describes a psychological and social phenomenon wherein people copy the actions of others in an attempt to undertake behavior in a given situation. Think about it: when you’re browsing Amazon for products, or looking online for movies to rent, or deciding which Sushi restaurant near you to try, doesn’t the “star count” have an impact? Of course it does! You’re probably going to try the Sushi place that has a ton of 5 star reviews before you try the place with no reviews. Because there is no social proof that the place is any good!
The same thing goes for your website. It has been proven time and again that customers are more likely to take the next step on your call to action (visit your location, sign up for the consultation, enroll for the free trial, schedule an appointment, etc) when they see other people like them have had success with your product or service.
Still not convinced? Here are 3 reasons you need testimonials on your site, like yesterday:
Reason #1: Testimonials Build Trust
Any customer who decides to do business with you must trust that you’ll be able to deliver on the promises your website makes. To put it another way, nobody wants to buy from a company they don’t see as trustworthy.
Testimonials help create trust because they provide concrete proof of your company’s value. In fact, customers trust online reviews as much as they do a personal recommendation from a friend.
When a prospective customer visits your site and sees testimonials, they know that you’ve made a difference for the people featured in them.
Reason #2: Testimonials Harness the Power of Storytelling
As human beings, we are all susceptible to the power of storytelling. In fact, studies show that people respond to stories in a way they don’t to facts and figures.
A testimonial that tells a compelling story about how your product or service helped a real-life customer does far more to entice new customers to give you a shot than any list of benefits you can put together.
Why? Because people identify with stories. It’s easy for a prospective customer to imagine themselves in place of the person in the testimonial – and that’s what you want.
Reason #3: Testimonials Illustrate the Benefits Your Customers Receive
One of the best ways to convince a prospective customer to take the next step with you is to show them how you can improve their lives or help their business.
When an existing customer shares specifics about how your product or service solved their problem or improved their life or business, it gives a tangible use case that resonates with prospective customers.
The testimonials on your site can provide prospective customers with the ability to imagine what they stand to gain if they engage with your business.
All of this should reassure you that having recent testimonials on your site is a powerful method to attract new customers. If you don’t already feature testimonials – or if yours are out of date – then it’s time to add them.
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