It’s always a good idea to revisit strategies that strengthen your business, especially at the start of a fresh, new year. One of the simplest and most impactful ways to build trust and credibility with your customers is through testimonials and reviews. Not only do these tools connect you with customers, but they can also subtly boost your SEO by improving your visibility online and enhancing user engagement. When used right, they become a natural extension of your marketing: authentic, relatable, and powerful.
Testimonials vs. Reviews: What’s the Difference?
Before we get into the details, let’s do a run through of the distinction between testimonials and reviews. While both play a huge role in your business’s success, they serve different purposes.
- Reviews are short, often anonymous, and typically include star ratings. You’ll find them on platforms like Google Business Profile, Facebook, or Yelp. Reviews can be positive or negative, and give a quick snapshot of customer experiences. They’re a valuable tool for identifying what’s working and what needs improvement in your business.
- Testimonials are more personal, in-depth endorsements from happy customers. Often positive, they may include the customer’s name, title, or even a photo. Testimonials tend to be featured on websites or marketing materials and are excellent for showcasing the emotional side of a customer’s experience with your brand.
Why Testimonials and Reviews Build Trust
Trust is the foundation of any successful business relationship. Here’s why reviews and testimonials are so effective:
- Social Proof: People trust people. When potential customers see others endorsing your business, they’re more likely to give you a chance.
- Credibility: Reviews validate your reliability and quality. Positive feedback reassures customers that they’re making the right choice.
- Consumer Behavior: Taken from a BrightLocal study, cited by Forbes, up to 98% of consumers read reviews before making a purchase. Most people read around 10 reviews before forming an opinion. Can you relate? Additionally, 88% of customers are more likely to buy from a business that responds to reviews. It shows that the company cares, builds trust, and boosts its reputation. Basically the key to looking good online.
I Don’t Have Testimonials and Reviews Yet. Now what?
Here are simple, actionable ways to gather feedback:
- Ask Directly: Approach happy customers and request for reviews. Most people are willing to help when asked.
- Follow Up: Send a quick email or message after a purchase, linking directly to review platforms like Google, Yelp, or Facebook.
- Offer Incentives: Provide discounts, vouchers, or exclusive deals for leaving reviews. For example, include a card with a discount code in your product packaging for their next purchase.
- Encourage Social Media Tags: Ask customers to tag your business in their social media posts or stories. It’s like a mini collaboration that can make your customers feel appreciated when you repost their content, while boosting your brand’s visibility. It’s a win-win!
Need more ideas? Check out our blog on Customer Loyalty & After-Sale Service. It highlights the importance of following up with customers and talks about creative ways to keep them happy and engaged.
Showcasing Testimonials and Reviews Effectively
Once you’ve collected feedback, it’s important to display it in the right places.
- Website: Consider how you’d like to showcase your testimonials. Some businesses prefer dedicating a single page to highlight all their customer feedback, creating a go-to spot for potential clients to explore. Others find it more effective to spread testimonials throughout the site, placing relevant ones on specific product or service pages to reinforce trust where it matters most. Choose what works best for your site and audience.
- Social Media: Share customer feedback in posts or stories. You can even create graphics with excerpts from reviews. Just be sure to cover personal details like names or photos unless you have permission.
- Marketing Materials: Add reviews to brochures, email campaigns, or presentations. For example, a restaurant could showcase customer reviews directly on their menu.
- Video Testimonials: These are highly engaging and can add a dynamic element to your marketing. Showcase them on your website or pin on your social media.
An awesome example of a video testimonial, So Yeah, We Tried Slack, by the team at Sandwich. They took a straightforward SaaS (Software as a service) product and created a fun, quirky, and relatable testimonial showing how Slack improved their workflow, proving that testimonials can be engaging and powerful.
By utilizing multiple formats and platforms, you can ensure your testimonials and reviews are seen by the widest audience possible.
Google Business Profile: A Must Have for Reviews
One of the best places to collect and showcase reviews is through your Google Business Profile. It makes your business more discoverable and helps answer frequently asked questions. Here’s how to get started:
- Visit Google Business.
- Follow the simple steps to set up your profile, including adding photos, contact information, and operating hours.
- Share your profile link with customers to encourage reviews.
Having a complete profile makes sure you’re making the most out of your online presence.
The Bonus SEO Benefits of Reviews and Testimonials
While building trust is the primary goal, customer feedback also contributes to your SEO efforts:
- Local Search Rankings: Reviews improve your visibility in local search results, making it easier for nearby customers to find you.
- Organic Keywords: Customer feedback often includes keywords naturally relevant to your business, helping your site rank for long-tail keywords that attract specific searches.
- Click-Through Rates: Positive star ratings encourage more clicks in search results, driving traffic to your site.
Overcoming Common Challenges
It’s totally normal to feel worried about negative reviews or even a lack of feedback, here’s how you can address them:
- Negative Reviews: Respond professionally and empathetically. Show customers you’re willing to address their concerns and learn from their feedback. For example:
Customer review: “The delivery took too long.”
Response: “Thank you for your feedback. We’re sorry for the delay and are actively working to improve our delivery process. Please reach out to us directly, so we can make it right.”
- Few Reviews: Start small. Focus on asking loyal customers for reviews and build momentum over time. Even a handful of positive reviews can make a big difference. Here’s a simple message you can send to customers:
“Hi [Name], thank you for choosing [Your Business]! We hope you’re enjoying your [Product/Service]. If you have a moment, we’d greatly appreciate it if you could share your experience by leaving a review [Include link like Google or Facebook page]. Your feedback helps us grow and serve you better!”
Your Happy Customers are your Best Advocates
By using testimonials and reviews, you can build trust, attract new customers, and even enhance your SEO without feeling overwhelmed. Take the first step today by reaching out to satisfied customers and letting their voice give your business a little push.
Remember, trust takes time to build, but with the right approach, it’s one of the most rewarding efforts you can make for your small business.
