Adding recommendations is one of the easiest ways to empower your new business program.
As part of my consulting work I’m asked to review a lot of agency websites from a new business perspective. Just yesterday I was reviewing the website of a large agency in New York. I wasn’t surprised that I didn’t find a single testimonial from a happy client. A good number of agencies neglect to add this important component to their marketing mix.
63% of consumers indicate that they are more likely to purchase from a site if it has reviews and testimonials. – CompUSA and an iPerceptions study
Third-party validation is a powerful tool for new business. Testimonials help to eliminate skepticism, provide credibility and trust. if done correctly, it’s one of the easiest and most effective ways of creating appeal with potential clients.
Here are some tips for creating and using testimonials:
- Don’t be generic. Specific, detailed testimonials are much stronger than those that are general and vague.
- Prospects are more likely to believe testimonials that are attributed to a specific person and company than those that hide their identify. I’ve found that most happy clients are glad to provide a written recommendation and are willing to have their name attributed to the testimonial.
- Provide testimonials on your firm’s website, your online brochure. They should be used anywhere and everywhere on your site. Not just on a testimonial page. Also include them in other materials used to promote your agency. The more places potential clients can see them the better.
- Develop a consistent process to solicit testimonials from your satisfied clients. The best time to ask is immediately after you have done business with them.
- An easy way to request a recommendation is through LinkedIn. You can ask your connections to write a recommendation of your work that you can display on your profile, and with their permission you can add it to other materials used to publicize your agency. LinkedIn is also a great place to give testimonials in order to get testimonials.
- Whenever you receive a great letter or e-mail from a client, be sure to ask them if you can use their comments as a recommendation.
- Adding pictures to testimonials can significant increase interest and raise their CTR.
- Providing a link to the site of the person who wrote the testimonial can bring additional credibility.
- Don’t neglect to create some select video testimonials. These are much more personal and powerful than just written copy.
- Good testimonials are filled with benefits. That’s what prospective clients are really looking for, how your services benefit them.
- When asking for testimonials, give your clients clear instructions on what your need. Make them as specific as possible.
- I’ve found that setting up a Google Alert to receive daily emails of who is talking about your agency is a way to discover additional testimonials.
If you aren’t using testimonials you’re missing out on a simple but great tool for new business.
Do you have any additional tips to share? Please add them in to the comment section below.