Market Yourself with Reviews and Testimonials

Testimonials and reviews are a great way to showcase your great work. They are more powerful than anything you say about yourself because they come from clients. Most people say they rely on recommendations from people they know to make purchasing decisions, so your testimonials and reviews have tremendous marketing value.

Ask for Reviews

Have a plan to ask for reviews from every customer. Good reviews are great for your marketing. All reviews help you to be better at what you do.

No matter when you ask, provide clients with easy step-by-step instructions for providing a review. Be clear about where the review may be used.

Consider these approaches:

  • Ask for a review when you issue the final invoice.
  • Once a week/month/quarter follow-up with a past client to check in and ask for a review.
  • Use your email marketing program to maintain a list of clients who have not done reviews and send periodic reminders.

Make Reviews Visible

Once you have reviews, make them visible in several places.

On your website: A testimonials page is good, but it is even better to feed reviews into every page. Better yet, provide reviews that are relevant to the particular service covered on the page.

Email signature: Link to your reviews in your email signature.

Marketing collateral: Tout your average rating in your offline and online marketing.

Social media: Make note of new reviews on your social media. Thank the person providing the review and highlight a feature of the project or service provided. Use a related image along with the review.

Digital Reviews Are More Powerful than Testimonials

Testimonials have become standard for just about every website. It is time to move beyond the glowing praise that clients sent to you and that you post to your site. Tap into the credibility and authenticity of online reviews.

The impact of online reviews is sizeable. In fact, 90% of consumers say their purchase decisions have been shaped by reviews they have read about a brand or a product.

No one expects to go to your website and see a bad testimonial. People are savvy. They know testimonials are carefully curated. They are quasi-authentic at best.

People give more credence to reviews at Google, Yelp and other places that they know authenticate reviewers. They know that businesses do not control these reviews, and that’s a good thing.

People want an opinion they can trust as authentic. This has led to an increased level of dependence on online reviews. Research has consistently shown that people seek information from several sources before making a local purchase. In a recent study by Yext, reviews increased click-through rates from search by as much as 153%.

Embrace credible review sites. They provide social proof that no website testimonial could ever offer.

Your website should at least link to these review sites. Often, it is easy to feed the reviews directly into your website. Further monitor reviews and respond to them. Your engagement with your reviewers will only improve consumers’ perception of your brand.

Reviews are also great intel for your marketing and customer service. Pay attention to the language people use to describe their interactions with your company. This gives you some great keywords and phrases to use to optimize your search engine optimization.

Review comments also offer insight into ways that you can improve your services and your customer service.