How to Get and Use Customer Testimonials

Testimonials are one of the most persuasive things on a website — real words from real customers reassure prospects in a way your own claims never can. But many businesses don’t gather or use them well. Here’s how to do both.

Strong social proof can be the difference between an enquiry and a bounce.

How to get great testimonials

The simplest way is to ask — right after a positive experience, when goodwill is highest. Make it easy, and a few gentle prompts (“what problem did we solve? what was the result?”) help customers give specific, useful testimonials rather than a vague “great service”.

Specific, results-focused testimonials are far more persuasive than generic praise.

Make them believable

Testimonials carry more weight with a real name, photo, business or location attached — anonymous quotes feel less trustworthy. Video testimonials are especially powerful. Authenticity is everything; never fabricate them.

The more real and specific, the more they convince.

Use them everywhere

Don’t hide testimonials on one page — weave relevant ones throughout your site, especially near calls to action where they tip the decision. Use them in ads, social and email too.

We build testimonials and reviews into the right places to win more enquiries.

Making testimonials work harder for you

A testimonial buried on a generic "Reviews" page does far less work than one placed directly on the service page it relates to. Pair each testimonial with the specific outcome the customer achieved — "our enquiries doubled in three months" is more persuasive than "great service, highly recommend." Names and photos increase credibility significantly.

Structured data markup (using the Review schema type) can make testimonials eligible to appear as star ratings in Google search results, improving click-through rates from the search page. We implement review schema and position testimonials strategically on service and landing pages for maximum conversion impact.