Juliet Platt is The Business Exchange’s newest contributor, a b2b Case Study Writer, specialising in website copy, content, customer testimonials and case studies. She asks the questions you’ve never been asked about your business to get to the heart of your message. And she expertly crafts the content that’s going to make the most sense to your prospects.
In this first blog post Juliet addresses the subject of client testimonials and how to get them right for your business.
Six Top Tips for Effective Client Testimonials
Featuring client testimonials on your website is a great way to convey the endorsements that your product or service has received from your existing customers.
Whether you choose to present these in written or video format, it’s still important to give careful consideration to how the testimonial is structured – and what you want future prospects to know.
So it’s wise to take a degree of responsibility for your client testimonials. In other words don’t just feature reviews which say how great you are. You need your clients to be expressing what you did for them, how it helped and why they would recommend you.
You can either ask your client to produce a testimonial following this structure – or you can get it written on their behalf, then ask for their approval to attribute it to them.
Take a look at this client testimonial for a lead and revenue generation company. Read it through a couple of times.
“Lyn rapidly established a telephone dialogue with six potential clients, three of whom we were able to visit within the month of engaging Lyn’s services. As a result we achieved two long term conversions, equating to a revenue increase of 300% on the previous month. Lyn very much lived up to her claim of generating revenue!” A. Happy-Client, Managing Director, ABC Ltd.
Here are the key things to notice and emulate:
Tip No 6: The Rule of 3 – and 7.
There are no more than three sentences conveying a minimum of seven key facts about Lyn’s service. Try and keep your testimonials as concise and relevant as this, so they don’t clutter up your website with a lot of waffle.
Tip No 5: Focus on the solution
The client’s problem (that it usually takes a very long time to win new business) is inferred rather than plainly stated. Ensure that your testimonials focus less on the problem and more on the outcome and key deliverable.
Tip No 4: Be specific
The first sentence in the example spells out very clearly the specific action that Lyn took to solve her client’s problem. Aim to present a very clear, factual description of what you did to help your client.
Tip No 3: Results!
The second sentence is all about what happened after Lyn’s intervention. The increase in monthly revenue is directly attributable to Lyn’s speediness in securing prospect appointments. Where there are no hard statistics use this sentence to refer to the softer benefits of what you delivered.
Tip No 2: Make every word work
Words such as rapidly, achieved, result, conversion, increase reflect and reinforce Lyn’s business proposition as a revenue generator. Make sure the vocabulary in your clients’ testimonials reflects the messages you wish to convey.
Tip No 1: A human impression
The final sentence in the testimonial reflects Mr Happy-Client’s enthusiasm and appreciation for the work Lyn did. This is also where your client can indicate what else became possible for them as a result of working with you.
Case Study Writer can provide customer testimonials done for you, based on a short client interview. For more information visit www.casestudywriter.co.uk, or call Juliet Platt on 07887 954708.