Small Business Tips #2 - Testimonials
Testimonials are a tremendous asset to any business, big or small, and showing them off can lead to a whole heap of positive side-effects…
Why should I care?
Put yourself in the position of someone that’s going to spend £450 on an item online. You want to be sure that you’re getting the real thing, and that the company you’re about to buy from is trustworthy. The problem is, this company has no testimonials or reviews.
Just before you click to add the item to your basket, you think you should Google the product. You find another company with thirty recent 5* reviews is selling the same item at the same price. The reviews are all about great customer service, fast delivery and the quality of the product.
That first website just lost a sale, and trust.
Testimonials add instant credibility and help a customer trust in their decision to buy from you, whether that be for an item that cost £10 or £10,000.
What do they do?
Displayed in the right places, testimonials create an environment where the customer feels comfortable opening their wallet, safe in the knowledge that many others have done the same and had similar expectations filled without error.
Take a look at what happens when you search for Wilkes Wood on Google:
As you can see, we have 5* reviews at the top, and then excerpts of positive reviews below our business information. Looks good, doesn’t it?
So, how do you gather them?
There are many ways to get collecting testimonials - post sale email forms and printed cards in-store can give you reviews to share on your website, but you want to get people logging 5* reviews on your Google page and Facebook when they’re satisfied too.
You can even put buttons like these on your site:
You’ll need to register for Google my Business to get them on your search profile, so click here if you haven’t done this.
Depending on your business, third party review sites like TripAdvisor and Trust Pilot may also be appropriate.
Can I just get my friends to give me fake ones?
The truth is you can do, yes, but you risk losing reputation and trust when you should be focused on impressing customers enough to give you them honestly.
It also means that you have to hold up to the standards you set yourself, as you’re asking for feedback from every customer - it's a testament to the quality of your product/service as well as your commitment to impress.
If you blag a load of 5* reviews and the quality of your business isn’t up to scratch, you won’t be keeping them long…