As a business owner you can do everything else right, but if you don’t have some form of third party social proof, it might just cost you the sale – that is the importance of testimonials.

Testimonials are significant. They shouldn’t be underestimated as you construct the content and layout of your business website or brochure. They are a powerful marketing influence that can draw people in, and cause them to convert.

Think about it this way. You can talk until you are blue in the face about how great your company and your product or service is. You can write at length about how you solve a business’s problems. It will never have the same level of influence as a previous customer or client saying it.

The Power of Social Proof

Your customers want to know, like and trust you. They may like your message, but want to know that you’ve helped people in a similar situation before. A testimonial can help put them at ease.

You can handle testimonials on your website in one of two ways. You can either create a testimonial page within your website, and load that up with your best and most current testimonials, or you can sprinkle them across the bottom of each page.

Both ways allow potential customers to see who you have already helped.

Write Right Sell Now

Who Can Write a Testimonial For You? 

Any satisfied customer or client. Anyone who has heard you speak about your industry. Anyone with a positive story about interacting with you and your business. These are all potential sources for testimonials.

After you wrap up a project, it is a perfect opportunity to ask for a testimonial. You can ask for a LinkedIn recommendation, and copy and paste that recommendation over to your website for use in both locations.

The Importance of Testimonials

Testimonials make potential customers feel at ease. They lend credibility to you and your business. Make sure you are doing everything you can to establish that credibility and provide that social proof with your customers. Don’t underestimate the importance of testimonials in making a sale.

Matt Brennan is a Chicago-area marketing copywriter and copy editor. He is also the author of Write Right-Sell Now: How to Create Content that Grows Your Business.