Potential customers who find your business online may have dozens of competing companies to consider. Plus, working with a business for the first time brings uncertainties. However, learning from other customers’ perspectives can give people the confidence to choose a specific company over others. The ability to see themselves in others’ experiences may inspire someone to work with you.
Testimonials and reviews can persuade people to choose your products and services. Collecting feedback to display publicly is an excellent start, but you should also think of creative ways to show the content and catch people’s interest.
The following are four creative ways to showcase customer reviews on your site, as well as some examples of businesses whose sites exemplify these strategies.
1. Display the Content in Multiple Formats
Some people prefer seeing testimonials and reviews in text format to quickly scroll through the material. However, embedding videos is another option. Hearing someone’s firsthand story about their experience while noticing changes in their emotions and tone of voice goes a long way toward convincing others they are making a wise choice by doing business with this company.
If you have a service-based business, sharing customer perspectives in a video format also allows you to show the extent of change, such as by including before-and-after footage.
Example: Water damage restoration company Rainbow Restoration takes a video testimonial approach alongside written comments. The video includes the customer sitting inside the building where work recently occurred, and it takes the viewer through the person’s response to several questions about the service they received.
2. Show Satisfied Customers From Numerous Platforms
Another impactful possibility is to use your reviews and testimonials section to show that people from multiple websites have taken the time to review the business. That adds more credibility to the content and indicates customers were so satisfied with the overall experience that they wanted to share their feedback across widely used sites.
Example: The arrangement used by About Ireland Taxi Tours features star ratings and a single phrase reflecting customers’ sentiments. However, it also shows the platform they used and their profile name there. Many customers leave highly personal comments, including the names of the drivers who assisted them and their respective positive characteristics. The specificity shows the staff made a lasting impression that shaped travelers’ vacation time.
3. Pull the Reviews Directly From Google
You can save time by using a tool that automatically populates your website with the latest customer reviews rather than requiring you to manually gather the material. Besides keeping the information fresh and current, this strategy benefits from Google’s global name recognition.
Google for Small Business research also shows these reviews are especially valuable for encouraging purchases. It indicates positive reviews cause two out of three people to buy from companies.
Example: The website of office solutions company Doceo pulls reviews onto the homepage directly from Google, and it also integrates a Google review button directly into the feedback carousel. Other customers can provide their thoughts with a few clicks, keeping the feedback area continually populated.
4. Highlight a Pattern of Repeat Business
Getting your first sale from a new customer is an excellent achievement, and your next goal is to earn their loyalty. By showing that other similar customers are coming back to your business again and again, you can encourage others to do the same. This method demonstrates customer satisfaction through ongoing business relationships.
Example: India-based design company Everything Design emphasizes customers’ trust with a header on its reviews page that declares “8 out of 10 clients who worked with us, go on to do multiple projects with us.”
Scrolling down on the page lets visitors access a video library of customers explaining how this business helped them. However, if people don’t have the time to watch a video, the header design is a thoughtful alternative. Though the header text indicates most clients become repeat customers, the breakdown below shows the client name and number of completed projects, adding further authenticity to the claims.
Get Inspired to Grab Attention With Customer Input
Customer opinions are arguably among the most valuable parts of your website because they give people genuine perspectives. Potential customers appreciate hearing about others’ experiences because those details can convince them to contact your business and learn more about what you do.
Regardless of your business type or how long it has operated, these real-world examples can spark your creativity when deciding how to display reviews and testimonials that will catch your website visitors’ attention.
