It’s widely understood that marketers excel at highlighting the strengths of their products or services. Employing compelling writing, visually appealing photos, and captivating videos are just a few strategies we use to garner attention for our brands.
While these strategies can prove effective, nothing surpasses customer testimonials in building trust and validating a brand’s worth.
Testimonials shift the focus from the seller to the customer, offering a relatable perspective. Customers, having been in the potential buyer’s shoes, understand the process of evaluating products, comparing prices, and navigating marketing messages. When potential buyers encounter testimonials from individuals who were once in their position—individuals not compensated for their positive feedback—their trust deepens, increasing the likelihood of a purchase.
This underscores the paramount importance for businesses to showcase customer testimonials on their websites. While testimonials can be strategically placed on landing pages and in emails, a dedicated customer testimonial page offers an unparalleled platform for highlighting client quotes.
In pursuit of exemplary customer testimonial pages, I embarked on a quest and unearthed eleven companies that effectively harness the potency of customer testimonials, demonstrating their optimal utilization. If you’re in the nascent stages of crafting a customer testimonial page, these examples will serve as a wellspring of inspiration.
Consider beautiful customer testimonial page. ZenDesk, a software solution for help desks, inherently revolves around customer service. It stands to reason that they would prominently feature their satisfied clientele.
ZenDesk’s testimonial page exemplifies both aesthetic appeal and functionality, boasting a captivating silent customer video loop as a banner. A user-friendly menu facilitates testimonial filtering by location, company size, industry, and use case. Thumbnails provide access to comprehensive customer stories from renowned brands. This approach effectively showcases their satisfied customers, instilling confidence in potential clients before they make a decision to invest.
The testimonial page of ChowNow’s customer testimonial page is another shining example. Its minimalist design centers around customer videos and impactful quotes. This strategy is clean, direct, and easily digestible, avoiding overwhelming blocks of text that are often overlooked.
ChowNow clearly made a strategic decision to dispatch a video team to their customer restaurant locations to capture high-quality video testimonials. It’s a safe bet that the investment was justified. Video arguably reigns supreme in showcasing satisfied customers, fostering an emotional connection that text struggles to replicate.
It’s noteworthy that the highlighted quotes emphasize why customers opted for ChowNow over competitors, citing specific figures and metrics like “increased our sales 20-25%.”
Startup Institute ingeniously leveraged their business model to craft a distinct and compelling approach to showcasing customer testimonials as “Love Letters.”.
Startup Institute, a career accelerator, empowers professionals to acquire new skills, pivot their careers, and pursue their passions. It’s only natural that they garner praise from their graduates.
Whether it’s a graduate celebrating their dream job or simply expressing gratitude, these letters are the epitome of authentic testimonials. Their page stands as an innovative and heartfelt testament to sharing positive customer feedback and testimonials.
Bizzabo, a provider of tools for professional event planning and execution, boasts a roster of exceptionally satisfied customers! What truly sets their customer testimonial page apart is its diverse array of content formats.
For instance, the page opens with a collection of succinct and impactful customer tweets. Scrolling further reveals a customer service rating, a series of case studies, and finally, a video customer testimonial. This layout resembles a “choose your own adventure,” empowering potential customers to engage with content in their preferred format.
Steve & Kate’s Camp operates summer camps for children across the United States. What distinguishes Steve & Kate’s Camp is their website, which essentially functions as an expansive collection of customer testimonials.
For instance, visit their homepage and watch the video. Doesn’t it evoke a yearning for summer camp? Or at the very least, a desire to enroll your children?
This highlights that As you can see, certain businesses can forgo a dedicated page, instead allowing their website to resonate with customers through emotionally evocative videos. Sending a child to summer camp can be an anxiety-inducing experience for parents, but leveraging video testimonials throughout the website instills a sense of trust.
Hootsuite, a social media management platform, offers another stellar example of a customer testimonial page that effectively conveys the universality of their product’s appeal. They kick things off with a dynamic video montage featuring a diverse range of customers. Scrolling down reveals case studies segmented by goals or needs—brand building, speed/efficiency, and reporting capabilities.
And finally, there’s a dedicated section for industry-specific case studies. Something for everyone!
Booker offers software solutions that empower retailers to efficiently manage their stores. This company profoundly understands the importance of showcasing leverages their customers to tell the story of their software’s capabilities, making this page a cornerstone of their website’s main navigation.
HubSpot, another software company, provides inbound marketing and sales tools designed to fuel business growth. While their software can be a significant investment for companies relying on it for email marketing campaigns and lead generation, the return on investment is evident in their customer testimonial pages.
The initial page visitors encounter features thumbnails adorned with company logos and highlights the key outcomes achieved through HubSpot’s utilization. A standout feature of this page is the ability to filter by industry, company size, challenges, location, and more, ensuring visitors discover the most relevant stories.
Furthermore, HubSpot dedicates a separate testimonials page to showcase quotes and images of satisfied customers. This dual approach combines the brand recognition of corporate logos with the human touch of showcasing customers as real people.
Learning to code can be a daunting endeavor, particularly for those unfamiliar with the technical realm. Codecademy’s mission is to break down those barriers and empower individuals to acquire new coding skills online.
Their customer testimonial page effectively communicates this mission, and they’ve garnered testimonials from numerous students eager to share their experiences. They leverage the power of video to illustrate how Codecademy facilitated a complete career change for one individual through newfound coding skills. The page then showcases a plethora of similar success stories, inviting visitors to delve deeper into student interviews that detail their coding journeys. This approach, utilizing customers as advocates, effectively mitigates any apprehension potential students may have towards enrolling in a coding course.
Codecademy subtly reinforces its global reach within the page copy, stating, “Learner stories from around the world.”
Did you know that Squarespace powers millions of websites across a diverse range of industries? Their customer testimonial page provides comprehensive insights.
Given their focus on website building, their customer testimonial page deviates from the conventional format of quotes or text-heavy narratives. Squarespace opts to showcase a curated selection of real website examples from renowned brands utilizing their site builder. This approach demonstrates proof of concept and provides design inspiration.
The page exudes an air of sophistication and proves particularly beneficial for those seeking assurance that Squarespace aligns with their requirements.
Last but not least, we have Shopify’s “Success Stories” page. While it may initially resemble other testimonial page examples, it introduces a novel concept: a prominent call to action encouraging Shopify customers to share their own stories!
What an ingenious method for crowdsourcing customer testimonials!
Drawing inspiration from these exceptional examples, here are some actionable tips and ideas for designing and developing your own testimonial page:
- Prioritize the highest-quality photos and videos within your means (consider dispatching a crew if feasible).
- Showcase your customers in a positive light, not just your business and products.
- Encourage customers to provide concrete numbers that quantify the positive impact your business had on their endeavors.
- Empower visitors to your page with filtering options for testimonials or case studies by industry, company size, and location, ensuring relevance.
- Experiment with various formats—even tweets and other social media posts can serve as testimonials! (Just remember to obtain permission.)
- Streamline the testimonial submission process for customers.
- Extend the use of testimonials beyond the testimonial page to other areas of your website where conversions are paramount, including the homepage.
- Go beyond quotes; showcase your product in action.
- Strike a balance between recognizable logos and authentic customer faces.