Testimonials build client trust

How to build unblemished trust using customer testimonies

Trust isn’t something that comes easy. We put in effort to woo the right person into our lives and a big part of this is to prove that you are trustworthy. You need your friends and colleagues to testify on your behalf.

Testimonials are powerful.

Testimonies help you close the sale for your Internet business.

Psychology – Mirror Neurons

Mirror Neurons is an effect that psychologists use to explain why we feel sympathy. When it comes to purchasing it a reason we choose to imitate others, specifically when it comes to having certain items – the keeping up with the Joneses factor.

Dopamine is a neurotransmitter – a chemical released by neurons (brain cells) that has several actions. One dopamine effect is in reward-motivated behaviour. Buying desirable items has been associated with dopamine release. Many purchasing decisions take as little as 2.5 seconds and are taken at the subconscious level. (Martin Lundstrom, 2015)

Emotional Purchasing

We make ‘luxury’ purchases with our emotions, although we may justify them with logic. Testimonials can help the purchaser finalise the decision to buy.

The heart guides the buying decisions and the head guides the buying decision during the discussion of critical details, contract review and negotiations, and payment.

For those selling a service, when a prospect feels in their heart that hiring you would be a good decision, it’s up to you to make sure the brain is satisfied with the fine details and logic.

Builds Trust

Testimonials, ultimately, build trust. They work to make us feel safer about our decision.

If our clients trust us, they will decide to purchase from our company.

Customer testimonials are one of the most powerful trust signals you can use on your website and in your marketing campaigns, including landing pages, product and pricing pages, and even your AdWords ads. Persuasive testimonials from satisfied customers can sway even the most hesitant prospect, making them a potent weapon in your marketing arsenal.1.

3 Ways to utilize testimonials

  1. Testimonial Statements

One of the easiest ways to utilize testimonials is to get statements from your customers. These may be unsolicited. You should seek permission to publish these testimonials before placing them on your website.

  1. Case Studies

Case studies take testimonials to a new level. They offer a greater depth of the user’s experience with the product or service.

With a case study, you have the opportunity to talk about specific information such as datasets, how the product solved the customer’s problem, the before and after, and all of the other successes the customer had using your product.

Case Studies are very versatile pieces of content that serve as evergreen content.

  1. Social Testimonies

Are you listening to social media channels about your business? If you are, you may come across some glowing testimonies. After getting permission, you can either screenshot the testimony or use embed.

How do you get testimonials

There three easy ways you can solicit testimonials.

Ask your client

  1. Ask your client to give you a testimonial.

If you have a “perfect client,” one who is exactly the kind of client you want to work with and who sings your praises and refers other customers to you, that is a great customer to ask.

You can use some simple questions to prompt your customer to give you a testimonial. For example you might ask about your product or service: –

  1. What may have prevented you from buying it?
  2. What has it done for you?
  3. What particular feature did you like most about it?
  4. What are the other benefits?
  5. Would you recommend this product and if so, why?
  6. Is there anything else you would add?


Interview – do you have a great client? Interview them

Sit down and interview your client during a discussion when the opportunity arises. You may be meeting them in their office, at a coffee shop or even on  Skype and having a conversation?

Ask them about how your brand has helped their business. Some people do better when they are having a conversation.

Spelunk on social media

Social media can be a great place to find the nuggets of content for your brand.

As you are looking for social testimonials, you can implement those on your website.

Make sure to reach out to each person and ask if you have permission to use their testimonials or praise.


Testimonials are powerful persuasive techniques.

 “They are by far the most popular form of social proof. That’s because they are effective and pretty easy to attain. They are used so much that some sales pitches will just be filled with customer testimonials and nothing else.”

Henneke Duistermaatsays, one of the top online copywriters says,

” Powerful testimonials add credibility and boost your persuasiveness. They sell your services for you, so potential clients become eager to work with you.”

Can you afford to leave testimonials off your site?

Consider a page on your website for testimonials?


(Martin Lundstrom, 2015) 

Adapted from an article on MainWP