HOW TO USE CLIENT TESTIMONIALS ON YOUR WEBSITE
Is there anything better than getting a glowing testimonial from a client? Whether it’s a review left on Google or Yelp, a social media post hyping you up, or a simple thank you email highlighting what they loved about working with you, a good testimonial is worth its weight in gold.
Testimonials build trust that can help convert curious visitors into paying clients. In fact, 85% of people trust online reviews as much as recommendations from friends or family. That means your clients’ voices can sometimes be even more effective than your own.
The key is knowing how to use them well. So, we’re going to break down how to thoughtfully weave testimonials into your website so they build trust and credibility without feeling forced.
First things first — How do you collect testimonials without the awkwardness? We are the first ones to tell you to do it, and the last ones to do it ourselves. We can admit that asking for a good review feels… uncomfortable. But it doesn’t have to be. It’s helps if you:
Ask at the right time — The best moment is right after a win, when your client is happy and the results are fresh.
Guide their response — Offer simple prompts like: What challenge were you facing? How did we help? What results did you see? This makes it easy for clients to share something specific.
Make it easy for them — Don’t make them fill out a form or jump through any hoops. Include links for Google, Yelp, etc., but also leave it open for them to just send you an email.
Once you get the review:
Keep their voice authentic — Editing for clarity is fine, but avoid rewriting. Testimonials work, in part, because they sound real, not polished.
Stay organized — Track testimonials in a Google Doc or a simple spreadsheet: who said what, when you received it, and where it’s published. It’ll make updating your site much smoother.
Pro-tip — Keep an eye on your social media mentions. Actually, just keep an eye on recent clients’ social media in general. Not everyone is great at tagging businesses they love, but they could still feature your work or mention your name. If you devote a little time each week to scrolling each week you’d be surprised what you might find.
Note — If you are mentioned on social media, it’s a best practice to reach out to the individual to get permission to use their words and/or photos as it wasn’t posted on an official review site.
Now that you have some testimonials, place them on your website where they’ll have the most impact. Start here:
Homepage — Your homepage sets the stage for everything else. Adding a standout testimonial instantly signals, “People love working with us.” It sets the tone before visitors even start scrolling.
About page — Your story is stronger when someone else backs it up. Dropping a testimonial here reinforces your values and makes your brand feel more relatable and trustworthy.
Service or product pages — Testimonials shine brightest when they’re relevant and specific. If someone is learning about your copywriting services, hearing directly from a copywriting client helps confirm they’re in the right place.
Dedicated testimonials page — Think of this as your highlight reel. A full page of client voices can double as a marketing asset and is perfect to link in proposals, newsletters, or marketing campaigns.
Across the site — Rotating testimonials in sidebars or footers keep positive feedback visible everywhere, without overwhelming the main content.
The key to effectively using client testimonials is to make them easy to trust. Copying and pasting a two paragraph review from Google is… fine… but you can make them better if you:
Show real people — Include names, photos, job titles, or company logos, depending on your service and clientele. Details like these make testimonials more believable. They move feedback from anonymous blurbs to genuine endorsements.
Note: We recommend using just first names or first name + last initial.Keep it short and clear — A single sentence that gets straight to the point often resonates more than a long story. For example: “They rewrote all of the copy for our website and that doubled our leads in two months.” But you know us — we like stories. So if the testimonial is longer but tells a powerful story, go for it!
Use clean design — Make your testimonials scannable by using cards, grids, or sliders. Highlight key phrases in bold so they stand out at a glance.
Add some variety — Mix in different formats. Video testimonials, even short clips, carry a lot of weight. Viewers see and hear the enthusiasm, which adds emotional impact. While most often used on social media, thoughtfully consider using them on your website.
Strong testimonials deserve a strong home. If your website isn’t designed to showcase them in a way that’s clear, compelling, and on-brand, they’ll never have the impact they should.
That’s where we come in! We build websites that highlight what makes you trustworthy — your results, your personality, and yes, your clients’ glowing words. If you’re ready for a site that actually converts visitors into believers [and buyers], let’s talk about how we can help.
