Double the effectiveness of testimonials

Double the effectiveness of testimonials

There’s a good reason why some websites (mine included) feature so many client testimonials. They build belief and credibility like no other copy element can. In fact, these days, prospects get suspicious if your website doesn’t feature clients or customers saying great things about your products and services. But there’s a problem with testimonials. According to eye path analysis—a method of studying where eye balls linger on a web page—people tend to look at testimonials rather than read them. So a client may have given you a glowing endorsement, but beyond the fact that the testimonial is there and gets noticed, the message itself may not be getting through. I found this recently when I was shopping for a web designer. I visited one site and was knocked out by all the testimonials that designer had—some from professionals I recognize and respect. The thing is, I didn’t actually read any. I simply looked at all the testimonials and said wow. Obviously, you want your testimonials to get read as well as noticed, because if you do your marketing copy will be that much more persuasive. So how do you do that? Here are some ideas: Give them headlines. It may seem strange to add a headline to a testimonial, but try it. It can work well. The way I do it is by pulling a key statement from the testimonial and then creating a headline around it. A headline for a testimonial raving about a training program might be: Hard to Impress Sales Team Gives it 5 Stars. Even if prospects don’t read the actual testimonial, they’ll likely notice...