Whether you are an electrician or an online shop your satisfied customers are your biggest advocates. Word of mouth is a powerful marketing tool, and this can be used to your advantage by using customer testimonials on your website.

Potential customers will want to know as much about you as possible before they feel comfortable in purchasing. To hear how others have been delighted and so impressed with your business that they are happy to endorse what you do will build their confidence in contacting you.

A dedicated testimonial page on your site allows all your reviews to be displayed together. This gives a powerful message to your prospective customers by building confidence and trust in your products or services. With all your reviews together, you can organise the page so that the readers eye is drawn to your best testimonials, either by highlighting them to stand out or placing them at the top of the page. This can be reviewed and revised as more testimonials are received and added.

Your testimonials should include as many details about each customer as relevant; this could include their name, age, location, and the company they work for. Some people may not feel comfortable sharing their names publicly, but you could ask to use their initials or just their first name. Location may be relevant to what you are supplying, and it is also important to include what they bought from you, so that others contemplating the same purchase are looking at a relevant recommendation.

Take time to carefully choose quotes that highlight the benefits of doing business with you. Think about what your prospective customers usually want to know. For example, if there is a common problem or obstacle your customers encounter then choose testimonials that say how it was overcome and outline how the reviewer feels now that it is solved and the resulting benefits.

It is a good idea to try and display a range of different reviews; those that talk about price, but also highlight the value and quality aspect of what you do. Those that compare you favourably to others offering the same service, and customers who were initially sceptical that their difficulty was solvable but would now recommend you without hesitation.

The collection and careful display of your customer testimonials should not be overlooked as an important marketing tool and is a cost-effective method of converting potential customers into real ones.

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