Increasing Your Conversions With Testimonials


Reputation Management

Posting testimonials from your clients is an excellent way to build your professional credibility. You should bear in mind that you are the only person who cannot increase your credibility.

Being creative with where you post your testimonials

Traditionally, you may not think about posting your testimonials anywhere but on the client’s page (or in an area dedicated to testimonials on the various social media channels). However, if you limit the places where you put testimonials, you are not leveraging an important capability that can really help your business a great deal. 

Why testimonials are important

Testimonials are important for many different reasons, including for the most basic reason of all. A testimonial touches people on an emotional/human level. Testimonials make people feel good and they compel people to tell other people about them. That goes a long way to building the relationship between the person who has posted the testimonial and the person who has read the testimonial. If a person is convinced that you have offered an amazing product and/or service, that person will be very likely to want to buy what you are selling. Why wouldn’t he or she want to get the best thing that is out there. In this case, your product and/or service. 

It is safe to say that a testimonial is a lot more powerful than any content that you may have on your website. That is for the simple reason that the content that appears on your website was created by you. On the other hand, testimonials are not created by you. They are created about people who believe in you and who believe in your business. In fact, they believe in you enough to share that information with other people whom they know and trust. It is safe to assume that they wouldn’t sing your business’s praises if they didn’t believe in your offerings.

Getting your prospects off of the fence

After exploring the content on your website, your prospective clients may still be undecided about what you and your business have to offer. However, if that is the case, once they have read the testimonials from your clients, there is a probability that they will feel more secure about the quality of what you are selling and of their decision to buy what you are selling. Those testimonials may make all of the difference in the world. 

Empathy with the clients who wrote the testimonials

The number of testimonials that you post on your website and on other aspects of your online presence is less important than what those testimonials say. However, what is extremely important is the idea that your target audience members are able to empathize with what those testimonials say. They need to feel that they can relate to the experience that the client had (and possibly continues to have). 

Change is not easy but sometimes it is necessary

The truth is that people generally do not like change. However, sometimes, change is necessary. In that case, it is your job to make the changes that need to occur as easy and as painless as possible. If a person is satisfied with what they have, they will not be inclined to make a change. However, if they feel that there is something out there that will serve their needs more effectively, they will at least consider making that change. If they read your testimonials, it may just be the push that they need to come over to your side of the fence!


As you are thinking about how to leverage your testimonials, there are a few important concepts that you will want to keep in mind. First of all, you should make sure that the testimonials that you post are clear, concise, and really valuable. It is extremely important for you to remember that once you receive a testimonial, you are not supposed to alter it in any way. The words belong to the other person. You should organize your testimonials in a logical manner. That will make it as easy as possible for you to get the most out of your testimonials and they will allow you to cause the maximum impact for your target audience. Testimonials cause people to emulate the experiences that other people had with your products and/or services. Remember, the more valuable testimonials you share with other people, the more they will be inclined to think in your direction.

We are pleased to provide you with the insightful comments contained herein. For a complimentary assessment of your online presence, let’s have coffee.

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Michael Cohn is the founder and Chief Technology Officer (CTO) of CompuKol Communications LLC. He has over 25 years of experience in IT and web technologies.

Mr. Cohn founded CompuKol Communications to help small businesses and entrepreneurs increase their exposure and reputation on the Internet. CompuKol consults, creates, and implements communication strategies for small businesses to monopolize their markets with a unique business voice, vision, and visibility.

Prior to that, Mr. Cohn spent a significant amount of time at a major telecommunications company, where his main focus was on initiating and leading synergy efforts across all business units by dramatically improving efficiency, online collaboration, and the company’s Intranet capabilities, which accelerated gains in business productivity. His expertise includes social media marketing strategies; internet marketing; web presence design; business analysis; project management; management of global cross-matrix teams; systems engineering and analysis, architecture, prototyping and integration; technology evaluation and assessment; systems development; performance evaluation; and management of off-shore development.

Mr. Cohn earned a Master’s degree in project management from George Washington University in Washington, DC; and a Master’s degree in computer science and a Bachelor of Science degree in electrical engineering from Fairleigh Dickinson University in Teaneck, NJ.


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