Unlocking powerful customer testimonials

It’s a beautiful thing when a customer is happy.

Even better when they express their satisfaction during a call or in writing. 

But don’t let compliments go idle. It’s up to you to put their kind words to work, helping sell your financial product or service for you. 

Customer testimonials can help convince future prospects that they’re in good hands. Here’s how to get more of them, use them more effectively, and a few ways to boost their ROI.

Stats and facts

In this series, we’ve shared how to create case studies that can skyrocket your sales and, taking our cues from time-tested storytelling truths, how to create and implement customer success stories.

This post is all about social proof and the hard-working testimonial. 

“But we’re a humble company,” you say. “We don’t want to show off.”

Before you get worried this is tantamount to asking for referral business, think about this: How your favorite clients have found success using your services. 

Those same individuals may be willing to help you spread the word, and their influence on converting new prospects can be remarkable. 

> One study shows testimonials on sales pages can lead to a 34% increase in conversions.
> Other research says 72% of consumers say positive testimonials increase their trust in a business. 
> This Nielsen study also found that while 92% of people will trust a recommendation from a peer, an incredible 70% will trust a recommendation from a complete stranger. 

Hunt and gather 

If you want to make testimonial-gathering a part of your company culture, you’ve got to rally your team on a regular basis to ask for them.  

And we’re willing to bet your very best customers may already have volunteered a great testimonial without any prompting.

A treasure trove of kind words about your business may also be scattered about — you just have to know where to look for them. Keep an eye (or ear out) for the following:

> Grateful email messages
> Social media kudos
> Thank you notes
> Media mentions
> LinkedIn reviews 
> Gratitude expressed in a call or Zoom meeting

With these raw materials, most of the hard work is already done for you. 

Thank the client for the feedback, and ask: “Would it be okay to write up what you just said for us to share with other customers? It really makes a difference!” And then get permission to feature their compliments in your marketing efforts.

Easy!

Modify and simplify

Before publishing, you may have to edit or simplify their feedback. Don’t be shy about giving your customers’ words a little spit and polish. 

Follow the ABCs of testimonial writing by ensuring they are:

> Aligned: They lead prospects to connect the dots about your company.

> Brief: They don’t take a long time to read.

> Concise: They are easily understood.  

Direct marketing maven, Herschell Gordon Lewis advised:

“In the Age of Skepticism, testimonials add a dimension of verisimilitude whose power can be considerably greater than the “puff”-text around them. But beware! Believability is the key to an effective testimonial, even more than apparent enthusiasm. When evaluating endorsements, as in any form of force-communication, a useful litmus test is: Specifics outsell generalizations.

And specifics can be emotional as well as data- or ROI-driven.

Here are some practical examples of strong testimonials:

“Before partnering with [Company], managing our finances felt overwhelming. Thanks to their expertise, we now have a clear strategy and feel secure about our future.”

 

“Switching to [Company] was the best decision we’ve made. Their team streamlined our financial processes and helped us increase efficiency by 30% in just six months.”

“As a small business, finding trustworthy advice felt impossible until we found [Company]. Their tailored solutions have not only saved us money but also given us peace of mind.”

Sometimes clients are happy to give feedback but struggle to put it into words. If a salesperson knows the account well, they can draft a testimonial based on the customer’s success story. Send it to the client as a draft, inviting them to edit or add to it. This saves time and ensures the testimonial reflects their experience while giving them ownership of the final version.

Forms and formats 

Testimonials can take many shapes. Experiment with:

> Audio snippets: Ideal for adding authenticity in podcasts or voice-enabled platforms.

> Short videos: Engaging content for social media or landing pages.

> Infographics: Visually compelling success stories for presentations or social sharing.

Test and refine

A/B testing on-page elements will help you unlock the true ROI of testimonials. Split-testing quotes against other elements of your website, such as product demos or hero images, will give you priceless data about which ones convert best. A data-driven approach will help you further refine testimonial placements and formats.

Publish and promote

Wherever you promote your brand, products, or services, give your efforts a boost with testimonials, including: 

> Emails
> Videos
> Webpages (Products, Services)
> Dedicated Testimonials page
> Carousels
> Next to hero images
> Near calls to action

If your clients aren’t willing to be featured publicly, then consider creating an unlisted web page that features all your hard-earned testimonials in one place. Then, next time a prospective customer is on the fence, send them the unique link to help push them toward yes.

Optimize testimonials for SEO by using relevant keywords to boost search visibility. For example, if your product is “wealth management software,” ensure the keyword appears naturally in the testimonial.

 

Legal and Ethics

Always secure explicit permission before using testimonials. A simple consent form or email confirmation not only protects your company but also shows professionalism and respect for your clients.

Inside and out!

Testimonials can inspire your team as much as they persuade your prospects.

Share them during team meetings to celebrate success or use them in training to illustrate how your services solve real customer challenges.

Ready to Take Action?

Don’t let kind words sit idle. Start collecting, polishing, and showcasing testimonials today! With these steps, you’ll amplify your credibility and transform customer compliments into a powerful sales tool.

If you need more help with testimonials, check out these resources from HubSpot and Neil Patel.