Client testimonial types (and how to use them)
Client testimonials are a great (and free) way to showcase your services and to encourage potential new clients to invest in your services. These testimonials act as reviews of your business, your services, your impact on a client and his or her business, and you. Testimonials are important to obtain new clients because according to BrightLoca’s “Local Consumer Review Survey,” 82% of consumers read online reviews for an average of 13-14 minutes before making a decision. If you don’t have testimonials used correctly, you’re missing out on potential clients.
Types of testimonials
There are 4 types of testimonials that are best for designers who are looking to leverage the evidence of their great work. Each of these types has value, but there is a place and space for everything.
QUOTES
Quotes are a simple 1-3 sentence client testimonial about you, your business, or your service. Usually, these quotes accompany a headshot or photo of the client that gives evidence of their authenticity. Quotes echo the voice of the client, which reinforces that authenticity as well. Since quotes are small and short, they can be placed in a variety of spots on a website. You can use a quote with each service offered, as a stream along the top or bottom of a website, or in a more dedicated space. You can even pull quotes from the other testimonial formats below.
Pro-tip: If you add a client sign-off clause in your goodbye packet, you can use what clients say in the packet. The goodbye packet is a great place to pull quotes from!
SOCIAL
Social testimonials are a short or long-form acknowledgment of you, your business, your service, or your impact on a client and his or her business. Social testimonials go beyond the like, love, or share. This form of testimonial can stem from the business or personal page of a client. That client then produces a post about your service. They can post as little or as much as they want. They can add this testimonial to a review page, or they can share a post where they add their testimonial. Social testimonials provide social proof of your business’s success. Facebook, Twitter, Instagram, and YouTube are popular spots for social testimonials. Social testimonials can also be shared on a website or on other social media outlets by linking to the page or by taking screenshots.
Pro-tip: Social testimonials are also a way to interact with your clients! 97% of consumers who read reviews read the business’s responses to those reviews!
CASE STUDY
Case studies are a longer and more detailed testimonial type. First, a case study takes on various forms, but in this case, we’re talking about a detailed analysis of how you assisted your design client from inception to reflection. A case study will include your step-by-step process and results with a client. This form of testimonial is long, so it is usually not placed in a public space (social media sites or open on a website). Instead, you might use clips from the case study for more public spaces or use the case study as a blog. Unless your client gives you permission to use their name and business, you need to use pseudonyms. A case study also gives clients a concrete understanding of your design process.
Pro-tip: Be sure to do it right! Track your progress at various intervals to determine your success rate.
SUCCESS STORY
Success stories make for great testimonials. Success stories also imply success, which is already positive. Success stories can come in a variety of forms: words, images, audio, video, or a combination of forms. Success stories are beneficial because the client is explicit in explaining the results (success) of their work with you. Often, success stories will have great quotes to pull from as well. This testimonial format helps potential new clients connect to the other side where they hope to be.
Pro-tip: Reward clients who take the time to write thorough reviews! 24% of consumers who are asked for reviews are offered a gift or discount in return. Clients love a discount on future services but even a small gift (pen, notebook) goes a long way in encouraging clients.
Testimonial tips and tricks
Obtaining testimonials can be time-consuming for you and your client. Instead, send your clients a feedback form that gives you ready-made quotes or an idea on who to reference later. If you include these opportunities in the goodbye guide, your client’s memory will still be fresh.
Don’t forget to follow up. If you have a one-off client, follow up to determine if your service has helped them grow beyond their initial impressions. Perhaps you designed their website a year ago, and they found massive success with their traffic early on. Chances are, they are still seeing that increased traffic. Check back in with them. You might even find that they need additional services!
Keep it real and fresh. Bots reviews and fake reviews are everywhere. Potential clients want to believe in your reviews. Use the names of individuals and their businesses when possible. Also, update reviews to keep the content fresh. Create a quick survey for former clients, asking them if they have any updates or would like to add any successes to their story. You never know what jewels you will find.
No matter what type of testimonial you use, clients want to see them. If you’re looking to lead your design business to the top of the market, make those testimonials count!
