How to Leverage Testimonials to Boost Your Persuasive Copy


Published: November 9, 2020 Author: Jason Holicky - Hometown Design Studio Inc.
How to Leverage Customer Testimonials to Boost Your Persuasive Copy

It can be tempting for any business to hype themselves up, especially when creating marketing materials and digital assets like websites. The problem is that kind words for your company are not always trustworthy coming from you because you may be a bit biased. So, how can you communicate these ideas to your customers in a non-biased way? With testimonials. If you want to learn more about using customer testimonials to generate leads and boost your persuasive copy, you’re in the right place. 

Increase Revenue with Testimonials

Did you know that 92 percent of customers spend time reading reviews before making a purchase? What’s more, 72 percent said positive testimonials and reviews helped them trust a business more, and 88 percent said online reviews influenced their online purchasing decisions. Those are strong numbers in favor of including feedback from satisfied customers.

There are even more compelling numbers to describe the relationship between testimonials and revenue:

  • Regularly including testimonials can generate a 62 percent increase in revenue.
  • Customer testimonials featured next to expensive items increased conversions by 380 percent.
  • Gaining an additional star on your Yelp rating can boost revenue by up to 9 percent.
  • Featuring testimonials on a sales page can increase conversion by an average of 34 percent.

Now that you’re convinced that customer testimonials can generate leads and boost your bottom line, it’s time to learn how to use them effectively so you can see positive results.

Using Testimonials In Marketing

Using Testimonials in Marketing

When including testimonials in your marketing materials, they must be plausible. It’s ok to post comments that are enthusiastic and entirely positive, but resist the urge to include anything with results you’re unable to deliver consistently. Next, keep them short! Text testimonials should only be a few sentences, and video comments should be less than 30 seconds. Lastly, be sure you have written permission to use a customer’s endorsement before using it online or in print. Now, let’s look at how and where to feature these statements on your digital assets.


Testimonials can be featured on nearly every page of your website to help increase lead generation, and some companies will dedicate an entire page for customer reviews. If you’re going to opt for the latter, be sure that you’re prepared to update this page frequently as stale reviews are less helpful without current ones alongside them.

When placing comments throughout your website, make sure you’re using feedback that makes sense for the page. For example, match product-specific feedback to those product pages, leave customer service testimonials on your Contact Us page, and save the more generalized lines for your home page.

Review Sites

Review sites like Google My Business and Yelp can be a great place for securing customer feedback, but it’s important to note that most of them prohibit lifting a review and posting it on your website. If you want to use these positive reviews, there are two ways to go about it legally and safely.

The simplest way is to use a link to direct your website visitors to these sites. Before you do this, make sure your profile pages are up-to-date and optimized. As a bonus, search engines like Google index review sites so profiles that are complete and optimized can show up when people are searching. If you want to include reviews directly on your website, there are third-party services that will display the content without violating terms of use.

Social Media

Happy customers make great content for your social media feeds. While you’ll want to use testimonials sparingly (social content should be focused on the needs of your readers—not your company), highlighting an exceptional customer experience can provide powerful social proof to those who are engaged with your feeds.

Always ask permission before featuring online reviews on your social media feeds, even if their review was originally posted in a public forum like the comments on a Twitter thread or a direct review on your Facebook page. There may not be specific rules that prohibit these statements from being featured, but it’s a courtesy that most people will appreciate.

How to Ask People for Testimonials

First, you’ll want to choose whether to make the request an automated part of your sales process or if you will reach out individually to your clients. In most cases, when you sell fewer products or services, but with high price tags, the personal touch will work better. Regardless of which method you choose, make it simple for people to provide you with a review by supplying a link to a submission page, suggesting to hit “reply” to an email that contains a form, or by sending a text that can be replied to. Businesses in the service industry often still rely on paper comment cards, too.

Next, while you don’t want to lead your customers to make specific statements, you can make it easier for them to comment on certain aspects of your products and services by including open-ended questions to guide the conversation.

Customer Testimonials To Generate Leads

Vital Members of Your Sales Team

No matter how successful your top salesperson is, using customer testimonials to generate leads and boost sales should be an essential part of your business plan. Not only will consumers trust the opinions and experiences of other consumers more than your words, but a collection of testimonials can help customers personally identify with your solutions by seeing that they work for people like them.

If you’re ready to use customer testimonials to get more leads and see better sales, but you’re not sure how to use them or obtain them from your customers, we can help! Don’t believe us? Check out our reviews on Google!

Categories: Content Marketing
About the Author

Creative Director Jason co-founded Hometown Design Studio of New Lenox, IL in 2013. He spends his days guiding and consulting industrial clients and small businesses owners on their marketing strategy and projects. Jason enables everyone to be successful and grow their business by sharing his knowledge and experience.
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