In last week’s example site post, we looked at the practice of displaying clients’ logos as a way to lend credibility to your business and services. But what if your business doesn’t service other companies? That’s where testimonials and reviews come in.

These types of ‘credibility indicators’ are a great way to increase conversions via your website — however you define a conversion. This may mean purchasing an item, signing up for a service, making a reservation, or sending you an inquiry.

The important role that testimonials play for businesses in this way is to reduce customer anxiety.

In a summary of a study by, “anxiety” is defined as “a psychological concern stimulated by a given element in the sales process.”

Put another way, at some of the steps along the way to your defined conversion, people will hesitate. Put yourself in their shoes and think about what objections or anxieties might they be having, and how you can help alleviate that so that they can move on to the next step.

The study mentioned above identifies these 4 common sources of customer anxiety:

1. Quality of the product/service
2. Reliability of the product/service
3. Credit Card Security
4. Price

Once you identify the areas of your site where people might be met with these concerns, look through the testimonials and reviews that you have found and find the ones that address them.

For example, if you have a review in which a customer mentions having shopped all over town and found that your product had the best price in the end, make sure you place that review wherever customers might encounter your prices.

Similarly, if you have a testimonial that touts the effectiveness or availability of your support services, place that alongside an explanation of your services or using your product that someone might find intimidating or confusing. Wherever they might be thinking to themselves “I don’t know if I can do this” assure them “we’ll be here to help along the way.”

If you don’t have many testimonials or reviews yet, there are other credibility indicators that you can employ. Are you a member of any professional associations? Have you won any awards or certifications? Do you offer verified or secured online payments? How about a seal for your 30-day money-back guarantee? These are all great ways to relieve customer anxiety on your website.

The feedback and validation that your business has garnered over the years is a crucial addition to your small business website. It can be very helpful in giving an on-the-fence lead just the push they need to become a loyal customer.

Have you tried testimonials on your website? What response have you seen?

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