Author: Bob McClain, Web Copywriting Expert

Testimonials have been around since the first caveman sold a hunk of meat to his neighbor. “Grok say best meat in town!” However, effectively using testimonials is as rare as today as it was then.

People don’t trust testimonials. Especially on the Internet. Why? Because “Internet Marketers” have pummeled visitors with a huge number of testimonials from “Jim in Des Moines” or “Carol in Los Angeles”.

Namely, incredibly glowing testimonials from non-descript “people.” The Internet Marketers have gotten smarter. They now include the full name and city and a face. They even include video testimonials.

They get them by giving away their product to select, hand-picked individuals who promise to give glowing testimonials in exchange for the free product. I even belong to a network of people where you can request these testimonials.

Effective Testimonials in Website Copywriting

While this can work well for Internet Marketers selling get rich quick schemes, this rarely is a good idea for anyone who has a real business. However, there is a very effective way to use testimonials in website copywriting for legitimate businesses. It’s a much more subtle approach and falls under the purview of “subliminal persuasion.”

When you’re writing your website copy, make sure you have a series of very short testimonials on hand. Do not put them on a testimonial page. I guarantee you no one will visit your testimonial page.

Why? Because they already know what they will find there: wondrous statements about your business, products or services. So how do you get people to read those testimonials? Embed them in the copy.

Where & How to Place Your Testimonials

After the first short paragraph of copy on your page, insert your testimonial. It can be in a box or in another font or font size…something that will draw the eye.

People will not read testimonials on a separate page and they won’t read them if they are off to the side. However, they will read them if they are embedded right in the text. It’s just natural to do so.

And that’s also why you want your testimonial after the first paragraph of text. Because that positive statement will sit in the back of their subconscious and color everything they read after that.

Now remember, this is all about being subtle. Don’t put a three line testimonial in there. It should be no longer than one or two lines and afterwards, you want their name and title and business name, address; as much information as the testimonial giver will allow.

The more information, the more legitimate they will appear.

Collect Testimonials for Later Website Copywriting Purpose

Part of this process is collecting testimonials. You should be contacting every pleased client you have and asking them for a testimonial. Especially, right after the job or project or sale when they are happy and glowing.

I have one client that keeps a 3-ring binder of every letter they get from clients plus all the testimonials they gather after a project. They scan each one so they have a digital record. They also store in the digital file any positive emails they get.

They now have a wealth of positive testimonials they can rotate in their website copy, use in their brochures and read in their radio ads. If you get started now collecting testimonials, you can have a wealth of positive statements about your business in 6 months.