How to Add Testimonials to Your Website

In the world of Australian small business, your reputation is your most valuable asset. Testimonials act as 'social proof,' giving potential customers the confidence to choose you over a competitor by seeing that others have had a positive experience. When done correctly, a well-placed testimonial can be the final nudge a visitor needs to click that 'Contact Us' or 'Buy Now' button.

Before You Begin

To make this process smooth, ensure you have the following ready:

• Existing Customer Feedback: Gather reviews from Google, Facebook, or emails.
• High-Quality Photos: If possible, photos of the customer or the completed work (with permission).
• Website Access: Login credentials for your CMS (WordPress, Squarespace, Wix, etc.).
• Permission: Always ensure you have the customer’s consent to use their name and feedback publicly.

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Step 1: Select Your Best Feedback

Not all reviews are created equal. Look for testimonials that are specific rather than generic. A review that says "Great service!" is okay, but one that says "Local Marketing Group helped us increase our leads by 40% in three months" is far more powerful. Aim for feedback that addresses common pain points or highlights your unique selling points.

Step 2: Request High-Quality Photos

Testimonials with faces are statistically proven to be more trustworthy. If you are a service-based business (like a plumber or landscaper), a photo of the finished project in a Brisbane suburb is excellent. If you are a B2B consultant, a professional headshot of the client works best.

Step 3: Choose the Right Location on Your Site

Don't just bury your testimonials on a single 'Reviews' page. While having a dedicated page is good for SEO, you should also sprinkle testimonials throughout your site:

• The Homepage: A 'hero' testimonial near the top.
• Service Pages: Testimonials specific to that exact service.
• Contact Page: To reassure the user right before they reach out.

Step 4: Login to Your Website Dashboard

Access your website's backend.

• For WordPress users: Navigate to 'Pages' or look for a 'Testimonials' custom post type if your theme includes one.
• For Squarespace/Wix: Go to the editor and navigate to the page where you want to add the social proof.

Step 5: Select a Layout Style

Decide how you want the testimonials to look. Common options include:

• The Grid: Great for showing multiple reviews at once.
• The Slider/Carousel: Perfect for saving space on a homepage while still showing 3-5 reviews.
• The Single Quote: A large, impactful quote used as a design break between sections.

Step 6: Use a Testimonial Plugin or Widget (Recommended)

If you are using WordPress, plugins like 'Strong Testimonials' or 'WP Business Reviews' make formatting easy.

Step 7: Input the Content

Copy and paste the testimonial text.

Step 8: Add the Attribution

Include the customer's full name (or first name and last initial if they prefer privacy), their suburb, and their business name if applicable. For example: "John D., Chermside QLD" adds much more local context than just "John".

Step 9: Incorporate Star Ratings

Visual cues matter. If you are manually building the section, add a 5-star graphic. If you are using a widget, ensure the 'Show Stars' toggle is switched on. Australia’s consumer culture is heavily influenced by Google’s 5-star system, so matching this visual style helps with instant recognition.

Step 10: Link to Third-Party Sources

To maximise trust, add a small link or icon that says "View on Google" or "Verified on Facebook." This proves to the visitor that you haven't just made the reviews up. In Australia, the ACCC has strict guidelines against fake reviews, so transparency is your best friend.

Step 11: Optimise for Mobile

Check how the testimonials look on a smartphone. Long testimonials can take up the entire screen on a mobile device. Consider using a 'Read More' toggle or shortening the text for the mobile version of your site.

Step 12: Add a Call to Action (CTA)

Right under your glowing testimonials, add a button. If the reader is impressed by the review they just read, make it easy for them to take action. Use text like "Start Your Project" or "Book a Consultation."

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Common Mistakes to Avoid

• Using Fake Reviews: This is illegal under Australian Consumer Law and can result in heavy fines. It also destroys your brand's reputation if caught.
• Walls of Text: Avoid blocks of text longer than 3-4 sentences. People skim websites; they don't read them like novels.
• Outdated Feedback: If your newest testimonial is from 2018, it looks like your business has slowed down. Aim to add 1-2 new ones every quarter.

Troubleshooting

• Images are blurry: Ensure your customer photos are at least 400x400 pixels and compressed for the web so they don't slow down your site.
• Slider isn't moving: Check for 'JavaScript' errors or ensure you haven't accidentally disabled 'Autoplay' in your widget settings.
• Layout looks 'wonky': Ensure all your testimonial snippets are roughly the same length. If one is 10 words and the next is 100, the grid will look uneven.

Next Steps

Now that you've added social proof to your site, it’s time to ensure people are actually seeing it!

• Set up an automated email: Ask customers for a review 3 days after their purchase or service completion.
• Monitor Google Business Profile: Keep track of new reviews so you can add them to your site immediately.
• Refine your SEO: Use the keywords found in your testimonials (e.g., "best plumber in Brisbane") to help your site rank higher.

If you need help setting up an automated system to collect and display reviews, contact the team at Local Marketing Group today. We specialise in helping Australian businesses turn their happy customers into their best salespeople.