Tips for Effective Testimonials

Testimonials on your mortgage website are a powerful tool for converting leads into customers. Customers love to work with people or companies that provide evidence of a positive customer experience. A testimonial is defined most simply as “a public tribute to someone and to their achievements,” but from a marketing standpoint, more should be considered when adding customer testimonials to a website. Here are some tips on how to optimize your testimonials for your business:

    1. Make sure your testimonials are visually appealing. In terms of language and text, it is important for the reader to be able to easily visualize the testimonial’s subject matter. This can be done with descriptive language, bright adjectives and enthusiasm. Suggesting this to your customer before they compose a testimonial will help you obtain appealing content from them.
    2. Make sure there is a level of specificity to the information provided in a testimonial. Instead of saying, “John is awesome. We’re so happy we went with him,” use something more like: “John is awesome. Not only did he handle our home purchase carefully and efficiently; he also referred us to some of his trusted business partners to help with our new home.”
    3. Consider deviating from just text and think about incorporating visual elements with your testimonials. If the customer is OK with it, perhaps include a smiling photo of them to go with their quoted text.
    4. Even more effective than written testimonials, in some cases, are video testimonials. If you go this route, just remember that video testimonials introduce some complexities, with both the visuals and the audio needing to be polished and professional. However, if you have the capacity to create quality video testimonials, or even complementary imagery, go for it!

To learn more about the importance of testimonials, view this article