Ways to Create Testimonials Pages

Most people think that selling a business or product online requires little more than smart copy, high-quality product images, maybe even a compelling video. But often these marketing tactics alone are not enough.

The way consumers react to marketing has changed. According to the Nielsen Global Trust in Advertising report, 83% of online respondents say they trust the recommendations they receive from friends and family the most. In another report, 88% of consumers said they trust online reviews and testimonials as much as recommendations from people they know.

Why are testimonials so effective?

Build trust and give credibility to your brand. It can be hard to know who to trust, and hearing positive testimonials from real customers-who haven’t been paid to say nice things—can be powerful.

The best reviews tell an emotional story. An online shopper tells of her frustration in searching for the perfect winter coat and her excitement to get the perfect coat in the mail. A business owner shares how he struggled to find a host that fit his needs and how relieved he was to find a host with the right features and fantastic customer service.

Below I have included 20 examples of the best ways to display testimonials and reviews. If you are thinking of adding testimonials or customer reviews to your website, these examples will give you a lot of inspiration to get started.

01. Zendesk

Customer service and support company Zendesk stands out from the crowd with a beautifully designed customer testimonials page. They start by highlighting the big brands that use their software, including Airbnb, and use a lot of beautiful images. You can even sort testimonials by location, product or industry.

Each review is a deep dive into the customer, with the types of products they use, the number of customers they have and how long they have been using the product.

This level of detail not only makes it easier for potential customers to see Zendesk’s products, but also gives the customer (in this matter, Airbnb) an incentive to share the testimonial.

02. Shopify

eCommerce software company Shopify uses a similar format and hosts its customers’ success stories on a single page with the ability to filter by category.

Shopify’s page also includes a link to encourage current customers to share their own stories. It’s an easy way to get more testimonials for your brand.

02. GreenGeeks

Although nice, the two previous examples may be too complex to implement for a small business. GreenGeeks, by comparison, keeps it simple.

GreenGeeks is a hosting company dedicated to offering fast, powerful and environmentally friendly hosting. At the bottom of their website, they have published several customer testimonials.

03. ChowNow

There are a few things that GreenGeeks testimonials do well. First of all, they use their client’s Twitter handle and include an image, giving the review more authenticity. The language is also casual, but also a bit technical, which probably works well for their target audience.

In addition, including testimonials on every page of their site increases the chances that their testimonials will be seen.

The ChowNow online food ordering service also remains simple but effective with full-screen video testimonials on their homepage.

Their testimonials page is easy to find in the main navigation at the top of the page and features dozens of restaurateurs explaining why they love the platform. The video format allows them to record a lot of information in an easy-to-digest format.

04. Uber

Uber uses a similar format to ChowNow, highlighting dozens of drivers on a single page. Each testimonial includes a brief snapshot of why the driver loves working for Uber, encouraging readers to click to learn more about the testimonial that catches their eye.

What’s interesting about Uber’s Driver Stories page is that it organizes testimonials from different parts of the community, including students, artists, parents, and even small business owners. By doing so, Uber is able to show the reach of the different types of people who drive for the company.

05. Startup Institute

Testimonials don’t have to be boring. Startup Institute, a company that offers a wide range of career acceleration programs, showcases their alumni through storytelling. Each testimonial is a success story.

In their matter, providing more context offers more credibility than a short blurb like: “I took an X course and got a job 8 weeks after to earn 100,000 a year!”

06. Bizzabo

Bizzabo is an online platform that provides tools to make event planning a more intuitive process for brands. Their Customer Page stands out by offering many different formats of reviews, including Tweets presented in a unique format and in-depth matter studies of brands.

By offering both formats, they are able to put potential customers on the path to purchase. From “hmm, that sounds cool… with the Tweets to “oh man, we have to have this!”with the in-depth feature matter studies, the company uses a variety of different testimonial formats to give prospects an overview of what to expect.

07. Booker

Unlike other brands that bury their testimonials page in the footer, Booker places their customer stories in the foreground and center of their homepage, just below the fold.

08. Codecademy

The Codecademy learning platform knows that it doesn’t just sell coding courses; they sell people the power to change their lives. Their testimonials focus on the empowerment angle rather than just talking about their classes.

Below the featured video, they show a variety of other testimonies with short excerpts that allow readers to choose a testimony that best fits their life. The display is clean and modern.

09. Squarespace

Another fantastic example of storytelling is the website creation and hosting company Squarespace. Each testimonial includes professional photos of the client, an interview and a walk through the features he used to create his site.

By highlighting the activities of their customers, Squarespace creates a collaboration with the customer that benefits both of them. And potential customers get an authentic, in-depth view of what it’s like to use Squarespace.

10. Canada Goose

High-end winter clothing retailer Canada Goose offers another example of storytelling in its testimonials.

Instead of focusing on ordinary people, they tell the stories of “everyday heroes” who wear Canada Goose clothes in extreme weather conditions. For example, Ray Zahab, who crossed the Canadian Arctic for two months. Her testimony is part of journalism, activism and testimony.

11. Xero

The small business software company Xero publishes reviews on its “why your business” page.”The top of the page talks about the features, while the bottom of the page contains simple testimonials.

There are no fancy graphics or design layouts, but it works by emphasizing the client’s own words. By including the number of subscribers using Xero, they provide social proof.

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