When I research companies online, I don’t just want to hear the company’s pitch; I want to hear from its customers. That’s where customer testimonials come into play. But what makes some testimonials so much better than others?
In this post, I’m sharing 25 testimonial examples showing how customers can build hype for your business. I’ll also share insights from marketers and business owners to teach you how to source, write, and distribute testimonials effectively.![Download Now: 25 Testimonial Page Examples [Free Guide]](https://no-cache.hubspot.com/cta/default/53/986535a5-62f3-4f0c-9834-b00f6f1c3d00.png)
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Effective testimonials go beyond a simple quote that proclaims your greatness. They need to resonate with your target audience and the people who could also potentially benefit from the work you do in the future.
The best testimonials tell a story with friction and resolution. At the end of the day, your customer is the hero, but your brand helps them reach their goals.
Why are testimonials so effective?
Testimonials are a powerful tool used across multiple customer touchpoints, from marketing materials to sales conversations. Here’s why they are so effective:
Social Proof
When people are uncertain, they often seek validation from those who have already taken the leap. Testimonials as social proof allow potential customers to rely on others’ experiences to guide their decisions.
As Marissa Taffer, founder and president of M. Taffer Consulting, explained, “Testimonials are critical to my business. As a consultant, the field can be crowded, and having past (or current) clients paint a picture of what it‘s like to work with me can help me win a new piece of business better than if I try to explain what it’s like myself.”
Storytelling
Testimonials add a storytelling element to your marketing. They transform customer experiences into relatable narratives that potential clients can connect with.
When I spoke to Nadine Heir, an organic marketer at Tukki, she shared that in her work with B2B companies and tech SaaS companies, they “rely heavily on testimonials to add a story element to their marketing.”
By connecting with prospects through relatable stories, businesses humanize their brand and establish a deeper connection.
Demonstrating Impact
Testimonials do more than tell a story; they demonstrate real impact.
Heir highlighted this when she told me, “Without testimonials, it’s hard to demonstrate how technology or services move the needle for customers.”
Rather than simply telling potential customers about your offerings, testimonials highlight the tangible results your service or product has delivered.
Building Trust
Testimonials are essential for trust-building as they show potential clients that others have had positive experiences using your product or services. For service providers, in particular, this is often invaluable.
Nathan Ojaokomo, a freelance content writer, emphasizes this point: “Using testimonials makes it easier for potential clients to trust me.”
How to Ask for a Testimonial
I’ve learned that there’s no one-size-fits-all system for collecting testimonials. Businesses approach this differently depending on their type of business, product, customer/client base, and available resources. The key is tailoring your approach to your specific needs and goals.
Here are some of the most common strategies businesses use to gather valuable testimonials.
1. Make a direct ask.
Sometimes, the simplest and most effective way to collect testimonials is by directly asking your customers for them.
This is especially true for service providers or businesses that can’t allocate resources for more complex systems or lengthy interview processes.
But how do you ask for these testimonials?
Asking for a testimonial might seem awkward, but with practice and systemization, it becomes easier.
A great place to start is by sending a personalized email. As Ojaokomo explains, “I just ask them in an email. Something like, ‘We’ve been working together for a while now. Do you mind saying a few things about our work together? You can mention any from my communication, the quality of my work, and the results I’ve generated for your business.’”
The key is to make the request feel natural while clearly outlining what you need from them.
2. Conduct customer interviews to uncover insights.
Interviews often reveal in-depth stories about how your product or service has addressed specific challenges and delivered value.
Eric Doty, content lead at Dock, shared with me that, “Most of our testimonials come from full customer case studies based on 30-minute customer interviews.”
Similarly, Stella Inabo, a content marketer at Float, also shared with me how their customer interview process led to in-depth customer testimonials: “In our case, we conducted 30-minute interviews with everyone we spoke to. I started with the usual questions: ‘What’s your job? What are the hard parts of your job? How does our tool solve your pain points? What do you like or dislike about it?’ If someone mentioned something interesting, I let them elaborate or asked a follow-up question. As a result, I ended up with very comprehensive insights.”
3. Document and analyze customer interactions.
Some of the best testimonials happen organically during customer interactions. However, many businesses miss the opportunity to collect these valuable testimonials because these interactions aren’t properly documented.
“Many companies miss out on excellent, organically shared feedback because their product, sales, or CX teams don’t know what to look for, or they aren’t documenting every customer call,’ Heir explained to me.
At Tukki, she takes this a step further: “We record everything, which allows us to follow up with customers later via email, saying, ‘In our call, you mentioned XYZ. Do you mind if we share that with our audience in marketing materials?’”
4. Systemize testimonial collection.
While the methods mentioned above are effective, setting up an automated system to collect feedback regularly can make the process even more efficient. This can take various forms like:
Customer Satisfaction Survey: Proven Tips for HONEST Answers
Tips for Collecting High-Quality Testimonials
How you collect testimonials can make or break the process, determining whether you can gather feedback at all and the quality of the testimonials you receive.
Here are some real-world tips and best practices to help ensure you get meaningful, high-quality feedback.
1. Know your target audience.
Before collecting any testimonials, clearly defining your target audience is essential. This information will be crucial in determining which segment of your customer base to include in your customer outreach.
As Ojaokomo shared, it’s crucial to “ensure the profile of the people leaving testimonials matches the profile of clients or customers you want to attract.”
If the people providing testimonials don‘t match the profile of the audience you’re trying to reach, even the most glowing testimonials are unlikely to resonate.
Once you’ve identified your target audience, the next step is to pinpoint the specific concerns or objections your testimonials should address.
Doty explained, “We have relevant testimonials based on the use case the customer is looking at. For example, we have testimonials that focus on onboarding to use with clients who are specifically looking at using Dock for onboarding.”
2. Ask at the right moment.
The timing of your request can significantly impact the willingness of a customer to leave a testimonial.
When a customer shares positive feedback, seize the opportunity to ask for a testimonial while their enthusiasm is fresh. As Doty pointed out, “Whenever we get glowingly positive feedback in an email or an Intercom support chat, we‘ll ask if that customer is willing to leave a review for us. They almost always say yes if we ask them right after they’ve given that positive feedback.”
3. Provide a framework and/or examples.
Giving your customers some direction can improve the quality of their testimonials by helping them provide more focused responses.
Doty explained to me how this approach works at Dock. “To get better answers out of them, I send them a customer story guide,” he explained. “I also send them sample questions, but not the exact questions I’m going to ask to make sure their answers are off-the-cuff, authentic, and unscripted.”
4. Use software to support the process.
Using software tools can streamline your process and make it easier to capture valuable insights.
Doty mentions Riverside and Descript as his go-to tools, while Inabo is a big fan of Maven. She shares, “Maven is great because it helps take specific notes, transcribes accurately, and uses AI to surface highly targeted insights.”
5. Share your final draft with the customer before publishing.
While it may seem like permission is implied once a testimonial is given, securing explicit consent before making it public on your business assets is essential.
Heir emphasized this, saying, “We send a contract to get explicit permission to share their words or videos. We also ensure they approve the specific wording before posting anything publicly.”
Inabo also noted, “We typically don’t have things like this happen at Float, but there was an instance where one software company said their legal team had to look through what we had written.”
Taking this proactive step helps prevent any potential issues down the road. It ensures the customer can review the testimonial, get approval from relevant stakeholders, and request any necessary amendments before it’s shared publicly.
Now that I’ve covered how to collect testimonials and customer feedback effectively, let’s discuss how to get the most out of this feedback.
In this section, I’ll share expert tips on how to turn that feedback into compelling testimonials.
1. Highlight Customer Pain Points
The most compelling testimonials are built around a story — and every story begins with a problem. “When presenting testimonials, businesses should highlight customer pain points and how their service provided a solution,” explains Safia Marmon, project lead at Sunbowl.
Highlighting the pain point in a testimonial is crucial because it allows your target audience to put themselves in the customer’s shoes and envision themselves overcoming the same challenge with the help of your product or service.
2. Keep the Customer’s Success Front and Center
One powerful lesson I learned while speaking to Inabo was Float’s approach to crafting compelling testimonials.
“We‘ve found that people want to feel like they’re good at their job, can spot a great tool, and implement a solution,” she explained. “It’s important that the customer’s success comes first, with our tool serving as the aid.”
A strong testimonial doesn’t just praise your product — it highlights the customer’s achievements. By spotlighting their success, you make the testimonial more relatable and inspiring.
3. Balance Emotion With Data
A compelling testimonial blends emotion and statistics to create a story that resonates and proves tangible value. “Emotions and statistics are the bread and butter of a standout testimonial,” Heir shared.
Doty also emphasized the importance of emotional appeal, noting that this can make testimonials feel more genuine and credible. “Having a bit of raw emotion, unfiltered honesty, or a specific anecdote in the testimonial versus having a perfectly polished quote makes them resonate more,” he explained.
But how do you strike the right balance between emotional appeal and data?
This balance emerged out of necessity for Inabo, but became a powerful strategy. She shared, “When I started conducting customer interviews at Float, I sent out questions beforehand, specifically asking them to come prepared with metrics.
However, many of them came with ‘feelings’ instead. Rather than sharing concrete data, I would hear things like, ‘It feels less chaotic. It feels like we’re more efficient. It feels like projects are faster.‘ So, what we ended up doing was blending those emotions with public data, which led to headlines like ’This company became more efficient in handling 200 staff.’”
4. Be Specific
Vague statements like “It was great!” don’t add much value to a testimonial. Instead, aim for specific feedback that highlights the benefits customers experience. Instead of using blanket or ambiguous statements like “made more money,” provide specific data and quantitative results, such as “grew our sales by X%,” to add credibility and detail to the testimonial.
Ojaokomo echoed this point, sharing, “The testimonial should be specific, so potential customers can see that the client didn’t just use a template or make a blanket statement. If possible, include real numbers.”
5. Keep It Short
People have short attention spans, which is evident from a recent Wistia study. The study found that the longer a video testimonial is, the lower its engagement: 45% of viewers stayed engaged with a video testimonial under one minute, but that number dropped to just 23% when the video exceeded five minutes.
If your testimonial is unnecessarily long, your readers will disengage and move on to reading something else. I recommend keeping written testimonials to two or three paragraphs or a video/audio testimonial under three minutes.
6. Attribute the Testimonial
Get permission to attribute a quote with the customer or company name whenever possible. An attributed testimonial is much more powerful than an anonymous one. If you can’t attribute a quote, use as much detail as you can, such as the person’s first name, location, and age or type of company.
To personalize a testimonial, add before and after images, a speaker photo or company logo, and other images that help readers connect emotionally.
10 Different Types of Testimonials
Testimonials can be collected and shared in different formats and platforms/mediums. In this section, I’ll cover ten testimonials and briefly discuss how they can be leveraged in your sales and marketing strategies.
1. Quote Testimonials
Quote testimonials display positive statements about your company in a customer or brand evangelist’s own words. This review style can be significantly more effective than traditional advertising methods, as most consumers will trust a peer over a paid actor. Include an image of the person to make it even more effective.
If your company wants to attract customers of a different demographic, finding testimonials with the same profile as your new audience can help make the connection.
2. Video Testimonials
Video is one of the fastest-growing content mediums, with 46% of companies using video to create video testimonials, according to Wyzowl’s 2023 study.
This shift towards video is evident in the approach of companies like Sunbowl, where, as Marmon shared, “We’re now focusing on authentic video testimonials, shifting away from our previous approach of using written reviews.”
Seeing another person share their story is more compelling than words on a page. 87% of marketers report that video has helped them to increase leads and sales, meaning they carry a powerful punch.
Consider this two-minute video testimonial that HubSpot created with a happy customer, ClassPass.
52% Increase in Lead Conversion Rate | ClassPass x HubSpot’s Customer Success Story
3. Audio Testimonials
Audio is similar to video in how it can influence and motivate your audience. For example, you can use an audio testimonial in a podcast, radio ad, or LinkedIn content.
One great benefit of audio is that it‘s cost-effective. You don’t need an entire production crew and tons of expensive equipment. You only need a microphone, recording software, and a quiet room to record in. With those tools, you can tell an inspiring customer story by threading different customer quotes together in one track.
4. Case Study Testimonials
A case study is an in-depth analysis of a customer’s experience with your company. These pieces — compelling for B2B companies — use a more scientific approach to prove how your business played a role in the customer’s success.
For example, case studies often use facts and observations to demonstrate how certain products or services benefit actual customers of your business. You can also use data visualization and storytelling to illustrate your benefits.
5. Social Media Testimonials
When people have an emotional brand experience (good or bad), they want to tell someone about it. That’s where social media testimonials come into play.
When you see customers talking about your brand on social media, engage with them. Like and comment on their post for added exposure. Be sure to ask permission before sharing those experiences on your website or other content.
6. Customer Interviews Testimonials
Customer interviews are an excellent way for your business to ask customers about specific aspects of your business and how they played a role in their success.
This format lets you show off your different products and features and lets potential leads see their real-world application. You can repurpose a customer interview over multiple mediums: written, video, photos, and audio.
7. Authority Testimonials
Also known as “influencer testimonials,” authority testimonials are pieces of content that include a celebrity or spokesperson supporting your company.
Often, this person is a significant influencer of your target audience and helps build your business’s credibility.
The most effective spokespersons are the ones who share the core values of the business and deeply connect with the target audience. Influencer testimonials can be expensive, and finding the right influencer can be challenging. Still, when they succeed, these campaigns can pay dividends for your company over time.
8. Peer Review Testimonials
Peer review testimonials are feedback that customers post on review sites like Yelp, Angi (formerly Angie’s List), or Trustpilot. These reviews can influence customers as many consumers look at these review sites during decision-making, particularly when using a company for the first time.
Studies show that 54% of consumers will only consider buying from a business if they have four or more stars on a review site.
These reviews can be quickly captured, reformatted, and shared on your company’s website, bringing social proof to your site.
9. Blog Post Testimonials
A blog post can be an informative way of displaying customer testimonials. You can write about a customer’s story in-depth and break down subtle details within the customer’s journey.
Once completed, the post can be shared either on your blog or on another blog that’s popular in your industry.
10. Press Review Testimonials
For growing companies, getting your business featured in the news (for the right reasons) is a big accomplishment.
Just like the restaurant Five Guys decorates its walls with press accolades, consider how to highlight positive media reviews. Capture quotes, buy reprint rights, and share your brand’s media coverage on social media.
Are you feeling inspired yet? Good, but before you start crafting your customer testimonials, it’s important to understand some of the best design practices.
In the next section, I’ll cover key design fundamentals you’ll want to focus on when creating customer testimonials.
Testimonial Design Best Practices
While customer testimonials can appear in many formats, there are still some standard guidelines to follow, regardless of your chosen approach.
Including the following elements in your customer reviews will make your customer testimonial feel more genuine for your target audience.
1. Get inspired.
Testimonial pages should feel unique yet familiar. Often, the best way to learn is to be inspired by successful examples. Testimonial pages are no different.
That’s why I’ve compiled a guide filled with the 25 best testimonial pages from companies we’ve seen online. Download the guide to get inspiration for your testimonial page.
[ADD FWCTA HERE INSTEAD OF OLD CTA]
2. Make it visually engaging.
The best testimonials paint a picture with words so readers can understand your purchasing value. Be sure to feature testimonials with descriptive language that’s enthusiastic and detailed to help convince your prospects to make a purchase.
Take your testimonial page one step further by incorporating more visual elements like images, videos, and social media feeds.
These are relatively easy ways to make testimonial content more engaging and prove to readers that the testimonial comes from a real person.
3. Keep it aligned.
Highlight testimonials that align with specific features of your product or service. Then, connect the dots for readers by linking to different product or tool pages. This allows readers to learn more about what they’ve just read.
All the better if there are relevant images or demo videos you can share alongside these specifically aligned testimonials.
4. Use a website page builder.
A testimonial page should be well-designed and visually appealing to maximize its intended impact. You can use a free website builder with themes and templates to quickly make a testimonial page that stands out.
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What do these look like in action? Check out the testimonial examples below to find inspiration for your testimonial page.
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Testimonial Type: Authority
Outdoor enthusiasts need to know that a product is durable and safe (sometimes in extreme conditions!) before they will purchase it. Stio’s approach adopts brand ambassadors who wear its products and advocate on the company’s behalf.
In its testimonial pages, Stio’s brand ambassadors answer interview questions about their interests and excursions for inspiration. The ambassadors mention Stio products and include a product carousel for their favorite gear at the bottom of each testimonial page.
A quote I love: “That the Outside is for Everyone! My passion is to support my community in getting outside.”
The testimonial introduces the reader to someone they can empathize with. This testimonial has a link to a blog post that further promotes the business.
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Testimonial Type: Social Media, Authority
Testimonials can be simple. In fact, this testimonial by Instagram influencer Cody Tries Stuff is excellent because it’s easily shared via social media or the company’s website. That way, the brand can engage with leads on their most comfortable channels.
It’s also incredibly effective and has a foodie audience. Plus, it shows you how to use the meal kit with a discount code. Consider this comment from one of Cody Tries Stuff’s followers: “This is without a doubt the greatest blue apron ad that’s ever been created. The only time I’ve considered giving it a try.”
Pro tip: For social media reviews, consider inviting an expert to showcase your products, and don’t hesitate to include more informal elements like cute animals. (Ultimately, of course, it depends on your industry.)
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Testimonial Type: Press Review
Sometimes, testimonials don’t have to come from customers. In this example, a Los Angeles-based restaurant was given an excellent review by a critic from the LA Times.
While these testimonials don‘t come every day, it’s important to seize these opportunities and put this content on blast for potential leads to see. It’s also incredibly effective for a party unrelated to your business to review your product publicly.
For example, if you own a restaurant, you can potentially send pitches to editors, and if you sell a tech product, consider pitching your solution to tech publications. These reviews generate buzz and offer a uniquely unbiased yet editorialized view of your offering.
A quote I love: “Among choices of meat, I savor the nubbly beef and chorizo but take particular pleasure in the rich, hashed chicken leg that absorbs the mesquite smoke most profoundly.”
Getting this specific testimonial from a reputable third party inspires readers to desire your offering.
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Testimonial Type: Social Media
Fabletics leverages social media to collect testimonials from its customers. For example, it encourages customers to post themselves on their Instagram pages wearing Fabletics products and tagging “#MyFabletics.”
This provides a surge of engagement for the brand’s social account and creates free advertisement through customer advocacy.
This is one of the most cost-effective methods for collecting unbiased customer testimonials. You can create a hashtag and easily start promoting it on Instagram or TikTok without paying a single dime.
What I love: Even if users don‘t write a lengthy caption singing praises to your product, a picture will more than say enough. The quality of the product and the user’s emotion in the photo will show that your product works.
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Testimonial Type: Peer Review
As you can see in the image above, Harry’s has done a great job of building up its credibility on consumer review sites like Trustpilot.
Trustpilot is a highly regarded review site. High ratings give personal care company Harry‘s a major vote of confidence. You’ll rarely find a negative review, though it’s worth noting that a few negative reviews can lend credibility by making the reviews seem authentic. A TrustPilot account also enables you to analyze the reviews, pinpoint trends, and identify areas of improvement.
A quote I love: “How to solve my issue with my razor’s lubrication strip disintegrating was explained promptly and politely. And a free pack of cartridges was sent to compensate. Excellent service.”
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Testimonial Type: Quote
While Ahrefs doesn’t have a lot of quote testimonials on its homepage, the quotes used are catchy, specific, direct, and inspiring. In addition, the customer quotes come personalized with photos.
I love the simple carousel format and how you can click through different industries for quotes. The testimonial featured above is from Maile Waite, head of content for Ahrefs client CloudApp.
A quote I love: “Using Ahrefs’ data to plan our content strategy helped us increase visits to our blog by over 200% compared to the previous year.”
https://www.youtube.com/watch?v=dgMyk8jJIpA
Testimonial Type: Video
FASTSIGNS’ testimonial video focuses on several customers who love to use their product. It’s simple storytelling at its best and emphasizes the impact and end result of the products. This three-minute video has more than two million views.
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Testimonial Type: Case Study
The big smiling picture of Angie stands out and invites readers to consider how BambooHR helped her organization. This is a real person that I’d love to trust.
The case study above focuses on the challenge, the solution, and the result. In addition, quotes from Angie are included in the content to personalize the testimonial and make it more relatable to readers.
A quote I love: “I can have training with the supervisors on how to utilize goals or assessments [in BambooHR], or how to do one-on-ones. And across the board, it’s the same, no matter the location. That brings that consistency you must have with multiple branches in multiple locations.”
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Testimonial Type: Case Study, Testimonial Quote
OptinMonster leverages social proof at scale by showcasing a large testimonial page with a pull quote and photo for each. When you click on one, it opens a complete case study with quantitative results illustrated at the top, followed by a narrative about the customer journey.
A quote I love: “We are all in on OptinMonster. It works seamlessly for us. It has allowed us to dramatically increase our email subscribers.”
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Testimonial Type: Case Study
Zendesk has a dedicated customer page that contains success stories of companies that use the product. The testimonials work for several reasons. Let’s take a look at the example above.
First, there are quote testimonials from the main players at Tile, offering social proof to readers. Second, the case study is also specific by highlighting the company’s challenges and how Zendesk helped.
A quote I love: “With the Zendesk and Ada integration, we were able to not only save costs on seasonal headcount, but we were also able to see revenue growth from customers who were being served at faster rates.”
Now that you’ve seen some excellent testimonial examples, let’s look at how to create your own testimonials.
Where and How to Share Testimonials
After you’ve collected several valuable testimonials and designed them the way you like, it’s time to consider how you’ll distribute them. I advise repurposing and adding them everywhere your potential customers might be! Look beyond the testimonial page with these placement ideas.
1. Share them on your website.
This is a simple use case for most businesses. For example, at Dock, Doty shared that they have testimonials on the home page and throughout the website.
Similarly, consider sprinkling social proof into your landing and services pages by adding a relevant quote or link to a case study on each one.
Creating a dedicated testimonial page to house all your testimonials and case studies is also important, providing potential customers with a central hub to visit when evaluating your product or service.
2. Use them in ad creatives.
Customer testimonials are powerful assets that can be repurposed into engaging ad creatives. Doty shared with me how the team at Dock uses customer interviews to create video clips for paid ads.
He explained, “As marketing collateral, we turn customer interviews into video clips and run paid ads to them on LinkedIn.”
3. Leverage them for organic content.
Testimonials can also be integrated across various types of content. For example, Inabo emphasized the importance of case studies in her content creation process at Float.
“For blog posts specifically, once we have testimonials, we use them in several ways: generating content ideas, writing ‘how-to’ sections in articles, and finding opportunities to incorporate them into upcoming content we want to optimize.”
4. Turn them into sales collateral.
Doty shared how Dock embeds customer testimonials and video clips into their sales strategy, saying, “For sales, we embed customer testimonials and video clips in our digital sales rooms.”
Similarly, Marmon explained how Sunbowl uses testimonials as social proof in its sales process when she told me, “They are primarily used in our sales strategy to show clients the work we’ve accomplished and how they can achieve similar results on their Shopify site.”
For service providers, testimonials can also be a great sales tool to support pitches and outreach. For example, as a freelance writer, Ojaokomo uses testimonials as social proof when pitching potential clients. He shared, “I use them on my website and also include them in my pitches to potential clients as a form of social proof.”
5. Use them to train internal AI tools.
This is an exciting and often underutilized use case, which I discovered through an interesting example shared by Inabo. She explained, “After we wrote the customer stories, my manager took them and plugged them into ChatGPT to train a model. This gave us a custom GPT that draws from the case studies to answer questions.”
6. Distribute on external review sites.
Publishing testimonials on third-party review sites can be a great way to expand their reach.
Doty shared, “We also ask if the customer is willing to leave a review on G2. Having that review publicly available on G2 gives more legitimacy to the testimonial when we feature it on our website.”
Testimonial Page Examples: What elements make a good testimonial page?
While many companies spread testimonials throughout their site, creating a dedicated testimonial page is also a good idea.
Testimonial pages are often one of the most visited pages by potential customers. Here are some critical components to include in your company’s testimonial page.
Choose headlines carefully.
Even though testimonials provide a wealth of value, many customers won’t take the time to read every one you put on your testimonial page.
One way to ensure potential customers easily find the testimonials most relevant to them is to use descriptive headlines. Instead of summarizing the entire testimonial into a headline, try only including the most essential part. It may be a comment on a specific product or a result the customer received by working with your company.
Ultimately, you’ll see better engagement rates if you keep headlines to around five to seven words.
Paint a complete customer profile picture.
As stated earlier, people are more likely to buy a product if a peer has had a good experience with the company or service. One way to connect a potential customer with a current client is through a customer profile.
In your testimonials, include all the information you can about the customer — age, gender, occupation, company, etc.
The more data you can share about the person, the more likely someone visiting the page will personally connect with the testimonial.
Consider featuring a single testimonial.
There are many ways to organize your testimonial page, but one of the most impactful is to consider featuring a single testimonial above all the others.
For example, if one of your company‘s key differentiators is your team’s customer service, you‘ll want to pick the best testimonial you have around a customer’s experience.
Having the glowing review be the first thing potential clients see can help drive home that your company prides itself on delivering exceptional service.
Now, let’s see how other companies utilize their pages to drive leads.
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On our own testimonials page, HubSpot features enthusiastic customer reviews detailing the benefits, quantitative results, and implementation journey to HubSpot. The teaser for each case study shows the company’s industry, size, and hubs used, letting readers pick a case study that’s closest to their experience.
What I love: The testimonials make it clear that the change was worth it for the customer.
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Many companies struggle to grab people’s attention using their testimonial pages, but Bluebeam does a great job of catching your eye as soon as you arrive on the page.
While it’s technically called a case studies page, the first thing you see is a set of project examples in the form of large, bold images that rotate on a carousel.
What I love: Scroll down, and you can also click on video case studies and view customer panels.
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Visit mHelpDesk‘s testimonial page, and you’ll see videos and text testimonials equipped with pictures.
Some of the testimonial videos don’t have high production quality.
However, they get the message across and cover useful and relevant information — which shows you don’t need to invest thousands in production to get some testimonial videos up.
What I love: In line with the theme of earning trust, the testimonial page displays awards and badges of recognition.
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One of the first things I noticed about ClearSlide‘s testimonial page is how creatively it’s named — “What They’re Saying.”
It includes a smattering of customer quotes, topped with client logos from big names like The Economist and Starwood.
Pro tip: If you have celebrities or influencers within their community, include and even highlight their testimonials on your page.
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FocusLab took a unique and very cool-looking design approach to its testimonial page — which is fitting, seeing as it‘s a design agency. Again, it’s technically a visual catalog of both previous projects and works-in-progress.
Instead of just listing client quotes, the page opts for a card-like design with interactive, rectangular elements you can click on to see the complete case study — with quotes occasionally appearing in between.
What I love: FocusLab not only covers the challenges faced by clients and how FocusLab helped solve them, but the case studies also include some of the steps in the design process.
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99designs takes an unconventional approach to its testimonial page. Using a star-rating system not usually seen in the B2B sector, the page is headlined with an eye-catching video with customer reviews below it.
What I love: The page allows users to sort through customer reviews by category so they can read the ones most relevant to them.
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Slack’s customer testimonials are under a section they’ve called “Customer Stories,” highlighting an individual company per post.
Slack uses individual testimonials to highlight key product features and how the customer used them — a genius way to give a product tour while letting happy customers sing your praises.
What I love: Each review features a quote that summarizes how Slack helped the customer’s business. From each blurb, visitors can click to learn more about the specifics of that customer case study to get even more insights.
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Dribbble’s “wall of love” is clean and simple, with highlighted quotes, names, and photos. What I love about this page is how honest and straightforward the user reviews are.
It’s quickly clear to a reader that these testimonials haven’t been altered or edited — which lends the site a degree of authenticity and trustworthiness that might convince someone to start using the product.
Pro tip: Avoid over-editing your customer’s testimonials. Otherwise, it’ll sound like you wrote them even though you didn’t.
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BioClarity’s cruelty-free, plant-derived skincare line is about one thing: being green. Green is all over the website, and its Instagram is covered in images of people applying green serums to their faces.
In this case, pictures serve as better testimonials than words — but BioClarity still uses both.
On its reviews page, visitors can see pictures of items, star ratings, and words of recommendation — all in a soothing green theme.
What I love: Visitors can click on the reviews page to read in-depth product reviews from real customers from the results page.
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Kissmetric’s testimonial page features quotes from three customers who describe how the software helped them achieve their goals.
Notice how they highlight different features that Kissmetrics offers and how using the software directly impacted their business.
What I love: This is a great example of a testimonial page that showcases the brand’s value.
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Xero’s customer stories page is beautifully designed and highly user-friendly. It features detailed biographies of its customers and really makes you feel connected to their stories.
In one example, we meet Amy, who’s using Xero’s software and services to run her business.
Her testimonial page includes quotes, videos, and plenty of pictures showing not only how Amy uses Xero but also showing off her interests and personality as well.
This makes Amy’s testimonial more relatable because it feels genuine to Xero’s target audience. And, since I feel like I know Amy through her page, I’m more likely to trust her testimonial.
Pro tip: Use storytelling elements to bring your customers’ experiences to life.
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Here’s an excellent example of a blog testimonial page for an outdoor retailer. REI uses this section of its blog to promote different product benefits and uses.
What I love: Customers can contribute stories, and readers can vote and comment on the posts. This structure starts valuable conversations about the business and creates a community of like-minded customers.
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At the end of the day, if you’re an SMB, your testimonial page shouldn’t break the bank. You don’t have to build out an entirely new sector of your site to showcase your testimonials effectively.
Instead, build your testimonial page directly into your site’s interface, like the example above.
Esch Landscaping has a clean, straightforward testimonial page integrated seamlessly into its main site. It has videos highlighting the company’s work and individual quotes from clients who were satisfied with their experience.
What I love: This is an excellent example of how SMBs can execute a cost-effective testimonial page.
Writing Testimonials That Connect with Your Audience
As I’ve worked on this piece, I’ve come to appreciate how creating impactful testimonials requires a thoughtful, strategic approach. From establishing the right processes to asking the right questions and transforming feedback into compelling narratives, every detail plays a vital role.
By sharing practical tips and real-world testimonial examples throughout this post, I hope you‘ve gained valuable insights into how some of the best in the business create testimonials that not only capture customers’ experiences but also deeply resonate with their audience.
We removed the featured resource snapshot here in favor of the FWCTA
Editor’s note: This post was originally published in April 2018 and has been updated for comprehensiveness.
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