Whether you’re in eCommerce or industrial manufacturing, establishing credibility is essential to your content marketing 

There is a limited amount of brands that don’t need to build credibility anymore because they are, well, huge. I’m talking about Nike, Apple, Target, etc. 

People know those companies are legitimate already, so they can speak for themselves.

But those of us who aren’t running those companies need to do everything we can to establish and maintain credibility.

One of the ways in which you can increase your brand credibility is by strategically using and placing your customer testimonials on your website. Incorporating great testimonials from real customers signals to your users that you are a trustworthy brand. Bonus points if you score a vote of confidence from an influencer. 

If you’re already doing so, then you’re on the right track. 

But if you aren’t using testimonials or reviews or all, that needs to change ASAP.

Create social proof with customer testimonials

Social proof is the practice of leveraging other people’s need for a consensus. 

Put more simply, if someone sees multiple people using a product or service and saying it’s good, that person is more likely to think of your business as credible. Then they’re more likely to trade money for goods and services. 

Even if you aren’t familiar with the term “social proof,” you’re familiar with the thing itself. You’re looking for social proof (whether you realize it or not) when you look at product reviews on Amazon, Yelp! reviews of restaurants, TripAdvisor listings for new destinations, or review sites for a plumbers in your area.

You need the reassurance that there are more positive reviews than negative ones, and so do your prospective customers. 

Still not fully convinced? Let me throw some stats at you:

  • 92% of consumers say they read testimonials and customer reviews when they are deciding to make a purchase. Personally, I think the other 8% are either lying or didn’t understand the question, because, in an eCommerce world, reviews are everything.
  • 72% of consumers trust businesses more if they read positive testimonials about those businesses. They show that someone was happy enough with your service or product that they took the time out of their busy day to say something good about it. They didn’t have to do that! 
  • 88% of consumers trust testimonials just as much as a personal recommendation. If you don’t know someone who has bought the product you’re considering, you end up trusting those testimonials as much as you would your friend or family member.

Let’s take a look at some examples of companies doing testimonials right, why they work, and what you can do to leverage your customer testimonials, so they work in your favor.

1. Share the customer’s credentials

You want to use testimonials to build your own credibility, but you also need to make sure the testimonials look and are credible. Because if they aren’t, they’ll do more harm than good. 

Show who the happy customer is and what they do if it’s relevant to your products and services.

Let’s look at an example from Orbit Media:

Testimonial from Orbit Media
They get added points for including a photo too (a little preview of our next tip).

If you’re unfamiliar with Orbit Media, it focuses on web design and development.

So, check out this customer testimonial example. It’s from a director of marketing. Orbit Media showing off its client’s credentials here is a relevant and smart thing to do. 

If a director of marketing is happy with her service, her testimonial can encourage other prospective customers to make a purchase as well — or at least contact the company for a consultation. 

This testimonial definitely adds credibility to the brand (which is probably why it’s on its “about” page). 

How can you use the same concept on your website? 

Let’s say your business sells health and wellness supplements or similar products. Displaying a testimonial from a doctor or other health professional would add credibility to your brand, as opposed to a Karen who gets all her news from Facebook. 

For many other industries, a co-founder or business owner is a great title to showcase. Even better if you can get their company name underneath their title. 

By all means, get testimonials from other types of customers and clients, but the most relevant ones will be the most valuable.

2. Add a photo of the client

Humans are hardwired to pay attention to pretty pictures. And if that picture has a face in it, we’re more likely to pay attention to it.

Adding a photo of the customer giving the testimonial puts a face to a name and a statement, making it all the more real, credible, and personal. In the Orbit Media example above, it included a photo as well as her credentials. 

See the difference between using a photo and not?

Testimonial with Photo
Including a photo with a testimonial adds credibility and a personal element to the testimonial.
Testimonial with no photo
The text is the same, but without the photo, there’s just something…lacking.

See what a difference a photo can make? It’s not just a name and a title telling you how great the service is.

Behind that testimonial is a real person with a face. Adding a photo of the person who wrote the review shows your testimonials weren’t fabricated. And if people really wanted to, they could find out whether the reviewer actually exists and match the photo.

When you use this strategy, make sure the photos look professional. If the images look like they were taken ten years ago on an iPhone 3G, they won’t add credibility to your website. They could do the opposite.

3. Showcase your customer testimonials on your homepage

You have testimonials, but maybe they’re buried on a separate page, or you aren’t displaying them at all! Why hide such a valuable asset?

There’s nothing wrong with creating an entire testimonials page on your website. But you should find the top ones and display them on your homepage.

There are different types of testimonials and online reviews you can use here, including quote testimonials, screenshots of social media posts, and video testimonials. It is flexible enough that it can fit most homepages pretty easily. 

Check out this example from Backlinko:

Testimonial from Backlinko
Brian Dean’s testimonials are the second thing you see when you scroll down on his homepage. There are only two, but they’re used to great effect.

So far Brian Dean is following all of the tips in this blog post. The testimonials have images, they have credentials, and they’re the first thing you see on his website when you scroll down.

He’s providing the social proof his potential clients are looking for before they even go looking for it. He’s leveraging these testimonials to their fullest extent.

Those of you with testimonials are already a step ahead. Find the top two or three and showcase them on your homepage.

4. Turn testimonials into a case study

A quote showcasing a satisfied customer story on your website is good. Great, even!

Taking that quote and turning it into a case study? Fantastic.

Not only will you create relevant content for your website, but you’ll also show just how hard you worked to satisfy your client and how you can help future ones. Plus, visitors will be able to see the process you use for solving problems.

Take a look at this example from Hootsuite:

Testimonial example from Hootsuite
Hootsuite is backing up their claims with case studies.

Hootsuite has about a dozen case studies on this page proving its point that it’s trusted by some of the biggest companies.

The company is presenting huge claims like “WWF got 560,000 mentions to support a campaign launch” and then saying “see how.” It’s a testimonial on steroids. 

5. Create a separate landing page for your testimonials

Like I said before, highlight the best ones on your homepage, and then create a separate page just for testimonials.

The sheer volume of positive reviews will add credibility to the feedback. Who would you trust more? A company that has a handful of testimonials, or a company that has dozens?

Name the page something like “Customer Success Stories” if you’re afraid of having a page called “Look at us! We’re great, and all of these people agree.”

On these dedicated pages, you can really get creative. You can add video testimonials, quotes with pictures – you might even want to pull in screenshots of LinkedIn posts and Tweets (while also providing a link to the source). 

Don’t forget to include a button for other customers to share their testimonial. Make it easy on them, and you’re more likely to get more reviews.

Booker is doing the testimonial page thing right, so let’s take a look at its shining example:

Testimonial example from Booker
Booker starts out with a video case study (and thankfully the video doesn’t auto-play).

This is the header on Booker’s testimonial page. It starts out with a video case study that also lists the client’s name, ostensibly her face, and her credentials. It isn’t the same as a text testimonial, because you have to watch a video, but it takes the idea of having a picture next to the testimonial to the next level.

But Booker doesn’t stop there.

Testimonial example from Booker
There isn’t just one video testimonial on this page. You can watch several testimonials from happy Booker customers.

The sliding menu of video testimonials shows a snippet of the testimonial, the company and the client’s name, and the client’s face. You don’t necessarily have to watch the video if you just want to read the snippet, but the video is there if you want to learn more.

But, again, Booker didn’t stop there (the company went above and beyond on this testimonial page, honestly):

Testimonial example from Booker
That’s right. Booker not only has video testimonials but they also have a bunch of text customer testimonials.

Not every customer is going to feel comfortable talking on camera. They’re still happy with your product or service, but they’re camera shy, so they would rather write down how much they enjoyed working with your company.

In addition to the video testimonials, Booker has a slider of text testimonials to really drive the point home that people love the service it provides. Booker does something unique here too: a star rating system. 

We’re used to seeing star ratings for restaurants and movies, but for companies? Groundbreaking. 

But wait! There’s more.

Testimonial example from Booker
That’s right!!!! Booker has a bunch of case studies on their testimonial page.

Booker really did the most on this page. The company is just proving all of the tips in this article right!

As mentioned above, turning your testimonials into case studies is a powerful way to show potential clients and customers how hard you’ll work to solve their problems and what kind of positive results can come out of it. 

And then for an added punch of social proof, Booker name-drops its awards and its current clients:


Awards at Booker
Okay, now the team is just bragging!
Current Customers at Booker
Slow clap for Booker.

With the addition of its awards and accolades, Booker is showing that it’s not just customers who think its product is excellent, objective third-parties think so too.

Listing its current clients is a punch-up from the testimonials, which are from past customers, but showing its current customers shows who is happy enough with the product to use it right now. Or maybe Booker has testimonials from existing customers earlier in the page, and it’s the company’s way of saying, “See? They’re still happy with our product. Why haven’t you called us yet?”

Your separate page for testimonials doesn’t have to contain as much as Booker’s to be effective. It’s just a shining example of what the page could be. If you want the page to just have video testimonials, that’s fine. Want to have the page to be only text testimonials? That’s fine, too (but add a photo of the customer). 

The testimonial is the place for you to brag a little bit and for potential customers to double-check that you’re as good as you say you are. 

Credibility Is Key

Customer testimonials and reviews on your website add credibility to your brand, but only if you’re displaying them and using them to your advantage.

Don’t hide your successes or assume customers will find them if they’re buried on a different page. Follow some of the tips in this post and see how you can use your testimonials to your advantage.

Need help creating a comprehensive digital strategy? Drop us a line! Our solutions are personalized and our consultations free.

Digital Strike

Learn more about Digital Strike

Recent Posts

Everything You Need To Know About The TikTok Ban Bill

Everything You Need To Know About The TikTok Ban Bill The app that created the Renegade dance and chaotic Duolingo videos is now facing a potential … Read More

ChatGPT: The Recent Rise of AI & What It All Means

Artificial intelligence. The words alone sound almost too sci-fi-ish to take seriously. We tend to eat up the concept as it’s interpreted by Hollywood — Schwarzenegger … Read More

Is Bing AI better than ChatGPT? An image of two boxers overlaid with Bing and ChatGPT's logos illustrates this concept.

Bing AI vs. ChatGPT: Which is Better?

Artificial intelligence technology is here to stay, and it’s a powerful tool in any digital marketer’s belt. ChatGPT is currently the star of the AI show, … Read More

Robot representing AI chatbot ChatGPT works on a laptop. Red filter.

ChatGPT – Why this Artificial Intelligence Software (Probably) Won’t Take Your Job

Skynet isn’t real, but ChatGPT and other AI systems (and the fear surrounding them) are. While ChatGPT and artificial general intelligence can’t churn out Terminators, they … Read More

AI in Digital Marketing – What It Is, How to Use It, Trends & Predictions

With sci-fi movies frequently portraying artificial intelligence (AI) as something uncontrollable and destructive, it’s no wonder that many people have misconceptions about what AI really is … Read More

Ready, Set, Send! 15 Best Email Newsletter Marketing Practices

It’s hard to overstate the importance of a robust email marketing strategy in the digital marketing world. For small businesses and mega corporations alike, email newsletters … Read More

TikTok for Business - a woman excitedly looks at a camera. Pink background. Digital Strike - Targeted Marketing logo in the bottom left-hand corner.

Use TikTok for Business Like a #Pro

Social media marketing is one of the best ways to make sales; according to one study, 80% of consumers made a purchase as a result of … Read More

Understanding User Intent (Without a Psychology Degree)

Life is often one big mystery, but figuring out what customers and search users are really looking for doesn’t have to be mysterious at all. And … Read More

Share of Search: What Is It and How Can Digital Marketers Use It?

As all marketers know, there is no crystal ball, psychic, or voodoo witch doctor that can help us predict the future…but we do have magic on … Read More

Digital Marketing Skills – What Soft Skills You Need (and Why)

Data analytics. Copywriting. Content creation. SEO. These quantifiable analytical skills are all necessary for a strong digital marketing team. But what about the soft skills you … Read More

Content Marketing – Branded vs Unbranded

Branded vs Unbranded Content Marketing Strategies Content can be a great way to establish your brand’s identity, generate visibility, and even earn loyalty from your target … Read More

Does Alexa Spy on You? Here’s How Voice Data Is Used to Target You With Ads

According to a new report: Yes, Alexa is spying on you…and yes, listening to you is the reason you may be getting those uncomfortably specific ads. … Read More

How to Drive Traffic To Your Site

Everybody Asks: How to Drive Traffic To Your Site But nobody asks how your site is doing. (Doing great, thanks for asking!) All jokes aside, online … Read More

Google Core Web Vitals: What They Are & When They’ll Take Effect

Benjamin Franklin once said that the only guarantees in life are death and taxes. Maybe it’s time we add Google updates to that list. If you’re … Read More


How CMOs Can Take Back Their Brand From Lead Generation Sites

Other Websites Stealing Your Leads? If you’re responsible for overseeing the marketing initiatives for a business, especially in the senior living industry, you’ve probably encountered the … Read More

Lead Source Attribution Modeling

Take Back Your Leads & Revenue: How Lead Source Attribution Can Reveal Lost Online Opportunities We’ve had the distinct pleasure of speaking to or working with … Read More

B2B Digital Marketing

Whether you’re happy with your current marketing agency, haven’t worked with one, or anywhere in between, these are the characteristics that separate the exceptional agencies from the rest.

digital strike building

Why you should reconsider cutting marketing costs during coronavirus pandemic

The coronavirus pandemic has deeply affected hundreds of millions of people across the world. Our daily routines have been disrupted, and businesses of all sizes are … Read More

Top Stories of 2019

The year is quickly coming to a close, and it seems just like yesterday that we were welcoming 2019. The world of digital marketing is constantly … Read More

5 Reasons To Advertise on YouTube

If you aren't advertising on YouTube, you might be missing out.

11 Things Your Website Is Missing (and 6 Things to Get Rid of)

We've come a long way from the early days of the internet. Here's how to make sure your website looks like it was made this year.

Getting the Most Out of Your Mobile App Engagement Campaigns

Make your Facebook app campaigns even better.

YouTube app

3 Types of YouTube Audience Targeting You Should Be Using

Over a billion users come to YouTube every month to watch something that will educate or entertain them. And those users aren’t just millennials or gen … Read More

Online reviews

How to Reply to Not-So-Pleasant Online Reviews

Is there a right or wrong way to respond to bad reviews? Absolutely.

What To Look For When Choosing A Marketing Company In St. Louis

Whether you’re happy with your current marketing agency, haven’t worked with one, or anywhere in between, these are the characteristics that separate the exceptional agencies from the rest.

How Does Digital Marketing Fit Into Your Sales Funnel?

If you're still using the old sales funnel (or didn't even know there's a new one!), let us bring you up to speed.

analytics platform

Has Your Domain Authority Changed? Here’s Why

This algorithm might send unsuspecting marketers into a panic. Find out what's going on.

Why You Don’t Need to Hire a Vertical-Specific Agency

While a vertical-specific agency might seem like the answer to your marketing prayers, you might want to think twice.

Sales Funnel Tools

4 Unique Tools That Help Grow Your Sales Funnel

We're breaking down four tools we use every day.

Landing Page vs. Homepage: What's the Difference?

Landing Page vs Homepage vs Website: What’s the Difference?

Landing page vs homepage vs website: oh my! Toto, I don’t think we’re in Kansas anymore. We’re someplace far more confusing: the internet. And if you … Read More

Why Automated Bidding is Not Always the Answer

Why Automated Bidding Isn’t Always the Answer

Automated bidding is a popular choice because it seems to promise fewer labor hours by letting an algorithm make your bid adjustments. Sounds easy-peasy, right? A … Read More

The No BS Guide to Conversion-Optimized Landing Pages

The No BS Guide to Conversion-Optimized Landing Pages

Landing page optimization is the process of creating a well-designed page for pay-per-click campaign (PPC) visitors by optimizing each element on the page to maximize the … Read More

How to Make Your Black Friday Marketing a Success [Checklist]

Black Friday and Cyber Monday are coming up, so that means money is about to be SPENT. It’s a stressful time for many store owners as … Read More

Digital Marketing Resources to Bookmark Right Now [2021 Update]

Every marketing strategy needs a little boost as time carries on. Nothing can work seamlessly forever, or else your business will remain stagnant. That’s why marketers … Read More

How to Boost Your Website Loading Time

Remember dial-up? Watching a two-minute YouTube video took thirty minutes because it took so freaking long to load. Nowadays, 47% of people expect pages to load … Read More

Beginner’s Guide to the Conversion Funnel

You’ve probably heard your marketing team talk about it all the time – The Customer Conversion Funnel. “It’s all about getting customers to go through the conversion funnel.” … Read More

How to Build Your Email List from Scratch

So you’ve decided to send out a newsletter or maybe we recommended you create one. But where do you begin? The key to any successful newsletter … Read More

The New Celebrity Endorsements: How Social Media Influencers Changed the Game

In the streaming mob of content that is consumed daily on the internet – from whatever people see at work to their social feeds – a … Read More

How to Use UTM Parameters

You already know that good marketers LOVE data. No, not that kind of Data (unless you’re a Trekkie and a marketer).  More like data from Google … Read More

Email Marketing Has a Fantastic ROI


You want your marketing dollars to generate new leads and engage current customers, but you also need that strategy to be cost-effective. Email marketing is the … Read More

7 Easy Steps for a Foolproof Social Media Audit

One of the greatest (and sometimes the most frustrating) aspects of social media is the fact that it is always changing. And we’re not just talking … Read More

Why You Should Have a Blog

Why You Should Have a Blog

Creating unique content on your company’s website has benefits you haven’t considered yet. Do you want people to keep coming to your website? Are you working … Read More

Does PPC Affect Organic Rankings?

A Digital Marketing Misconception: Does PPC Affect SEO?

In the digital marketing world, there are a lot of misconceptions and myths (myth-conceptions, if you will) about how organic search engine optimization and pay-per-click campaigns work together. We’ve heard and seen it all. … Read More

“How is HubSpot different from SEO?”: An honest answer to an actual client question

“Have you heard about inbound marketing?” This is how a recent client call started. Then, to make things worse, they proceeded to ask, “How is HubSpot … Read More

Why you aren’t ranking first in Google for [INSERT KEYWORD] … And why that’s okay

You might be wondering: “Why am I not ranking first in Google for [INSERT KEYWORD]?” It’s not a bad question—it shows you value your business’ position … Read More

Digital Strike Targeted Marketing

Reintroducing Digital Strike

You know the old saying, the cobbler’s children have no shoes? Well, for us it’s true. For a long time, we’ve been our own worst client. … Read More