What Is a Testimonial?
First, let's have a little vocabulary lesson. Google's dictionary definition of testimonial is "a formal statement testifying to someone's character and qualifications." These usually come from customers, colleagues, or peers who have benefitted from or experienced success as a result of the work you did for them.
But effective testimonials go beyond a simple quote that proclaims your greatness. They need to resonate with your targeted audience, and the people who could also potentially benefit from the work you do in the future. That's why great testimonials also tell a story -- one that inspires and motivates the people reading it.
Testimonial Design Best Practices
1. Visually Engaging
The best testimonials paint a picture with words so readers can learn exactly what the value of making a purchase from you would be. 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 -- images, videos, and social media feeds are relatively easy ways to make testimonial content more engaging -- and to prove to readers that the testimonial is coming from a real person or brand.
Make sure the testimonials you feature dig deeper than "I love [brand name]!"
Choose reviews from customers who can highlight specific use cases for your product or service so readers can envision their own specific use cases your brand could help with. Ideally, your customers will agree to serve as case studies, and you'll be able to publish comprehensive stories with specific details your sales team can share with prospects.
Highlight testimonials that align with specific features of your product or service -- and connect the dots for readers by linking to different product or tool pages so readers can learn more about what they've just read about. If there are relevant images or demo videos you can share alongside these specifically aligned testimonials, all the better.
What do these look like in action? Check out the examples below to find your own inspiration to help you start building a great testimonial page today.
12 Testimonial Examples You'll Want to Copy
Codecademy has nailed down the testimonials section of their website, which they call "Codecademy Stories." They've even included a few customer quotes (along with pictures, names, and locations) right on their homepage above a link to the testimonial page.
We love the approachable format and the fact that they chose to feature customers that users can really relate to. When you click into any story, you can read the whole case study in a Q&A format.
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. Scroll down and you can also click on video case studies, as well as view customer panels.
ChowNow does a lot right on its testimonial page, but the bread and butter is its collection of production-quality "client stories" videos. There's a handful of these awesome, 2–3-minute videos that cover everything from the clients' life before and after ChowNow, to how easy the platform is to use. The videos feature some great footage of the clients, their offices, and their food.
Visit mHelpDesk's testimonial page, and you'll see videos and text testimonials equipped with pictures.
Some of the testimonial videos aren't production-quality, but they get the message across and cover useful and relevant information -- which goes to show you don't need to invest thousands in production to get some testimonial videos up. Finally, in the theme of earning trust, we love that mHelpDesk closes out its testimonial page with awards and badges of recognition.
5. Clear Slide
One of the first things we noticed about Clear Slide's testimonial page is how creatively it's named -- "What They're Saying." It includes a smattering of quotes from customers, topped with client logos from big names like The Economist and Starwood. If you have users that are celebrities or influencers within their community, be sure to include and even highlight their testimonials on your page.
The folks at FreeAgent did a great job formatting its testimonial page with emphasized text quotations along with pictures, names, and companies to add credibility.
FocusLab took a unique and very cool-looking design approach to its testimonial page -- which is fitting, seeing as its trade is in creating visual branding systems. Again, it's technically a visual catalog of both previous projects and works-in-progress, but instead of just listing out client quotes, the page opts for a card-like design with interactive, rectangular elements you can click on to see the full case study -- with quotes occasionally appearing in-between.
What's even cooler is what's included in each individual case study. Not only does FocusLab cover 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 between conception and final product. In some instances, they included the evolution of the logo during the design process.
Finally, we love the aforementioned view of works in progress section below the case studies. These cards aren't clickable, but they give viewers a glimpse into the firm's current projects.
99designs takes a bit of an unconventional approach to its testimonial page. Using a star-rating system not usually seen in the B2B sector (read: Yelp and TripAdvisor), the page is headlined with an eye-catching video, with customer reviews below it. Plus, it gives users the ability to sort through customer reviews by category so they can read the ones most relevant to them.
Slack's customer testimonials are cleverly nested on its product features page -- which might seem confusing, until you realize the choice was deliberate.
Slack uses individual testimonials to highlight specific key product features and how the customer used them -- a genius way to give a tour of a product while also letting happy customers sing your praises. Plus, it doesn't hurt that Slack also uses beautiful illustrations to showcase those product features.
From each blurb, visitors can click to learn more about the specifics of that customer case study to get even more insights -- and positive reviews.
Dribbble's testimonial page is relatively simple (considering the fact that Dribbble is an online community for showcasing art and design work), but what we 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.
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 results page, visitors can see transformation photo collages of customers before and after using the product, as well as enthusiastic videos and words of recommendation -- all in a soothing green theme.
From the results page, visitors can also click into the reviews page to read in-depth product reviews from real customers.
On our own testimonials page, HubSpot features enthusiastic customer reviews -- alongside a note if that customer switched to HubSpot from a different software brand. That detail helps drive the points of the customer home -- it takes time, money, and effort to start using completely different software, but the testimonials make it clear that the change was worth it for the customer.
Spread the Customer Love
Once you've created a testimonial page, don't forget to promote it. Send it to the customers you featured, your sales staff, and even to your other customers if you think they'd be interested. And don't forget to add a link to your testimonial page on your homepage, in your "About Us" page, or as part of your overall navigation.