Testimonials on your website: how to use them to build trust

You can write on your website that you treat every customer with care and the results are excellent. People will half believe it. If Sarah, who came in with back pain and is running again, says it, they will believe it much more. Testimonials on your website let your customers speak for you.

Why testimonials on your website work

• They are the voice of someone like the visitor. People who are hesitating see themselves in them.
• They answer doubts without you saying it: "I thought it would be expensive", "I was nervous and it was really easy".
• They give concrete proof that what you promise is delivered.

How to get them

The easiest way is to ask at the right moment: just when a customer tells you they are happy.

• Ask whether you can use what they said, as is or with small edits they approve.
• Help with a specific question: "What worried you before coming and how did it go in the end?". It gets far better testimonials than "what did you think?".
• Use your existing Google reviews, with the author's permission if you copy them onto the website. To get more, see how to get Google reviews.

What makes a testimonial believable

• A real name, even if only a first name and initial.
• Some context: their job, their area or the service they used.
• A photo, if the person agrees.
• Concrete details instead of generic praise. "Sorted in two sessions" beats "very professional".
• Not all sounding the same. If they all use the same words, it looks like you wrote them.

Where to put testimonials on your website

• On the home page, two or three of the best.
• On each service page, the ones about that service. Someone looking at "pelvic health" wants to read someone who came for that.
• Near the contact or booking button, which is where the last doubt appears.

A few good ones beat a carousel of twenty nobody reads.

What to avoid with website testimonials

• Making them up. Besides being misleading, it shows and destroys the trust you are trying to build.
• Sensitive details: in health, therapy or legal matters, nothing that could identify someone or reveal their case without very clear permission. In addition, some professions have their own rules; check them.
• Old testimonials for a service you no longer offer.
• Promising results through them: "cured me in a day" can be a problem in healthcare.

What if I am new and have none?

Start with what you do have: your training, previous experience, photos of your work. Ask your first customers for feedback from the start and add them as they come. Within a few months you will have plenty.

How I do it

On Nueva Página websites testimonials are built into the design where they help most: home page, service pages and next to the contact form, with name and context. If you already have good Google reviews, we make use of them.

How to present testimonials on your website

Presentation matters almost as much as content. A testimonial reads best short, with the name underneath and, if possible, a small photo. It also helps to highlight the key phrase in bold for skim readers, without changing the client's words.

On the other hand, avoid carousels that rotate on their own: almost nobody waits for the third one. It is better to show two or three at once and a link to all your reviews. If you copy them from Google, remember they must be real; Google's contribution policies forbid fake reviews. To get more, see how to get Google reviews. A few testimonials, well chosen and well placed, beat many hidden ones.

Frequently asked questions

Copy reviews or show my Google rating?

Both help. The rating gives an overall idea; two or three specific reviews convince more.

Can I edit what a customer says?

Fixing a typo or shortening it, yes, as long as they agree. Changing what they say, no.

Video or text?

A short video is very convincing but harder to get. Well-chosen text is enough to start.

Do testimonials on my website help with Google?

They help convince visitors, which matters most. They also show Google and AI that you are a real business. See how they look in the published work.