Today’s Marketing

How to make testimonials believable

To make testimonials believable, show who said each one with a full name, role, photo and source, keep the customer's own numbers and words, mix in proof that is hard to fake like video and screenshots, and show the count and spread of reviews. Saying how the quotes were chosen helps too.

Updated · By Blake Emal · 6 real examples, each linked to its source

What are the steps

  1. Show who said itFillout adds a role and Kit adds a date and source to each quote.
  2. Keep their numbersLemon Squeezy quotes conversion rates of 2.8% and 9.6% in the customer's words.
  3. Add screenshotsOpusClip pairs each creator quote with a screenshot of results.
  4. Show the spreadMemberstack counts reviews by source, like Product Hunt 81 and G2 40.
  5. Say how they were chosenAkiflow says its page is first-party and links to independent reviews.

How do the options compare

SignalWhy it builds trustReal example
Name, role, photoCheckable personFillout, Kit
Customer's own numbersSpecific, not vagueLemon Squeezy
Result screenshotsShows the outcomeOpusClip, beehiiv
Reviews by sourceNot just hand pickedMemberstack
Visible reactionsOthers agreedlemlist
How quotes were chosenHonest framingAkiflow

Where do these numbers come from

  1. Akiflow reviews
  2. Lemon Squeezy wall of love

Which real examples show it

Lead with a testimonial that has numbers
Lemon Squeezy

2. Lead with a testimonial that has numbers

A quote with a before and after number does the job of a case study in two lines, and it comes from a customer instead of the brand.

  1. Put the most specific quote first
  2. Keep the customer's own numbers in the quote
  3. Add a Get started button to the hero

Full breakdown · Source

Count reviews by source
Memberstack

4. Count reviews by source

Counting reviews by source shows the praise is spread across real platforms, the strongest answer to are these real.

  1. Add a stats bar with review count and rating
  2. Add filters by review source
  3. Show customer faces in the hero

Full breakdown · Source

Say how the reviews were chosen
Akiflow

5. Say how the reviews were chosen

Admitting the quotes are hand picked and pointing to independent reviews makes the page more believable, and the sections answer the questions buyers ask search and AI tools.

  1. Say how the testimonials were chosen
  2. Link to independent reviews
  3. Add a section on who it is best for

Full breakdown · Source

Keep the reactions on each post
lemlist

6. Keep the reactions on each post

Visible reactions and comments show that other people agreed with the post, which adds proof on top of the quote.

  1. Embed social posts with their reactions
  2. Add reviews that answer a set question
  3. Show the rating on each review

Full breakdown · Source

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What else do people ask

Should you edit testimonials

Only to trim length, never to change the meaning. Keep the customer's words and numbers as written.

Do anonymous testimonials work

Much less well. A first name and role at minimum, like Josh N., Director, Education Administration on Fillout, is better than no name.

Are logos enough

Logos help buyers recognize companies, as on Baremetrics, but pair each logo with a quote and a person.

Related answers

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