Customer Testimonials: How to Collect and Use Them on Your Website

Customer testimonials are a cornerstone of building trust and connection with your audience. For small business owners and entrepreneurs, showcasing what real customers say about your products or services can make your website more inviting and persuasive. Let’s explore how to gather authentic testimonials, display them effectively, and use them to strengthen your brand.

Why Testimonials Matter

Testimonials are more than just something nice and flattering ― they act as social proof, showing potential buyers that others have had positive experiences with your business. When someone visits your website, they’re often looking for reasons to trust you. Testimonials provide that reassurance by highlighting real stories from real people. A study by BrightLocal found that 98% of consumers read online reviews at least sometimes when considering a purchase, with 76% doing so always or regularly. This shows how much weight customer opinions carry. For small businesses, a few heartfelt client testimonials examples can create a sense of reliability that rivals larger competitors.

Testimonials humanize your brand. They put a face — or at least a voice — to your business, making it feel approachable. This is especially important for entrepreneurs who may not have the budget for flashy marketing campaigns. A simple quote from a satisfied customer can resonate deeply with visitors.

Testimonials can influence how visitors interact with your website. A well-placed quote or video can make someone feel more confident about buying your product or booking your service. Testimonials also signal that you value customer satisfaction, which can encourage visitors to spend more time exploring your site or return for future purchases.

How to Collect Authentic Testimonials?

Gathering testimonials might sound challenging, but it’s a straightforward process once you know where to start. The key is to ask for feedback in a way that feels natural and respects your customers’ time. Here’s how to do it effectively.

Requesting Feedback

The simplest way to collect client testimonials examples is to ask customers directly. 

• After someone makes a purchase or uses your service, send a polite email asking for their thoughts. Keep the request short and specific — for example, “We’d love to hear about your experience. Could you share a sentence or two about what you liked?” Tools like Google Forms can make this easy by letting you create a quick survey.

• You can also ask for feedback in person or over the phone, especially if you run a service-based business like a salon or consultancy. Timing matters — reach out soon after the customer’s positive experience while it’s still fresh in their mind. 

• For businesses with a website, adding a feedback form on a “Thank You” page after a purchase can capture testimonials effortlessly.

Incentivizing Responses

Encouraging customers to share feedback doesn’t mean pressuring them. Offering a small thank-you, like a discount on their next purchase or entry into a giveaway, can motivate them to take a moment to write a testimonial. 

Be transparent — let them know their honest opinion matters, and you’re not expecting only glowing reviews. This approach keeps things ethical and builds trust.

For example, a small coffee shop might offer a free drink to customers who share a quick review. Just ensure the incentive doesn’t feel like a bribe, as authenticity is crucial when talking about testimonial examples for business.

Ensuring Authenticity

Authentic testimonials resonate because they feel real. Avoid editing customer words to sound overly polished or scripting what they should say. Let customers speak in their own voice, even if it’s not perfect. For instance, a slightly informal testimonial like “The team was super friendly, and my order arrived early!” feels more relatable than a generic “Exceptional service and prompt delivery.”

If a customer agrees, include their name, photo, or business title to add credibility. Always get their permission first to respect their privacy. This small step can make your testimonials feel trustworthy and personal.

Showcasing Real-Life Examples of Testimonials

To inspire you, let’s look at some customer testimonial examples that work well across different formats. These examples show how businesses use testimonials to connect with their audience, whether through written quotes or engaging videos.

Written Customer Testimonials

Written testimonials are versatile and easy to collect. They work best when they’re specific and highlight a benefit. For example, a small bakery might feature this quote on its website: “I ordered a custom cake for my daughter’s birthday, and it was a hit! The flavors were amazing, and the design was exactly what we wanted.” This testimonial is effective because it mentions a specific product (custom cake), an occasion (birthday), and the outcome (a hit with guests).

Another example comes from a freelance graphic designer: “Working with Sarah was a breeze. She nailed our brand’s vibe in just one revision.” This quote is concise yet highlights the designer’s efficiency and skill. Small businesses can use similar testimonials to showcase what sets them apart.

Video Testimonials

Customer video testimonials add a dynamic, personal touch. Seeing a real person speak about their experience can create a stronger emotional connection. 

For instance, a local gym might share a 30-second video of a member saying, “I was nervous about joining, but the trainers made me feel welcome. I feel stronger than ever.” The enthusiasm in their voice and their visible excitement make the testimonial compelling.

Another example is a software company featuring a client video: “This tool saved us hours of work each week. The support team was always there when we needed them.” 

Videos like this work because they combine storytelling with authenticity. You can record these with your clients using a smartphone or ask customers to submit their own clips.

Diverse Formats

Testimonials can vary by industry. A B2B company might use a detailed quote from a client’s CEO, like “This service streamlined our workflow significantly.” An e-commerce store could display short, snappy reviews next to product images, such as “Love this jacket — super warm and fits perfectly!” 

The key is to match the format to your audience’s preferences. Experimenting with different styles can help you find what resonates most.

Best Practices for Displaying Testimonials on Your Website

Once you’ve collected user testimonials, the next step is presenting them effectively. Where and how you display them can make a big difference in how visitors perceive your business.

Strategic Placement

Place testimonials where they’ll have the most impact. For example, featuring a glowing quote on your homepage can immediately build trust. Product pages are another great spot — a testimonial next to a specific item can reassure someone before they click “Buy.” If you have a checkout page, adding a short review there can encourage visitors to complete their purchase.

For service-based businesses, a dedicated “Testimonials” page can showcase a variety of quotes. Link to this page from your main menu so it’s easy to find. The goal is to make testimonials visible without overwhelming your website’s design.

Design and Formatting

Testimonials should stand out but blend with your website’s look. Use a clean layout, like a quote box with a subtle border or a customer’s photo next to their words. For video testimonials, embed them with a clear play button and a brief caption summarizing the content. Tools like Canva can help you design attractive testimonial graphics without needing design skills.

Keep readability in mind. Use a font size that’s easy to read and avoid cluttering the page with too many quotes at once. Highlight key phrases in bold or use italics to draw attention to specific benefits, like “delivered ahead of schedule” or “exceeded my expectations.”

Updating Regularly

Fresh testimonials keep your website relevant. Aim to add new ones every few months or after a big project. This shows your business is active and continues to satisfy customers. For small businesses, even swapping out one or two quotes every quarter can make a difference. Archive older testimonials on a secondary page if you want to keep them accessible without crowding your main display.

Here are some quick tips for displaying testimonials:

• Use real names or initials (with permission) to add authenticity.

• Break long testimonials into shorter, punchy quotes for readability.

• Test different placements to see what drives the most engagement.

Leveraging Testimonials for Marketing Beyond the Website

Testimonials aren’t just for your website — they can amplify your marketing efforts across multiple channels. For entrepreneurs, this is a cost-effective way to reach more people and build your brand.

Social Media Integration

Sharing testimonials on social media can expand their reach. For example, post a customer quote as an Instagram graphic with a photo of your product. A catering business might share a testimonial like “The food was a highlight of our event!” alongside a picture of a beautifully plated dish. Platforms like LinkedIn are ideal for B2B businesses, where a client’s endorsement can attract other professionals.

When posting, keep the testimonial short and pair it with a call to action, like “See more reviews on our website!” This drives traffic back to your site while showcasing customer satisfaction.

Email Campaigns

Incorporate testimonials into your email newsletters to engage subscribers. For instance, a retail store might include a customer review in a product launch email: “This scarf is my new favorite — so soft and stylish!” This can make your emails feel more personal and encourage clicks. Use testimonials sparingly in emails to avoid overwhelming readers. One quote per email, tied to a specific product or campaign, is usually enough to make an impact.

Case Studies and PR

Turn your best testimonials into detailed case studies for broader marketing. For example, if a client praises your consulting services, ask if they’d share more details for a success story. A case study might outline the problem they faced, how you helped, and the results — like “streamlined our project management process.” These stories can be shared on your website, in pitches to journalists, or with potential clients.

For small businesses, case studies are an effective way to demonstrate expertise without needing a big budget. They also give you content to repurpose across blogs, social media, and presentations.

By collecting and using testimonials thoughtfully, you can create a website that feels trustworthy and welcoming. Whether through heartfelt quotes, engaging videos, or strategic marketing, testimonials are a simple yet effective way to connect with your audience and grow your business.