The importance of client testimonials
When you’re hiring a graphic designer, what do you look for?
Their portfolio? Sure, this is perhaps the most important aspect when deciding who to work with. There are other aspects, however, such as pricing, timeframe for completion, communication and experience, but who’s to say you can trust the designer in the first place? After all, they could be leading you up the garden path by stretching the truth.
You want to know who else they’ve worked with, and what their working relationships have been like. You want to know that your hard-earned money is in safe hands, and that once you pay the initial deposit, the designer isn’t going to ride off into the sunset.
Don’t just take my word for it
This is where client testimonials play a pivotal role. They can act as the decisive factor when one designer is chosen over another. Here’s a link to an article about how word-of-mouth endorsements can improve the credibility of your website: Testimonials: Friend or foe?
Yesterday I added a new page to my website, focusing specifically on a few of the client testimonials I’ve received. View my testimonails here.
It’s not that I’ve suddenly realised their benefit, but previously I had these endorsements tucked away at the bottom of the hire me page. However, who’s to say that potential clients aren’t simply skipping past them? After all, some might first view my design portfolio, then decide to contact me for further information.
Now, if you look at the top (and bottom) of my website, you’ll notice a new addition to the navigation menus – my testimonials page.
For some time, and rightly so, there has been a general stigma about testimonials, and it’s easy to let them do more harm than good. A lot of companies write fake testimonials, given by fictitious people in a random location, thinking that the more of these on show, the more people will believe their product or service is worth buying. This couldn’t be further from the truth. Fake endorsements of your product or service can be very easy to spot, and there are few faster ways to turn-off a potential customer.
It’s for exactly this reason that I do two things to help improve the credibility of my client testimonials:
- I provide a link to the client’s website
- I show a photo of the actual person (where available)
Two very small details, but ones that make a very big difference.
If you’re looking for an example of how not to post testimonials, look no further than the DVDDropShip example. That’s why you should get permission before using a photograph – especially if the person in the photo doesn’t even know who you are!
Even with the addition of this new page to my website, I still can’t be sure that someone will click on the button to read what others have to say. This is why it’s a good idea to drop your testimonials on the actual portfolio entries too, like I’ve done in my Fidelity Hearing Center logo design article.
I’ll also be making further site tweaks in the coming weeks. One of those was suggested in a recent review of my website by Tung Do of wpdesigner.com. He kindly took the time to offer suggestions for improvement, and said I should show testimonials in a sidebar on my portfolio page. That way, people can read a sample of endorsements whilst looking through the projects I’ve completed.
Have your say
Have you seen any examples of good / bad practice by companies showing client quotes? Is there anything you’d improve about my testimonials page? I’m always looking for new ways to improve upon my website, and your feedback is greatly appreciated.
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19 spot-on reader comments to “The importance of client testimonials”
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Hi David, I think making the testimonials a more prominent feature on your site is a good move. With our new site, one of the main aspects of our re-design was to have a testimonial display at the top of most pages, along with a testimonial page for all of them.
This is something the old site was really lacking, and we are now trying to get pictures of the clients for them. One client also said that he would be happy to organize a video testimonial for me which is definately something I think I will look into in the near future. A video testimonial cannot be faked! That seems like the best way to do it….although a little time consuming.
What are your thoughts on a video testimonial?
ps. I have now started playing with Wordpress on a new site, and I am shocked at how much more powerful it is than blogger. I played with expression engine also, and compared it to wordpress…..right away I was leaning towards wordpress….and I am now building my personal blog outside of the company using this platform.
cheers
Brian Yerkes’s last blog post..Logo Design Fort Myers | Victory Marketing Agency
Good move.
You’re right about highlighing testimonials on a creative professional’s website.
And by providing “atleast” a link to the person who gave it, that makes it look much more credible.
Besides that aspect, I’ve been trying to find a better way to show/provide past client testimonials for future/potential clients and I thought of something new. Some of my clients don’t have a website to link to so I had to figure out other ways to do this.
I’m not sure if you know your clients locally, but what I’ve been doing is recording a 15 second or so long tape having them tell me their honest opinion of how they felt about my services, and if they would recommend me to another. It gets pretty funny after a while, and my clients thought it was the most creative thing ever.
This method has been working quite well and hope to add this to my blog in the next design revision.
A video testimonial would make for a creative feature, though as you rightly say, it’s time consuming. If an overseas client created a video for me, I’d feel compelled to use it, due to the time they’ve taken over it. But what if the standard isn’t great? Not an ideal situation to be in. Of course, I’d be sure to use a local client so I could be at least partly involved in the creation, and I’m guessing it’s the same for you too.
Off-topic, I’m not all that familiar with how Blogger works, but I’ve heard that it’s limited compared to WordPress, so I’m glad you’ve tried out the switch.
Ptah,
Nice way around those clients without websites. I’d be interested to see this on your blog after the design revision.
It’s a very strong addition to your blog David.
Particularly like the usage of accompanying images that puts a face to the comment. Even though some are immistakably screen captures it’s adding a measure of weight to their words. And I doubt a standard Avtar would do likewise.
Regan’s last blog post..Bullfrog Music special: February 2008
Hi, David -
I *really* love the photo addition to the testimonials…I don’t know why that never occurred to me! They make them more real when we can see the face of the person behind the words!
Tammy Lenski’s last blog post..Think differently about thorny problems
This is something I really should get onto, thanks for the reminder. I never realised how important it is. You have some very kind testimonials on your website as well, very inspirational. I have added it to my to do list. You still haven’t submitted an entry to the contest from David Airey ;)
Jacob Cass’s last blog post..Goals, Achievements & Pit Falls of Just Creative Design
I already have this thought of creating a special page for client’s testimonials. But I can’t find the proper way to present it.
Thanks for giving the examples, David.
Firewalker’s last blog post..4 Must Have Firefox’s Extensions for Website Designer
David, I’m thinking more and more about this.. what are the benefits of having client testimonials on a separate page rather then having it on your “hire” page, or even “portfolio” page?
I’m glad you approve. You’re right about the screen captures, and Nate Whitehill’s photo in particular was lifted from one of his YouTube video podcasts. Not ideal, but I think it’s more effective than text only.
Tammy,
I agree that the testimonials seem more real with an accompanying picture, and thanks again for your very kind endorsement.
Jacob,
Looking forward to reading your own client testimonials, and you’re very welcome for the reminder.
Didik,
No worries buddy.
Ptah,
I think the ideal way to present your testimonials is to show them on a separate page and within your portfolio, as I mention above.
Testimonials are an essential element for building trust.
When someone comes to your web site with the intent of hiring you… they’ve got all kinds of WIIFM (What’s In It For Me) questions running through their head.
While you can try to “answer” those questions (and you should), it’s always nice when a satisfied customer can provide support for the answers you’re giving.
I once hired a designer who gave me an impressive list of his “work”. When he presented the assigned project to me, it was OBVIOUS he hadn’t done the work listed on his web site.
As for testimonial presentation…. I recommend that clients “sprinkle” those THROUGHOUT their web presence in addition to giving them their own page.
When people are considering hiring you, they’re certain to go to your testimonials page. However, people who are “in process” of researching need to see those testimonials as well.
In other words, as you’re creating a post, slip in your own little “testimonial” ad for your own service in addition to listing them on your testimonial page.
A huge problem with featuring testimonials is that the shysters have seen their “power” and have no problem creating fictitious ones. I think that’s why the pictures help to “authenticate” the testimonials.
I have a client who features video of his client’s testimonials. It’s painfully obvious that these are NOT rehearsed and are NOT professionally produced… and personally, I think it adds to the “validity” of them. There’s no doubt these are “real”.
Kathy’s last blog post..Customers can’t measure quality….
David
As everyone agreed on your post, testimonials pays a major part in selecting a individual or company for any kind of work. Even though this sounds obvious …lot of us miss out on this (including me) anyway its time to get started!
Julian
Word of mouth is the best form of advertising, that is until you mess something up big….then it’ll be your enemy lol.
Sean’s last blog post..Quick Photoshop CS3 Trick – Duplicating Layer Masks
Never post fake testimonials. You will get caught out, just like this company (DVD Dropship / Dropshipland) did:
http://www.netprofitstoday.com/blog/how-not-to-post-testimonials-dvddropship-example/
http://www.thewholesaleforums.co.uk/forum/dropshipping-discussion/17066-dropshipland-com.html#post145683!
I think that client testimonials CAN play an important role in advertising your services, but personally, and like many aspects of the web, dishonesty is abound—and prevalent in even prestigious looking sites.
There are some of you stating that testimonials can’t be made up? Of coarse they can. Some folks may even search the net for testimonials to copy and paste. I can’t prove this, but look at this example - i’ve seen a fair few logo design sites out there boasting portfolios containing hundreds of logo designs (no sites mentioned) , making out there are professionals because of this. But, if you go to the web sites of these alleged client customer logos are from, you’ll find not their design, but some other! Why—because the logo portfolios are full of failed design concepts that clients actually rejected from logo design contests at SitePoint, etc (just google the company names).
So, the next time you want to enlist the services of a company based on testimonials, I think it’s a good idea to be prudent and do a little research first.
Andrew Kelsall’s last blog post..There’s No Feeling for the Cub Scouts’ Album Art
@Andrew Kelsall:
Your totally right.. I’ve seen hundreds of websites boasting client testimonials for their products, not just logos.. the most prevalent of them all are landing pages trying to sell some bogus product. For some odd reason though, I love laughing at those kinds of people trying so hard but its so obvious their fake.
And because of the massive amounts of dishonestly on the web, it’s going to be harder for legitimate people like David for example to have client testimonials too. But what he’s doing with his testimonials in addition to his popularity status for logo designs and his blog, I think his credibility is far from questionable.
It helps tremendously that David’s niche is design.
A well written testimonial, good quality picture and a live link to the client’s site showing the new design in use is probably the bext case scenario of most niches. I’m not able to do that with mine.
Regan’s last blog post..vintage Leslie 122 speaker for sale
Sorry to learn of your prior hiring experience where the designer wasn’t responsible for the work he claimed. I’m sure it’s not doing said designer any favours at all.
Julian,
Why not add some testimonials to your ‘read more’ sections in each portfolio piece? You could always add one or two to the homepage as well (something I’ve thought about, although I’m not sure it’d be the right fit for my homepage.
Sean,
You certainly can’t rely on word of mouth if you’re doing a bad job! ;)
Brian,
Sickener for those people to get caught out like that. You missed that I mentioned one of the examples in my article.
Andrew,
I’m not sure who was saying that testimonials can’t be faked, but you’re right that you need to be wary. Doing your research is a great suggestion, I’m sure everyone would agree.
Ptah,
Great news that you’re not questionning my credibility. ;)
Regan,
The design niche certainly helps, especially as the majority of my work nowadays is displayed online in some shape or form. Perhaps one day I’ll add video testimonials into the mix.
I am going to have to use testimonials, at the moment I am looking at ways of having our cliental website better portrayed and this would probably be one of the best ways.
Thanks
Jermayn Parker’s last blog post..Does owning a gun make you a cop?
I have seen your testimonials section before David and I my first impression was that it looked most professional. I have not got any on site testimonials as I have a link else where for my reviews but have been planning an on site testimonials page for sometime. After reading this article I think it’s probably time I added the page. Thanks for the post.