When it comes to winning new customers online, trust is everything. And in a world full of choices, people rely heavily on one thing before they decide who to call or book: reviews.
Whether you’re a plumber, personal trainer, accountant or dog groomer, your potential customers are reading what others say about you. They’re checking your Google reviews, looking at star ratings, and scanning your website for proof that you’re the right person for the job.
If you’re not using online reviews and testimonials effectively on your website, you’re missing a huge opportunity to build confidence, boost credibility and increase conversions.
In this guide, we’ll show you why testimonials matter, where to place them, and how to make the most of the reviews you already have.
Why testimonials work
Good reviews do more than make you look popular – they reduce buyer hesitation.
Here’s why testimonials help:
- They show real people trust your business
- They answer doubts before someone asks
- They give proof that you deliver results
- They add personality and relatability to your site
A visitor might not take your word for it, but they’ll believe someone who’s been in their shoes.
Where to collect reviews
Start with the platforms people already trust:
- Google Reviews – the most visible and trusted
- Facebook – especially good for local service businesses
- Trustpilot – useful if you’re e-commerce or offer a national service
- Yell/FreeIndex – useful for some UK local searches
Also collect direct testimonials via email, feedback forms or post-job follow-ups. Just make sure you ask for permission to use them on your site.
How to ask for a review
Asking for reviews doesn’t need to feel awkward. Most happy customers are more than willing – they just need a little prompt.
Try this:
- Send a short message after the job’s done: “Thanks again for choosing us. If you’re happy with the work, we’d really appreciate a quick Google review – it helps more than you know. Here’s the link: [your link]”
- Include the request in your invoices or follow-up emails
- Ask in person if you’re confident the customer’s happy
Make it easy, casual and quick. The simpler you make it, the more reviews you’ll get.
Where to add testimonials on your website
Don’t hide your testimonials on a separate page no one visits. Sprinkle them across your site where they support your key messages.
Best places to add them:
- Homepage – include 1 or 2 near your main call to action
- Service pages – use service-specific reviews that show results
- About page – include quotes that reflect your reliability or personality
- Contact page – use a review that reassures people you’ll respond quickly
- In your footer – use a review snippet or star badge on every page
You want reviews to appear naturally wherever someone might be deciding whether to trust you.
What makes a good testimonial?
Not all testimonials are equal. The best ones are specific, detailed and believable.
A great review usually:
- Mentions the exact service or product used
- Explains the outcome or benefit
- Feels genuine (not overly polished)
- Includes the person’s name and location
Example:
“Strategy8 redesigned our website and within two weeks we’d already had four new enquiries – we didn’t expect results so fast! Nath was easy to work with and explained everything clearly. Highly recommend.” – Sarah, Milton Keynes
Avoid vague praise like “great service” or “would use again” on their own – unless they’re part of a larger collection.
How to display reviews
Use a mix of:
- Short quotes – in boxes, alongside headings or CTAs
- Full testimonials – with a photo if possible
- Video testimonials – if customers are comfortable on camera
- Google review widgets – embedded to show live feedback
Don’t be afraid to format and highlight key phrases. Pull out the most powerful words and let them do the selling.
Using reviews for SEO
Adding keyword-rich testimonials helps your SEO without feeling forced. Google reads all the content on your site – including reviews.
For example:
“I found them when I searched for ‘kitchen fitters in Liverpool’ – they were the top result and now I see why.”
Search engines love fresh, relevant, trust-filled content. Reviews help tick all three boxes.
Social proof beyond testimonials
Reviews are one part of a bigger trust picture. To strengthen your credibility, also include:
- Logos of clients or media outlets (if you’ve been featured)
- “As seen on” or “Trusted by” badges
- Industry memberships or accreditations
- Case studies with real results
- Before-and-after photos or project galleries
These extra elements help create a full trust-building experience.
Common mistakes to avoid
- Using fake or anonymous reviews – these can do more harm than good
- Not asking for permission – if it’s a private message, always ask first
- Letting reviews get outdated – fresh reviews feel more real
- Not replying to reviews – engage with your reviewers, especially on Google
Final thoughts
In a crowded market, trust wins. Your reviews and testimonials are often the deciding factor between someone clicking “contact” or going elsewhere.
Use them well and they’ll do the heavy lifting for you – proving your value, calming doubts, and making it easier for people to say yes.
At Strategy8, we design websites that turn browsers into buyers – and smart testimonial placement is part of that. If your current site doesn’t show off your best feedback, or you need help collecting and displaying reviews the right way, get in touch for a free site review.
