Displaying client reviews on your website is all about building relationships.  In order for prospective customers to trust you reviews should follow a set formula:

1. Credible

The idea behind using reviews from past customers is that you can SHOW rather than TELL prospects why they ought to use you.  After all, it's not just you blowing your own trumpet - your customers are also happy to recommend you.

2. Authentic & Attributed

Make sure that you use real examples in order to prove the authenticity of the review.  Reviews are more believable if you can show where they came from - so include your customer's name and perhaps a photo, in addition to a link to their website.

3. Specific & Enthusiastic

The more details your client includes of how you fulfilled their needs the better.  Encourage your clients to tell a story when reviewing you - giving real examples and including facts and figures.  After all, "I'm very pleased that Emma saved my company money" isn't as strong as, "Emma's service was invaluable in saving me money - having thoroughly reviewed my business, she recommended a fantastic printer and halved the brochure production bill!"

4. Diverse

The more client reviews you can get the better.  By displaying different testimonials across a range of products or services offered your reviews will appear more genuine than if all given by one customer. 

5. Approved

Always make sure that you ask permission from your customer to use their feedback and explain exactly how it will be displayed.  If your customers would happily recommend your service anyway, they will not mind putting their name to a positive testimonial for you. 

Online Word of Mouth

Being receptive to feedback will enhance your existing client relationships and turn your valued customers into advocates for your company.  By displaying reviews that are obviously genuine, prospects will get to know and like you, making them more likely to convert into your future customers!