How to Use Testimonials and Reviews to Win More Business

Social proof — the tendency to look at what others have done to inform our own decisions — is one of the most powerful psychological forces in marketing.

Testimonials and reviews are social proof in its most potent form. Here's how to use them strategically.

Why Reviews Are So Powerful

• 93% of consumers read online reviews before making a purchase decision (BrightLocal)
• Displaying reviews increases conversions by an average of 270% (Spiegel Research)
• 72% of consumers won't take action until they've read reviews
• A business with a 4.7-star rating gets more clicks than one with 5.0 stars (suspiciously perfect)

The Difference Between Testimonials and Reviews

Reviews — Collected on third-party platforms (Google, Trustpilot, Checkatrade). Perceived as more credible because they're harder to fake.

Testimonials — Collected directly and displayed on your website. You control the placement and presentation.

Both are valuable. Together they're powerful.

How to Collect More Testimonials

For Reviews:

• Create a direct Google review link
• Ask immediately after a positive outcome
• Follow up with a personal message including the link
• Add the link to your email signature, invoices, and business cards

For Testimonials:

• Email clients 1–2 weeks after project completion
• Ask specific questions: 'What was the result?' not just 'Were you happy?'
• Offer to draft something for busy clients based on your conversation
• Get permission to use their photo and full name

How to Display Testimonials Effectively

On Your Homepage

Include 2–3 strong testimonials prominently. These should specifically address the main concern of your target customer.

Near Your Calls to Action

Place testimonials directly before or after your contact form, booking button, or pricing table. This is where hesitation is highest.

On Service Pages

Include testimonials from clients who specifically used that service.

On Your Testimonials Page

A dedicated testimonials page with 10–20+ reviews builds deep credibility for visitors who are doing thorough research.

The Anatomy of a Compelling Testimonial

Weak testimonials say 'great service, would recommend' — every business has these.

Strong testimonials include:

• A specific problem that was solved
• A specific outcome or result
• The reviewer's full name and location or company
• A photo of the reviewer

Example of a strong testimonial: 'We went from getting 2–3 enquiries a week from our website to 10–15 after OWD redesigned and optimised it. The investment paid for itself within the first month.' — James Miller, Farnham Plumbing Services

Using Reviews in Google Ads

Google Seller Ratings and Review Extensions can show your star rating in Google Ads, significantly improving click-through rates.

We Have 61+ Five-Star Google Reviews

At OWD Web Design, we practice what we preach. See what our clients say about us and get in touch to join them.