Because we’re living in a cynical shopping age, Testimonials on your website have become more important. Your copywriting firm (all over the world-Melbourne to Toronto) knows this, but do you?
Unfortunately, the term “testimonial” tends to connote (disdainfully, for some audiences) an image of a preacher thumping some holy writ text and declaring evidence for his deity. That’s not the kind of testimonial I mean.
Testimonials should be given by customers to companies. Testimonials create trust with your audience as they show the typical experience your customer has with your company. By nature, testimonials should never be purchased, but given sincerely.
Because, like the rating system on E-Bay, testimonials in your SEO website copy show evidence for people’s experience working with you.
Unfortunately, because we grew up learning to write in an academic culture (and few can claim that they mastered it) customers aren’t’ always able to write meaningful testimonials for us. And you don’t want to have a whole bunch of testimonials just saying the same thing, or being “fluffy”: which is, to say something that doesn’t really tell the stranger on your website much about what it is like to really work with you.