How to Use Testimonials to Build Trust and Drive Sales

By Susie Taylor | Contributor WBN News | 20 July 2025

Testimonials can do more than boost your ego. They can build trust, drive conversions, and differentiate your brand when used with strategy and heart.

What’s more powerful than telling people how great your business is? Letting someone else do it for you.

Testimonials, when used with intention, become one of your most persuasive marketing tools. They build instant trust, demonstrate real results, and give your potential customers the confidence to move forward. But many business owners collect testimonials the wrong way: generic, vague, or buried deep on a forgotten webpage. Done poorly, they’re forgettable. Done well, they’re fuel for conversion.

Here’s how to use them the right way.

Choose Stories, Not Just Stars

The best testimonials go beyond surface-level praise. Instead of “Susie is amazing!” look for feedback that reads like a mini case study: What problem did the client face? What solution did you provide? What changed as a result? That story arc gives your audience something to see themselves in, and makes your value feel tangible.

Be Strategic with Placement

Don’t hide your testimonials on a separate “praise” page. Integrate them throughout your marketing: on your homepage, under service descriptions, near calls to action, inside sales funnels, and in nurturing email sequences. Let social proof do its job where it matters most: at the decision point.

Keep It Real

Today’s buyers are savvy. They can spot overly polished or generic feedback a mile away. Authentic testimonials include emotion, personality, even a little imperfection. They sound like a real person talking, not a script. The more believable, the more impactful.

Ask Better Questions

Want better testimonials? Ask better questions. Instead of “What did you like?” ask:

What made you decide to work with me?
What were you struggling with before?
What changed during or after our work together?
What results or benefits have you experienced?

These open-ended prompts invite deeper reflection and more meaningful stories.

Highlight the Transformation

A testimonial isn’t just about the experience. It’s about the outcome. Whether it’s increased revenue, renewed confidence, or newfound clarity, highlight the transformation your work made possible. It’s that transformation that sells.

When your clients speak from the heart about how their life or business changed, they don’t just validate your work. They amplify your message in a way no ad copy ever could.

So don’t just collect testimonials. Curate them. Strategically place them. Let them tell the story of your business, one satisfied client at a time.

Contact Susie Taylor: susie.taylor.writer@outlook.com

#Storybrand #Testimonial Strategy #Marketing Tips #Authentic Marketing #Small Business Growth #Client Success #Content That Converts