Importance of Testimonials in Copywriting

Introduction

Testimonials are the best way to present the credibility of a product. A good testimonial will provide a personal account of how the product helped them. A testimonial may sound like an advertisement, but it’s actually written by someone who had a good experience with your product or service.

Testimonials are proven to have higher conversion rates than other types of copywriting. Testimonials show that people care about what you’re offering and they’re willing to do more research on your behalf.

Rare is a microsite that really hits the ball out of the ballpark with testimonials so many and so good that they almost sell the product by themselves.

An Example

Here is one such microsite that should be studied by all copywriters and marketers as to how the testimonials should be handled:

https://www.losethebackpain.com/backpainreliefguide.html

1) There are so many customer statements on this website that you cannot even count. You end up saying “I’ll be darn – even if only half of them are telling the truth it still is amazing!”

2) Almost all of them are accompanied by real names, real towns, and PHOTOS of real people. Very effective. The fact that some of them are riding horses or in sports gear earns EXTRA BONUS POINTS since this is a site about getting rid of back pain.

3) There are quite a few sound files, ready for you to listen. Now you decide ALL of the testimonials must be true.
Also note how they are offset from the main body text with a light green screen. It is important to visually differentiate the testimonials from the rest of the text for easy reading.

By the time you reach the end of the page, you FEEL that this product works, definitely. That’s the power of customer testimony.

Conclusion

Testimonials can draw a lot of attention and trust from potential customers. This is why it is important for copywriters to get testimonials from satisfied customers and use them in their copy.