Technology / Business websites

PAST FAVE: The one website addition that will instantly boost enquiries

Are you getting good traffic to your website but limited enquiries? Add video testimonials to your home page and watch your leads soar.

4 January 2017 by

In 2009 I wrote the copy for a new client’s business website. Two weeks after uploading the copy, she provided this positive feedback: “I can’t keep with the enquiries!”

Was it purely the copywriting that increased conversions? Well, persuasive copy helped a lot, but it wasn’t the only factor.

Did she get a fancy new website design? Nope.

So, what made such a big difference?

Video testimonials.

You see when I initially assessed her website I saw a handful of video testimonials tucked away on a back page. I immediately advised her to move them to her Home page, which is where they are to this very day – still converting readers into customers seven years later!

"Two weeks after uploading the copy she provided this feedback: “I can’t keep up with the enquiries!”"

To me, video testimonials are one of the most powerful conversion tools. They’re featured on many websites, and in fact, they’re one of the first things you see on my own home page.  Video testimonials should make a dazzling appearance on yours too.

Why are video testimonials so powerful?

Authenticity.

It’s relatively easy to write a fake testimonial, even though it’s frightfully illegal and usually glaringly obvious.  It’s not as easy to fake a video testimonial. They’re real. They’re raw. They’re persuasive. They provide what’s known as social proof, which is basically a fancy term for the act of building trust by showing potential customers how much existing customers love your products and/or services. This proof provides reassurance and excitement, which encourages people to buy.

How to get video testimonials from busy or reluctant clients

1. When asking for video testimonials, point out the benefits to your client.

Providing a testimonial can be beneficial for the testimonial giver, especially in business to business situations. Perhaps the video promotes the client’s services to a new and expansive audience? Maybe a link back to their site will be useful?

2. Provide advice on how to create the video testimonial

If you have in-person meetings with clients, it’s easy to take video footage of your client’s testimonial on your phone and then upload it to your website. But what happens if, like me, your clients are national and international, and you don’t have face to face meetings. In this situation, it’s important to provide guidance.

Want more articles like this? Check out the business websites section.

There are many ways to ask clients to provide video testimonials. In my case, I ask clients to record themselves on their phone or computer and then upload the file straight to Dropbox. Dropbox is a file sharing site and the basic account is absolutely free.

Alternatively, simply Google ‘video testimonial apps’ or ‘video testimonial software’ and check out the many tools to help you easily get video testimonials from your clients.

3. Provide pointers about what they can say

People may be talkative and friendly, but put them in front of a camera and they can look like Johnny Depp talking about biodiversity.

  • Depending on the client’s personality, you can do any of the following:
  • Tell them to simply speak from the heart.
  • Point out an email featuring their positive feedback, and ask them to echo the same points.
  • Ask them to finish this sentence: “The reason I’d recommend name from business name for service/product  is because …”
  • Ask them for a case-study type approach, covering: their problem, the solution and the outcome.

4. Remove pressure about the length of the testimonial

One of the video testimonials on my home page is just 22 seconds long. It’s perfect. It doesn’t need to be one second longer because my client says everything he needs to say. I tell my clients their video testimonials can be any length, which releases a lot of performance anxiety.

Video testimonials are powerful and persuasive. Put them on your website and watch your enquiries soar.

Do you have video testimonials on your website? If not, what other trust-building strategies do you use?

Lucinda Lions

Lucinda Lions is the owner and chief copywriter at Lion Writing. She writes persuasive, compelling and engaging website copy that converts visitors into customers. All copy comes with a 100% Lion-Clad guarantee. She is also the owner and chief tagline writer at Slogan Creator. You can also find Lucinda on Facebook.

Comments

  • Great article Lucinda. My marketing team has been on at me for years to get video testimonials in place and your article has convinced me to finally bite the bullet and get it done!

    • Hi Neil, that’s fantastic news! You’ll reap the benefits of the video testimonials for years to come. Thanks so much for letting me know! 🙂

  • Salina Hainzl

    Awesome idea, Lucinda. I have used SpeakPipe for audio testimonials. Pointing out the benefits and how to are great tips to encourage reluctant testimonial givers 🙂

    • Thank you so much for sharing your recommendation, Salina, and for your kind comments. Audio testimonials are a good option too. 🙂

  • Lisa Cropman

    Interesting Lucinda. Between asking clients for a LinkedIn recommendation and a Google review, I’ll have to slip in a video testimonial request… Perhaps asking them to choose 2 out of the 3 will be the way to go!

    • Hi Lisa, thanks for your comment! Providing a choice is a great idea, just be prepared that a video testimonial may be the one they LEAST want to provide. 😉

  • As a rural Solo’ist with limited bandwidth – I don’t need the extra downloads – music, videos, graphics – don’t make them ‘automatic’, please!!

    Don’t forget to add subtitles for those of us D/HoH – or those who have the sound turned off 🙂

  • David Wenner

    Good read. Will be sharing with our customers and followers.

    If you are interested in using video testimonials in your website, check out our product VocalReferences (www.vocalreferences.com).

  • Dave watkins

    Great post and the results you have published are quite helpful to truly appreciate the impact video has. There is an app for that! FeedYak provides the ability to capture and share customer testimonials and feedback. https://itunes.apple.com/us/app/feedyak/id955223883?mt=8 or https://play.google.com/store/apps/details?id=com.feedyak.feedyak.

  • Video testimonial is one of the great weapon for boosting web leads instantly, but taking it from happy client is quit challenging for anyone.

  • Great advice Lucinda. We all hear the hype about the benefit of using videos but trying to work out where and for what reason can be a challenge. Video testimonials on your home page certainly makes sense.
    It’s early days for our business so we may not be able to use testimonials but it has certainly prompted me to look at some other options, maybe some short case study type videos of people benefiting from the concept we are promoting “Working From Anywhere”. We already have guest bloggers telling their “WFA Real Life Story”. This way we could have people giving testimonials of the actual concept as opposed to our business.
    Thank you for sharing, I’ll share you post to our community.

99,093 people use Flying Solo to help them create a business with life. Do you?

Connect with Flying Solo

Explore the benefits of membership