We often see Australian SMEs underutilising one of their most powerful conversion assets: customer testimonials. They’re not just ‘nice to haves’ – strategically placed and presented testimonials directly influence purchasing decisions. Many businesses collect them, but few truly optimise them to drive results. Let’s look at how to make your testimonials work harder for you.

The key is moving beyond simply displaying quotes. Think about how potential customers navigate your website and where they need reassurance. That’s where testimonials become incredibly valuable. Here are a few insights to maximise their impact:

• Specificity beats general praise: “Great service!” is weak. “We increased leads by 25% within three months of using their SEO services” is powerful. Focus on testimonials that highlight tangible benefits and quantifiable results.
• Use video testimonials: In 2025, video continues to dominate online attention. A short video of a happy customer is far more engaging and trustworthy than text. Even a simple phone recording can be effective.
• Match testimonials to the buyer’s journey: Different testimonials resonate at different stages. Early-stage visitors might respond to testimonials addressing pain points, while those further down the funnel need reassurance about ROI and implementation.
• Include photos and full names: Anonymity breeds scepticism. Real faces and names build trust. Always get permission, of course, but a professional-looking headshot adds significant credibility.

Don’t hide your testimonials on a dedicated ‘Testimonials’ page. Integrate them throughout your website – on landing pages, product pages, and even your homepage. Consider using testimonial carousels to showcase multiple voices without overwhelming the page. Think about where a potential customer might hesitate, and place a relevant testimonial nearby to address that concern.

Finally, actively solicit testimonials from your happiest customers. Make it easy for them by providing a template or even offering a small incentive. Regularly reviewing and updating your testimonials ensures they remain relevant and impactful. By treating testimonials as a core conversion element, rather than an afterthought, you’ll see a noticeable improvement in your website’s performance and, ultimately, your bottom line.

To get started, audit your current testimonials. Are they specific? Do they include photos? Are they strategically placed? Identifying areas for improvement is the first step towards unlocking their full potential.