Testimonials are powerful messages. For building trust, establishing authority to visitors and reminding current clients of why they made the right decision when they chose your law firm, testimonials are terrific. But like any other part of your website, testimonials have to be deployed strategically to have the desired impact: getting visitors to become clients.
Four to six testimonials are great. Twenty five are not so great. A library of detailed testimonials of how you solved a family’s pain points becomes your “Success Stories” section, if that is appropriate for your law firm. Too many testimonials on your home page, and you risk numbing the reader. Remember how short today’s attention spans are?
For the same reason, short testimonials will work better on your website than long, detailed pieces. The longer pieces can be used as success stories or, with the client’s permission, incorporated into press releases to highlight estate planning problems and solutions for the media. A few sentences is all you need.
There are good testimonials, and there are not so good testimonials. One that is convoluted, poorly written and laden with spelling errors should not make it intact to your website. Here’s the issue: you don’t want to edit a testimonial if you don’t have to. You want to let the reader see a genuine expression of gratitude for the help that your firm has provided. You want their voice to be authentic. Choose testimonials wisely.
Don’t ever, ever create your own testimonials. Besides, if you’re as good at estate planning and Elder Law as we say you are, you should have plenty of comments from clients who are raving fans!
Let testimonial topics vary. If one client has given you a testimonial about how you handled a complex estate matter involving trusts and blended family, make sure that others address different areas of estate planning and Elder Law.
Specifics count. It’s easy to use general “they’re great” testimonials, but a client with a special needs child will be more moved to action by a testimonial about a special needs family and the planning you did to protect their child and the family’s future.
Freshen it up every now and then. New visitors to your website won’t notice, but repeat visitors will. Not sure how often you need to make the changes? Submit a support ticket and we’ll review the client testimonials and let you know exactly what, if anything, needs to be done.
Consider video testimonials for maximum impact. For all the reasons that lawyer videos have a major impact on SEO and engaging clients, the same holds true for clients who are willing to go on camera, tell their story and explain how you helped them.