Testimonial pages can serve as an important platform for building trust and encouraging conversions. According to the Law Gazette’s Legal Service Consumer Panel, almost a quarter of those surveyed stated that they didn’t trust lawyers, to tell the truth. So testimonials can go a long way to help dispel this viewpoint.
Some of the most successful sites on the internet are review sites such as Trip Advisor or Trust Pilot; these sites can have a massive influence on consumers. The success of these sites also highlights how culture has become review-oriented. Research by Bright Local has also found that 88% of consumers trust online reviews as much as personal recommendations.
So how can your client testimonials help your firm’s site visitors convert?
Testimonials can be collected in three ways
- Customer quotes
- Social media
Customer quotes are short sentences or paragraphs written by real customers – attributed to a name, location and will ideally have a picture of the customer or client in question. When it comes to law services, clients may understandingly be reluctant to give information that may identify them, so it is possible just to use a first name and general location such as Holly, North West. However, customer quotes with both an image and specific location are better.
Video has become a leading medium of content on the net. According to Invodo, 74% of all internet traffic will be video in 2017 and 52% marketers name video as the type of content that has the best ROI. So, creating video testimonials should be an important part of your digital marketing strategy.
Another way to show real reviews is by embedding your social media reviews into your site. These reviews may have been sent to you via your Facebook page or Twitter account. As these kinds of reviews are hard to fake they can go some way to help reassure your potential clients.
Testimonial pages are also useful for SEO as they are another indexed page on your website containing content with the keywords you are trying to rank for.
If you are a full-service law firm, then you will have different testaments for different aspects of your business. To help your customers sort through these quickly you can either implement a filter to sort testimonials by category or have a testimonial page under each service category you offer.
Testimonials, whether they be text or video, are a simple way of building trust with your potential clients. If you want more tactics to help your firm convert its web visitors, download our eBook here!