August, 2005 - From WebsiteRevamp

Credibility: Currency Of Internet Part Two

Testimonials - Three More "Big T" Tips          

1. Let customer write it
2. What about TESTIMONIALS from Fortune 1000?
3. How to display them
   

1)  Testimonials - Let Customer Write It!

When you ask customer for a testimonial there is something that often happens:  customer says, "Why don't you write it and send me a copy to look over."  Resist temptation, don't! That is avenue of last resort. If you write it, two things can happen: 

1. What you write about yourself will probably not be nearly as flattering as what customer would write - we'll generally be more conservative.
2. f something happens in relationship at a later time testimonial becomes worthless.  There are several possible ways around this problem:  

• When you ask for testimonial be sure to include, "In your own words."
• Have a sheet prepared with examples of what other customers have written - that will stir creative juices.
• If you know your customer is a procrastinator, ask them to dictate it to you. While not a perfect solution, this is much better than having to nag 6 months later.  
  

2)  "What About Testimonials From Fortune 1000?" 

Yes, you want that testimonial but there is a major barrier: corporate policy which effectively says,  "You can't do that unless it passes through our legal and marketing departments."  (answer is always "No")  While not ideal, there is a way around this.  Ask your client if you can quote them and use just their title and a description of company such as:  "Marketing director of Mid-western Fortune 1000 manufacture of auto parts."  As long as there is nothing in description that would identify company, this solution will probably fly. 

3)  How To Display Testimonials 

There are several ways to display testimonials on a website:

Have a separate page for all testimonials and have a link to that page from main menu.  This is an OK way of doing this and simple to implement, but I think there are more effective ways. 

"in your face" solution:  I like idea of putting quotes in a right column and having those quotes reflect content of particular web page. Doing it this way insures that visitor will at least see some of quotes.  Here is one site where we have done this: http://www.gecconsultants.com (You can always have a MORE> link to a testimonial page after quote.)  ** Another "in your face" approach was taken here: http://www.profitmarginsinc.com client quote is used as lead-in to pages describing services; a very effect approach.  HAVE A GREAT LABOR DAY WEEKEND.

OK, we've used up our 60 seconds for this newsletter.  We'll continue with MORE CREDIBILITY TIPS next time:  Meanwhile, there's another credibility issue you can read about on our website: "Visual Design & Credibility: How Much Does it Matter?" http://websiterevamp.org/website-visual-design.shtml  

Thanks for sticking around

William R. Stocking CMC (Just Bill to most of you)

Unabashed Self Promotion

World class websites need not cost a lot.  We've spent last 18 months developing a methodology that saves time and money in BOTH design process and in future maintenance.  HERE'S A SMALL PART OF WHAT WE DELIVER AND HOW WE DO IT:  -- With a little training, An OWNER CAN MAINTAIN THEIR OWN WEBSITE if we do design work.  Changes and additions in content won't require a webmaster.  -- XHTML and CSS coding is used - XHTML with CSS is successor to HTML. Your new site isn't obsolete day it's launched.  -- CUSTOM TEMPLATES specific to your site is used for page designs. Templates make it easy to quickly change design elements of a site. Templates also insure uniformity of design from page to page.

2006©William R. Stocking
All Rights Reserved
If you wish to reprint this article or pass it on to someone else we ask you to use the whole article, unaltered.

William R. Stocking CMC* is a Founder and Director of http://www.websiterevamp.Org. He isn't a new-comer to the Internet; Bill has been involved in the design, re-design and deployment of websites since 1996. How many? He's lost count. Bill is also the author of over 80 magazine and newspaper articles on small business technology.

*CMC (Certified Management Consultant) is the certification mark awarded by the Institute of Management Consultants USA and represents evidence of the highest standards of consulting and adherence to the ethical canons of the profession. Fewer than 1% of all consultants have achieved this level of performance.  

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