Research Note #09
Why Testimonials Usually Fail
Most testimonials are completely useless. Not because testimonials don't work — they do. The problem is that most testimonials don't actually tell us anything. 'Great service' tells us nothing about what service, what happened, or what result was achieved.
The Problem With Generic Praise
Most testimonials focus on the business. The best testimonials focus on the customer.
Weak: 'Excellent company. Very professional. Highly recommend.'
Strong: 'We increased enquiries by 37% within three months and finally stopped relying on referrals for new business.'
The second one works because it's specific. It tells a story. More importantly, it helps future customers imagine what success looks like.
How To Fix Your Testimonials
When you ask for a testimonial, guide the response:
- What problem were you experiencing?
- What specific results did you see?
- What would you say to someone considering working with us?
Practical Takeaway
Review every testimonial on your website. If it could appear on any competitor's site without changing a word, replace it with something specific.