CORNERSTONES
TO BUILD A SUSTAINABLE WEBSITE PRESENCE.

You have poured your heart, soul, and countless cups of coffee into your small business. You turned your passion into a daily hustle and took your leap of faith into the business world.

You’re not just a business owner; you’re a dream chaser, a risk-taker.

But you’re missing out if your potential clients don’t know about the magic you’re weaving behind the scenes.

It’s time for authentic, heartwarming, and conversion-boosting tales that showcase how you transformed clients into loyal fans.

The Significance of Testimonials

Testimonials play a pivotal role in the success of your business. Why? They provide valuable information that future clients need to decide whether they want to work with you.

Approximately 9 out of 10 clients read online reviews before choosing a service or product. Further, 87% of people use Google to research local businesses.

Testimonials (aka social proof) are more than words on a page—they are your brand’s best trust-building and credibility tools.

Another perk is receiving valuable feedback on how your business is perceived. Do you need to change your services, processes, or staff? Can you implement changes that will enhance efficiency? What can you continue to do or invest in to provide the best client experience?

Feedback from your clients bridges the gap between uncertainty and confidence, so you connect with your ideal clients.

Choosing the Right Questions

To collect compelling testimonials, you need ask the right questions. Your questions should resonate with both your business and your clients.

Here are a few sample questions to consider for your testimonial requests:

• What made our business stand out to you and persuade you to choose our company?
• How has our service improved your life or business?
• What specific results or outcomes have you experienced since working with us?
• What was your favorite part about working with us?
• What do you wish we had done differently for you?
• What would you say to your best friend if they were looking for our services or products?

Looking for more testimonial ideas? Download my free guide “The Art of Testimonials!”

Types of Testimonial Requests

There are various ways to collect testimonials, including:  

1. Immediately After Sale

Leverage the client’s excitement right after a sale to request a review or feedback.

• Email Automation

Set up email automation for testimonial requests. Automation benefits both you and the client. You can time the email based on the sale or service, ensuring clients can respond at their convenience.

• QR Codes

Add QR codes to invoices, thank-you cards, business cards, and more. These codes can lead clients to a survey or your authentic Google Review link on your Google Business Profile.

• Text Messages

Send personalized text messages asking for reviews. Timing is key; send the request soon after the experience before enthusiasm wanes.

• Surveys

Include testimonial requests in post-purchase or post-service surveys. This is particularly helpful if you are gathering data about a specific service or looking to learn more about the overall experience.

• Video Testimonials

Many clients are comfortable and prefer video testimonials to share their feedback. Companies like Boast, Testimonial Hero, and Storyprompt offer video testimonial services (no affiliation). Plus, you can provide clients with questions in advance to guide the conversation.

• Social Media Engagement

Engage your audience by sharing success stories and asking for testimonials during specific campaigns.

• Google Reviews

Google Reviews are one of the most vital forms of social proof you can have. Request reviews using your unique Google Review link to ensure authenticity. Be sure to adhere to Google’s policies—read here for more on review gating.

Creating Impactful Testimonial Snippets

To make the most of your testimonials, consider transforming them into concise, impactful snippets. These snippets are like movie trailers for your brand, leaving readers wanting more while conveying your service’s value and satisfaction.

• Identify Key Messages: Begin by identifying the core messages within the testimonial. What is the main point or sentiment the customer is expressing? Look for phrases that resonate with your brand’s values, strengths, and unique selling points.
• Highlight Specifics: Select specific details that showcase the tangible benefits of your product or service. Focus on measurable results, such as time saved, money earned, or problems solved. Specifics make your testimonials more convincing.
• Craft a Headline: Compelling headlines or taglines encapsulating the testimonial’s essence can be impactful. Make it concise and capture the reader’s attention immediately.
• Emphasize Emotional Impact: If the testimonial contains an emotional element, don’t overlook it. Emotions resonate with readers and create an authentic connection.
• Keep It Brief: Aim for brevity. Snippets should be short and to the point. In most cases, one to two sentences are sufficient to convey the testimonial’s message.
• Add Visuals: Accompany the snippet with relevant visuals or images that enhance the message. Visual content increases engagement and makes your testimonial shareable on social media.
• Consistency is Key: Maintain a consistent style for your testimonials. Use the same font, color scheme, and design elements for a cohesive look across your website or social media.
• A/B Testing: Consider running A/B tests to see which snippets resonate most with your audience. Testing helps you refine your approach over time.

Types of Testimonials

Once you receive information from your client and you’ve selected snippets, choose the type of testimonial that will showcase your brand’s value the best.

Some types of testimonial options include:

• Customer Success Stories: Share real stories of clients who achieved outstanding results with your service, illustrating your value.
• Video Testimonials: Capture satisfied clients’ authentic emotions and experiences through video, offering a more engaging and personal touch.
• Written Testimonials: Traditional written testimonials in text form are easily showcased on your website and in marketing materials.
• Case Studies: Dive deep into specific client experiences, highlighting their challenges and your service’s solutions.
• Before & After Testimonials: Emphasize the transformation your offering has brought to your clients’ lives or businesses.
• Social Media Testimonials: Collect positive mentions and feedback from social media platforms, reflecting real-time interactions with your brand.
• Expert Opinions: Obtain testimonials from industry experts who can speak to the quality and significance of your offerings from their professional perspective.

Testimonials are your secret weapon for authentic insights into the real-world experiences of working with you and boosting your business’s reputation.

A solid online presence is non-negotiable for businesses. While social media can be a starting point, having a dedicated website is essential.

Let’s explore why websites are vital for your business, the importance of crafting compelling website copy and design, and the essential pages every website should have.

WHY YOUR BUSINESS NEEDS A WEBSITE

As a business owner, you might wonder if investing in a website is worth the time and investment, especially with the power of social media. However, a well-designed, informative website holds immense value for your business.

Build Credibility and Trust

People expect businesses to have websites. An outdated, disorganized, or unprofessional website can damage your business’s credibility. In fact, studies show that 75% of consumers judge a company’s credibility based on its website design.

Outreach and Expanding Your Online Presence

Your website is a 24/7 extension of your business, accessible to a global audience. It’s your star employee who is never late, presents the best impression of your company, and provides the same level of stellar support to your clients.

Whether you’re a physical store or a service-based company, your website can expand your reach and help potential customers learn more about your products or services.

Control Your Brand

Unlike social media accounts, you have complete control over your website. Remember when Facebook, Instagram, and WhatsApp went down in 2021? Businesses relying solely on social media for advertising and sales lost customer communication.

Ensuring your clients have access to you and your services whenever they wish to engage is critical. I’m not suggesting to dismiss social media. However, all marketing efforts, whether related to social media, email marketing, or paid ads, are more successful with a website that potential and current clients can rely on for any information they seek.

GETTING STARTED

Domain Name

Your domain name is your online identity, so choose it wisely. It’s advisable to opt for an SEO-friendly name. Conduct research before you select a domain provider. Be confident that the provider offers a seamless domain transfer experience if you change website platforms in the future.

Platform & Hosting

There are multiple options for website platforms, ranging from DIY to WordPress to custom websites coded by hand.

If you ask ten different website designers, you will likely receive ten different answers. Even if a couple of them agree on one platform, such as WordPress, it’s likely that there will be a difference of opinion on the theme or the host you should use.

Options include:

• DIY builders are popular because there’s no coding required, t’ey’re affordable, and often include hosting and a SSL certificate. Not all are created equal, however, and can miss the most important fundamentals, such as a responsive site, SEO and analytics integrations, etc.

• WordPress is still the OG of website builders, and it still powers nearly half of the websites out there. But some agency platforms are fiercely competitive with WordPress, and sometimes, even often more robust features. For WordPress, you can DIY or hire a developer. There will be a learning curve if you don’t know WordPress already. Plus, you will need to purchase hosting and an SSL certificate separately. If you use a developer, choose wisely.

• Custom website developers code your website by hand. It’s a substantial investment, and rightfully so. The level of expertise and customization is unparalleled. However, for many new or small businesses, the hefty price tag prevents many businesses from this investment.  

You may be wondering right now if it really matters that much if you use a DIY site or one platform over the other.

The answer is yes, it matters. Here are a couple of stats to consider:

88% of consumers who search for a type of business on a mobile device call or go to that business within 24 hours.

According to Google, 61% of users are unlikely to return to a site on mobile if they had trouble accessing it and 40% immediately visit a competitor’s site instead.

The Importance of SSL Certificates

SSL certificates are crucial for website security and SEO. A site with http is a kiss of death for your website. An SSL-secured website begins with “https” signifying a secure connection. Without it, your site will lose trust, causing visitors to bounce away.It’s a no-brainer and considered a must for your site.

CRAFT A WEBSITE WITH SEO AND UX PRINCIPLES

Your website’s success heavily depends on its copy and design quality. Every copwriter out there will give you this piece of advice in some form—ensure you create compelling copy first, and then incorporate the design. Always.

Don’t force your copy to fit into a template; create a design based on your copy. If your website developer insists on sacrificing the quality of your copy to fit a template, find another website developer.

Guidelines for Organic SEO

You have heard of SEO, but it’s okay if you find it confusing. There are different variations of SEO. Here’s a list of SEO options to consider:  

• Organic/on-page SEO—high-quality copy & content based on research, structure, scannable text, etc.
• Off-Page SEO—think review platform, backlinks from credible sources
• Local SEO—optimization customized with local keywords
• Technical SEO—site structure, URL structure, page load speeds, mobile performance
• Paid SEO—targeted optimization for keywords through ads

Eventually, you want your website to incorporate all of these options. But for now, let’s focus on where it all starts—the content on your website.

 Organic SEO

Organic SEO focuses on optimizing your website to rank higher in search results without relying on paid advertising, resulting in sustainable long-term visibility and traffic. It builds authority and credibility, generates targeted traffic, and offers cost-effective marketing benefits, ensuring consistent visibility and attracting high-quality leads over time.

On-page SEO starts with high-quality content with each page of your website focused on a central keyword, service, product, or subject. Search engine algorithms are more sophisticated than ever, and improper practices like keyword stuffing are unacceptable.

Here are some examples of why organic SEO is important:

Google (Search, Images, Maps) currently holds 92.58% of the total search engine market share.

91.8% of all searches are for long-tail keywords.

Google organic search is responsible for 59.2% of the world’s web traffic

76% of people who search for a local business on their mobile phone visit a related business 24 hours

Guidelines for Optimized Copy

Website copywriting is about more than grammar and spelling; it’s how to define your brand and attract your ideal clients.

You may consider creating your website copy. But keep in mind the time and level of expertise needed to craft your message, such as:

Keyword Analysis and Research

• Keyword Analysis
• Proper Structure
• Various Forms of Research
• Webpage Length
• Internal and External Links
• Title Tags and Meta Descriptions
• Relevant, Helpful Copy

Guidelines for a Seamless UX Experience

A positive user experience (UX) is vital for your website. UX determines how your copy guides your website visitors through a specific journey or how to interact with your product or service. It’s also about creating a positive user experience, including fast loading times, easy navigation, and mobile responsiveness.

UX copy should prioritize addressing user needs, emphasizing the benefits and value they will gain by engaging with your brand or taking specific actions on your website.

Plus, your copy should encourage users to take desired actions, such as making a purchase, subscribing to a newsletter, or contacting your business, by employing persuasive language and clear calls to action. Key components include:

• Easy Flow of Text
• Use of White Space
• Tell Your Story
• Simple, Clear CTAs
• Functionality Check
• Image and Video Optimization

Publish Scared

It’s intimidating to hit “publish” on a new or updated website. Your business will continue to grow and evolve, meaning your website will never be “done.” Don’t fall into the trap of thinking you have to include everything in the beginning.

When it is ready, publish. I’m not suggesting that you settle for good enough…but when it is ready, publish. Even if it’s publishing scared.

Conclusion

Your business website is essential for you, your clients, and the growth of your business. It is the foundation of many marketing campaigns.

Create a website that gives your clients the experience they deserve—and that you CANNOT give them on social media.