3. Customer testimonials

(Links to Examples)

Whether you sell direct to customers or business-to-business, third-party validation is extremely reassuring to potential customers (Stress Management Training Testimonials). Your customers' brands may have higher profiles than your own company, (Brighton Retro Sweet Shop features Heston Blumenthal) so their stories can be very powerful selling tools for potential new customers.

Tips for testimonials:

• Find a relatively small number of positive comments that represent the range of customers you serve, or wish to serve, and rotate them in a prominent part of your website, e.g. on the home page.
• For B2B businesses, a positive endorsement from a senior executive with whom you have worked is a good example.
• Aim to provide clear evidence of the effect of your work, illustrating this with statistics and figures where available and appropriate.
• Case study documents should be made available as PDFs, including photography and images, and should be of the highest production value.

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