How to Use Testimonials on Your Website to Win More Customers

Most people won't buy from you until someone else has already done it and lived to tell the tale. That's just human nature. You wouldn't use a plumber you've never heard of without checking reviews first—your customers feel exactly the same way about you.

Testimonials are the easiest, cheapest proof of that trust. They're your past customers doing your sales job for free. But here's the thing: most businesses either don't bother collecting them at all, or they stick them on a hidden testimonials page nobody ever visits. Then they wonder why they're not converting more enquiries into jobs.

Let's fix that.

Why Testimonials Actually Matter (Numbers)

A 2023 Trustpilot survey found that 92% of UK consumers read reviews before making a purchase decision. For local services—plumbing, electrician work, cleaning, gardening—that number is even higher because people are inviting strangers into their homes or handling something valuable.

Even more important: customers with three or more testimonials visible on a homepage see a measurable uplift in conversion rates. Some studies show 30–50% improvements, though your mileage will vary. The point is, testimonials work. Not as a bonus—as a core part of your website.

Text vs Video vs Star Ratings: Which Ones Actually Work?

You don't need to do all three. Pick based on what you can realistically get from customers.

Text testimonials

Easiest to collect. Send an email, ask for a few sentences. Takes five minutes. Your customer writes something like: *"Really happy with the job. Turned up on time, cleaned up after themselves, fair price."*

Text testimonials work best when they're specific about the problem and the result. "Great service" tells nobody anything. "We had a leaky roof that three other firms said would cost £3,500 to fix. BrightClick's plumber found it was just a faulty seal—cost £120 and took an afternoon" actually means something.

Use text when: You're starting out and need volume quickly, or your customers aren't confident on camera.

Video testimonials

Harder to collect. Takes longer. Most customers won't do it. But the ones who will? They're gold.

A 30-second video of a real customer saying your name, describing the problem, and explaining the result carries far more weight than text. People can sense honesty in a face. Scripted-sounding testimonials feel fake; genuine ones feel like a mate recommending you down the pub.

Video also stops competitors copying your words (though that's a minor bonus).

Use video when: You've been trading for a few years, you have customers happy enough to be on camera, and you want to stand out. One or two is enough—you don't need dozens.

Star ratings (1–5 stars)

Easiest to ask for, but least valuable alone. A five-star rating with no detail doesn't tell anyone why you're good. It's window dressing.

However, star ratings *alongside* written testimonials work well. They give a quick visual summary. If you've got 4.8 stars across fifteen reviews, that's immediately credible. People see that and think, "Okay, this person's legit."

Use star ratings when: You're collecting reviews on Google, Trustpilot, or your own website. Always ask for both a rating and a few words.

Where to Put Them: The Mistake Most Businesses Make

Here's what doesn't work: a dedicated "Testimonials" page that nobody visits.

Here's what does work:

1. Near your main call-to-action (CTA)

If someone's reading your homepage, about page, or a service page, and they're thinking "Should I contact these people?"—that's the moment to show a testimonial. Ideally, a quote from someone who had the exact same doubt they're having now.

Example: You're a local electrician. On your homepage, next to the "Get a free quote" button, put a testimonial from a homeowner who was worried about cost: *"Thought I'd need to rewire the whole kitchen. They identified the actual fault and fixed it for a tenth of what I expected."*

2. On service pages

If someone's looking at a specific service (loft insulation, garden design, kitchen fitting), show them testimonials from people who've done that exact job. Not just any testimonial—one that matches the problem they're trying to solve.

3. In contact forms (post-submission)

When someone submits an enquiry, show them a testimonial on the confirmation page. They've just taken a step toward hiring you; reinforce that decision by showing them social proof.

4. In email follow-ups

If you're sending quotes or follow-up emails, include a relevant testimonial. Again, it's about meeting people where their doubt is highest.

The rule: Put testimonials close to decision moments, not in a dusty corner of your site.

How to Actually Get Testimonials (Without Feeling Awkward)

Most business owners don't ask because they feel awkward. So they don't get any. It's a false shame. Your customers know they were happy—asking them to say so is reasonable.

Timing matters

Ask while the emotion is still fresh. After you've completed a job, when they've said "That's brilliant, thanks very much"—that's the time. Not six months later.

Within 24–48 hours of finishing work: Send a quick email or text.

Make it easy

Don't ask: "Could you write me a detailed testimonial about your experience?"

Do ask: "We'd love a quick line about the work. What was the main thing that made you happy with the job?" Then give them a template. Something like:

*"[Your name] helped us with [problem]. We were worried about [concern], but they [solution]. Really happy with the result and would definitely recommend."*

Most customers will use it almost exactly. That's fine.

Where to ask

Email works best for local tradespeople. Text is quicker but feels less professional. Phone calls work if you're confident; most people will say yes but they feel rushed.

Handle rejection gracefully

Some people won't respond. Some will say no. Don't chase them. You only want testimonials from genuinely happy customers anyway. A unenthusiastic quote is worse than no quote.

What Makes a Testimonial Credible vs Useless

Credible testimonials have:

• A specific problem. Not just "good service," but "The boiler broke on a Friday and we needed it fixed before the weekend. They came out same day."
• A name and (ideally) location. "Sarah, Bristol" is much stronger than Anonymous.
• A realistic tone. Language that sounds like a real person, not a marketing copy. Typos and casual phrasing are actually *more* credible.
• A concrete result. How it helped them. Time saved, money saved, problem solved, peace of mind.

Useless testimonials sound like:

• *"Great company, 10/10, highly recommend!"* (Could mean anything, sounds generic)
• *"Professional and efficient."* (So what? Everyone says that)
• *"Best in the business!"* (Who says? Why?)
• Anything anonymous with no detail

Real example of a good one:

*"My gutters were blocked and I was worried about water damage. [Tradesperson] cleared them and showed me exactly what the issue was. Fair quote, done the next day, job's stayed solid for two years now. Can't ask for more than that."* – David, Nottingham

See the difference? It's specific, honest, and believable.

A Quick Action Plan

Start with this:

1. Pick your three happiest recent customers and email them this week asking for a quick line (use the template above). 2. Choose two places on your website where you'll add testimonials—your homepage and one service page. 3. Ask for Google reviews at the same time. It takes ten seconds and gives you star ratings as a bonus. 4. Make it a habit. Every time you finish a job someone's genuinely happy with, ask for a testimonial.

That's it. You don't need a complicated system. You don't need to be a marketing expert. You just need proof that you're good at what you do, and you need to put it where people see it.

If you're starting a website from scratch and want help positioning testimonials properly, BrightClick can handle the design side—but the testimonials themselves have to come from you. Nobody else can write your proof for you.

Start asking this week. Within a month, you'll have enough to make a real difference.