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Adding testimonials to your website boosts your credibility tremendously in the eyes of your website visitors. Potential new clients want to know that you have worked with others like them and attained the kind of results they would love to achieve. They are reassured by the words of clients who already know you, and they are far more likely to want to engage with you if they can see that others like them have already done so and benefitted from the experience.
We human beings have certain sheep-like tendencies! We tend to make choices (however consciously or unconsciously) by checking out what action or decision others have made in the same situation. This is known as the principle of social proof and it is enormously powerful. By using testimonials on your website, you can harness this basic human tendency in a highly positive way for your business.
** Actively asking for testimonials
Some coaches feel awkward asking for testimonials. But actively asking really is the best way to get a testimonial. Even if you have to face a 'Feel the fear and do it anyway' moment, acknowledge it for the challenge that it is, then go for it!
It is actually much easier to ask for a couple of sentences that focus on a specific part of the work you have done with a client, than to use the word 'testimonial'. Have you ever been faced with the task of writing 'a testimonial' yourself and struggled to know where to begin? I know I have. Presenting a more focused request makes the testimonial a whole lot more straightforward for your clients to deliver AND you can make sure you ask for something really relevant to your website. Win-win!
** Testimonials from real live people!
Testimonials accompanied by the name of your client, plus at least one other identifier (a web address, a job title or a location) are far more powerful than anonymous ones. Add in a picture of your client too, and you're really cooking! It's a form of proof that you coach real live people, just like your website visitors.
Of course you must always check with your testimonial providers that they are happy for you to use their words on your website. And, even more importantly, get clear on the extent to which they are prepared to be identified as the provider of the testimonial. Some coaching clients will want to remain entirely anonymous and you don't need me to tell you that you must honour their request.
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