Why case studies and testimonials help
Social proof works: people trust what others say about you. Case studies and testimonials show that you deliver results and that real clients are happy.
Used well, they support your messaging and help visitors take the next step.
Testimonials: short quotes and recommendations
What to include
- Quote: A clear, specific sentence or two about the outcome or experience.
- Name and role: Full name (or first name and role) so it feels real.
- Context: Company or sector if relevant (e.g. “Owner, small accountancy firm”).
- Photo (optional): A real photo can increase trust; only use with permission.
Where to put them
- Homepage: One or two strong testimonials near your main message or call to action.
- Service pages: Testimonials that match the service (e.g. “We needed a fast, accessible site…” on your website service page).
- Contact or enquiry page: A short quote to reduce hesitation before someone gets in touch.
- Sidebar or footer: Rotating or static quotes if they do not clutter the page.
Getting permission
- Ask in writing (email is fine) whether you can use their words, name, role, company, and photo.
- Specify where you will use it (e.g. “on our website and in our brochure”).
- Keep a simple record of who agreed and when.
Case studies: longer proof and stories
What a good case study includes
- Client and situation: Who they are and what challenge or goal they had (without sensitive details).
- What you did: The approach, work, or solution in plain language.
- Outcome: Results (e.g. faster site, more enquiries, easier to manage). Use numbers where you can.
- Quote: A short client quote that backs up the outcome.
Where to put case studies
- Dedicated page: A “Work” or “Case studies” section with one page (or card) per project.
- Service pages: Link to 1-2 relevant case studies from each service so visitors see proof for that offer.
- Blog or articles: Longer case studies can live as articles and link back to services.
For more on structuring service and conversion content, see landing pages that convert and why your website is not getting enquiries.
Making them credible
- Be specific: “We got 40% more enquiries” is more convincing than “We got more enquiries.”
- Use real names and context: Anonymous or vague quotes carry less weight.
- Avoid hype: Over-the-top praise can feel fake. Natural language works better.
- Match the audience: Use testimonials and case studies that resonate with the people reading that page.
Common mistakes
- No permission: Always get clear consent before using someone’s words, name, or photo.
- Too long: Long blocks of text get skipped. Keep testimonials short; break case studies into clear sections.
- Wrong place: Burying the best proof at the bottom of the page or on a page nobody visits.
- Outdated: Old projects or quotes that no longer reflect what you do. Review and update periodically.
If you have few or no testimonials yet
- Ask past clients: A short email asking for 1-2 sentences about their experience often works.
- Offer something small: E.g. a free follow-up or tip in return for feedback you can use (with permission).
- Start with one: One strong, specific testimonial is better than none. Add more as you get them.
- Use project outcomes: Even without a quote, “We rebuilt the site; load time dropped by 50%” is useful proof.
Summary
Use testimonials: short, specific quotes with name and context, placed on homepage, service pages, and near contact. Always get permission.
Use case studies: situation, what you did, outcome (with numbers where possible), and a client quote. Put them on a dedicated page and link from relevant services.
Keep them credible: specific, real, and relevant to the page. Avoid hype. Review and update so they stay current.
For more on conversion and clarity, see why your website is not getting enquiries and conversion rate optimisation. You can also get in touch to discuss your site.