Testimonials from existing customers can be a powerful force on your Web site, provided you use them correctly. A survey by A.C. Nielsen found that 78 percent of respondents view recommendations from other consumers as trustworthy, well ahead of newspaper ads (63 percent) and other traditional media. Moreover, all age groups are reading and acting on online reviews — a study by Deloitte’s consumer products group found that seven in 10 consumers share them with friends, family, or colleagues.

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The most effective testimonials are detailed comments about your products and services, signed with the customer’s full name and contact information. Generic testimonials, or comments signed with initials rather than full names, will look like they’re made up. There’s nothing wrong with suggesting what your customer should say, however. Many customers appreciate these suggestions, especially if they are based on what they have told you in the past. (Needless to say, you should always get permission before you use a testimonial.)

If you want to take your testimonials to the next level, consider the biggest reasons why new customers hesitate to buy your product. Then gather testimonials that address those points, and place them on a prominent place on your Web site. If possible, include photos of customers. A video or podcast testimonial is even more convincing because it puts a face or a voice with the words.

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