The Ultimate Guide to Using Website Testimonials (Strategically, Not Just for Show)
You know testimonials are important—but are you using them to their full potential?
A single quote tucked away on a testimonials page isn’t going to cut it anymore. If you want your website to actually build trust, connect with the right clients, and convert curious visitors into inquiries, it’s time to think more strategically about how you use website testimonials.
But first, hey—I’m Emily! I specialize in one-page websites that get straight to the point and deliver results. Want to know if it’s time for a redesign? Let’s chat! Book a discovery call with me today, or check out other ways we can team up!
In this guide, I’m sharing how to use testimonials across your entire website—so they’re not just “nice to have,” but a powerful part of your marketing strategy. Let’s dig in.
Why Website Testimonials Matter (More Than You Think)
Let’s be honest: people can only learn so much from your own words. You can tell them you’re trustworthy, experienced, or transformative—but hearing it from someone you’ve actually helped? That hits differently.
That’s the magic of website testimonials. They instantly add credibility, social proof, and emotional connection. They help potential clients see themselves in someone else’s success story—and they reinforce that your work actually works.
And here’s the kicker: they don’t have to be long or dramatic. Even a short, specific quote like “I finally felt heard for the first time” can say more than a whole paragraph of copy.
Don’t Hide Your Testimonials on One Page
This is one of the most common website mistakes I see: someone collects thoughtful, glowing feedback… and then buries it on a single “Testimonials” page that barely gets visited.
Your testimonials shouldn’t be hidden—they should be everywhere.
One of the most effective ways to use website testimonials is to weave them into multiple parts of your site. That way, no matter where someone lands, they’re seeing real client feedback that builds trust and reinforces your message.
Where to Use Website Testimonials on Your Site
Homepage
Feature one or two short testimonials near your intro or services section. Choose quotes that support what you do and the type of transformation you help people achieve.
Example: “After just a few sessions with [your name], I started feeling like myself again.”
About Page
The About page is a great place to add testimonials that speak to your personality, approach, and how clients feel when working with you. It helps bridge the gap between your story and their experience.
Services Page
Use specific testimonials that align with the service being described. If someone’s reading about your 1:1 coaching or couples therapy, show them a client who benefited from exactly that.
Example: “Our relationship feels stronger than it ever has—we’re communicating in a way we never could before.”
Footer
This one’s overlooked but powerful. Adding a short quote or star-rating style blurb in your site footer gives visitors one more nudge toward trusting you—especially if they’re scrolling through multiple pages.
Use Testimonials to Support Your CTAs
Here’s one of my favorite website testimonial strategies: placing client quotes right before or after your call-to-action buttons.
It’s like saying, “Don’t just take my word for it—here’s proof that this works.”
Call-to-Action: “Book your free consultation.”
Supporting Testimonial: “Working with [your name] gave me the confidence to finally launch my business.”
This combo of message + evidence is way more persuasive than a CTA on its own.
Break Them Into Pull Quotes for Maximum Impact
Not all testimonials need to be displayed in full. Sometimes, the most powerful part of a testimonial is a single sentence. That’s where pull quotes come in.
Use short, bold pull quotes to grab attention and add visual interest throughout your site. These are great for breaking up long sections of text and keeping the reader engaged.
“I felt so supported from day one.”
“This process changed the way I show up in my life.”
“She just got me.”
When you treat your website testimonials as part of your brand voice—not just a checklist item—they become a storytelling tool.
Add Images for Extra Credibility (When You Can)
If your clients are comfortable with it, pairing a testimonial with a photo adds even more credibility. Faces create connection. Visuals build trust. Even a first name and city can help a quote feel more real.
No photos? No problem. You can still design testimonials beautifully with strong typography and layout—but if you do have images, don’t be afraid to use them.
Just make sure you’ve gotten permission before publishing any identifying info.
Ready to Make Your Website Testimonials Work Harder?
If your testimonials are hiding in a corner of your site—or sitting unused in your inbox—it’s time to put them to work.
The best website testimonials aren’t just flattering. They’re strategic. They support your message, speak to the transformation you offer, and help future clients say, “That’s exactly what I need.”
And if you need help creating a site that feels clear, client-centered, and easy to manage—I’m here for that. I specialize in building one-page websites that not only look beautiful but also serve a meaningful purpose. Let’s chat about how we can make your website feel like an extension of the care you give every day.
Ready to create a website that works for you? Let’s get started.
