Final review – the 7 E’s are:
1. EARN Google’s trust
2. ENTICE people to visit your site
3. ENGAGE those “just browsing”
4. EMPHASIZE your differences
5. ENSURE you’re part of the short list
6. ELICIT a response – generate a lead and convert it
7. EMPLOY your happy home owners to earn more trust
You’ve done all the “hard” work of getting people to come to visit your website and convert to a lead, but it isn’t time to call it quits yet. You have one very important step left – capture your happy customer’s feelings on paper, in photos, or better yet – on video. They don’t have to be long. They don’t have to be professionally shot. They don’t even need to be 100% positive. (ie: stop making excuses)
Customer testimonials fall into a category that is known as the “wonderful and magical third party endorsement.” No, really. There is perhaps no more important or valuable asset for your marketing team to have on its side than a load of third party endorsements. Why? Because as Seth Godin says, and all consumers believe: all marketers are liars! (Don’t confuse this with the equally famous all husbands are clueless – although third party endorsements are key there too right? Just get the mother-in-law on your side and your viewpoint is sure to be accepted)
How to use them
We’ll talk later about best practices on how to capture testimonials, but assuming that you’ve got them – how should you use them on your website? The only thing I can tell you for certain is not to put them in only one place. This is true with all important content on your site – give the browser multiple points of entry on multiple pages. It’s too important to bury in one small corner of your website. Also keep in mind that many of the people who visit your site may never see the homepage because they will click on a link from Google that takes them deep within your site from the beginning.
Below are two examples from my builder’s website. The first one shows the homepage with two pieces of content highlighting customer testimonials – on the left is a video ready to play instantly, and on the right is a promotional button that will take the browser to the testimonial page. The second image shows how in a subtle and non-obtrusive way you can get this great content on every page of your site.
The final piece of advice is to use this content beyond just on your own site. Think YouTube, email blasts (opt-in only of course!), Realtor presentations, and more.