Many businesses like to use testimonials to raise their credibility. But because testimonials are easy to make up, they’re also difficult for some people to believe. Here’s what you should do to make your testimonials carry more weight with your visitors:

• Use the referrer’s full name.
  So if you were listing a testimonial from me, you’d use Nicky Jurd. Don’t use N.Jurd, or Nicky J, or NJ.
• Include a photo.
  People will recognise faces they’ve seen in the community, and it’s harder to fake a testimonial provided by someone who also is willing to show their face.
• Include a logo.
  When your testimonial is provided by someone within a company, with if that company will allow you to post their logo with the testimonial. Logos are instantly recognisable as a corporate symbol and will add considerable weight to the testimony.
• Link to their website.
  If the referrer has a website, include a link. They will then get some benefit from providing you with the testimonial, and visitors can review their website to check the credibility of that company.
• List the referrers position.
  This is particularly important with business testimonials. So if you were quoting myself you might use: Nicky Jurd, Partner, cityofcairns.com.

Have a look at these two testimonials and give me your thoughts on the one which appeals to you most:

Love your blog Nicky! I subscribe to your RSS feed and always gleefully read the snippets of website goodness you write every day. I encourage others to sign up for the RSS feed too. Keep up the good work.
B. Vere.

OR

Love your blog Nicky! I subscribe to your RSS feed and always gleefully read the snippets of website goodness you write every day.

I encourage others to sign up for the RSS feed too.

Keep up the good work.

Belinda Vere
Head Graphic Designer, cityofcairns.com.

Small businesses, just by their size, have an air of uncertainty about them. Help your customers make the decision to do business with you by showing off your strengths as a small business:

1. You’re approachable.Include a good photo of yourself and your team on your website. Customers love being able to see who they’ll be speaking with and buying from.
2. You have a story.Hordes of small business owners went into business because they’re an expert, a specialist and have a great track record of doing what they do best. Tell the story on your website through a company history or professional profile page.
3. You’re easy to talk to.The phone number and premises address are easy to find on your site, and you answer your emails within 24h hours.
4. You take credit cards.Be confident about your payment methods, and proudly display the logos of the credit cards you accept on your website. Credit cards are big businesses. Displaying their logos acts as proof you’re operating a reputable business. If you accept credit card payments on your website also make a big deal of your secure payments area.
5. People already do business with you.Proudly display your business successes with testimonials of previous customers, informative lists of services you’ve conducted for which companies or a portfolio listing of people you’ve worked with. Wherever possible try to include full names, business logos and people’s photos – they’re much more effective.

Remember customers and businesses hide behind the anonymity of the internet. People will be happier doing business with you if you’re transparent, honest and keen.

One of the major annoyances customers experience with websites is trying to locate contact details, especially phone numbers. Amusingly, the worst offenders are often large corporations who should know better!

My preference is to include some basic contact details below the footer of every page on the website. This means that no matter which page your customer is on, the moment they make a buying decision they don’t need to search hard to find out how to contact you.

Have a clear, easy to find contact page. This should include your extended contact details including details like a map to your shop or office, your fax number, postal address and a contact form.

Please post great examples of contact pages you’ve seen on your surfing travels.