10 Ways to Use Customer Testimonials to Build Trust and Influence Buyers

When it comes to proving that you can do what you say you can do, your customers’ words carry more weight than yours. A business claiming to deliver results is just another marketing message. A customer saying it? That’s credibility. That’s why testimonials shouldn’t just sit on a page labeled “Reviews.” They should be woven into every part of your marketing and sales process—reinforcing trust at the moments when buyers need it most.

How to Use Testimonials in Your Marketing

You’ve got great testimonials. Now, here’s how to put them to work.

1. Feature Testimonials Across Your Website

Buyers don’t go to a “Testimonials” page when they’re considering a purchase—they look for proof while they’re evaluating their options. That’s why testimonials are most effective when placed where they remove doubt:

• Near a CTA to encourage sign-ups, demos, or purchases.

• On service pages, reinforcing why your solution is the right fit.

• On pricing pages, helping justify costs with ROI proof.

Pro Tip: Adding a photo, name, and job title makes a testimonial even more credible.

2. Make Sales Conversations More Convincing

A strong testimonial shifts the conversation from “Trust us” to “Here’s what we’ve already done.” Buyers don’t just need to know what your solution does—they need to believe it works.

Use testimonials in:

• Sales decks to back up key points with real-world proof.

• Proposals to reassure decision-makers.

• Follow-up emails to reinforce confidence post-meeting.

3. Strengthen Your Call-to-Actions (CTAs)

People hesitate before committing, especially when signing up for a demo or making a purchase. Pairing a testimonial with a CTA eliminates that hesitation by reinforcing trust at the decision point.

Example:

• On a sign-up page: “This changed how we work—we wish we had done it sooner!”

4. Use Testimonials in Email Campaigns

A well-placed testimonial in an email can push a prospect from consideration to decision. It can:

• Overcome objections at key moments in nurture sequences.

• Reinforce value in follow-up emails.

• Add credibility subtly in the P.S. section without feeling pushy.

Example:

P.S. Here’s what [Client Name] had to say about working with us…

5. Create Social Media Content That Stands Out

Social media isn’t where most buyers make decisions, but it’s where they notice who others trust. Testimonials help reinforce credibility in a natural way.

Try:

• A graphic with a quote—simple, effective, and shareable.

• Short video clips featuring a client story in their own words.

• LinkedIn posts highlighting industry-specific results.

6. Add Testimonials to Paid Ads for More Conversions

Testimonials can match any stage of the buying process. If someone is on the fence, seeing a real result from someone like them can push them over the edge.

• Retargeting ads tell prospects you can deliver what you promise.

• Lead generation ads boost trust in cold audiences.

7. Reinforce Trust in Customer Newsletters

Testimonials aren’t just for prospects. They also help retain customers by reminding them why they chose you.

• Feature a customer success quote in a monthly newsletter.

• Include a testimonial in a renewal email to reinforce value.

8. Include Testimonials in Employee Email Signatures

Turn every email into a credibility booster. A simple line in your signature can reinforce trust with every interaction.

Signature Example:

“See what [Client Name] says about working with us → [Link]”

9. Use Testimonials to Attract New Talent

Strong testimonials don’t just help with sales—they help with hiring. When job seekers see that what your company does has real impact, they’re more likely to want to be part of it.

• Include client quotes on your Careers page.

• Feature testimonials in recruiting emails.

10. Use them in internal communications to inspire employees.

Testimonials aren’t just for prospects and customers—they’re also a powerful way to motivate your employees and reinforce the impact of their work. When employees see how their efforts make a difference, it strengthens engagement and reinforces a customer-focused culture.

• Share testimonials in company newsletters or Teams channels to highlight customer wins.

• Include them in training materials to show new employees the value they help create.

• Feature them in leadership updates or annual reports to connect day-to-day work with real customer success.

How to Get Testimonials That Actually Build Trust

The key to getting strong testimonials is guiding your customers through the right conversation—one that uncovers real results, clear transformations, and the details that make their words persuasive.

That’s exactly what my client success storytelling process is designed to do. I help marketing managers and teams identify the right customers, ask the right questions, and extract testimonials that actually drive decisions. Then, I’ll share strategic ways you can use them so they’ll have the most impact.

Get in touch to talk about how we can make testimonials a trust-building asset for your business.