Best Practices for Displaying Testimonials in Sales Tools

Most testimonials don’t actually build trust. Here’s why. A lot of the time, they’re just kind of... there. Dropped in randomly. No context. No real thought behind them. They look like a checkbox, not a trust builder. But when done right, testimonials can be one of the most powerful conversion tools on your website. Here’s the formula I think about: 👉 Great testimonials = credibility + relevance + impact. Credibility: This comes from logos people recognize, companies with authority, or well-known personal brands. On your homepage: where all kinds of people land, lead with your most credible testimonials. Not just ones tied to one niche or industry. Relevance: Match the testimonial to your reader. Same industry. Same job title. Same product use case. Use your product pages, use case pages, and even your sales decks to serve up testimonials that feel personalized and tailored. Impact It’s not just what’s said… it’s how it’s said. Video > Text. But not everyone watches videos. The best setup we’ve found: → A short, impactful video (even just a looping gif preview) → A strong text excerpt next to it → Name, title, logo → Bonus points for metrics + a link to the full case study. Way more believable than a big block of anonymous text. Most websites treat testimonials like decoration. But if you use them right, they can be one of your strongest conversion levers. Here’s a video example for more clarity. How are you using testimonials right now, and where could they hit harder?

Most testimonials live at the bottom of the page. Long after doubt has killed the sale. Move them where they matter: → Next to the price = proof it’s worth it → After the size guide = “It fit me perfectly!” → Right under the Add to Cart = “I almost didn’t buy… glad I did.” → Middle of an abandoned cart email = “I had the same concern.” Testimonial = Objection killer. Don’t stack them. Place them.

Strategically place testimonials throughout your ad copy and right next to important sections on your landing pages like the objection-handling section. This way it’s more than just social proof…it's reassurance through real-world validation. The brain craves confirmation that others faced the same doubt and still succeeded. This is way more effective than just having a single dedicated testimonials section at the bottom of a page that nobody reads (which is what 99% of businesses do).