Testimonials are one of the most powerful tools on your website. They build trust, answer unspoken objections, and give people confidence that you can do what you say you can. But here’s the catch—if they look fake, they’re worse than having none at all.
If your testimonials feel staged, overly polished, or suspiciously perfect, visitors will write them off. And in some cases, it might even hurt your credibility. So how do you use testimonials the right way? Let’s break it down.
Why Testimonials Matter (If They’re Done Right)
Before we dive into how to avoid the fake feel, it’s worth a quick reminder why testimonials matter:
- They provide social proof, showing others have hired you and were happy.
- They overcome objections by speaking to concerns directly (e.g. speed, communication, cost).
- They reinforce your messaging with real-world validation.
- They’re sticky—visitors often pause to read them.
- They help close the gap between someone researching and someone reaching out.
Signs Your Testimonials Might Feel Fake
Let’s start with red flags that can make testimonials seem inauthentic—even if they’re real:
- Overly generic (e.g. “They did a great job! Highly recommend!”)
- No names or photos
- Quotes sound like they were written by the company, not the client
- Only positive with no nuance
- All the same tone or length
- Listed without context
- Displayed in an awkward, overly slick design
1) Ask Better Questions to Get Better Testimonials
If you want more genuine testimonials, you have to ask the right way. Don’t just say:
“Can you write us a testimonial?”
Instead, ask open-ended questions like:
- “What was going on before you reached out to us?”
- “What surprised you about working with us?”
- “What did we do differently than others you’ve worked with?”
- “Was there a moment you knew this project was going to work out?”
- “What would you say to someone who’s on the fence about hiring us?”
You’re not just collecting praise—you’re collecting a story. Let people be honest. Let them talk about hesitations or problems that got solved. That’s what builds trust.
2) Use First Names, Faces, and Roles (When You Can)
Which of these feels more real?
“They were great to work with!”
– Happy Client
…or:
“The Graticle team really took the time to understand what we needed. We’ve already seen more leads come through the site.”
– Sarah T., Marketing Director at Oakridge Supply Co.
If you can, always include:
- First name
- Last initial (or full name if permitted)
- Job title or company
- A photo or logo (bonus points if it’s not stock)
3) Show, Don’t Just Tell
If you want to go beyond text, here’s where things get interesting.
Add Photos
Pair the testimonial with an image of the project you completed:
- A website design alongside the quote
- A branded product label or packaging shot
- A printed brochure you designed for them
- A team photo from the client’s business
Use Video (But Keep It Natural)
Video testimonials don’t need to be overly polished. A quick phone-shot video from the client’s office is often more trustworthy than something filmed with a fancy camera.
Prompt them with one or two simple questions, and let them talk naturally. Keep it short (under 60 seconds) and embed it clearly on your site.
4) Don’t Make Every Testimonial Perfect
This is key. The best testimonials often have a little messiness to them:
“Honestly, I was skeptical at first—we’d worked with other agencies that overpromised and underdelivered. But this time was different. The Graticle team hit every deadline and communicated clearly from start to finish. We’ll absolutely use them again.”
That reads like someone telling the truth. It acknowledges hesitation, which makes the praise more believable.
5) Use Testimonials Where They Matter Most
Don’t dump all your testimonials on one page and call it good. Instead, use them strategically:
- Homepage: 1–2 short quotes that support your main pitch
- Service Pages: Quotes tied to the specific service
- About Page: Testimonials about your team and values
- Portfolio: Longer, story-style testimonials
- Near Contact Forms: Trust-building quotes to encourage action
6) Avoid Overdesigning the Testimonial Section
You don’t want your testimonials to look like fake reviews. Avoid:
- Huge quote icons
- Auto-playing carousels
- Overly slick layouts with no personality
- Repeating the same design over and over
Instead, focus on clean typography, subtle highlights, varied lengths, and enough white space to let the content breathe.
7) Use Social Proof Outside of Testimonials
Not every kind word has to be a quote in quotation marks. You can use:
- Embedded Google reviews
- Screenshots of client messages
- Client logos to show who trusts you
- Video clips from real interactions
- Mentions on social media
It’s about building a wall of proof, not just a few floating quotes.
8) Be Honest About How You Got the Testimonial
If you drafted the quote for approval, that’s fine—just let the client know. For example:
“Hey! On our call, you mentioned this project felt smoother than what you’ve experienced before. I drafted a short quote based on that—would you be okay with it, or want to tweak it?”
This saves time and still ensures the testimonial is accurate and personal.
9) Keep Testimonials Fresh
If your latest testimonial is from 2019, it’s a problem. Make this a habit:
- Ask for a testimonial after each successful project
- Rotate older ones off major pages
- Use new visuals and layout ideas over time
You might already have great material sitting in your inbox. Go find it.
10) When in Doubt, Use Fewer but Better
A handful of strong, story-based testimonials will beat a page full of fluff every time. Prioritize quality. Let each one earn its spot.
If your testimonials sound real, they’ll work. It’s that simple.
Real testimonials come from real conversations.
Don’t script them. Don’t over-design them. Don’t sanitize them. Let people share what it was really like to work with you—and make that story easy to find on your site.
At Graticle Design, we’ve helped businesses tell those stories the right way—by pairing strong design with honest messaging that earns trust.
Need help making your testimonials stand out (without faking it)? Let’s talk.
