I love the generosity of my writer friends.

When I put out a call for guest posts while I was walking my 10th 60-mile, 3-Day Walk for the Cure, they responded – in spades.

I met Luana Spinetti through the wonders of our global world. Her creativity takes shape not only in words, but also in her illustrations and web designs.

Luana knows what’s important – viewing your work through the eyes of your customers. When you hit the right note, you can have customers singing your praises – in testimonials.

Grab your favorite beverage and enjoy Luanna’s guest post.

Through the Eyes (and Words) of Your Customers

by Luana Spinetti

Does your website get you enough leads? And do those leads eventually convert?

Having an eye-catching website is certainly great. Add a business blog to that and it gets even better. But try for a moment to think of what your prospect sees.

If you were your own prospect, would you feel:

• Engaged?
• Understood in your needs?
• Compelled to place an order?
• The urge to say, “Yes, yes, I found the right deal!”?

In short:

Can you understand your prospect’s needs?

• You don’t have to brainstorm too hard
• There’s an easier way to find out

All you need are customer testimonials.

It’s in testimonials that you discover what you need to understand your prospects and turn them into buyers.

In his book, The Complete Idiot’s Guide to Starting A Web-Based Business, copywriter Steve Slaunwhite says that customer testimonials are effective belief builders.

In fact, while your visitors won’t trust you on your every word (yes, I’m sure you deal with skepticism every single business day), they will be more keen to trust what other customers say.

A customer who writes about how satisfied she was by the company’s timely delivery of certain goods tells a lot more on what focus you should put in your website copy – whether you do that yourself or hire a writer to do it.

If your customers bring out their budget-conscious side in testimonials, you know you will have to adopt an approach that shows an understanding of your customers’ needs and one that values their financial efforts.

What Exactly To Look For In A Testimonial

“What to look for” is the pressing question. Don’t worry; it’s easier than you think.

ABC Company gave new life to my business! Their supportive team never missed a call, they were kind and reliable and I got my new service up and running in less than 24 hours. They didn’t even charge me for the initial setup! You could even trust ABC with your life, if you had to. — Talla N.

1. Highlight customer needs you satisfied

Look at the testimonial above. The phrases – never missed a call – kind and reliable – in less than 24 hours – provide very specific information on what customer needs ABC’s service satisfied.

From this testimonial, ABC knows not to delay calls or take more than 24 hours to deliver their services if they want to keep their customers happy and encourage prospects to make initial contact.

Address satisfied customer needs in your website copy.

2. Pay attention to the details

The customer was also happy the company did not charge for the initial setup. While freebies are not mandatory to turn leads into customers, it certainly adds bonus points for nurturing leads.

Consider complimentary services for your business.

3. Assess the trust level

The sample testimonial ends with a flattering, You could even trust ABC with your life, if you had to.

By all means, take compliments and turn them into positive energy, but this closing line also tells you something important about the business relationship – trust is a foundation for future success.

Trust draws a line between one-time customers and returning customers.

Your Customers’ Voice

That’s all it takes.

• Let your customers’ voice count in your website copy
• Their words (and needs) make all the difference

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Luana Spinetti is an Italian multi-specialized freelancer who writes, draws and web designs for her clients.

When she’s not busy around client work, she enjoys Computer Science, singing and writing short stories.

 

Big Stock Photo Credit 

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Helping you Keep it simple, clear & uniquely yours – contact me for help with your business writing needs.

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