I’m sure you’ve seen testimonials for products or services you’ve invested in. And I’m sure you know what the point of them is. They can be incredibly valuable in helping someone move from contemplating to convinced in the buying process. But it’s one thing to have testimonials from your coaching clients — it’s another thing entirely to put them in the right place on your website so they actually do what they’re supposed to do.
When you look at other coach’s websites, it’s easy to assume that you should be copying what they’re doing, especially if they’re a popular coach and you think they have things all figured out. But just because they’ve got a long list of testimonials on their site, doesn’t mean they’re using them right — and that you should follow their lead.
Luckily for you, since you’re reading this post, you’re about to learn exactly where and how to use your client testimonials on your coaching website so your future clients see them at the right moment.
Inside this blog post you’ll learn:
✔️ What the point of testimonials are on your website.
✔️ The five places you absolutely need to put testimonials on your coaching website.
✔️ What most coaches do wrong with their praise page.
Ready? Let’s go.
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What Do Testimonials Do?
Testimonials are like the proof that your coaching services work.
When you go into a store and see a sales person doing a product demonstration, you get to watch them use the product. You get to see it in action, and can imagine how it will fit your lifestyle and work for you.
But with coaching, people can’t really watch a product demonstration before they decide to purchase.
Sure, they can sign up for a free consultation if you offer them, or experience a bit of coaching in your free group if you have one, but how do you get them to book that consultation or join that group in the first place?
Testimonials from your former/current clients fill the need of your future clients to get some proof before they commit. Even if it’s just committing to something free (because that takes up their time — and people are just as careful with their time as they are their money).
Basically, your testimonials are what will convince people to take the first step in the process if their brains are looking for any form of proof.
So you need them.
Five Places You Need Testimonials on Your Website
When you think about your website in terms of conversion (which is how we think about them, so it’s ok if you don’t), you think about how people travel through that website and get to the point where they’re ready to book or buy.
Your goal should be to put up testimonials on your coaching website anywhere it helps your visitor make the decision to take the next step.
Your home page is where people land when they’ve come to check you out. It’s desperately important to have testimonials here because anyone who isn’t already familiar with you is in the process of making a decision whether to trust you — and click to the next page.
These should be some of the best testimonials you’ve got (don’t worry, you can repeat them if needed), and they should be pretty hard to miss when people scroll through.
If you have a page on your site dedicated to getting people to sign up to your email list (with the added incentive of getting a free resource when they do), make sure you’ve got some words of love lined up and ready to show them you’re worth an email address.
Trust us when we say this: it’s a whole lot easier to lose people here than you’d think. Give them a little push with a testimonial.
This is, 100% no joke, the top place people go on your site to decide whether or not they can trust you. They want to learn about you. They’re interested in your story. And they’ll decide if you’re worth their attention pretty quickly after hitting this page.
Your job is to wow them — not only with your story, which we’ll dig into another time — but with PROOF that you’re a stellar coach who knows her stuff and whose clients adore her. Don’t let yourself (or your future clients) down. Include testimonials that help show your heart and connection to the clients you work with.
Of course you should have testimonials on your services page. It’s where people go when they’re ready to find out if you can help them with their problem.
Put your best results testimonials on this page — aka any testimonials that talk about the results your clients got from working with you. That way people can imagine what they’d get out of working with you if they hired you to be their coach.
This is probably a no-brainer to you if you’ve ever been on any type of sales page, ever. If you have a sales page for your coaching program (and if you don’t, you really should), there should be a bunch of testimonials on it. Period.
This is where people are considering whether to book with you, and client testimonials go a long way. They give people who are on the fence a little push in the right direction.
What To Do With Your Praise Page
A praise page that lists out all of your testimonials is a valuable thing to have — but most coaches are doing one key thing wrong. Not on the page itself, but in where they link to it.
They put it in their main navigation bar at the top of the site.
You might be thinking “well, I want them to see it right away,” but we have two arguments against it you need to seriously consider.
- Your main navigation is prime real estate you should be using for more important things. Not that testimonials aren’t important, BUT there are other things that need to be showcased with greater priority. Your about, services, blog/podcast, contact, and signature program sales page are the pages you want every visitor to go to — without getting distracted. And until someone on your site is actively considering working with you, the praise page is nothing but a distraction.
- People don’t care about your praise page until they’re actively considering working with you. If someone’s coming to your site for the first time, chances are they aren’t ready to book. They’re there to scope you out — and see whether there’s enough info to make them come back a second time or follow you on social media. The point is, they’re skipping over your praise page until they’re further along in the booking process. Which goes to support reason number one — you’re wasting prime real estate in your navigation.
So, how do you get people to your praise page if you don’t link to it in your navigation? Simple. You link to it everywhere else you’ve put testimonials on your site. Right underneath them.
If someone has stopped the scroll to read the testimonials on your main pages, they’re ready to read more. Which means that’s your opportunity to get them to the praise page.
Drop a text link or button underneath your testimonials that says something along the lines of “Read more results,” or “Read more love letters from clients.” That way people get to see your page with all of your incredible testimonials at the exact moment when they need to see them.
Now all that’s left for you to do is start asking for testimonials from your clients, and get them up on your website!