Where to Put Testimonials on Your Coaching Website

Testimonials matter more than most coaches think because they’re basically your portfolio. They’re proof of success in working with your clients, and they’re the only way a potential client can verify that the coach they’re thinking about working with is actually good at their job (aka you).

But here’s the thing: having testimonials isn’t enough. You need them in the right places on your website so your potential clients see them at the moment when they need that proof most. Strategic placement is what turns testimonials from nice-to-have into conversion tools.

If you’re new here, I’m Cass. I’ve been designing websites for coaches for over eight years. And if there’s one thing I’ve learned, it’s that testimonials can make or break a coaching website.

Inside this post, you’ll learn exactly where to put testimonials on your coaching website so they do the work they’re meant to do.

Why You Need Testimonials on Your Website

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?

A lot of people are hesitant to even book a free call with a coach because they aren’t convinced that the coach will be able to help them reach their goals. Testimonials from your current and former clients close the gap in your potential client’s trust. It shows them that you are capable of getting results for other people, especially if the testimonials you include relate to what that potential client is struggling with.

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.

It’s Okay to Reuse Testimonials

Before we start talking about places to actually put testimonials on your website, let’s cover an important fear that I’ve heard many coaches express when it comes to using their testimonials.

Many of the coaches that I have worked with have expressed hesitation to share a testimonial in more than one place on their website. For instance, if they’ve put it on their home page, they think that they should not reuse it on their services page, but that’s not true. You definitely should reuse testimonials on multiple pages of your website when you are limited in the number of testimonials you have.

People who come to your website are scanning your content. They’re not reading every single word (despite the hours of work that you have put into building your website). You’re the only one who knows that you have reused the same testimonial in multiple places. Most people who read through your website will never recognize the replication. And the few who do aren’t going to think about it for more than a second when their brain says, “oh, I’ve already read this one” before they skip to the next section of copy.

With that in mind, if you only have one or two testimonials to share, I want you to include them on every single page of your website. When you have more testimonials to replace them with, you can come back and swap them out later.

The Pages On Your Website Where Your Testimonials Need to Be

When you think about your website in terms of conversion (which is how I think about them, so it’s okay 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.

Home Page

Your homepage is where people land when they 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 whether to bother clicking to the next page.

These should be some of the best testimonials you’ve got, and they should be pretty hard to miss when people scroll through.

If you’ve got a very compelling five to ten word testimonial from a client, you can put it above the fold on your homepage. If you don’t have any really short and sweet testimonials, then you want to add them into your content, wherever they won’t interrupt the flow of a visitor reading the content on this page.

About Page

The about page 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, but with proof that you’re a stellar coach who knows your stuff and whose clients adore you. Include testimonials that show your dedication and connection to the clients you work with, because these types of testimonials build trust in you as a person, not just your process and identity as a coach.

Sprinkle your about page testimonials from top to bottom.

Services Page

Obviously 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: any testimonials that talk about the results your clients got from working with you. That way people can imagine what they would get out of working with you if they hired you to be their coach.

Make sure that you have a testimonial below every single button that leads to your contact form, booking page, or even a sales page. That way, if someone scrolls past your button without taking action, they get an immediate reminder of the results your offer could provide.

Sales Page

If you have a sales page for your coaching program, there should be a bunch of testimonials on it. This is where people are considering whether to book with you. Client testimonials go a long way in giving people who are on the fence a little push in the right direction.

You want testimonials that convert on your sales page. This means that you are going to skip any testimonials that speak generically about you as a coach and vaguely give a sense that they like how amazing or awesome you are. Instead, you’re going to focus on results testimonials, and testimonials that illustrate the struggle your former clients were facing before they worked with you.

Sales page testimonials can be included in a variety of places on the page. Add them near calls to action and pricing sections, and if you have more, you can add another section of testimonials at the bottom of the page and let it repeat as long as it needs to. The people who want to read through them all will, and those who don’t will skip over them.

Freebie/Opt-In Page

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.

It’s a whole lot easier to lose people here than you’d think. Give them a little push with a testimonial that talks about how awesome your freebie is.

If you’re pitching a free newsletter instead and don’t have a freebie, you can also include testimonials about how great the content in your newsletter has been for people who have received it.

If you don’t have testimonials directly related to your freebie or your newsletter, you can share lighter and more casual testimonials about the transformation that you have provided for people. These testimonials don’t need to be long. And if you have testimonials that feel as if they’re just filler in other places on your website, absolutely use them here so that you aren’t wasting them.

Booking/Contact Page

Chances are that at some point in your life, you have gone to a booking or contact page with the idea of reaching out to that company or person and second guessed yourself. You’ve then closed the page and gone on about your day without reaching out and booking a call or sending a request. That reason is why testimonials can be very valuable for your booking and contact pages. Testimonials before booking can validate a person’s decision to reach out, and be the difference between them booking the call or not.

I only recommend one testimonial for this page, but it needs to be something that isn’t filler. Share a testimonial that either speaks to your dedication as a coach to get your clients results, or shows the before and after transformation that a client experienced.

Make sure that this testimonial is placed on the page where the client will see it before they book the call, above or to the side of your booking or contact form.

Blog Posts

Using client stories in content you publish on your blog is an awesome way to build trust. And you know what puts the cherry on top? Weaving that client’s testimonial into the blog post.

What better way to organically share someone’s testimonial than by putting it next to your explanation of working with that client?

Including testimonials in blog content is an extra bonus because blog posts have the potential to get seen a lot more frequently than your other pages. A person will only see the testimonials on your about page if they’re actively investigating your website, but everyone who clicks into your blog posts will see the testimonials you share, and that combination of story and testimonial just might nudge them to further investigate the rest of your site.

Dedicated Reviews/Testimonials Page

If you’ve ever asked yourself where to put all your testimonials (because you just have so many!), a dedicated testimonial page is probably for you. This page collects all of your testimonials in one place, and you consistently add to it when you get new testimonials. That allows people to review multiple testimonials that don’t fit on the other pages of your website.

Anytime a potential client asks you if you have reviews that they can read through before working with you, you can send them to this page. Or even better, when you’re asking an existing client to write a new testimonial for you and they say “I’m not really sure what to write,” you can send them to this page to use the testimonials on it as inspiration for how to write their testimonial.

Testimonials on this page can be added in a variety of formats, and they can be organized by service type or client type depending on what kind of niches you work with.

The only caution I have against a client reviews page is not in the page itself, but in where it gets linked on your website. Your instinct will be to link it in the top header navigation menu of your website, but I have two arguments against that:

1. Your main navigation is prime real estate you should be using for more important things. Your about, services, blog/podcast, contact, and signature program sales page are the pages you want every visitor to go to, without getting distracted. Until someone on your site is actively considering working with you, the praise page is nothing but a distraction.
2. 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 skipping over your praise page until they’re further along in the booking process.

Instead, link your dedicated testimonials page in the footer navigation of your website, and drop a text link or button underneath the testimonials sections on your home and about pages that says something along the lines of “Read more results,” or “Read more love letters from clients.” Just don’t add those links on pages where you want viewers to take a different action so you don’t lead them away from booking a call or subscribing to your email list.

How to Display Testimonials on Your Website

Knowing where to put your testimonials is only half the equation. How you actually display them matters just as much, because a wall of gray text is easy to scroll right past, and a testimonial that gets skipped isn’t doing you any good.

The most basic format is a simple text quote, and there’s nothing wrong with that. But you can make it work harder by pulling out the most compelling line and treating it like a pull quote (maybe in a larger font or a different color) so someone scanning the page catches it even if they don’t read the full thing.

Whenever you can, add a name, a business or niche, and a headshot to your testimonials. This is what turns “someone said this” into “a real person said this,” and that little bit of credibility goes a long way toward making the testimonial believable. If a client doesn’t want their photo used, their first name and a general descriptor (like “life coach” or “busy mom of three”) still adds more trust than an anonymous quote on its own.

If you have access to video or audio testimonials, use them. They’re more work to collect, but they carry more weight than text alone because people can see and hear the real emotion behind the words. You don’t need every testimonial to be video. Even one or two sprinkled among your text testimonials can boost the credibility of the whole section.

How long a testimonial should be depends on where it’s living. A homepage or opt-in page can benefit from short and punchy quotes someone can read in a few seconds without slowing their scroll. A sales page can hold longer, more detailed testimonials, especially ones that walk through the struggle a client had before they worked with you and the results they got after.

Wherever you place a testimonial, give it room to breathe. Don’t cram it into a tiny corner of the page or bury it in the same font size and color as your body copy. A little extra padding, a different background color, or a simple border can be enough to signal “this is worth stopping for.”

Time to Get to Work

Testimonials only work when you stop treating them as an afterthought and start placing them with intention. Every page on your site has a different job to do, and the right testimonial in the right spot can be the thing that moves someone from curious to convinced.

Getting testimonials worth featuring in the first place, though, is its own skill. Asking at the right time, asking the right way, and getting a response that’s actually usable on your website is a whole process on its own (and one I’ll be diving into soon).

For now, take a look at your site page by page and ask yourself where a testimonial could be doing more work for you than it currently is.