In SaaS case studies, as in most content, no one wants to hear you ramble on about how great you are. Prospects are, however, very interested in what your customer thinks about you. Enter the testimonial.
Testimonials are the money quotes. They are attention-grabbers.
A testimonial is the customer telling the world that they enjoyed working with you, the results were dramatic and they recommend your services to others.
Not just any quote pulled from an interview is going to work well as a testimonial. The quotes you choose to highlight should be specific, and resonant. “It’s great and I’m happy!” convinces no one. The testimonial must have detail that brings it to life:
Kim’s quote is descriptive and explains how BambooHR specifically benefited her. The big, quality photo of a happy customer makes it really stand out. This is a real person, someone we can trust to tell it like it is.
Use the quote with the most impact as a callout in your case study design. Separate it from the text, increase the font and catch the reader’s eye with colour and other design elements. Include a pro headshot of the person speaking. This increases visibility, relatability and trustworthiness.
A slightly smaller headshot is an option, though it provides slightly less impact:
Although the headshot is small, it, along with the statistic, makes this testimonial work. Light editing to shorten and tighten the quote would make it even better.
Great quotes from real customers can also be used elsewhere on your website, in social media and in other marketing and sales material.
Note, though, that a photo of a person does not automatically ensure a trustworthy testimonial. Take a look at these 2 examples:
Too over-the-top, too perfect—with big numbers, no believable detail and photos that don’t inspire anything except an eyeroll.
It’s all too easy to write a fake testimonial, and there’s too many of them out there. Take the time to make yours credible. Your next customers will notice.
Take a minute to post the best testimonial your company’s received in the comments below.