Why Most B2B Testimonials Suck and How to Make Yours More Effective

How to Make your B2B Testimonials More Effective - Allura Digital Blog

Testimonials can be a powerful tool to help you stand out from your competition.

Yet, most of them look generic and canned.

This is what testimonials on a lot of B2B websites look like:

Product company:

"[Company name] has an amazing product. It's easy-to-use and it has really helped our business. We love using it!"

Services company:

"[Company name] has been a pleasure to work with. They have a highly professional and friendly team that has always gone out of its way to help us. We highly recommend them!"

These testimonials are extremely generic, bland and frankly, unhelpful if you're a potential buyer.

In fact, you could pick up a testimonial from two different websites in the same industry niche and more often than not, they would look almost identical.

That's a big problem - and the reason why so many B2B buyers don't rely on testimonials on vendor websites anymore and prefer looking for reviews on third-party sites.

There was a time when you could post generic testimonials like this on your website and get away with it, because most B2B businesses didn't even have a website.

The stakes are much higher now.

Now, your testimonials should act as a summary of your case studies.

How to improve your testimonials

Instead of having testimonials with fluffy adjectives like great, amazing, mind-blowing etc that don't actually convey much, your testimonials need to be more specific and succinctly communicate to your target audience HOW you helped other businesses like them.

The best way to do that is by asking your happy customers these 2 questions:

  • What problems/challenges were you facing when you came