How to Collect, Organize, and Present Testimonials on Your Website

Lotus Tech - The Content Lab - How to Collect, Organize, and Present Testimonials

Executive Summary: A website has only 2 sections — what the business has to say about itself, and what the customers have to say about the business, that is testimonials. This article attempts to give a perspective into how to present testimonials in step with your service offerings.

Reading Time: 2 Min.

A website is for customers, and the testimonials speak louder than what the entire website has to say about the business. So, if you have a website designed for your business, this is how you may go about collecting, organizing, and presenting testimonials.

Testimonials, Your Service (or Product) Offerings, and Organization

Businesses make many service (or product) offerings but present only the most important services on the website. Therefore, you must first decide what service offerings you would like to present on the website.

For each service offering, choose the marquee clients you would like to showcase on your website. This exercise has to be done with care because, as a business, you would like to be showcased as a business that successfully executes complex projects or cutting-edge projects, or as a business capable of delivering such projects. And if your clients don’t belong to that area of business, or if the testimonial does not state or hint at your capabilities, the testimonial does not help enough.

When your service offerings are specific to industry sectors, make it a point to collect a couple of testimonials from customers belonging to each segment.

Content of a Testimonial

The content can include:

  • Range of services used
  • Differentiators
  • Ease of doing business with you
  • Value added to the customer’s offering
  • The wow factor in the service
  • The reviewer’s name, designation, and company.

Content Format of a Testimonial

The more visual, the better. If it can’t be visual and is only made up of text, help the reader scan and get the gist quickly. More importantly, help the reader decide if reading the review is useful even before she starts reading it.

Collection

The sooner, the better. Collect it soon after the service is rendered or product is purchased. Sometimes, customers may need guidance in writing a testimonial. Help them write the content.

You may even think of setting up a process to collect testimonials.

Presentation

Sliders and testimonial pages are the most common areas to find the testimonials. However, the best use is when you display it at the point where a customer makes a decision. Therefore, using them on the landing pages, above the fold, is crucial for conversion.

To know more about how reviews can help your business, visit PowerReviews.

Our Experience

Sometimes, customers, mostly from the B2C segment, ask us to pick up the customer reviews from the Facebook pages or Google Reviews. Often, this does not work for a couple of reasons. The customers who give a review often are not explicit. They simply award star ratings and write that the services were great. Since such reviews don’t include the specifics mentioned in the Content of a Testimonial section above, visitors to your website may not find the reviews very useful. Sometimes, an outside agency like us cannot view all the testimonials on your Facebook page unless you grant us permissions.

In the B2B segment, often the testimonial collection is the most neglected aspect. As a result, the service renderer often misses what created the wow factor. Also, many business owners need hand-holding in writing the testimonials. We have noticed that both cultural and language proficiency challenges are at play here. If your customer is not comfortable writing a testimonial in English, you may think of doing a video with him in the vernacular language. Even a testimonial shot using a good quality camera phone will do. What matters is your client’s endorsement. Everything else is secondary. If bandwidth is a concern, you can opt for a voice recording. (While recording, ask the customer to state his name, designation, and company. This will improve the credibility factor greatly.)

Need Help with Testimonials?

We routinely help our customers in compiling testimonials that are treasure-worthy. Here is a testimonial from our customer about our skills in drafting testimonials.

If you need help with testimonials, write to us at sales@lotustech.online or talk to us at +91-7032727333.

 

Mindful Editing for Creating a Great Customer Experience

Lotus Tech Blog-Mindful Editing for Customer Experience

Executive Summary: Editing has a great role to play in customer experience. Hence, it should be mindful.

Reading Time: <1 minute.

A few days ago, I was attempting to learn a breathing pattern in yoga from an online video.

As per the video, I was supposed to chant a sound repeatedly while breathing out. However, after voicing the sound, before I could go to the next utterance, the trainer was already into the second utterance. I was perplexed as to how he could breathe in so fast that he could go on to the next utterance.

After some attention to the video and the technique, I reasoned out that probably… probably…the pause between 2 breaths was too long in the original video and was edited out for keeping the video length short and the content sharp.

I understood, first hand, 2 things:

  • The need for retaining all that is relevant rather than all that is voice or image in a video.
  • Silence is content too.

— By Surya Vallae

A Look into Content Creation and Delivery for Virtual Instructor-Led Training (VILT)

 Content Creation and Delivery for Virtual Instructor-Led Training

Executive Summary: Focal points of content creation and delivery for a virtual instructor-led training, popularly known as VILT.

Enterprises are the early adopters of Virtual Instructor-Led Training (VILT) to benefit from expert coaching with low cost of delivery. On the other hand, in an attempt to attract students from across the globe, many universities deliver their online programs in the VILT mode.

I have been strolling the portals of Coursera and Udemy since long. Also, I pursued a couple of VILT courses earlier and am guiding the content development for one. In a virtual instructor-led training, the professor teaches in real-time while the students log in from across the globe. And this blog is born from my experience with VILT.

Here are some focal points in content creation and delivery for virtual instructor-led training:

  1. The students represent a wide variety of age groups, learning styles, and maturity levels. Therefore, the course should be built with a sharp focus and a thorough understanding of what should be delivered for each category of learners.
  2. The class size should be limited, and the mentor would need a moderator who would answer the questions.
  3. Evaluation of the content created by the students is another area that needs significant resources. Also, some courses typically need more performance support than the others. The support extended to the students is bound to come back in raving reviews for the organizer.
  4. The content quality is an area that the course organizer should focus on. With MOOC platforms like FutureLearn and Coursera setting high standards in course content and delivery, learners expect a minimum level of content quality. The VILT organizer should set and manage the participant expectations about the content standards.
  5. The instructor’s experience and presence make a huge difference in the successful delivery of the course content. Therefore, when designing a VILT, the course organizer should ensure that the instructor is someone who is an expert or a seasoned professional with loads of experience in a relevant field. Or, if the mentor is a junior person, they should be trained in team dynamics and facilitating conversations.
  6. Equally important are the instructor’s skills in managing the VILT technology. Dysfunctional technology or the instructor’s inability to troubleshoot can take away precious hours off the class time and in turn affect the experience and course reviews.
  7. One of the best outcomes of VILT is the creation of a community. However, if the organizer chooses to monitor the community, the efforts are directly proportional to the vibrancy of this space. Each batch of learners evolve into a close-knit social group, and the cooperation among the members lasts much longer, if not for a lifetime.

Virtual Instructor-Led Training is the ideal method of training when the students need a lot of handholding and guidance. While not very scalable, it certainly eliminates the geographic boundaries in bringing the mentors and mentees together. Quality content, management of participant expectations, and support for community activities can make this model a runaway success.

 

Keyword Selection for Websites and Blogs

Reading Time: 2.40 min.

Keyword Selection for Website and Blog

Executive Summary

Based on my experience with customer content, keyword selection for your website and blog is different. And in some organizations, blog SEO is left to the content department whereas the website SEO is considered part of the marketing department’s (or digital marketing agency’s) portfolio. I sincerely believe that the selection of keywords for both the website and the blog should be made by both your marketing and content departments. This blog outlines some reasons.

What’s SEO

If you are reading this blog, you already understand what it means. However, it’s nice to recap: SEO is the act of helping search engines understand what your business is all about.  And we achieve this through an SEO strategy. And, as you know, the selection of appropriate keywords is the most important step in your SEO strategy.

What’s the Difference Between Website and Blog Content

Website content talks about your products and services. They will evolve slowly, perhaps over a few months, or sometimes, a few years. However, blogs are executed for a different purpose altogether. They showcase your firm’s experience, vision, knowledge, processes, successes, thought process, take on important challenges, and so on. In other words, at a high level, your business’ blog is more like the Speakers’ Corner at a park. You talk when you know, experience, and care deeply about something. Period. For this very reason, your blog content is far more dynamic than your website content (and probably more interesting).

Therefore, choosing keywords for your blogs takes you on a trip to broad base your website. When you blog about the trends in your industry, you can choose those keywords that otherwise don’t fit into the content about your products and services. Also, blogs indicate that your business is alive and is actually in business. (Don’t you search for signs of life on a website before contacting the business?). The conclusion: your blog SEO is as important as website SEO, if not more.

Who Chooses Your Keywords

Choosing keywords is an ultra-important task. Ideally, it should be your marketing and content departments working together. Reason: the marketing department or the business owner (you) know how to position your business and how to describe it so that visitors to the website and search engines understand your products and services. And the content department can execute the vision.

However, the real world is far from ideal. So, for some businesses, the web design and development agency recommends and implements the SEO strategy. For others, the digital marketing agency does the job. However, at very few places the content teams are in-charge. Honestly, I know of none. Now, the question comes up: why should a content department help choose the keywords for the blogs, if not the entire site. There are many reasons.

  1. When made responsible for keyword selection along with his marketing counterparts, your content head can combine the ideation and execution parts of SEO. This will drive the depth and breadth of SEO for a growing organization.
  2. Active participation in keyword selection will improve SEO through content.
  3. Choosing keywords is not rocket science. When involved over a long time, the content department will acquire enough expertise so as to meet the demand for quickly selecting the keywords. (If you want to shorten the learning time, online training via MOOCs is an option.)
  4. By virtue of his exposure to content from many sources, your content head often lives in various strata of technology and business worlds simultaneously. Therefore, he probably can bring a rich worldview that can positively influence keyword selection at your organisation.

Conclusion

Co-opt your content department in choosing your keywords. This act will pay rich dividends for your business in due course.

To know more, or for SEO services, do write to us at sales at lotustech dot online. Or, call +91-7032727333.

By Surya Vallae