Examples and rules of good testimonials on popular and cool websites.

1. TESTIMONIALS
ON POPULAR & COOL
WEBSITES
Examples for inspiration
S E P T 2 0 1 6

2. Good Rules
Most websites show testimonials of customers because they help create confidence.
The best ones:
• Feature exemplary people that anyone can identify with (because of their activity,
age or gender) or can be impressed by (famous companies).
• Show a picture of the person to humanize the experience and/or the logo of the
company to make it more recognizable.
• Display the first and last names of the customer, once again, to create more
empathy and make it sound real.
• Most importantly, focus the quote on a personal experience: telling only "the
product is great" sounds fake; telling "I personally had this great experience
considering my personal needs" is much more effective.
Most of the times, the customers quotes are on the homepage.

12. MUSICFOLIO

16. Exceptions
On a few popular websites, the testimonials are not on the homepage:
• Plated, a food delivery company, hides its 3 customers quotes in a weird section: Why
Plated->Quality and Flexibility. Shyp, a shipping service, hides them in the eBay
section.
• Crew, a platform of creative freelancers, and Slack have created a specific section
called Customers, where they tell long-form stories.
A few popular websites don't use customers' quotes:
• Squarespace has a Customers section that displays only clients' logos and the
websites they've built with Squarespace, but no quotes.
• Neue House, a coworking space in NY, has a Community section. You might think
you'll find a series of users' portraits. But, not only will you find pictures of things
instead of people, but the people behind the pictures and their awkward quotes, are
actually celebrities who share Neue House's spirit, like Glenn Close.
• I've also found a number of cool and/or popular websites that show absolutely no
customers references. Like Mailchimp, Dropbox, Evernote, Reserve (food), Skillshare
(e-learning) or Warby Parker (eyeglasses).

17. It's actually a carrousel.

22. When you hover with the mouse

28. When you hover with the mouse

29. When you click on Neue Journal (below the previous picture).

30. Thanks for your attention. I hope these examples
will help you build great testimonials.

31. I share more content on brand storytelling
each Saturday on The Storytelling Digest.
thestorytellingdigest.com
For inquiries on storytelling, branding and copywriting:
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