Most ophthalmologists are getting testimonials completely wrong on their current website.
Testimonials are extremely important and powerful when used correctly. When used improperly, they are less impactful, often ignored, and even hurtful to your practice. You want to strategically make the testimonial as engaging as possible.
Here are 6 common testimonial mistakes and how to avoid them:
1. Posting All Testimonials On 1 Page
It’s best to litter testimonials all over your website. Meaning adding at least one on each page within your site. Opposed to having one page with all of your testimonials listed. It’s rare that potential patients will read through all on one page.
To do this, you’ll want to make a market-to-message match for each procedure on each page. For example on your LASIK page within your site you’d have LASIK testimonials scattered throughout the page. Same for your cataract page. You could even add a testimonial on your “Contact Us” page from a patient who complimented you or your staff on customer service.
2. No Headline For Your Testimonials
You want to think of your testimonials as “mini-advertisements.” I’ve seen many successful ads where the entire ad is a testimonial. This is effective because having someone else say why they should choose you, often comes across less self-serving than you saying it.
So as with every ad, 80% of the importance of an ad relies on it’s headline. You must have a good headline to grab attention and keep it.
With that being said, you want to give your testimonial a headline. To do this, simply go through the testimonial and pick out the main benefit or overcome a common objection. Once you’ve found the biggest benefit or objection, pull the text out and make the font size bigger, bolder, and before the the rest of the testimonial as shown below:
Using headlines is especially helpful when someone is just browsing testimonials without reading the full text.
3. Not Including a Photo of the Patient or Using a Stock Photo
Nothing screams “fake testimonial” to a potential patient than a stock-looking photo of a testimonial, or worse, no photo at all. Even if the patient provides you a professional-looking photo, it’s best to get a photo from the patient while they’re in the practice after they’ve given you their testimonial. (Unless of course, your testimonial is a celebrity.) Have your staff snap a quick photo and you’re good to go.
4. Correcting Spelling and Grammar Mistakes
You should NOT correct spelling and grammar mistakes in your testimonials. I’ll be honest, this is a hard one for me to comply with after I’ve found the error.
The reason you want to keep spelling and grammar errors is it even further validates that the testimonial is real. Patients know that other people make mistakes, and when they spot a mistake they pass off the error as a mistake made by a real person. A real testimonial. The more real the testimonial is, the more transparent you are, and the more trust you build.
5. Not Including FULL Name, Location, and Occupation of the Patient
Have you ever seen a testimonial that reads “From Nick S.” It almost seems like that business is hiding something by not providing the individual’s full name. It’s much more believable to have the testimonial read first and last name.
To further validate the testimonial, ask permission to use the patient’s city and occupation. The reason being, people look for those that are similar to themselves when making a big decision. Someone who is like them. When they spot someone who seems to have same demographics, interests, locale, occupation, etc. they subconsciously say to themselves, “Hey, this guy’s like me. If he had a good experience, I will too. I’ll give this doctor a shot.”
6. Not Having Testimonials Next To Your Call-to-Action Forms
You’ll want to use your best testimonials next to your main call-to-action forms. Let’s say a patient has browsed around your site, they’re ready to hit the “Is LASIK Right For You?” button or “Schedule an Appointment,” or “Enter Your Email For the Top 7 Questions You Must Have Answered Before Choosing a Cataract Surgeon PDF,” whatever your direct-response call-to-action is. If you have great testimonials listed next to your forms, you will reduces buyer’s (or email opt-in) remorse and you will tip those who were wary of entering their information over the scale.
Make the comparison.
The two testimonials below are the exact same testimonial. One with the above mistakes corrected, one without. Do you see how much of an impact these small changes can make for you?
Now of course you’ll want to check your state laws to make sure you’re staying within regulations and HIPAA guidelines of using testimonials.
But making these 6 small tweaks to your testimonials on your website will lead to higher conversion, more leads and ultimately more patients.
If you found this post helpful, drop me a comment below!
To your practice,