Let’s be real: consumers are more skeptical than ever, and displaying testimonials on your website is one of the most reliable ways to build trust and drive conversions. But collecting great testimonials is only half the job. Where and how you show them decides whether they get watched or ignored.
This guide covers why testimonials work, the best places and formats to display testimonials on a website, and ten more ways to showcase video testimonials beyond your site, from email and ads to sales decks and events.
Why Displaying Testimonials Matters
Social proof is a psychological phenomenon where people mirror the actions of others, especially when they’re uncertain. When potential customers see testimonials from satisfied clients, it reassures them that they’re making the right decision.
Testimonials act as a bridge of trust between your brand and potential customers. They reduce perceived risk and answer the unspoken question, “Will this work for me?” They are especially effective late in the buyer’s journey, when a visitor is close to a decision and looking for a final reason to say yes.
Research consistently shows that testimonials influence buying decisions. According to BigCommerce, 92% of consumers read online reviews and testimonials when considering a purchase. That’s why testimonials belong wherever trust has to be established quickly, such as landing pages built around video social proof.
How to Display Testimonials on a Website: The Best Placements
A testimonial’s impact depends largely on where it appears. These are the pages where testimonials do the most work.
Homepage
Why it works: The homepage is often a visitor’s first touchpoint with your brand. Testimonials here establish credibility immediately and encourage people to explore further.
Best practices:
- Feature a diverse range of testimonials that highlight different benefits or customer types.
- Use a slider or grid to show several testimonials without overwhelming visitors.
- Add customer photos, names, or company logos to make each testimonial more relatable and credible.
Example: Mailchimp’s homepage pairs short testimonials from well-known brands with their logos, adding an extra layer of social proof.
Product and Service Pages
Why it works: Testimonials on product or service pages address concerns at the moment of decision. Specific feedback about the exact product removes doubt and moves the visitor toward purchase.
Best practices:
- Place testimonials near the call to action to reinforce the decision.
- Use product-specific testimonials so buyers see proof for the exact item they’re considering.
- Show star ratings alongside testimonials to visually reinforce positive feedback.
Example: Amazon displays star ratings and customer reviews directly under each product, a placement that strongly influences purchase decisions.
Landing Pages
Why it works: Landing pages have a single goal, whether that’s a sign-up, a download, or a purchase. A well-placed testimonial can be the nudge that turns a visit into a conversion.
Best practices:
- Place testimonials directly above or below the CTA, where reassurance matters most.
- Choose testimonials that speak to the specific offer on the page.
- Use video testimonials where possible for a more engaging, believable experience.
Example: HubSpot’s landing pages often feature testimonials that speak directly to the value of the offer, answering objections in real time.
Pricing and Checkout Pages
Why it works: This is where hesitation peaks. Visitors are asking, “Is this worth it?” and “What if it doesn’t work for me?”
Best practices:
- Show one short, outcome-focused testimonial next to each plan or beside the checkout button.
- Pick testimonials that mention results, ease of setup, or value for money.
- Keep it brief so the testimonial reassures without distracting from the purchase.
About Us Page
Why it works: Visitors come to the About page to learn your story and values. Testimonials here humanize your brand and show that customers back up what you say about yourself.
Best practices:
- Choose testimonials that reflect your company’s values and mission.
- Use longer testimonials or short case stories that give a fuller picture of the customer experience.
- Pair them with photos or video interviews to create a more compelling narrative.
Example: Airbnb uses stories from both hosts and guests to reinforce its community-focused brand.
A Dedicated Testimonials Page
A dedicated testimonials or “wall of love” page gives prospects one place to browse every story, filtered by use case, industry, or product. It’s also an easy page to link from sales emails and proposals. For layout ideas, see our roundup of testimonial page examples.
The Best Ways to Display Testimonials on a Website
Placement is half the equation; format is the other half. The best way to display testimonials depends on the page and how much attention the visitor has to give:
- Embedded video testimonials: The most persuasive format, because visitors see and hear a real customer. Use clear thumbnails and keep clips short, ideally under a minute.
- Carousels and sliders: Good for homepages, where you want to show variety without taking up much space.
- Grids and “wall of love” layouts: Best for dedicated testimonial pages, where visitors want to browse.
- A single featured quote: One strong, specific testimonial next to a CTA or pricing table often beats a long list.
- Star ratings with review snippets: Ideal for product pages, where buyers want quick validation.
- A testimonial reel: A short montage of your best clips works well as a hero video or above the fold.
Whatever format you choose:
- Be specific: Testimonials that mention a concrete problem, result, or use case are far more convincing than generic praise.
- Show who is speaking: A name, role, company, or photo makes a testimonial credible.
- Add captions: Many people watch video with the sound off, so captions keep your message from getting lost.
- Keep pages fast: Lazy-load video embeds so testimonials don’t slow your site down, and check that they look good on mobile.
- Get permission first: Make sure customers have agreed to how and where their testimonial will be used. Our guide to video testimonial consent and release forms explains what to include.
Beyond Your Website: 10 More Ways to Showcase Video Testimonials
Your website is the foundation, but the same testimonials can work across your entire marketing mix. Here are ten more places to put them.
1. Social Media Channels
Share video testimonials on Facebook, Instagram, LinkedIn, TikTok, and X. Add captions and a strong first line so the clip earns attention in the feed, and encourage your audience to engage and share to extend your reach.
2. Email Campaigns and Newsletters
Add a video thumbnail that links to the full testimonial, and match the testimonial to the reader’s interests or stage. Highlighting the specific benefit a customer talks about makes the message more persuasive. Here’s more on using video testimonials in email marketing.
3. Paid Ads
Run your best testimonials as ads on Meta, Google, YouTube, or TikTok. Use audience targeting to show each story to the people most likely to relate to it, and lead with the customer’s result rather than your product features.
4. Sales Presentations and Proposals
Drop relevant testimonials into sales decks and proposals, especially ones that address the prospect’s specific objections. A short clip from a similar customer often does more than another slide of features.
5. Events and Trade Shows
Play testimonials on screens at your booth to draw attention and start conversations. You can also invite attendees to record their own videos at the event with a QR code, turning the booth into a source of new content.
6. Product Demos
Mix short testimonials into live or recorded demos. Seeing how other customers use the product makes it more tangible and helps prospects picture their own results.
7. A Video Testimonial Reel
Combine your best clips into a 60–90 second reel. Use it on your homepage, on social media, at events, and at the start of sales calls for a quick, powerful overview of customer satisfaction.
8. A Virtual Testimonial Event
Host a short webinar or live session built around customer stories, with a few satisfied customers joining for a live Q&A. It builds community, deepens customer relationships, and generates fresh content.
9. Case Studies
Pair written case studies with video testimonials. The written piece covers the details and numbers; the video adds the human voice that makes the result believable.
10. Influencer and Partner Content
Work with influencers or industry partners to share customer stories with their audiences. Their reach and credibility help your testimonials find new people who may be interested in what you offer.
Collect and Display Video Testimonials with Vidlo
Video testimonials are more engaging and persuasive than text alone, and Vidlo makes them easy to collect and show. Customers record from their own phone or laptop through a link or QR code, with no app or login, and consent is captured with every submission.
Once videos come in, you can organize them in one library and embed them on your website, whether on your homepage, product pages, or landing pages, and share the same clips on social media, in email, or in ads.
Ready to put your customers’ stories to work? Start your free trial and launch your first video testimonial campaign today.
Frequently Asked Questions
How do I display testimonials on my website?
Start with the pages where visitors make decisions: your homepage, product or service pages, landing pages, and pricing or checkout pages. Place testimonials near your calls to action, include the customer’s name and photo, and use video testimonials where possible for extra credibility.
What is the best way to display testimonials on a website?
There isn’t one format that wins everywhere. Embedded video testimonials are the most persuasive, carousels work well on homepages, grids suit a dedicated testimonials page, and a single specific testimonial next to a CTA often converts best on product and pricing pages.
Where else should I share video testimonials?
Beyond your website, share them on social media, in email campaigns, in paid ads, in sales presentations and proposals, at events, in product demos, and in case studies. A short testimonial reel is an easy way to reuse your best clips across all of these.
How do I add video testimonials without slowing down my website?
Use a lightweight embed or video player that lazy-loads, show a thumbnail until the visitor clicks play, keep clips short, and test the page on mobile. Hosting video on a dedicated platform rather than uploading large files to your site also helps.
