A testimonials page is not a trophy wall. It is a trust page. Buyers land there when they are close to a decision and still looking for evidence that you are a safe, credible choice.
If your service page anatomy guide does its job, the reviews page finishes the job. It should reduce uncertainty, not inflate expectations. And it should feel real, not curated to the point of distrust.
Decide what belongs on the reviews page
Use the reviews page for short, specific proof. Use case studies for deeper stories. A good testimonial is a few sentences that show outcomes, not a long narrative. If you want the narrative, link the testimonial to a case study.
A clean split looks like this:
- Testimonials: short proof with context, grouped by outcome or service type
- Case studies: full story with constraints, decisions, and measurable change
If you already have a reviews page, make sure it is linked from your homepage, service pages, and the contact page. If people have to search for proof, they usually leave.
Keep endorsements honest and disclosed
Credibility drops fast if testimonials feel manufactured. The FTC’s Endorsement Guides say endorsements must reflect honest opinions and that material connections, like payment or free services, should be disclosed clearly. See the FTC Endorsement Guides Q&A and the FTC endorsement guidance overview.
If you offer a discount or any incentive in exchange for a review, say so. If a testimonial comes from a partner or employee, disclose the connection. If you are not comfortable disclosing it, do not use the testimonial.
The FTC’s Consumer Reviews and Testimonials Rule also bans fake reviews and review suppression. That means you should not publish reviews that misrepresent the reviewer’s experience, and you should not present filtered reviews as if they represent all submissions. See the FTC’s final rule announcement and the rule Q&A.
Add context or the testimonial feels empty
A line of praise without context sounds like marketing copy. Add just enough detail so a buyer can understand the situation: company type, role, service scope, and outcome. Even one small detail such as “B2B SaaS” or “lead‑gen redesign” helps the reader decide whether the review applies to them.
If a testimonial mentions a specific result, link it to a relevant page or a case study. If you do not have a case study, link to a page that explains how you work, such as business websites or your services overview.
Ask for reviews at the right moment
Timing matters. Ask when the outcome is fresh and the relationship is warm, such as right after launch, after a measurable improvement, or after a clear internal win for the client. Give a short prompt so they know what to share, like the problem they had, what changed, and the result they saw.
Keep editing minimal. If you shorten a quote, preserve the meaning and confirm the final version. A review that sounds like the client’s real voice builds more trust than a polished paragraph that feels rewritten.
Structure the page for quick scanning
People skim proof. That is why headings matter. W3C guidance on headings and labels says headings should describe topic or purpose so users can find what they need quickly. See the W3C headings and labels guidance.
Group testimonials by the outcome a buyer wants, not by internal service names. For example: “More qualified inquiries,” “Clearer positioning,” or “Faster site performance.” It helps visitors match themselves to the proof without reading everything.
Place the next step near the proof
A testimonials page is not a dead end. If someone is reading proof, they are close to the decision. Give them a calm next step. If they are ready, send them to the project brief. If they have a question, the contact page should be one click away.
If you want more structure, tie this to your pricing page guide and contact page design guide. Those pages handle the questions that usually follow proof.
A reviews page works when it feels real, specific, and easy to navigate. If it does that, it will do more than show praise. It will move good buyers toward a decision.
