Where Should You Put Testimonials on Your Website?

Most sites put testimonials on a page called Testimonials. Almost nobody visits it.

That is not a design failure, it is a logic one. A page of praise is something you visit after you have already decided to trust someone, which means it reaches people who no longer need convincing. Proof works where doubt happens, and doubt happens on the pages people actually use.

The rule

Put the testimonial next to the thing it answers.

A quote about how quickly you replied belongs beside the contact form. A quote about the price being worth it belongs beside the price. The same words in a different place do a completely different amount of work.

1. The hero, if you have one strong quote

Underneath the headline, before anything else. One quote, not six.

This works when the quote is short enough to read at a glance and specific enough to be an argument. It fails when it is generic, because a vague compliment in the most valuable space on your site tells a visitor you had nothing better to put there.

Use a single testimonial or a small rating badge. A full wall in the hero pushes the actual proposition below the fold.

2. The pricing page — the highest-value placement

This is the one most people miss, and it is worth more than the other five combined.

The pricing page is where somebody decides, and the objection there is always the same: is this worth it? A quote that says so, from someone who sounds like the reader, is answering the exact question being asked at the exact moment it is asked.

Put one beside the plan you want chosen. If you use a rating badge, this is where it goes.

3. Beside the form or the button

Any place where somebody hands something over — an email address, a card, an enquiry — is a place where they hesitate.

A short quote next to the button reduces that hesitation more than anything you can write yourself, because it comes from someone with nothing to gain. Keep it to one, keep it short, and keep it visually quiet. A loud testimonial next to a call to action competes with the call to action.

4. Landing pages, matched to the campaign

If a landing page is about one feature, the testimonial on it should be about that feature.

This is where a tool that lets you build several widgets earns its price: the same pool of approved testimonials, filtered differently per page. A quote about onboarding on the onboarding page, a quote about support on the support page. Generic praise on a specific page is a wasted slot.

5. Case study and project pages

The quote from the client that project was for, on that project's page.

Obvious, and frequently forgotten. If you have written a case study, the person it is about has almost certainly said something about it — and their sentence at the top of the page will be read by more people than your three paragraphs beneath it.

6. The footer, quietly

A small rating badge in the footer sits on every page without taking space from any of them.

It will not persuade anybody on its own. What it does is remove doubt from the pages you never thought about — the terms page somebody landed on from a search, the blog post that got shared. Cheap to add, and it works while you are not looking.

Where not to put them

A dedicated testimonials page, as your only placement. Have one if you like — it is a useful thing to link to from a proposal or an email signature. Just do not mistake it for a placement, because the traffic is not there.

Six in a row at the bottom of the homepage. Everyone does this and everyone scrolls past it. Six quotes read as decoration; one quote in the right place reads as evidence.

Anywhere they push the actual content down. If a visitor has to scroll past your proof to reach what they came for, the proof is costing you more than it earns.

The practical problem

All of this assumes you can put a different testimonial in six places and change them without editing your site every time. Pasted HTML cannot do that — six placements become six things to update, and within a month they are stale.

That is what an embeddable widget is for. One script tag per placement, the testimonials managed in one place, and approving a new one updates every page carrying it.

See how the widgets work — or build one in the browser without an account.