When done right, customer testimonials can be one of the most persuasive elements on your website. They build trust, address objections, and show potential customers what success with your product looks like. According to BigCommerce, 72% of consumers say positive reviews and testimonials increase their trust in a business. In this article, we’ll cover how to gather and showcase testimonials that actually move the needle, with seven great real-world examples to help inspire you!

Types of website testimonials

Testimonials are customer statements that reflect their positive experience with your product, service, or brand. They come in several forms, including:

• Quotes: Short and impactful written statements, often accompanied by the customer’s name and photo.
• Video testimonials: Engaging video clips of customers sharing their success stories.
• Case studies: In-depth narratives that cover customer challenges, solutions, and results.
• Social proof: Screenshots of reviews or social media mentions on platforms like LinkedIn or X.
• Aggregated reviews: Testimonials from platforms like G2 or Trustpilot.

Five strategic tips for acquiring customer testimonials

Getting quality client testimonials doesn’t have to be complicated. Here are some actionable tips to help you get started.

1. Time your requests strategically

In other words, “strike while the iron is hot.” Follow up immediately after positive interactions or notable achievements when satisfaction is highest, as research shows most customers will provide feedback when asked at these optimal moments. According to the 2025 Brightlocal consumer review survey, the most effective review request method is via email.

2. Remove barriers to participation

Create simple feedback forms with specific guiding questions, or even offer to draft testimonials based on brief conversations, allowing busy customers to approve ready-made content rather than creating from scratch.

3. Incentivize thoughtfully without compromising authenticity

Offer to feature customers' brands, create spotlight programs with additional benefits, or provide exclusive content that adds value while encouraging participation.

4. Repurpose existing positive feedback

Monitor social media mentions, support chats, and customer emails for glowing comments that can be repurposed into testimonials with proper permission, saving customers time while capturing genuine sentiment.

5. Focus on compelling storytelling

Encourage customers to share specific challenges and solutions rather than generic praise, helping them articulate their authentic experience in a way that potential clients will find relatable and convincing.

Five tips for displaying testimonials on your website

How you present testimonials matters just as much as gathering them. Here’s how to make them stand out.

1. Prioritize authenticity and credibility

Include customer photos, titles, company logos, and links to their websites or social profiles whenever possible to increase impact.

2. Place testimonials strategically throughout your site

Position relevant testimonials near related features or claims they support, incorporate them into your conversion flow where they address specific objections, and use contextual placement on specific landing pages.

3. Optimize content for maximum impact

Lead with the strongest statements, trim testimonials to focus on the most compelling parts, and highlight key metrics or results using callouts or bold text to make important points stand out.

4. Incorporate compelling visual elements

Use design elements like sliders, cards, or carousels to showcase volume without overwhelming visitors, and consider video testimonials to hear directly from the client themselves.

5. Keep content fresh and transparent

Regularly update and rotate testimonials to keep your site fresh, feature seasonal success stories, highlight recent partnerships, and link to external review platforms like G2 or Trustpilot for additional credibility.

7 great website testimonial examples

Real-world examples can provide inspiration for how to effectively showcase customer testimonials on your website. Here are seven companies that excel at using testimonials to build trust, highlight product value, and drive conversions.

1. Shopify’s “Founder Stories”

Shopify features a dedicated space for “Founder Stories” which allow entrepreneurs who have found success with Shopify to share their personal experiences.

What makes it great:

• Authentic narratives - features authentic entrepreneurial journeys rather than traditional testimonials.
• Multi-format storytelling - combines blog post narratives with embedded video interviews.
• Diverse representation - showcases diverse business types and founder backgrounds.
• Tactical success paths - demonstrates concrete paths to success using Shopify's platform.
• Conversational Q&A format - often uses a Q&A or conversational blog format that makes founders relatable and their challenges approachable.
• Problem-solution frameworks - highlights specific obstacles overcome and strategies implemented.
• Emotional journey context - connects emotional elements of entrepreneurship with practical business outcomes.

2. Miro’s remote collaboration success stories and visual product examples

Miro focuses on remote collaboration customer stories with visual examples of how their virtual whiteboard transforms teamwork.

What makes it great:

• Remote work focus - highlights remote collaboration success stories in distributed teams.
• Use case visualization - shows how different teams use their virtual whiteboard in practice.
• Feature-specific feedback – includes testimonials displayed like sticky notes, mirroring how teams use Miro to collaborate.
• Cross-team adoption - includes multi-team adoption stories across organizations.
• Process transformation - demonstrates how traditional in-person processes successfully move online.
• Visual thinking - showcases how visual collaboration improves team understanding and alignment.

3. Vercel’s performance metrics testimonials

Vercel emphasizes performance improvements with specific technical metrics that appeal directly to their developer audience, using a dynamic testimonial slider to showcase results across different use cases.

What makes it great:

• Performance metrics – highlights load time and performance improvements with precise data.
• Deployment efficiency – showcases deployment time reductions and streamlined workflows.
• Technical credibility – features testimonials from respected technical decision-makers.
• Framework compatibility – highlights success stories across various frontend frameworks.
• Developer experience – focuses on how Vercel enhances developer productivity.
• Segmented social proof – uses a testimonial slider in the header, featuring compelling quotes and statistics categorized for AI Apps, Web Apps, Ecommerce, Marketing, and Platforms.

4. Monday.com's workflow transformation gallery

Monday.com showcases customer stories highlighting workflow improvements with before-and-after comparisons, time-saving metrics, and visually engaging customer stories.

What makes it great:

• Quantified productivity – showcases workflow improvements with specific time-saving metrics.
• Cross-functional appeal – features testimonials from different departments and use cases.
• Backed by statistics – clicking into an individual success story, you can see statistics around things like hours saved and customer satisfaction prominently displayed at the top.
• Transformation stories – demonstrates clear before/after scenarios in project management.
• Team collaboration – emphasizes how the platform improves team communication and visibility.
• Engaging customer stories – blends video and written testimonials for a compelling experience.
• Standout customer quotes – uses bold typography and color highlights to emphasize key benefits.

5. Prismic's feature-focused customer quotes

Prismic integrates testimonials throughout their website— from one-off client quotes to in-depth customer stories — with a strategic focus on highlighting relevant customer feedback specific to each tool or product feature.

What makes it great:

• Mixed format approach - combines quick-hit quotes with in-depth case studies for different user needs.
• Third-party validation - the homepage includes aggregated G2 reviews, which provides social proof at scale.
• Feature-specific feedback - uses testimonials that speak to specific features on relevant pages, like the Slice Machine and Page Builder landing pages.
• Success storytelling - their community success stories, like the Evri case study, demonstrate real-world impact.
• Contextual relevance - testimonials appear at points in the user journey where social proof is most impactful.

6. Ahrefs' SEO Expert Endorsements

Ahrefs leverages testimonials from respected SEO experts, prominently displayed in a slider format, to highlight specific features and demonstrate measurable search improvements.

What makes it great:

• Expert endorsement – features testimonials from respected SEO industry experts.
• Feature-specific praise – showcases concise, high-impact quotes focused on key features.
• Results visualization – uses data visualizations to highlight real search traffic improvements.
• Trust-building elements – includes customer photos, names, titles, and companies for credibility.
• Social proof integration – displays visual logos of big-name customers alongside testimonials.
• Credibility boost – reinforces trust with a stat showing that 44% of Fortune 500 companies use Ahrefs.

7. Slack’s stories of efficiency and productivity

The Slack customer stories page focuses on communication transformation and showcases how organizations improve collaboration and productivity.

What makes it great:

• Prominent video storytelling – features a high-impact video testimonial at the top of the page.
• Communication metrics – quantifies reductions in emails and meetings post-Slack adoption.
• Cross-company adoption – highlights how entire organizations transform their communication.
• Integration benefits – showcases how Slack connects seamlessly with other tools.
• Cultural impact – demonstrates how Slack improves company culture and connectivity.
• Remote work enablement – features success stories of distributed teams thriving with Slack.
• Scale flexibility – includes testimonials from startups to enterprise-level corporations.
• Searchable success stories – provides a dedicated search tool for exploring case studies.

Final thoughts on website testimonials

Customer testimonials are a powerful way to build trust and showcase real-world success with your product. You can create persuasive social proof that resonates with your audience by strategically gathering and displaying testimonials—whether through compelling quotes, in-depth case studies, or engaging video stories. The examples in this article highlight how many top companies leverage testimonials to drive credibility, improve conversions, and reinforce brand authority. By implementing these best practices, you can turn customer voices into one of your most effective marketing assets!