How to Use Customer Testimonials and Reviews in Your Contractor Business Marketing

Footbridge Media March 23, 2023

Customer testimonials and reviews are powerful tools for building trust and credibility with potential clients, which is why it's essential to learn how to collect and leverage customer testimonials and reviews in your contractor marketing efforts.

Client reviews and testimonials are valuable sources of information for both contractors and consumers. For you, the contractor, positive reviews and testimonials can serve as powerful marketing tools, helping to build trust and credibility with prospective customers. They can also provide valuable feedback that can be used to improve services and customer relations. Negative reviews, while potentially damaging, can also offer valuable insights into areas where improvements can be made.

For consumers, reviews and testimonials provide social proof that a contractor is trustworthy and delivers on their promises. They can help prospects make more informed decisions and avoid potential scams or bad experiences. Additionally, reviews often provide a more nuanced and detailed understanding of your services than what's available on your company's website or in marketing materials.

Overall, customer reviews and testimonials are:

A vital component of modern commerce
Helping to facilitate trust, and transparency
Informed decision-making
Learning how to use positive feedback to your advantage is essential

5 Effective Ways to Use Testimonials & Reviews for Marketing

As a contractor, customer testimonials and reviews can be powerful tools for attracting new business and building trust with potential clients. Here are five of the best ways to use clients in your marketing:

Feature customer reviews prominently on your website - Your website is often the first place potential customers will go to learn about your business. By featuring customer reviews prominently on your website, you can help build trust with potential clients and demonstrate the value and quality of your work. Consider creating a dedicated page for customer reviews or featuring them on your homepage and service pages.
Share reviews on social media - Social media platforms such as Facebook, Twitter, and LinkedIn are great places to share customer reviews and testimonials. By sharing positive reviews on your social media channels, you can amplify your message and reach a wider audience. For assistance from our top-notch social media marketing for contractors team, contact us with your request.
Use reviews in advertising - Incorporating customer testimonials into your advertising campaigns, such as in display ads or in radio or TV spots, can help build trust with potential customers and reinforce your message. Consider using quotes from satisfied customers or featuring video testimonials in your ads.
Create case studies - Case studies are a powerful way to showcase your work and highlight the results you've achieved for your clients. By featuring customer testimonials and reviews in your case studies, you can demonstrate the value and quality of your work in a compelling way.
Respond to negative reviews - Negative reviews can be challenging, but they can also provide an opportunity to demonstrate your commitment to customer service. When responding to negative reviews, be professional and empathetic. Try to resolve any issues that may have led to the negative review and demonstrate your willingness to go above and beyond to satisfy your customers.

By using customer testimonials and reviews effectively, you can build a strong reputation and attract more business to your contracting company. Whether you feature reviews on your website, share them on social media, or incorporate them into your advertising campaigns, customer testimonials, and reviews can be powerful tools for building trust and driving growth.

Play By The Rules Regarding Client Testimonials

Using customer testimonials in your marketing can be a great way to build trust and credibility with potential customers. However, it's important to make sure you're using them legally and ethically. Here are some tips on how to do so:

Use the entire testimonial - When using client testimonials, it's important to use the entire comment in order to provide context and avoid misrepresenting the customer's experience. Avoid cherry-picking certain phrases or sentences that may be misleading or taken out of context.
Avoid using giveaways or discounts as a reward for leaving a review - At least specifically for reviews on Google Maps, you should avoid incentivizing customers to leave reviews. Per Google’s Guidelines for Fake Engagement, reviews should be genuine and “Content that has been incentivized by a business in exchange for discounts, free goods and/or services” is fake engagement and not allowed: https://support.google.com/contributionpolicy/answer/7400114. You can certainly incentivize referral programs, but be cautious with Google Reviews.
Don't make false claims - When using feedback from clients, it's important to avoid making false or unsubstantiated claims about your products or services. Don't exaggerate or misrepresent the customer's experience in order to make your business look better.

By following these guidelines, you can use feedback from your customers in your marketing campaign efforts, legally and ethically. Remember to always obtain written consent, use the entire testimonial, disclose any material connections, avoid making false claims, and monitor your testimonials for compliance. Doing so will help build trust with potential customers and enhance the credibility of your business.

Get Proactive About Asking For Feedback

Encouraging clients to offer reviews and testimonials can be a great way to build your reputation and attract new business. Here are some tips on how to do so:

Ask for feedback: Make a point to ask clients for feedback on their experience working with you.
Make it easy: Provide clients with clear instructions on how to leave a review or testimonial, and make the process as easy as possible.
Offer incentives: Consider offering incentives such as discounts or other rewards for clients who leave a review or testimonial.
Follow up: If a client has expressed satisfaction with your work, follow up with a request for a review or testimonial.

By making it easy and incentivizing clients to leave reviews and testimonials, you can build a strong reputation and attract more business to your company.

About Footbridge Media

Since 2004, Footbridge Media has worked exclusively with contractors just like you to help them achieve their goals. Your success is our business.