The recommendations are very strong, but still little used, Internet marketing a tool to help companies build credibility, alleviate concerns, and turn prospects into customers. Adding customer testimonials to your website can be a very effective way to build trust and strengthen your company’s reputation.

The traditional look, structure, and design elements of a referral page usually consist of customer reviews arranged in a list style that is unnecessary and appealing to users. This is because many companies do not see customer testimonials as an essential part of achieving success online. We’ve put together 13 great recommendation page examples to show how useful these pages can be when designed to fit your website.

Don’t get me wrong: Incorporating testimonials across your website is better than not at all. However, they can prove to be much more valuable to your online strategy if you move from traditional Customer Reviews and create a customized approach.

Why you should show referrals throughout your site

If your business worked hard over the years and earned a collection of awards and certifications, would you show them on a shelf that few people see? I hope the answer is no. I’m not saying you should wipe the dust off of every reward your business receives and pack it in your waiting room, but it certainly doesn’t matter if you present one or two of your most proud accomplishments.

Instead of wanting visitors to your site to click on the testimonial page and read about the great work you’ve done, place some of your most accomplished accomplishments at the bottom of each page or in the sidebar. For example, we’ll show the following bar at the bottom of some pages on our site:

recommendation bar

We chose to show this recommendation because we think it will show potential customers what we can do, and they can click to read more.

By putting testimonials on each page, you can make sure that a large portion of your site traffic knows the credibility of your business, even if they don’t go to your testimonial page. However, when driving traffic to your site to your referral page, keep in mind that this page is a great place to think outside the box and present more than an otherwise boring and monotonous list of customer reviews.

In today’s fast-paced world, it is no longer up to consumers to research brands and products before committing. They expect companies to provide this information to them. This is not because consumers are lazy or unable to collect data themselves, but because consumers now have the ability to go from website to website, evaluate and compare brands with the click of a mouse instead of traveling from store to store.

Word of mouth: the most convincing way to sell your brand

The primary function of a website is to promote your brand or products online so that you can expand your reach and increase results … but wouldn’t you like other people to promote your brand instead? The best way to sell your brand to potential customers is let current and past customers sell for you.

A great way to achieve this is to integrate customer testimonials and customer reviews into the central theme and layout of your website. Testimonials are not secretive – they are something to be proud of and share with others. Modern websites use seamless web designs to praise their customer reviews through live social media streams, home page content sliders, video testimonials, case studies, and more.

Below is a list of 13 websites that show a variety of attractive, compelling and creative apps for testimonials. I have also included highlights of parts or design elements that I found particularly unique and useful.


The whole package! Xero website includes snippets of recommendations on the front page with photos of clients, the referral page includes videos, quotes, client names, industry, referral content slider, and numerous other buttons that take you to the entire Q&A page of an individual case study.

2. does a phenomenal job using typography, colors, and balance to create an extremely neat and structured layout. Here are three types of recommendations: recommended recommendations (logo, quote + video), regular recommendations (logo + quote), and case study recommendations (summary, quote + read more button that links to a newsletter-type PDF for each customer).


Another great use of color and fonts. Clover” Referrals include customer names, company names and customer reviews, as well as videos, an attractive sidebar quote bubble, and other PR sources.


FreeAgent does a great job of segmenting review types into multiple tabs. These tabs are e.g. Buzz tab (citations overview + video), Testimonials tab (title snippet for each recommendation, detailed recommendation, customer name, photo, company name + “Twitter Love” section and Twitter reviews), Case studies tab (challenges, solutions and results for each company, photo, more information about the company) and a Press Reviews tab (magazine reviews + links to online reviews). Customizing recommendations with photos is a great way to tell your audience that your recommendations are credible.


The test page has a simple layout with quotation marks, but the front page I am really impressed with… reviews are the center of attention! Social Welfare Office includes a simple but engaging content slider with graphics, quotes, company names, and employee names and tasks.


Most of the time, people don’t want to read songs with long recommendations to find out what previous customers are saying about you. Because is such a good referral page – it’s short and sweet. By installing short customer quotes in a neat look, Shoeboxed makes it easy to read numerous recommendations from potential customers in just a short amount of time.


You may not need to show all of your customer experiences if you get a lot of positive feedback. Rather, you can be more selective about where the testimonials you want to appear. A good strategy at this stage is to make recommendations that include a realistic customer perspective.

For example, Stamp the recommendation above addresses the realistic way people ask for recommendations from co-workers and friends. Potential customers who read this recommendation may think to themselves, “I’ve done so before,” and realistically believe that Postmark is a good company to work with.


The PSD2HTML recommendations show why certain knowledge of color contrast is helpful in designing a customer review page. The dark blue and beige colors of PSD2HTML match well without damaging the eyes of site visitors. Also, as you may have noticed, these reviews come directly from the live feed to Twitter. This feature allows the recommendation to be updated quickly, keeping them up to date, and further strengthening the credibility of PSD2HTML.


Shopifyn customer testimonials go in a simple and stylish way. By using minimal colors and focusing more on a few selected font sizes, Shopify allows readers to focus all their attention on the words of previous customers instead of formatting it. To make the reviews not too boring, they personalize them with pictures of the customers who gave the reviews.


StudioPress, As a theme designer for the WordPress blog site, adds a more design-oriented atmosphere to its referral page. Not only can StudioPress display its excellent customer reviews, it can also do so in a way that demonstrates a site’s design ability.


PicPlum also includes the main service of its website on the customer testimonial page. As a photography-focused company that prides itself on the high-quality images it can provide to individuals and families, PicPlum decides to include high-quality images on its referral page. This shows potential customers that previous customers not only like using PicPlum, but also that PicPlum has the skills to deliver what the site promises.

12. is another great example of how well a minimalist approach to a referral page can work. While it seems that these past customers have a lot of good to say about MediaTempl, the testimonials take just a few lines from customer reviews. However, a “Read Bio” link is included so that interested readers can learn more about how MediaTemple helped these previous customers.

13. there is a bit of everything in terms of customer reviews. Using a minimalist approach, but also using long quotes and videos of customer reviews, the site describes a lot of information in a scary way. CloudFlare has also divided recommendations into categories based on the services they receive. This can be a great strategy for sites that offer a wide range of services.

What have we learned from the testimonies?

Recommendations are important! By presenting reviews from previous customers, you are showing potential customers that others have been grateful for your service in the past. Testimonials can be a great way to showcase your expertise in the field. If you are a photographer, include high quality images next to your customer reviews. If you are a design agency, Incorporate artistic and fascinating design elements into the layout of your recommendations. Don’t just look at the test page as a place for words. Keep it as your own sphere of influence.

You can even include common locations from previous customers so potential customers can see how broad your business’s customer base is. If your business is proud to be a mom-and-pop store, include the locations and recommendations of local residents. If your business is expanding to international locations and you want to attract businesses from many geographical areas, Include this information as well! Potential customers want to know where your previous customers have lived. It helps them feel that they know more about the places you have influenced.

Don’t forget – you should include testimonials throughout your website and not limit them to your testimonial page. Don’t expect potential customers to see your review. Make they will see your review.

And lastly, always remember to think like your site visitors. Would you buy your product if you didn’t have to give up just your testimonial page and existing customer testimonials? I hope so. If not, reconsider how your recommendation will be presented, how long the reviews will be, and how your recommendation will be integrated into your social networking sites. If any page on your site is worth the time and money to redesign, this is it.


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