MSP testimonials can be a very powerful addition to your website in establishing your credibility and attracting new prospects.
As a way to stand out from your competition as well as showcase your talents and expertise, testimonials are a personal expression of a positive experience from your customers, in their own words.
When potential customers see the positive experiences of others, it creates greater trust and adds a layer of authenticity to your service offering.
In this article we’ll look at what should go into a good testimonial, and what to avoid.
What Do We Mean by a Testimonial?
A testimonial can either be a written statement or recorded as a video. It’s an expression of positive feedback from a client or customer about their experience in working with you, their service provider.
The genuine experiences of satisfied clients create an infectious confidence in your brand for visitors to your website, or for those viewing your marketing.
It’s in our nature to trust a brand more when they are able to demonstrate value for others. This is called social proof.
As business growth marketing expert Jay Baer says: “We trust people who are like us, and we trust people who are like people we trust.”
According to a 2023 study by the Medill Spiegel Research Centre: B2B companies that showcase customer testimonials on their website see a 45% increase in conversions on average.
So they’re worth having on your website.
Asking for an MSP Testimonial
However, some people do find it quite difficult to ask their clients for a testimonial.
Perhaps part of our introverted nature as technically-minded professionals, ‘imposter syndrome’ can creep in despite us being our clients’ chosen technology partner.
Another reason could be a fear of rejection. All business owners are very busy people, and asking them to give up their time can feel ‘a bit cheeky’.
However, if you do ask and they politely decline, this could be an opportunity for you to ask if there’s anything you can do to improve your service.
If they have received a service that they’ve been pleased with, most clients will be more than happy to help. Plus you can always sweeten the deal by offering them a little token (such as a coffee) for their participation!
What Criteria Goes Into a Good MSP Testimonial
Here are a few pointers for you if you want to get a good MSP testimonial for your website.
Authenticity
It goes without saying that a good testimonial is based on a true and accurate account from one of your clients. Otherwise it’s a wasted exercise, and it can reflect badly on you if it’s later discovered to be false.
Relevant and Relatable
Testimonials, like any marketing, have more impact when they address a desire or common concern of your audience. A customer story that resonates in this way increases the likelihood of attracting new clients.
Emotional Appeal
While it’s important for a client to mention how your services have saved them money or solved a complex problem. It’s also to articulate how they felt about the experience.
Words that convey joy, satisfaction, relief or a sense of achievement will often have greater impact on potential buyers influencing their decision-making process.
Visually Engaging
Aesthetics are an important part of any marketing material you produce. So video testimonials should be shot with good lighting and clear sound, and should be nicely edited for maximum impact.
Written testimonials should appear in a clear font, with a professional image of the client or their business logo if possible. You can also use quotation marks to emphasise the point that it’s the client’s own words.
Brief and Concise
It sounds like there’s a lot to put into a single testimonial. But they are better if they’re brief and to the point. Less is more!
Because there’s so much to read on your website, from calls to action and the various service packages available. Shorter, punchier testimonials can be easily read, and may just sway a prospect into booking a call with you.
If you want to reveal a more detailed account, it’s better to include those as case studies.
Things to Avoid in a Testimonial
Despite all the benefits client testimonials have to offer, getting them wrong can have an adverse affect your business.
Here are a list of five things to avoid in your testimonials:
- Try to avoid exaggerated accounts with unverifiable claims in testimonials, as these will greatly harm your credibility.
- Testimonials that are too long or poorly presented won’t keep the attention of your audience.
- Likewise, if a testimonial seems overly scripted it can be a turn-off for potential buyers, as it gives the appearance they’re not authentic.
- If one of your testimonials shows inaccurate or outdated information it can shows a lack of attention to detail on your part.
- Testimonials that focus too heavily on negative scene-setting can be less appealing than positive and constructive testimonials.
It’s essential to make sure you verify everything and regularly review any content produced by a third party if it’s going to be included in your marketing.
How to Go About Getting a Testimonial
There are a number of different methods for collecting testimonials for your website or marketing collateral.
You can provide a testimonial request form on your website, which presents the user with a number of questions to answer. Or provide them with a link to a video testimonial app.
If you’ve just completed a project for a client that you think would make a great testimonial, then give them a call to discuss it.
Or perhaps you’ve noticed a trend where you’ve reduced support tickets for a customer or improved their security posture. When you send them a congratulatory email, why not ask them for a testimonial then too.
You can also include a link to your testimonial submission form on ticket resolution emails, or ask for them from your clients at your regular technical review meetings.
Once you have the testimonials, you then have to decide which of them you want to publish and where to use them.
MSP Testimonials Are a Game Changer
In a crowded market where everyone claims to be the perfect partner for your business, the expression of gratitude from your clients is a game-changer.
You can be the best at what you do, but strangers might not be able to fully connect with what you can provide without the endorsement of people they can easily relate to.
Turning it around, as an MSP when you are looking for vendor partners to work with, do you look at their testimonials or other social proof?
And once you’ve mastered the art of gathering testimonials, perhaps it might embolden you into developing some case studies as well?
Is your website in need of an update when it comes to incorporating testimonials? If so, will you have the courage to ask for testimonials from your clients, making sure to give them some pointers on what to talk about?
We’d love to hear about your experience with testimonials, and any success you’ve had in attracting new prospects as a result. Please let us know in the comments.
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I'm a small business owner, technical writer and blogger, with 15 years experience in corporate IT. I frequently attend MSP peer groups and create content relevant to IT service providers and business owners.
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