Figure 8-9. When a company invests in multimedia testimonials, they can be promoted heavily across
the corporate site.
Delivery
The most effective place for testimonials is in context to the subject. If a customer raves
about the professionalism and timeliness of a certain service, get that quote right up on
that page to support the rest of the marketing effort. If a case study contains a number of
solid-gold customer passages, pick the best one and make use of it as an excerpt or pullquote
next to the main text. As flavorful additions to standard content, they cannot be
beat??”Figure 8-2 is a perfect example of a short, potent testimonial adding tremendous
value to the primary content.
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It is reasonable to create a page dedicated to testimonials, but not common practice. In
order for a testimonial to be effectively exhibited out of context, it needs to be long and
detailed, and these are sometimes difficult to write without sounding contrived, as if the
interview subject had been ???coached.??? It would be like trying to judge a cake after only
tasting the frosting.
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