Guest endorsements on accommodation websites have long been recognised as a good tool for helping to convince potential new guests that they should trust that the property is as good as the website says it is.  Other industries have been slow to catch on to the power of displaying feedback from real customers.  Is it really appropriate to have a quote from the client of a law firm, or an engineer using a technical gadget or heavy machinery?  Of course it is. 

No matter what product or service you sell, new visitors to your website will want to be reassured before they make contact with you.  Whilst price is often a key factor, there are a number of other concerns that a new customer will have.  These can often be addressed by providing quotes from existing clients that touch on these issues, such as:

• you are good to deal with, not only during the sales process but for ongoing service and support
• you deliver what you promise
• your product or service works
• you handle any problems or issues promptly and fairly

Quotes from customers on your website don't need to be long and detailed, just a few sentences each.  A starting point is to ask existing customers for quotes and their permission to publish them on your site.  Once you have a number of quotes sort through them and try to pick ones that cover the different aspects of your business you want to reinforce. 

If you target different geographic markets have a quote from each, with the most important at the top.  This will help build rapport with new visitors to your website and reassure them that you deal with others like them.

There are a number of places you can provide endorsements, depending on the nature of your website.  A common place is a separate page on your site called something like 'Client Quotes'.  Other effective locations are on individual product pages to help convince visitors to take action.  Another is on your Contact Us page as a final chance to reassure users that you are good and trustworthy, so that they will take action and pick up the phone or complete an enquiry form.

Customer endorsements on websites can help, no matter what industry you are in.  If you deal with people, and you want to reassure those people that you are good to deal with, then consider putting some authentic quotes up on your site.