Behind every great site is a great collection of testimonials.

Think about the service-based businesses you buy from — you may click with their messaging and services, but what makes you click “buy” most of the time? It’s probably the testimonials that solidify your decision!

Testimonials are powerful tools, friends. In fact, did you know that 92% of customers say they read online reviews before making a purchasing decision? So you’re definitely not alone in double-checking a brand’s reviews before buying from them.

And great news! If this works for you and your purchasing decisions, this will work with your brand as well. Testimonials can boost your conversion rate and establish rapport between your client and your brand.

If you’ve read part one of this series (I highly recommend you read that first if you haven’t already — click here!), you used the tips in the post, and you gathered some testimonials, but you’re not sure what to do with them now, read on! Because today, I’m sharing three ways to use your client testimonials to grow your wedding planning business.

1. Display your testimonials on your website

Highlighting testimonials on your website is a great way to build credibility because you’re providing what’s called social proof, or evidence that backs up the claims you’re making on your website. You also should be showcasing testimonials throughout your website so visitors won’t miss them. Now, when I tell my coaching clients this, sometimes they express that it feels too much like bragging, and it feels a bit uncomfortable for them to post praise about their services all over their website. If you’re falling into this mindset too, I have something to tell you: that’s just the imposter syndrome seeping in! Remember the statistic from above? An impressive 92% of customers say they read online reviews before making a purchasing decision. This isn’t just some insignificant strategy or a way to show off — this is the “secret ingredient” that’s going to turn leads into paying clients so you can make the positive impact you’ve always wanted. to.

Let’s think about this scenario from a client perspective: If you were to go to my coaching website and it said, “Hey! I’m Brandee. I think I’m a pretty good coach, but there are others better than me. I don’t have reviews because it feels weird to me, but you can trust that I’ll probably do an OK job.” No one would buy from me. You need to be presenting yourself as a confident and established professional if you want to grow your wedding planning business, and raving reviews will boost people’s confidence in your skills because, again, they act as the evidence that backs up your claims.

2. Share client testimonials on social media

Another great way to showcase client testimonials is on social media! Social media has become the new media kit or art profile for creative entrepreneurs because that’s where people are going first, more often than not, to investigate. You also can’t guarantee potential clients are looking at your social media page with a magnifying glass, so you’ll want to make it easy for them to see the social proof that explains why your services are valuable. 

Some ways you can share reviews are in your feed as posts, on Instagram stories, and by making a highlight of them on your Instagram profile!

3. Spotlight a testimonial in the signature of your emails

We’re wrapping this list up with a tip that most people don’t think about — adding a testimonial in the signature of your email! As a wedding planner, you are undoubtedly interacting with a lot of couples, even ones who aren’t officially your clients yet. By adding a testimonial in the signature of your email, they get to see reviews from other couples who used your services and it reaffirms why they reached out to you in the first place. It can also remind them that they can place their trust in you (the person with the expertise) if they decide to work with you. And don’t forget that important 92% statistic! Placing a review wherever possible can confirm their final decision.

You’re ready to show off those raving reviews!

These are just a few of the most effective ways to use client testimonials to grow your wedding planning business! As a reminder, this is part two of two, so go check out part one if you need guidance on how to ask for reviews from your clients effortlessly and effectively.

And I’d love to hear your thoughts — is there one of these tips you’d like to implement into your business? Or are there other ways you use your testimonials? Let me know all your thoughts down in the comments!