Your website is like your digital billboard where potential clients can go to learn about who you are, what you do, and the types of services you offer. It’s also the place they can go for free education, through blog posts or other resources that you decide to create.
In addition to all of that, it’s where they can (hopefully) go to browse through real life people providing real life feedback about your services so that they can better understand what it’s like to work with you.
But the only way they can do that is if you prioritize your website testimonials. Testimonials are one of the most powerful tools for building trust with potential clients and they sometimes are the thing that makes or breaks a potential client inquiring for more information.
Whether you’re a nutritionist, dietitian, or run a different type of private practice, people want reassurance that others have had positive experiences before they commit to working with you.
And that’s where your website testimonials come in!
But here’s the thing: simply dropping a few quotes onto your home page isn’t enough. To truly maximize their impact, your website testimonials should be thoughtfully placed, strategically written, and designed in a way that enhances your website instead of just filling space.
Just like any other part of website design, there’s a right and wrong way to display testimonials on your website and in this blog post, we’re sharing the right way to go about it so you have even higher chances of turning your website visitors into paying clients.
Where To Include Testimonials on Your Website
First things first, let’s talk about website testimonial placement. A huge misconception is that your website should only have one dedicated testimonial page.
And while it’s definitely a smart idea to have a page for the sole purpose of displaying your client’s kind words, it’s important that testimonials are scattered throughout your entire website strategically.
Sooo, where exactly should you include testimonials on your website? Honestly, you can put them anywhere, but if we were to design your website, here’s what we would do:
Home Page
Your Home page is often the first page a website visitor sees, which means we instantly want to convey credibility and nothing helps do that quite like a few standout testimonials from past (or current) clients.
For home page testimonials, we recommend a few short sentences paired with a client photo if possible, that simply highlights a key result that someone experienced when working with you.
Services Page
Your Services page is where people are deciding whether or not to work with you and adding relevant testimonials that speak directly to the specific service builds confidence at this decision point!
Contact Page or Booking Page
Similar to your Services page, your Contact or Booking page should be viewed as a decision point where potential clients might need some extra motivation to go through with their action.
Adding a strategically placed testimonial on this page can help reduce hesitation and get them excited to click the “book now” button!
Dedicated Testimonials or Reviews Page
As mentioned earlier, it’s smart to have a dedicated testimonials or reviews page, so we’d likely include this in addition to all of the other strategic placements.
This page can serve as a hub where prospective clients can browse various success stories, read multiple perspectives, and see patterns in the type of transformation you offer.
Blog Case Studies
And lastly, a highly overlooked, but insanely effective place to include website testimonials is on your blog through case studies.
While website testimonials are typically short, punchy statements from clients, case studies go a step further by telling the full story and highlighting where a client started, the process you guided them through, and the results they achieved.
Including case studies on your blog gives your potential clients a closer look at what it’s like to work with you and what types of outcomes they can realistically expect.
Unlike quick testimonials, case studies provide context, detail, and transformation, all of which can be especially powerful for private practices where clients want reassurance that your approach will work for their specific situation.
How To Write SEO Optimized Website Testimonials
Now that you know where exactly to include your website testimonials, it’s important that we discuss another huge (but often overlooked) part of testimonials – and that is the SEO side of things!
When designing your website, you typically have a few goals in mind: make it look pretty, make sure it conveys who you are and what you do, AND make sure it’s optimized for search.
The thing that many people don’t understand, however, is that your search engine optimization doesn’t have to be (and shouldn’t be) saved just for blog posts or heavy content areas on your website.
Almost every single part of your website can be optimized for search, including your testimonials, when written thoughtfully!
So, what keyword should you use on a testimonials page on your website? The answer depends on your audience.
For example:
→ If you’re a therapist, you might optimize for “therapy client testimonials” or “counseling success stories.”
(Note: Due to HIPPA laws, if you’re a therapist or mental health professional, you have certain rules you have to follow when it comes to sharing client testimonials. Typically it’s prohibited that you solicit or display testimonials from clients on your website, so instead you may opt for anonymized case studies on your blog, professional endorsements, and have “self select” Google reviews as an option for clients to use if they so choose.)
→ If you’re a nutritionist or dietitian, you might optimize for “nutrition client testimonials,” “healthy eating success stories,” or “meal plan client results.”
→ If you’re another type of private practice owner, you might use language like “client feedback for [your service]” or “success stories from [your specialty].”
Here’s how to create SEO-friendly testimonials without making them sound robotic:
Guide your clients
If we’re being honest, the worst thing you can do when asking your private practice clients for testimonials is simply asking, “Hey, can you write me a testimonial?”
While they’ll probably say yes, you’ll likely end up with something generic like, “The services I received were so helpful and I’d highly recommend them to anyone!”
Very nice… but not helpful in terms of SEO or for providing specific and valuable insight for potential clients.
Instead, provide a few prompts like:
- What was your situation before working with me?
- How has your experience changed since?
- What would you say to someone considering working with me?
These types of questions naturally produce responses with keywords that you’re looking for that can boost SEO!
(Mental Health Professional Disclaimer: as mentioned previously, oftentimes many mental health professionals are unable to ask for testimonials from clients due to HIPPA laws. If that’s you, instead focus on crafting anonymous case studies for your blog with the intent to display the transformation your client experienced, NOT share their personal details and situation.)
Edit lightly for clarity
Before displaying your client testimonials on your website, edit them lightly for clarity! It’s important to keep your clients’ words authentic, but it’s totally okay to polish grammar or trim the length to make them easier to read.
Add keyword context around the testimonial
And lastly, one of the best things you can do to effectively display your website testimonials is to frame them with keywords instead of simply dropping quotes on the page.
For example, you could say:
- “Explore these nutrition client testimonials that show how personalized meal plans supported better energy levels and long-term health goals.”
- “Take a look at these success stories from my private practice clients who found clarity, consistency, and results through ongoing support.”
Optimizing Your Website Testimonials for Impact
Overall, when done right, your website testimonials aren’t just an afterthought or something that fills space. Instead, they’re a powerful marketing tool that can elevate your private practice website, build trust with potential clients, and even improve your SEO.
So if you’ve been meaning to add testimonials to your website, but you weren’t sure how to go about it effectively, now you do! And if you need even more assistance with displaying your website testimonials in a way that’s truly impactful, we’re here to help.
Studio Adagio is the trusted source for private practices when it comes to SEO-focused blog content, strategic branding, and custom websites.
You can click here to browse the service that’s best for you to start building a digital presence off of social media OR if you aren’t sure where to start, take our quiz: “What Should I Focus On In My Private Practice Right Now?”