Why are testimonials important in Marketing?

You can shout from the rooftops about how amazing your business is. You can craft the most compelling sales copy, run killer ads, and perfect your elevator pitch until it rolls off your tongue like poetry. But at the end of the day, if your potential customers don’t see proof that real people trust you and love what you do, your own personal praises won’t get you very far.

That’s where testimonials come in.

The Power of Social Proof

People trust people. It’s why we check Yelp before trying a new restaurant, scan Amazon reviews before hitting "Add to Cart," and ask our friends for recommendations before booking a service. In marketing, this concept is called social proof—and it’s one of the most powerful tools in your business arsenal.

When a potential customer sees a testimonial from a real person who has had a great experience with your product or service, it adds credibility. It reassures them that what you’re offering is legit. They no longer have to just take your word for it; they can see the proof for themselves.

In fact, customers are 34% more likely to purchase when they see a testimonial. That’s a big deal!

Testimonials = More Conversions

You don’t just want people to browse your website, scroll through your social media, or casually engage with your content. You want them to take action—whether that’s booking a call, purchasing a product, or signing up for your service.

And guess what? Testimonials help make that happen.

When potential clients see others who have successfully worked with you, they start imagining themselves in that position too. Suddenly, making the decision to buy feels a lot easier because they’ve seen proof that others have taken the leap and had a great experience.

Think about it:

• If you’re torn between two businesses and one has tons of glowing reviews while the other has none, which one are you choosing?
• If you’re considering investing in a service and you see that multiple people have gotten amazing results, wouldn’t that make you feel more confident in your decision?

It’s basic human psychology. People want reassurance that they’re making the right choice, and testimonials provide exactly that.

Humanize Your Brand

Beyond just boosting conversion rates, testimonials make your brand more relatable. They bring in real voices, real experiences, and real emotions—all things that make your business feel more personal.

Without them, your marketing might feel a little one-sided. But when customers share their honest experiences, they create a connection with others who might be on the fence. It’s one thing for you to say, “I’m the best at what I do.” It’s another thing entirely for someone else to say, “This business changed my life!”

So, Are You Asking for Reviews?

Now that you know how important testimonials are, let’s talk about the big question: Are you actually asking for them?

A lot of business owners forget to ask or feel weird about it. But here’s the truth—if someone had a great experience with your business, they’re usually happy to share it! They just might not think to leave a review unless you ask.

So, make it easy:

• Send a follow-up email after working with a client, asking for a quick review.
• Add a call-to-action on your website or invoices.
• Include a direct link in your Google page or socials.
• Post client wins on social media expressing your gratitude.

Speaking of that... Have you left Curated Utah a review yet? If we’ve helped you in any way (including this blog post), we’d love to hear about it! You can drop us a quick Google review HERE.

One Last Thought

Testimonials aren’t just nice to have—they’re essential. They build trust, increase conversions, and make your brand more relatable. Plus, they give you some well-deserved recognition for the hard work you put into serving your customers.

So, if you haven’t been actively collecting and showcasing testimonials, now’s the time to start! Your future customers will thank you.