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Words are important. They help frame first impressions, lasting impressions, and how others view us when we make our digital footprint known. Testimonials can help give your website the edge it needs to promote your law firm over others, but they can just as easily help put one foot in the grave. How others view something is a mystery to most of us, but there are a few things to keep in mind when you decide whose words should be placed on your website.


  • Focus Groups. Depending on the size of your business, you may want to create focus groups to discuss the strength of various testimonials. A focus group can give you public opinions about the strengths or weaknesses of various phrases or words, and overall insight. Don’t dismiss the opinions you receive.


  • Demographics. Where does your website promote growth? Your audience matters when deciding on whose testimonial to use. If your audience lives in the deep south, don’t try to sway them with words of wisdom from someone who lives in the far north or abroad in another country. If you’re targeting an older demographic, don’t promote your services using the words of a teenage client you had ten years ago. Sharpen your demographics based on wanted audience.


  • Brevity. Shorter is better. If someone is reading a testimonial, they’re about to make a first impression of your website, and thereby your law firm. They don’t want to spend all day on the site to make their decision–they want instant gratification and it’s your job to provide that for them. Page-long testimonials will not do the trick.


  • Format. The testimonials should exemplify specific situations in which many of your customers may find themselves. If your law firm targets medical malpractice, then the testimonial should tell a one-line story explaining the medical situation and negative impact, and go on to show how your firm got the job done.



  • Language. Testimonials shouldn’t sound like they came from robots or from brilliant-minded professionals. Real people will be seeking out your services, so the stories that will influence them the most will come from other “real” people. Natural language is important to them.