Testimonials
Compelling and effective testimonials are meant to build trust between CNM and students, but they can be very hard to implement effectively on CNM.edu.
Make Sure Testimonials Align With Your Goals
Vague or mediocre testimonials can be worse than no testimonials at all. They may actually hurt your conversion rate by taking up valuable real estate on important pages or deteriorate trust with prospective students if they don't like or connect with what they read.
Before you collect testimonials or endorsements, think about what you're trying to accomplish. You may find that there are better ways to highlight your product or program. Contact the Web Content team if you would like help with your content strategy.
Avoid Generic Opinions and Random Quotes
Generic opinions do not build trust. Good testimonials need to connect with students or staff and their specific concerns.
- Avoid generic words.
- Provide specific examples of what students or staff have accomplished.
- Focus on a distinct selling point with each testimonial, rather than having several quotes saying the same thing.
- Post a manageable number of testimonials at a time (one or two) and refresh them on a regular basis.
Place Your Testimonials Strategically
Testimonials should be placed in the context of pages, not on a separate testimonials page.