How to Build a B2B Customers Page That Converts

In a perfect world, every page of your marketing site should be a welcoming and informative trail that leads prospects through a confidence inspiring and informative sales pitch designed to convince the prospect that this is the product or service for them. 

One of the best ways that you can do that is through social proof garnered from a customers page. A “customers” page is a section of your website exclusively dedicated to spotlighting your existing customers and their successful journeys. 

A good customers page will inspire your prospect, emboldening them through a plethora of success stories to take action themselves in order to see similar results. 

But it is possible to make some major mistakes with your customer’s page. Failure to properly optimize the page for conversions could lead to a lackluster waste of internet real estate that your prospects will peruse and leave without converting. 

The Power of Social Proof

One of the largest benefits of a strong customers page is an infusion of social proof around your product or service. 

Social proof is a psychological phenomenon in which people imitate the actions of others because they are trying to reflect what they perceive to be correct behavior. 

Social proof on a B2B level occurs when one business owner sees the positive effects that a specific action has on a peer or rival business. Something like positive results garnered from purchasing a specific product or service could be a perfect example of B2B social proof. 

That’s why it is so imperative that B2B companies include a customers page on their website. A customers page is your social proof hub and, if laid out properly, it could be one of the most powerful components of your marketing sales pitch.

When trying to convince a business owner that making a purchase from your company will have a positive impact on their bottom line and overall effectiveness, it helps to have social proof in order to reaffirm their trust and belief in the services that you are offering. 

“We view behavior as more correct in a given situation to the degree that we see others performing it,” Robert Cialdini said in his book, “Influence: the Psychology of Persuasion.”  

Social proof creates another phenomenon known as the Halo Effect. The Halo Effect causes us to make judgments that are based on the overall impression we have about someone. If we see a testifying customer on a company’s customers page, we base the weight of their testimony on the trust that we have in their authenticity and expertise. 

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A perfect example of the Halo Effect in action would be a company using the testimony of an expert in their field discussing the effectiveness of a service or a prospect viewing a review left by someone in a similar field or circumstance. 

There are actually six different types of social proof. When dealing with a customers page, we are mostly focused on two of those, known as “user proof” and “wisdom of the crowd.”

User social proof occurs when users recommend your product specifically based on their own experiences and results. This allows your prospects to put themselves into the shoes of your existing customers and envision what that success would mean for them. For B2B customers, that would be something like increased profits or the ability to more efficiently serve their customers. 

The wisdom of the crowd is a form of social proof wherein prospects are inspired because they see a large group of people endorsing a brand. In B2B terms, if your company has made a splash in the prospect’s industry, and many of their competitors are using you, it makes you more appealing. 

Customer testimonials are one of the most common and effective examples of social proof. In fact, Nielsen reports that 70% of people trust recommendations on products from strangers. More than 92% of consumers trust recommendations from people that they consider to be their peers.

Video Testimonials

If you’re creating a customers page, you’re going to want to include video testimonials. They are far and away the most effective way to showcase social proof on the page and instill a sense of trust in your brand. 

That’s because video is an extremely effective medium overall. When users watch a video, whether it is a testimonial, a news clip, or some form of entertainment, they will retain more information from it than they would from a text-based format. 

That’s because it is easy to zone out or gloss over text. When your mind is elsewhere while reading, it is possible that even though you are reading the words, you’re not processing or retaining them. Watching a video allows you to engage with the information both by hearing it and seeing it. 

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When putting your video testimonial together, it’s going to involve a lot more thought and planning than just sitting your customer in front of a camera and asking them to talk. You’ll want to make sure that the video testimonial shows off concrete results, including specifics on how your product or service improved the business’s bottom line. 

If profits were positively impacted, give a dollar amount or percentage. B2B prospects want to see hard numbers. 

You should never take a testimonial video on a cell phone. You want it to inspire prospects to do business with you. That’s why all video testimonials should be be shot professionally

It’s also a good idea to make sure that you’re cutting away from the customer at times in order to show off some B-Roll footage and images. If you’re discussing the specifics of their return on investment, showcase those figures in a graph or cut to clips of their business at work. 

You should also take a few minutes in the beginning of the video to give a little background information on the customer and their business. This helps the prospect form an emotional connection with the customer, making it easier to establish trust. Don’t take up too much time with this step. It should be no more than a few seconds. 

You also want to include some music playing softly in the background. This helps set the scene and overall tone of your video and fill in any silence. 

When filming your customer, make sure you’re not forcing them to stick to a specific script. Let them talk naturally and tell their story. You can edit it down later to just what you need, but it’s always a good idea to have too much footage as opposed to too little. 

Prospects will trust the customer more if they can see them. This fact is backed up by data. More than 72% of consumers say that positive testimonials make them trust a business more, while customers who interact with testimonials are 58% more likely to convert.

Written Copy

While visual testimonials are the most effective example of social proof that you could include on your customers page, there should be more than just a series of videos. You’re going to need written copy to go along with each video, highlighting some of the key bits of data that customers will find within. 

It’s always a good idea to write a little bit about who the prospect is and what industry they’re in. You could even give a few bullet points from their testimonial in an effort to inform the prospect and hep them zero in on what they’re looking for. 

This tactic is particularly useful if you’re listing a large number of testimonials on your page. By breaking down what each video talks about, you’re improving the overall user experience by informing your prospects. 

It’s important to let them pick and choose what’s important to their specific search and easily find the most relevant videos. If you’re not labeling your testimonials with written copy, they will have to guess which ones will have the most meaning to their journey. After a few irrelevant discoveries, they’re likely to leave the site without converting. 

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Including written copy on your customers page also helps with Search Engine Optimization, or SEO, on your site. All of the content on your site should be optimized to appeal to Google’s search algorithm, and the customers page is no different. 

Make sure that you’re including relevant and high value keywords throughout your content, and crosslinking between your pages. Other pages should include links to the customers page, and conversely, the customers page should also be linking to other pages on your site. Your title tags and meta description for the page should also be optimized with keywords that you’ve found through copious research. 

You want to make your customers page pop up in search engine results. This makes the customers page a potential entry point for new prospects. 

Images

You’re going to need some images on the page if you want it to be truly effective. 

One of the most obvious steps you should take would be to include an image of each testifying customer next to or under their video. If they are representing a recognizable brand, then including an image of their logo would be more effective. 

If you’ve done work for Applebees, for instance, throwing the restaurant chain’s red apple logo up by their video goes a lot farther than the face of some executive. 

The point of these images is to catch the eye of your prospects and draw them in to watching your video testimonials. When they see a logo they recognize or something that is relevant to their industry, they instantly see the value in clicking on the video and absorbing the information contained within. 

One popular option is to make the image into a link that opens the video for the customer. 

This tactic manages to pull attention while also promoting engagement. It is far more effective than just a large mass of text. 

Try to strike a delicate balance between images and written copy. They should work together to create a more complete experience. 

Calls to Action

The end goal for all customers pages should be to inspire conversions. You want to make the conversion process as simple as possible for your intended audience. This is done through effective and prominent calls to action. 

Your calls to action need to be strong on every page of your website, but that is particularly true of the customers page. After watching one of your testimonial videos, the customer should be overcome with social proof. This is one of the best places to include a call to action to take full advantage of their increased trust and excitement. 

One option is to include a call to action at the end of each video. You could even put a clickable call to action button in every customer testimonial in order to catch them right after they’ve seen the positive results and growth your company has achieved for others. 

This is another area in which written content comes in to play. The verbiage that you choose for your calls to action should drive prospects to convert. 

Something like “See These Results for Yourself” at the end of a video in which a customer states that you helped them create a 300% increase in overall profits would be ideal. You’re helping the prospect see themselves in the customer’s results. 

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A recent study looked into the effectiveness of call to action placement. CTA buttons were placed above four testimonials in one sample and in between them for another. 

The control group that interacted with CTAs placed between the testimonials saw a 64.53% increase in conversions.

Remember, when calling your prospects to action you need the right wording with the proper placement. 

Conclusion

As you can see, a customers page is not just the corner of your website where you brag or show off. If properly optimized, it can be an effective sales tool designed to push conversions and utilize social proof in an effort to increase profits and bring new customers on board. 

Sam Shepler

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