Why use customer success stories on your website?

That feels like the million-pound question these days. I mean, do you really need client success stories? Is anyone going to read it? Well, the short answer is: ‘yes, but only if it’s interesting.’ We’ll run through why you should use customer success stories on your website and how to make them more engaging in this five-minute read.

Customer success stories are about proof.

And the proof is in the pudding. If you don’t have a single client willing to vouch for your work, maybe it’s time to take a hard look in the mirror. According to Optinmonster, “There’s no denying the power of social proof. Studies show 92% of online consumers look at a product review prior to making a purchase.” So, if almost all of your potential clients are looking for peer to peer reviews, you need to make sure you have some. They need to be credible. They can’t be anonymous. A real client with a real business needs to hold their hand up and say you’ve done a good job for them. In their own words too. (We can help with that part.)

A client success story is real. Worts and all.

Nothing will lose customer trust faster than pretending you’ve never run into any hiccups on a project. We all live in the real world where things go wrong. The key is explaining how you fixed it. This will help prospective clients see what it’s really like to work with you. You’re inviting them to join the tribe. Be part of the pool of happy clients, even if there were some touch and go moments. An even better result is if that success story is identical to an issue the prospective client is facing. They’re basically self-qualifying when they reach out to tell you they also need the same solution you gave to Company X. You won’t find more powerful inbound leads.

A customer success story is a sales tool.

At its core, these stories sell. And in order to do that, they need to be readable and shareable. You want the language to be powerful, authentic and full of emotion. To get emotive words, you need to ask the right questions. (We have a guide here that might help.) And you need to focus on the story element first. It has to be a good read to start with! With engaging stories, you’ll see more leads come into your sales team. And because they’re only inquiring for something they know you can do, you’ll get more conversions. That’s more sales and fewer time-wasters. Something we all want. So if you have a load of old-fashioned case studies gathering dust on your website, it’s probably time to give them a polish.

If you made it through to the end, you’re likely wondering how you can create better stories for your website. Well, smart tech can really help. If you’re interested in harnessing the power of chatbots and modern technology to create powerful customer success stories, let’s talk today.