Should You Put Customer Testimonials on Your Website?

Yes. If you have happy customers, your website should show them off. Testimonials and reviews are the fastest way to turn a curious visitor into someone who trusts you enough to call, book, or buy.

You can tell people you’re great all day long. When a real customer says it, people believe it.

Why testimonials matter so much

Most small business websites have the same problem: they talk a lot about the business and very little about what it’s like to work with it. Visitors land, skim, and leave because nothing tells them “you can trust this person.” Testimonials fix that.

• They build trust in seconds. People check reviews before they pick a plumber, a coach, or a web designer. If they can’t find proof on your site, they go looking somewhere else, and sometimes they find your competitor first.
• They answer objections for you. A good testimonial quietly handles the worries people won’t say out loud: “Is this worth the money?” “Will they actually call me back?” “Will this be a headache?”
• They help you get found. Customers describe your work in their own words, often using the same phrases people type into Google. That natural, specific language helps search engines understand what you do and where you do it.
• They help AI tools recommend you. Tools like ChatGPT, Google’s AI Overviews, and Perplexity pull from what’s written about you across the web. Real customer feedback, on your site and on Google, gives them more reasons to mention your business when someone asks, “Who’s a good [your service] near me?”
• They make your business feel human. A name, a photo, and a short story from a real person do more than any polished headline can.

Testimonials vs. reviews: what’s the difference?

They’re cousins, not twins. The best websites use both.

	Testimonials	Reviews
Where they come from	You ask a happy client, and they send you a quote	Customers post them on a public platform like Google, Facebook, or Yelp
Who controls them	You choose which ones to show	The platform does, so they feel more independent
Best for	Telling a specific story about a service or result	Showing volume and consistency (“4.9 stars from 87 customers”)
Where to use them	Service pages, landing pages, next to your call to action	A reviews section or page, your homepage, your footer

The simple rule: use testimonials to tell the story, and use reviews to prove it’s not a fluke.

One honest note: Google doesn’t show star ratings in search results for reviews a business posts about itself on its own site. So don’t add review stars to your site just for the search results. Show reviews because they help real people decide, and keep your Google Business Profile reviews growing, since that’s where the stars show up.

What makes a testimonial actually work

“Great service!” is nice. It’s also forgettable. The testimonials that move people have a little story in them.

A strong testimonial includes:

• The before. What was frustrating or broken before they found you?
• The experience. What was it like working with you?
• The result. What changed? More calls, less stress, a site they’re proud to share?
• A real name and face. First name, last initial, city or business name, and a photo if they’re comfortable.

Make it easy to get good ones. Instead of “Can you write me a testimonial?”, ask three quick questions:

1. What made you reach out to us in the first place?
2. What was it like working together?
3. What’s different now?

Ask right after a win, like a finished project or a happy phone call, while the good feelings are fresh. Always get permission before you post their words, name, or photo.

Where to put them:

• Homepage: two or three of your best, above the fold or right after your services.
• Service pages: a testimonial about that service, right next to the “Book now” button.
• Contact or booking page: one last nudge right where people make the decision.
• A dedicated reviews page: nice to have, but don’t hide all your proof there. Most people won’t click to it.

Keep them fresh too. A page of reviews from 2019 sends a quiet message you don’t want to send.

How to add testimonials in WordPress

WordPress gives you the most options, which is great until it’s overwhelming. Here are the three paths we use most, from simplest to most automated.

Option 1: Use the block editor or your page builder

Every WordPress site can do this with no extra plugins.

1. Open the page you want to edit.
2. Block editor (Gutenberg): click the + to add a block and choose Quote or Pullquote. Add your client’s words and their name as the citation. Want a photo next to it? Use the Columns block with an Image block on one side and the quote on the other.
3. Page builder (Elementor, Divi, Beaver Builder, and others): most include a Testimonial module or widget. Search for “testimonial” in the builder’s element list, drag it onto your page, and fill in the quote, name, and photo.
4. Many WordPress themes also come with ready-made testimonial patterns. In the block editor, click +, then Patterns, and search for “testimonial.”

This is quick and looks great, but you’ll update each one by hand.

Option 2: Use a testimonials plugin

1. Go to Plugins > Add New and search for a testimonials plugin, such as Strong Testimonials.
2. Install and activate it.
3. Add each testimonial as its own entry, with name, photo, and quote.
4. Place them on any page with the plugin’s block or shortcode.

This is the better choice if you have a lot of testimonials or want to show different ones on different service pages. Many of these plugins also include a form so clients can submit testimonials to you directly.

Option 3: Pull in your Google reviews automatically

1. Install a Google reviews plugin, such as Trustindex or a similar widget tool.
2. Connect it to your Google Business Profile.
3. Choose a layout (slider, grid, or badge) and filter out anything below the star rating you want.
4. Drop it on your page with the block or shortcode.

New reviews show up on their own, so your site stays fresh without you touching it.

How to add testimonials in HighLevel

HighLevel’s superpower is that it can ask for reviews and show them in the same place. Once your Google Business Profile is connected under Reputation, here’s how to put those reviews on your site (HighLevel help article):

1. Go to Reputation in the left menu, then click the Widgets tab.
2. Click + Create Widget (or pick a template to save time).
3. On the Layout tab, pick a style (list, grid, carousel, slider) and set a minimum star rating if you’d like.
4. On the Content and Appearance tabs, add a heading and match your brand colors and fonts.
5. Click Save.
6. On a HighLevel website or funnel: drag a Reviews element onto your page and select your widget.
7. On another website (like WordPress): click Code, copy the embed code, and paste it into an HTML block on your page.

Want hand-picked testimonials instead? In the HighLevel page builder, add a new section and use a testimonial layout, or build one with text, image, and column elements. Paste in the quotes you’ve collected.

The real win: set up HighLevel’s automated review requests, so every happy client gets a friendly text or email asking for a review. More reviews come in, your widget updates itself, and you never have to remember to ask.

How to add testimonials in Wix

Wix has ready-made testimonial designs built right in (Wix Help Center).

Option 1: Add a testimonial strip

1. In the Wix Editor, click Add Elements on the left.
2. Click Strip, then scroll to Testimonial Presets.
3. Click or drag the design you like onto your page.
4. Click the text to swap in your client’s words, name, and photo.

Option 2: Add a testimonial list

1. Click Add Elements, then List, then Repeaters.
2. Drag a repeater onto your page.
3. Fill in each item with a quote, name, and photo. Every item keeps the same design, so it stays tidy as you add more.

Option 3: Show your Google reviews

1. Open the Wix App Market and search for “Google Reviews” or “Testimonials.”
2. Add the app you like and connect your Google Business Profile.
3. Drag the widget where you want it and adjust the layout and colors.

Selling products on Wix? The Wix Reviews app lets customers leave reviews right on your product pages.

How to add testimonials in Squarespace

Squarespace (version 7.1) makes testimonials easy with pre-designed sections.

Option 1: Add a testimonials section

1. Open the page and click Edit.
2. Click Add Section where you want the testimonials to go.
3. Choose the Testimonials category and pick a layout, like a simple quote, a grid, or a carousel.
4. Replace the sample text and images with your client’s words, name, and photo.
5. Click Save.

Tip: A carousel is a nice way to show several testimonials without making visitors scroll forever.

Option 2: Show your Google reviews

Squarespace doesn’t pull in Google reviews on its own, so you’ll use a review widget tool, such as Elfsight or a similar service.

1. Create your widget on the tool’s website and connect your Google Business Profile.
2. Copy the embed code it gives you.
3. In Squarespace, click Edit, add a Code block to your page, and paste the code.
4. Save and preview. Code blocks may show a placeholder while you’re editing, so check the live page.

Selling products? Squarespace Commerce includes product reviews you can turn on for your product pages.

Bonus: connect your website to Google with Maps and reviews

Here’s something most small business owners don’t realize: your website and your Google Business Profile should be talking to each other. When they are, Google has an easier time trusting you, and people have an easier time finding you.

Your Google Business Profile is the listing that shows up with your map pin, hours, photos, and star rating when someone searches for you or “[your service] near me.” Google says local results are mainly based on three things: relevance (do you match the search), distance (how close you are), and popularity, which includes how many reviews you have and how many websites link to your business (Google Business Profile Help).

Adding a Google Map and your Google reviews to your website helps tie those pieces together.

Why it helps your visibility

• It confirms you’re real and where you are. An embedded map of your actual Business Profile location, plus the same name, address, and phone number on your site, tells Google that your website and your listing are the same business. Consistent details across the web build trust. Mismatched ones create confusion.
• It keeps your reviews working in two places. Your Google reviews help your Business Profile show up in local results. Showing those same reviews on your website helps visitors decide and gives them an easy “Leave us a review” link back to Google. More reviews there means more popularity in Google’s eyes.
• It creates a loop. Your Business Profile links to your website. Your website links back to your profile and shows your map and reviews. People move easily between the two, and Google sees one connected, well-reviewed business.
• It helps AI tools, too. AI search tools lean heavily on Google Business Profile details and reviews when recommending local businesses. The clearer and more consistent your info is everywhere, the more confidently they can mention you.

One honest note: embedding a map isn’t a magic ranking switch. The real power comes from the whole package working together: a complete Business Profile, a steady stream of reviews, and a website that matches it.

How to add your Google Map to your website

1. Search for your business name on Google Maps and click your listing (not just your street address).
2. Click Share, then Embed a map.
3. Pick a size and click Copy HTML.
4. Paste it into your site:
   • WordPress: in the block editor, add a Custom HTML block and paste the code. If you use a page builder, look for its Map or HTML element.
   • HighLevel: add a Custom JS/HTML or Map element to your page.
   • Wix: use Add Elements > Contact & Forms > Google Maps, or an Embed HTML element.
   • Squarespace: add a Map block, or a Code block for the embed code.

The contact page and your footer are the natural homes for a map. If you serve a whole area instead of a storefront, a map of your service area works well on your homepage or service pages.

Make the connection even stronger

• Use the same business name, address, and phone number on your site as on your Business Profile, down to “St.” vs. “Street.”
• Put your website link on your Business Profile, and link to your Business Profile from your site (a “Read our Google reviews” button works great).
• Add a “Leave us a Google review” link on your site and in your follow-up emails.
• Ask your web designer to add local business schema, a bit of behind-the-scenes code that spells out your business details for Google and links your site to your Business Profile.

Let your happy clients do the talking

You already did the hard part: you took great care of people. Testimonials just make sure the next customer knows it.

Not sure where to start, or which option fits your site? That’s what we’re here for. At Waterfront Graphic Design, we help small business owners collect reviews, display them beautifully, and set up simple systems so fresh ones keep coming in, on WordPress, HighLevel, Wix, or Squarespace.

Ready to turn your happy clients into your best marketing? Schedule a free consultation and let’s make your website work for you.