Testimonials rely on the concept of “social proof”; the idea that we look to others to help determine how we should behave. For this reason, testimonials are a powerful component of advertising. As with most things, overuse and abuse has diminished the effectiveness of the typical testimonial. Something more authentic is the only way to [...]

I expect you would agree that the sales process is different for customers already familiar with your brand, than it is for those who are not. If your website is performing like it should, it is exposing you to lots of visitors previously unfamiliar with your company. For this reason, most businesses need their website [...]