testimonials-generator
npx machina-cli add skill kostja94/marketing-skills/testimonials --openclawComponents: Testimonials
Guides testimonial design and placement for conversion. 92% of consumers read reviews before buying; testimonials can increase conversion by up to 67%.
When invoking: On first use, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On subsequent use or when the user asks to skip, go directly to the main output.
Initial Assessment
Check for product marketing context first: If .claude/product-marketing-context.md or .cursor/product-marketing-context.md exists, read it for customer personas and industries.
Identify:
- Content type: Text quotes, video, case studies
- Placement: Product pages, pricing, hero, dedicated page
- Audience: B2B vs B2C; industry/role relevance
Content Formats
| Format | Effectiveness | Best For |
|---|---|---|
| Video | Highest; 77% say it influences buying | Key landing pages |
| Text + photo | Versatile; easy to implement | Product, pricing |
| Case study | Deep credibility; specific outcomes | B2B, high-value |
| Star ratings | Quick trust signal | E-commerce |
Video: 95% message retention vs 10% for text.
Best Practices
Content
- Specific results: "Increased revenue by 40%" over generic praise
- Real photos and names; avoid stock images
- Variety: Different customer types, industries, use cases
- Current: Update regularly; remove outdated testimonials
Placement
- Product pages, pricing sections, near CTAs
- Filter by industry/role so prospects see relevant stories
- Organize by integration or outcome for specificity
Credibility Signals
- Company logos, job titles
- Verified reviews (badges, links)
- Links to customer profiles or live stores when possible
- Before/after narratives for emotional connection
Design Guidelines
- Clean layouts; readable typography
- Engaging visuals; avoid clutter
- Mobile-optimized; fast loading
- Carousel/slider for multiple testimonials; ensure accessibility
SEO
- Testimonial content can include keywords naturally
- Structured data (Review, AggregateRating) for rich snippets
Accessibility
- Ensure carousels are keyboard-navigable
- Provide alt text for photos
- Don't auto-advance too fast; allow user control
Output Format
- Format recommendations (text, video, case study)
- Placement suggestions
- Content guidelines (specificity, credibility)
- Design checklist
Related Skills
- landing-page-generator: Testimonials as step 2 (earn trust) in landing page flow
- trust-badges-generator: Complementary trust signals; logos and badges
- hero-generator: Testimonials in hero for social proof
- cta-generator: Place testimonials near CTAs; boost conversion
- pricing-page-generator: Testimonials on pricing pages
Source
git clone https://github.com/kostja94/marketing-skills/blob/main/skills/components/testimonials/SKILL.mdView on GitHub Overview
Guides the design, placement, and optimization of customer testimonials, reviews, and case studies to boost trust and conversions. It emphasizes real quotes, credible signals, varied formats, and SEO-friendly, accessible implementation; data points show 92% of consumers read reviews and testimonials can lift conversions up to 67%.
How This Skill Works
First, read any available product marketing context to identify personas, industries, and audience. Then determine the content type, placement, and output format (Video, Text + photo, Case study, or Star ratings), and craft outcome-focused copy with credible signals. Finally, apply design, accessibility, and SEO guidelines, and add structured data such as Review and AggregateRating to enable rich snippets.
When to Use It
- Launching or redesigning a testimonials section on product pages or pricing pages
- Optimizing existing testimonials for relevance to target industries or roles
- Creating case studies for B2B or high-value purchases to prove ROI
- Adding social proof to hero sections or landing pages to boost initial trust
- Implementing SEO-friendly testimonials with structured data and accessibility considerations
Quick Start
- Step 1: Assess marketing context and audience from available personas or product-marketing-context files
- Step 2: Choose the format (video, text+photo, case study) and draft outcome-focused quotes or narratives
- Step 3: Apply design, accessibility, and SEO guidelines, and place testimonials near CTAs with structured data enabled
Best Practices
- Content specificity: show concrete results (e.g., 'increased revenue by 40%') rather than generic praise
- Use real photos and names; avoid stock images to boost credibility
- Provide variety: include different customer types, industries, and use cases
- Keep testimonials current; update regularly and retire outdated quotes
- Pair with credibility signals like logos, job titles, verified reviews, and before/after narratives
Example Use Cases
- Video testimonials on key landing pages to maximize message retention
- Text plus photo quotes on product pages with customer names and titles
- Case study pages highlighting measurable outcomes for B2B buyers
- Star rating snippets on e-commerce product pages for quick trust
- Carousel or slider of multiple testimonials with accessible controls on home or pricing pages
