by Karla Patterson

Created on: July 06, 2009

When a local custom home builder in Texas needed to increase the number of contacts they received from their website, they decided to incorporate a customer testimonial video in their website plan. They knew that hearing about their beautiful homes from actual customers would help new customers feel more comfortable in contacting them.

In order to create an effective video, it was necessary to know what components would help people trust them enough to give them a call.

Knowing their strengths helped guide the development of the questions to ask customers during the interviews, as well as, what other components they wanted to include.

Several of their customers were interviewed, and the interviews were combined into one video. This video has helped lots of their website visitors know them better before they even meet them. Additionally, the phone calls and emails from their website have increased, some from as far away as Saudi Arabia.

What components go into a great testimonial video?

Satisfied customers who can speak well when being interviewed
List of questions that lets customers give a complete answer
Include specific questions that allow customers to share the successes that resulted from working with your company
Comfortable location
Good digital video camera
Tripod
Proper lighting
Use a lavaliere microphone
Great editing

When you look at what components to include in a customer testimonial video, it's important to remember why you are making the video. The reason why you make customer testimonial videos is to inspire a trusting relationship with your new customers.

Satisfied customers who can speak well when being interviewed, are the best choice for your testimonial video. They can express why they use your products and services from a customer's perspective. Their emotional answers let new customers feel more at ease.

By including questions asking your customers about their successes that they achieved by using your company, you can allow your customers to explain some of your greatest strengths.

Your questions must allow the customer to say more than yes or no. You want to ask "open ended" questions. It's much better to say "Tell me about your experience with this company." than "Do you like doing business with this company?"

Interview the customer in a comfortable location so they feel more at ease, and can be honest with their answers. It will show up on the video if they are worried or nervous. You would certainly want your customers to feel

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