I’ve noticed that the greatest number of visits on my web site is to the “my clients” page. People always want to see what you’ve done for other customers and a portfolio or testimonials section is possibly the most important content for your web site. Showing off your skills and previous projects often sells more than any amount of marketing hype.
Last year I designed and published a web site for a local artisan David Nash who works under the banner Ancient and Modern Furniture Restoration and Reproduction in Ashby. You can see the site at www.amfurniturerestoration.co.uk
This is a site designed to show off Dave Nash’s skills and has a gallery section which shows the “before and after” of the restoration projects and some of the stages in between. It is a good example of presenting your skills and also your enthusiasm for your business. Nothing sells more than enthusiasm!
Another client Scorpion Positive Solutions has a great testimonials page. They’ve been in business for many years but have just set up under a new name so the testimonials of previous happy clients to their personal work is really important in establishing credibility.
You can also do it with services e.g. Bristish Association of Art Therapists has a section “What people say about Art Therapy”.
It is a good idea to ask permission to use your clients in your publicity. If they liked your work they are usually delighted to oblige. But don’t ask them to write a piece - listen to what they say, put that on paper (or email) and ask them to OK it. If you can’t name names then write something like “We did a complete make-over project for a small shoe store chain in the Midlands” and go into as much detail as you like about the project without identifying the client.