Mesa Arizona

Making your website work for you 24/7 should be the #1 priority of your online marketing strategy. The challenge is to get past the clutter. To soar above the competition.

While there are numerous ways of doing this, from submitting online press releases to advertising in ezines, this article focuses on using testimonials.

They have the power to boost your website traffic and overall online presence. However, many companies neglect the power they have to increase arrivals and income.

How on earth do they boost your online visibility? Before we get to that, let's first look at the value of having quality reviews on your website.

Reviews from satisfied customers are one of the best ways to establish credibility and increase your arrivals and profits. They provide an unbiased recommendation that builds your credibility. There's a huge difference between your telling a potential customer how great you are and someone else doing it-someone who has willingly paid for your services. Also, when people hear your customers' positive experiences, it breaks down any skepticism about booking with you. Having a handful of quality testimonials on your site sends the potential customer into the mind-set of "that could be me on that biking tour."

Chances are you aren't putting raving reviews from customer to good use. When was the last time you updated the ones currently on your site or asked for one? Do you even have quotes from happy customers? If not, you should.

Now to answer how testimonials are an easy and affordable way to enhance online visibility.

Let's say you own a charter cruise company in St. Croix. You've had an exceptional time with passengers, and they've ranted and raved about the experience. As you're pulling into the harbor, you ask your passengers if they will provide a testimonial. Susan agrees to a video testimonial. She talks to the camera with her son, Bobby, at her side. Christiansted and the deep blue Caribbean waters are in the background. The following day, you post the video of Susan raving about your sunset cruise charter.

Here's the secret to increasing your web traffic. How many people do you think Susan will send your website link to? Probably everyone she knows. And when Susan's best friend sees the site, she'll send it to a colleague, who, in turn, sends it to her friend who has been thinking about booking a trip to the USVI.

Testimonials put a personal spin on your marketing campaign that you can't. Susan is the one who will recommend her family and friends check out your site. If Susan and her family members have a website or a Myspace or Facebook account, chances are they will link back to your site so people can see their video footage.

Remember, nothing beats a personal referral and word-of-mouth advertising.

Tips to remember when posting testimonials:

Whether you use text, audio, or video format, you must first ask permission.

If using audio or text, ask if you can attach an accompanying photo with it. If they agree, take the photo on site.

The same applies to video. If prospective customers see a happy customer sitting on the side of the boat, in the sun and fun, it will increase desire. The potential customer sitting in front of his or her computer will envision being in the tropical sun on your cruise, and want that same experience.

Be creative with the text you select for the testimonial link. You want to entice your visitors to click the link and hear more.

Michelle Salater Writing & Editorial Inc. is a copywriting and editing company specializing in writing marketing materials for travel-oriented companies and small businesses. Visit http://www.mlsalater.com and sign up for The Tourism Marketing Solution, a free newsletter that offers articles and tips on how to successfully market your travel business.