Customers visit your website for information about scuba diving, but they’re also there to form an opinion about your business. This is why every dive business should have testimonials.
Information about the nuts and bolts of learning to dive is available on padi.com, Sport Diver and elsewhere, but your website is the only place where you can showcase why someone should choose your business over another.
You may be surprised to learn: 84 percent of people value online reviews as much as recommendations from people they know, that increases to 91 percent for consumers ages 18-34. That’s why testimonials are so valuable.
If you have a sterling online reputation and glowing reviews, congrats! Why not post them on your homepage as Charleston Scuba does? Or, create a testimonial page and link to it from your homepage and course pages. Here’s an example from Columbus Scuba.
TripAdvisor also has widgets you can embed that showcase recent reviews.
Why You Need Testimonials – Even If You Have Great Reviews
Good reviews are…good, but not perfect. They can be too short, omit specific reasons to choose your business, or be so glowing they’re perceived as fake.
Though it takes a bit of extra work in the beginning, testimonials pay huge long term dividends:
- Testimonials can be tailored to highlight things that set your business apart
- They humanize your business
- A testimonial with the right details feels more authentic than an online review
- Featured customers feel recognized and appreciated
Below are a few tips when asking for a testimonial. Some people don’t like being in the spotlight and will say “no,” but you may be surprised.
- Emphasize that their comments will support you (a local business) and people looking for help choosing a dive center.
- Say something specific about why they’ve been selected. Maybe they were reluctant divers, or had an amazing animal encounter on their checkout dives. Don’t just say “we’re asking all our customers.”
- People may feel unsure about what to say. Offer the script below as a starting place for what to/write talk about.
Video Testimonials Are Ideal and Easy to Create
The most compelling, memorable way to convince customers to choose your business is with video testimonials. Video testimonials don’t have to be fancy. Mar&Ar Centro de Mergulho films impromptu testimonials on their dive boat and posts them to Instagram as saved stories.
Only 20 percent of website visitors will read an entire webpage, but 80 percent will watch a one-minute video in its entirety. Also, consumers remember 95 percent of what they see in a video compared to only 10 percent of written copy.
Honestly, don’t you wish this article was a video instead?
Step-By-Step Guide to Creating Video Testimonials
You don’t need any fancy equipment, just a smartphone or GoPro and a computer. Edit your video for free in YouTube or using GoPro’s editing software.
CAPTURE!
- Choose 3-4 customers to interview (it’s weird if you only have one testimonial). Recruit a variety of people (men, women, different ages, a local diver and a warm water diver, etc.) so potential customers get a better understanding of “who” a diver is.
- Prepare a short list of questions (see example below) and send them to the interviewees in advance. Ask participants to wear a plain (single color) shirt if possible.
- Record in a small, quiet room for the best audio quality.
- Prep the interviewee and put them at ease
- Advise them where to look
(directly into the camera or at the person interviewing them) - Encourage them to relax and pretend they’re chatting with a friend – you could even have their instructor or dive buddy do the interview
- Remind them do-overs are totally okay
- Coach them to include the question in their answer:
My name is _____ and I’m from ____,
I signed up for scuba lessons because ________.
Sample Testimonial Interview Questions:
1. Name and a fun fact (what you do for a living, how old you are, where you’re from, etc)
2. Why did you sign up for scuba lessons?
3. Did you have any concerns about learning to dive?
4. What is your favorite thing about scuba diving or being a diver?
5. Why is [your business name] a great place to learn to dive?
6. Describe how a staff person went the extra mile to help you…
Get the customer talking about their feelings: fears they overcame, the fun they had, etc. Remember: people buy on emotion and justify with logic. Include questions that get them talking about what differentiates your business from others (on-site pool, helpful staff, great gear selection, convenient scheduling options, etc).
Example testimonial video
EDIT!
– Both GoPro and YouTube have free, easy to use editing tools
– Start with the most interesting quote to capture the viewer’s attention
– Make your video short, aim for 30-45 seconds
– Include a still image of your logo, shop name and contact info at the end
– If you have time, edit in images of your shop, confined water, group photos of smiling divers, etc.
SHARE!
– Post to YouTube and Facebook and use the auto-generated subtitles feature – People viewing your video on mobile devices might have their sound off. (Here’s how to automatically generate subtitles on YouTube videos and how to add subtitles in Facebook)
– Create a testimonial page for your website or embed videos on the homepage
– Post to Instagram as a saved story
Further Reading
How to Add Review Widgets to Your Website
Why Your Best Salesperson Isn’t a Diver (Yet)
How to Get More Customers Using Lead Capture
