You've probably seen web sites with testimonials - they can add legitimacy. But sometimes they are believable, and sometimes they are not. Are testimonials worth the effort?

The answer is "Yes" if they are done right.

When done correctly, testimonials can help you establish credibility and give you an opportunity to prove the claims about your web site.

However, when done incorrectly, testimonials aren't believable and honest, and can cause more harm than good.

Here are some ideas on how to use testimonials effectively:

1. Do not fake it
Your testimonials should be believable. The best way to make them believable is to not make them up. A fade testimonial can ruin your credibility. Play fair, and get real testimonials from real people.

2. Be brief
If it's too long, your web site visitor probably won't read it. If you've got a super long testimonial, break it up into small sections and use it in different places.

3. Identify the person giving the testimonial
Ideally, use a full name and title, not something generic like "Happy Customer". Also, you get bonus credibility if you put real contact information so your web site visitor can actually reach the person giving the testimonial. Usually, the visitor won't bother, but they want to know that they could contact that real person and confirm the story.

4. Put testimonials throughout your web site
It is OK to have one page with all your testimonials, but you can't guarantee that a visitor to your web site will go to that page. Put one or two testimonials on each page throughout your web site.

Herb and Monica Leibacher operate Web Builder Express. Create a professional web site for your business or non-profit organization with Web Builder Express. At http://www.WebBuilderExpress.com, you can request your free Quick Start Guide that tells you how to create a great web site.