--- title: "How do you add a testimonial page to your website?" url: https://reviewnudge.app/guides/testimonial-page-on-website/ published: 2026-10-19 updated: 2026-10-19 author: "Jack Stovell" author_profile: https://i.hilyt.it/jack publisher: "Adapt Progress Evolve Limited" summary: "Add a page called Testimonials or What our customers say, fill it with real quotes your customers have agreed you can use, and link it from your main menu. Then put two or three of those quotes on the pages where people decide to buy." language: en-GB --- # How do you add a testimonial page to your website? > Add a page called Testimonials or What our customers say, fill it with real quotes your customers have agreed you can use, and link it from your main menu. Then put two or three of those quotes on the pages where people decide to buy. Short answer: building the page takes an afternoon. The care goes into what you put on it. Since April 2025 the DMCC Act 2024 has banned fake reviews and hidden incentives, and the CMA's guidance says that showing only the good ones can mislead too. So the order below is collect, check, then build. ## What a testimonial page on a website is It's a page on your own site that collects what customers have said about you, in their own words. The difference from a review is where the words live. A review sits on a platform such as Google or Trustpilot, and you can't edit it. A testimonial sits on your site, so you decide where it goes, what order it's in and how it looks. You don't get to decide what the customer said. The page can be called something else. [Testimonial synonyms](/guides/testimonial-synonyms/) suggests plain headings like Testimonials, What our customers say or Kind words, with Customer stories kept for longer write-ups. One word I'd avoid is "Reviews". If a page of hand-picked quotes is called Reviews, visitors can fairly assume they're seeing everything customers have said. ## What to put on each testimonial Keep each entry small. It has three parts. 1. **The quote.** A line or two, and specific if you can get it. "Turned up on time and left the kitchen cleaner than he found it" does more than "Great service!" because you can picture it. If a customer wants help putting it into words, [how to write a testimonial](/guides/how-to-write-a-testimonial/) walks them through it. 2. **A first name and one detail.** "Priya, kitchen fitting" tells the reader who this is and what they bought. Use only the details the customer agreed to. 3. **Where it came from.** By email, a note after the job, a WhatsApp message, a Google review they let you reuse. It's a small line of text, and it keeps the page honest and believable. Leave the wording alone. Fix an obvious typo if the customer is happy with that, but don't polish it into something they never said. ## Where to put the page and where to put single quotes Put the page in your main menu, not buried in the footer. Anyone wondering whether you're any good will go looking for it. Then do the step most people skip. Take two or three quotes and put them on the pages where people decide: the service page, the pricing page, the contact page. A quote next to the "book now" button works harder than one on a page nobody opens. Pick quotes that match that page, such as a pricing comment on the pricing page. Keep the layout simple: short quotes, plenty of space, one name per entry. If you want them to look tidy without hiring a designer, the free [testimonial card maker](/tools/testimonial-generator/) turns a quote into a square or landscape image with your logo and colours, with no account needed. Video works too if a customer is happy to be filmed, but plain text is fine to start with. ## How to get permission and keep quotes genuine Ask every time, before anything goes on the page. 1. Message the customer and tell them which words you'd like to use, where they'll appear and how their name will show. 2. Wait for a clear yes and keep it (an email or message is fine). 3. Respect their choice of name. If they'd rather be "Priya" than "Priya Shah", or have no name at all, that's their call. This is practical advice, not a legal ruling on consent or personal data. If you're unsure about a photo or a surname, leave it out. [How to ask for a testimonial](/guides/how-to-ask-for-a-testimonial/) has wording you can borrow. Ask the way [asking for an honest review](/guides/ask-for-an-honest-review/) describes: invite people to say what they actually thought. Under all of this sits one rule. Every quote must come from a real customer's real experience. You can't write one yourself, have a member of staff write one or make up a name to go with it. ## What UK rules mean for a testimonials page The DMCC Act 2024 added a banned practice covering reviews. The CMA's [fake reviews guidance](https://www.gov.uk/government/publications/fake-reviews-cma208) explains it, and four points matter for a small business website. **Testimonials are very likely covered.** The CMA defines a consumer review as "a review of a product, a trader or any other matter relevant to a transactional decision", and says it "does not have to be written by a consumer" and is "a broad concept". A customer quote on your own site fits that description, so treat it the same way. **Fake means not based on genuine experience.** The guidance defines a fake review as one that "purports to be, but is not, based on a person's genuine experience". It also lists asking a member of staff to write a review as a form of commissioning. **Incentives must never be hidden.** Concealed incentivised reviews are banned, and the CMA's examples of incentives include money, discounts and vouchers. The simplest rule for a testimonials page is to offer nothing in return: no discount, no freebie, no prize draw. **Cherry-picking can be misleading.** This is the one that catches testimonial pages out. The guidance says cherry-picking can mean "encouraging just those who are satisfied to leave reviews", or "highlighting certain positive reviews when these do not reflect the experience being reported by reviewers overall". So: - Ask customers in general, not only the ones you know were happy. - Make sure the quotes you choose match what customers usually say about you. - Don't present the page as a complete picture, and don't show an overall star rating worked out from quotes you picked. - Link to your Google or Trustpilot profile so people can read everything. The CMA's [short guide for businesses](https://www.gov.uk/government/publications/fake-reviews/short-guide-for-businesses-publishing-consumer-reviews-and-complying-with-consumer-protection-law) also says traders who publish consumer reviews "should publish policies which clearly prohibit fake reviews" and confirm their approach to incentivised reviews. On a small site, one line at the foot of the page does that: "Every testimonial here is from a real customer who agreed to it being shared. We never offer anything in return." For the wider picture, see [fake reviews and UK law](/guides/fake-reviews-uk-law/). ## Testimonials page or Google reviews widget: which to use Often both, because they do different jobs. Your testimonials page is curated: you pick the quotes, the order and the look, all with permission. Your Google reviews are everything customers chose to post, good and bad, and you can't edit them. That unedited mix is what gives them weight, and it's also why linking to them from your testimonials page keeps the curated page honest. If you only have time for one, start with the page and add a clear "Read all our reviews on Google" link. To turn a Google review into a testimonial, ask the customer first, keep their wording and agree how their name will show. ## Quick checklist before you publish - Every quote comes from a real customer, and none was written by you or your staff. - Every customer said yes, and you've kept that yes. - Nothing has been reworded into something they didn't say. - Each entry has the quote, a first name and detail, and where it came from. - Nothing was offered in exchange, and you didn't ask only the happy ones. - The quotes match what customers generally say about you. - The page has a one-line policy and a link to your full reviews. - The page is in your main menu, and two or three quotes sit on the pages where people decide. Once that's done, tidy cards for those quotes are a few minutes' work in the [testimonial card maker](/tools/testimonial-generator/). ## Questions people ask ### What is a testimonial page on a website? It is a page on your own site that gathers quotes from real customers, each with a first name, a short detail about what they bought and where the quote came from. You choose the layout and the order. The words themselves must be the customer's own. ### How do you display testimonials on a website? Give them their own page in your main menu, then put two or three short quotes on your service, pricing and contact pages, close to where people book or buy. Keep each one short, with a first name and a detail beside it, and give them a consistent look. A free card maker can do that without a designer. ### What is another way to say testimonials on a website? What our customers say, Kind words and Customer stories (for longer write-ups) all work as headings. It is best not to call a page of hand-picked quotes Reviews, because visitors may think they are seeing everything customers have said. ### What is an example of a testimonial? "Turned up on time and left the kitchen cleaner than he found it." Priya, kitchen fitting, by email. It is short and specific, and it shows who said it, what they bought and where the quote came from. ### Do you need permission to put a customer's testimonial on your website? As a matter of good practice, yes. Ask before you publish, tell them exactly which words you will use, where they will appear and how their name will show, and keep their reply. If you are unsure about a surname or a photo, leave it out. ## Sources - [CMA: Fake reviews guidance (CMA208), gov.uk publication page](https://www.gov.uk/government/publications/fake-reviews-cma208) - [CMA208 Fake reviews guidance (PDF)](https://assets.publishing.service.gov.uk/media/67eeb64fe9c76fa33048c790/CMA208_-_Fake_reviews_guidance.pdf) - [CMA: Short guide for businesses publishing consumer reviews](https://www.gov.uk/government/publications/fake-reviews/short-guide-for-businesses-publishing-consumer-reviews-and-complying-with-consumer-protection-law)