Having testimonials (written or video) and case studies from your existing clients or other industry experts is a great way to build authority, trust, and increase overall conversions. However, there is a bit of strategy behind who you decide to showcase.

When selecting who to get testimonials or case studies from, select the companies and individuals who are the closest match to your personas. The closer matched they are, not only will the testimonial have more impact but it will also further reinforce the types of clients you work with.

This also includes testimonials you may add to your conversion offer landing pages about your expertise or content of the offer.

Selecting specific testimonials from those who fit your exact persona can not only help qualify those who are on the page, but also help increase conversion rate by building trust and authority.