So I am having a bit of an internal debate. Everything I read says that testimonials are an essential component in web sales copy. I could agree with that, but do you place the testimonial in the body of the copy thus breaking it up or keep the testimonial off to the side of the page out of the main copy area. What do you recommend and why? Mike
Hi Mike, I personally prefer the testimonials to one side or the other. Why? -I naturally assume testimonials will be in a sidebar, because that's what I'm used to seeing on professional websites. -testimonials in the sidebar will set them apart from the main body copy, partially making them stand out -It might be assumed that body copy is the company's own words--having testimonials in the sidebars may help users to visually distinguish those testimonials as 3rd party positive remarks.
It can be anyway you want, depending on the copy and your judgement of how the testimonials fit into the "flow" of things. Be flexible and do what feels right. If you can't decide, it's better off to the side.
I think it really depends heavily on the quality of the testimonials, their length and if they are from a recognised industry professional or "just another customer". When I write sales copy if I'm designing the layout I tend to vary depending on that, but I have written copy with testimonials sprinkled throughout the copy, as well as some copy where they are off to one side.
I like @Phang's advice. The quality/importance of the testimonial is a major factor. If your testimonials are weak, for heaven's sake include them but HIDE THEM. Nothing "weak" should be taking up prime space in your copy. If you need to put them off to the side so they don't disrupt your flow, so be it. But to answer your question, I'm unaware of any "rule." As a writer, I go by the flow of what's already written and where the testimonials fit within the rest of the copy. There's a rhythm to how convincing sales copy reads. In my view, it's a bit like speech writing. You've got to tell a cohesive story, and make it memorable. So put the testimonials where they seem to be begging to tell their part of the story. If need be, tweak the paragraphs before and after their space to make everything flow in a natural sequence.