Reviews are the cheapest trust you can put on a page - and the easiest thing to get wrong. A carousel of twenty five-star quotes that nobody can read on a phone is clutter. Three specific ones, placed where the doubt happens, close the sale.
Where they go
Right after the offer, before the price. That is the moment someone thinks "but will they actually show up?" - so that is where the answer belongs. A star rating and count near the phone button helps too; it borrows the trust of the Google profile without a click.
Which ones to pick
- Ones that name a problem and a result, not "great service, would recommend".
- Ones with a real name and a town - anonymity reads as fake.
- Ones that mention the thing your competitors get wrong: showing up on time, cleaning up, calling back.
Keep it to three on the homepage and link out to the rest. If you are collecting them anyway, our testimonials page shows the layout we use for the full list.
