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Your Testimonials Page is Worthless [VIDEO]

Did you know that customers don’t care about your testimonials page? Sure, they want to read reviews about your dealership, but they don’t care about all the glowing 5-star reviews you’ve listed on your site.

People want to read honest, unbiased third party reviews on other websites. Your customers know that you only post the best of the best reviews on your site, so stop wasting that page and make it useful instead!


Thanks for coming by to check out another Wednesday Workshop with DealerOn. This week, we’re talking a little bit more about customer reviews.

Do you have a testimonials page on your site? Guess what – it’s worthless! Seriously, kill it with fire.

Dealers always freak out when they hear me say that, but it’s 100% the truth. Yes, potential customers want to read reviews about you… but they don’t want to read them on your site, because they want honest, unbiased reviews.

If I came to your dealership and had an awful experience, and then left a scathing one star review, would you put that on your site’s testimonials page? Of course not – and customers know that. They know that you’re only going to post the best of the best 5 star reviews to your site.

Check your Google Analytics and you’ll see that I’m right. Most of the time, the only traffic a testimonials page sees is from dealership employees.

There’s zero value in posting 100 5 star reviews because no one will read them. Typically, the reviews are short and won’t include important keywords, so there’s no real SEO value in the page either.

Instead, set up a Reviews page, where you include links to all of the sites where customers can go read reviews about your dealership. Google and Yelp reviews will be the most trusted – most people don’t know what DealerRater is, and they won’t put as much stock in reviews on an unknown site.

Thanks for stopping by to check out this week’s DealerOn Wednesday Workshop. If you’ve got any questions, please don’t hesitate to ask! Just pop down below and leave your questions in the comments section, and we’ll get back to you as quickly as we can. Don’t forget to check back next week for another DealerOn Wednesday Workshop!

Author Greg Gifford

Greg Gifford is the Vice President of Search at DealerOn. He has over 16 years of online marketing and web design experience, and has specialized in automotive SEO for the last 8 years, helping hundreds of auto dealers thrive while the industry has struggled during the recession. Greg speaks internationally at both automotive and SEO conferences, teaching thousands of small business owners and marketers how to get their sites to show up higher in local search rankings. Greg also spends his spare time doing freelance website design and SEO for local businesses. He graduated from Southern Methodist University with a BA in Cinema and Communications, and has an obscure movie quote for just about any situation.

More posts by Greg Gifford

Join the discussion One Comment

  •' Dave says:

    Yup. Same is true of the survey scores management gets..worthless. They are binary. Either “you suck”, or you are “the best ever”. Dealers and manufacturers are to blame in their approach towards surveys. I routinely fill out excellent surveys when the results aren’t excellent. Why? It helps out the frontline people who help me, and a little quid pro quo never hurt anyone…except the person trying to make decisions based on gamed scores.

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