I will testify

Testimonials? Years ago, the copywriter within would instantly sneer at their very mention. No longer.

I've got a bunch of them on the Blackad website, and the web statistics show that people really like this page. Why? Because it's believable stuff - and as close to a review of our services as you're going to get. I've included links back to our clients' websites - so visitors can check out the credentials of my clients.

Trust - it's what the web needs.

In saying that, I think testimonials work best on a business-to-business site like ours. On a consumer site, you just don't believe them. (Let's face it - no sane consumer would ever allow their email address or website to be printed alongside a testimonial. All you usually get is "Chad Stringhooper from Texas" - if that.

Now, consumer review sites like epinions and ciao are very different. The reviews are long, and plenty of people contribute. It feels balanced. You want to believe.

So is it any wonder it's rumoured that companies are lurking in these consumer sites, planting false reviews? Nasty.