Creating A (Compliant) Testimonial And Google Review Strategy, With Whit Lanier And Kent Keister

The gist

1. Lanier says studies rank trust above credentials or performance when choosing an advisor, and 91% of consumers trust online reviews more than brand messaging.
2. Lanier recommends starting with a review policy, publishing it on your website, and giving every client an equal chance to review, not just happy ones.
3. He suggests teeing up the request in a regular newsletter first, then sending a separate email whose only content is the review ask.
4. Because Google requires an account and shows full names, Lanier suggests anonymous-friendly website testimonials first, or letting clients choose between Google and the website.
5. Keister advises starting with what story you want to tell and gathering client feedback first; Lanier's shortcut is current clients only, never paid, no conflicts.