Testimonials and Reviews – What’s the difference?

If you simply entered the two terms into your web browser, you’d come up with several definitions that point to the same general conclusion. In today’s business environment, both have become an integral part of managing an online (and offline) reputation. Testimonials and reviews share some similarities, but have differences that can greatly influence how they are perceived by consumers, and ultimately impact their usefulness for your business.

Before getting into these differences, let’s look at some definitions from Dictionary.com.

Testimonial (Noun):

1. A written declaration certifying to a person's character, conduct, or qualifications, or to the value, excellence, etc., of a thing; a letter or written statement of recommendation.

2. Something given or done as an expression of esteem, admiration, or gratitude.

Review (Noun):

1. A critical article or report, as in a periodical, on a book, play, recital, or the like; critique; evaluation.

2. The process of going over a subject again in study or recitation in order to fix it in the memory or summarize the facts.

3. An exercise designed or intended for study of this kind.

4. A general survey of something, especially in words; a report or account of something.

5. An inspection or examination by viewing, especially a formal inspection of any military or naval force, parade, or the like.

A quick glance over the definitions reveals that Testimonials tend to attest to the positive attributes of a professional, service or product. Reviews on the other hand are meant to be more critical and reflective. I remember hearing that the easiest way to remember the difference would be to imagine a leading periodical being renamed the “Harvard Business Testimonial”.

A further analysis of the ‘Testimonial’ vs ‘Review’ debate reveals a few common themes to consider:

Purpose
 
Testimonials generally serve as a tribute to a product, service or person. Reviews, as discussed above, are meant to be a critique and may offer constructive insight. Consumers have become increasingly better informed and are acutely aware of this difference.

Channel
 
Testimonials are more likely to appear on the official media of a product, service or person. Company-owned media offers the opportunity to control the content and is likely to adopt a more positive orientation, which works well to supplement product information. Reviews appear unofficially on social media (through the reviewer’s personal channels) and on specialist sites.

Trust
 
I’ve alluded to this in the first two points. Reviews, due to their purpose and where you are likely to find them, tend to be more trusted by consumers. This is due in no small part to a mixture of positive and negative elements as opposed to exclusively complimentary content.

Timeliness and Relevance
 
Some companies (and individuals) tend to collect testimonials over time and present them to potential clients (usually on a website). While this is most likely indicative of a long career with many happy customers, the problem with this is that consumers want the most relevant and up-to-date information.

At RankMyAgent.com, we provide an unbiased review platform that connects real estate agents and clients. Clients who have completed a transaction with a real estate agent provide comprehensive qualitative and quantitative ratings and reviews.