How Many Testimonials to Include on Website? Well, It Depends

Not getting the trust signals you hoped for from your website?

Maybe you’ve added a few testimonials, or you’re thinking of flooding your pages with reviews, but you’re not sure what actually works.

The key isn’t having the most testimonials — it’s knowing how many you need, where to place them, and why they matter for your audience.

Should You Add Testimonials to Your Site?

Yes, absolutely. Testimonials add credibility to how visitors perceive your website, services, and even you as a whole.

They are more likely to trust you if your testimonials align with what they’re looking for, and the chances of them skipping over your product or service drop significantly when they see proof from others who have worked with you.

Without testimonials, you risk coming across as someone without legitimacy or real backing behind your claims.

How Many Testimonials Should a Website Have?

In all honesty, it depends on the type of website you have and which page you want to place testimonials on.

For business websites, the homepage works well with 3 to 5 testimonials, while personal brands can start with 1 to 3.

Overall, the right number will always depend on the website and the specific page you’re optimizing. That said, take a look at the sections below where we break this down in more detail.

Homepage

Your homepage is the first place people size you up, so a few solid testimonials here give them instant confidence.

Business Websites

3 to 5 strong testimonials give just enough credibility without overwhelming the design.

Visitors landing on a homepage are usually in the early awareness stage, so showing a few authentic reviews upfront builds trust and reassures them that your brand delivers.

More than that risks cluttering your layout and diluting impact—quality matters more than quantity here.

Personal Brands

1 to 3 authentic, story-driven testimonials are usually enough. For coaches, consultants, or creators, a single powerful story often speaks louder than a long list.

On a homepage, people are evaluating you personally, so featuring testimonials that highlight transformation, personality, or expertise can create a stronger emotional connection than sheer volume.

Portfolio Sites

1 to 2 concise testimonials or endorsements are plenty.

A portfolio site’s homepage is often visual and project-focused, so testimonials should act as subtle validation rather than take center stage.

A single line from a recognizable client or professional reference paired with your work immediately signals credibility.

Landing Pages

Landing pages are all about convincing visitors to take action, and testimonials help prove your offer is worth it.

Business Websites

5+ testimonials, ideally in a slider or expandable section, reinforce trust on high-stakes landing pages where the goal is conversion.

These pages often support paid campaigns, and visitors might be skeptical, so stacking proof points reassures them.

A mix of short quotes and slightly longer success stories tied to the offer works best.

Personal Brands

3 to 5 testimonials closely tied to the service or offer usually strike the right balance.

Unlike a homepage, where a general review suffices, here you want testimonials that directly validate the transformation or benefit you’re promising.

This makes the testimonials feel relevant, not generic, and addresses visitor doubts.

Portfolio Sites

Case-specific testimonials are most effective. For example, if you’re a designer showcasing a rebrand, including a client quote about the process and outcome helps contextualize your work.

Visitors are less concerned with volume and more interested in project-to-project proof, so a few strong, relevant reviews win over many vague ones.

Service/Product Pages

Adding testimonials here shows that real people have already had good results with what you’re selling.

Business Websites

2 to 3 testimonials per service or product keep things persuasive without clutter.

Customers on these pages are already interested but want reassurance that the service works for people like them.

Relevance is key—showing testimonials tied to the specific service on that page drives conversions more effectively than generic praise.

Personal Brands

2 to 3 testimonials that highlight results or transformations work well.

When someone is viewing your specific offer, they want to picture themselves achieving similar success.

Short, direct testimonials that mirror the buyer’s pain points and desired outcomes are often more powerful here than long stories.

Portfolio Sites

Ideally, 1 project-specific testimonial per featured piece of work.

Visitors care about credibility in context: what was it like to work with you, and what results did you deliver? One focused testimonial alongside each project keeps attention on the work itself while still showing proof of client satisfaction.

Dedicated Testimonial Page

This page is perfect for showing off all your reviews in one spot, without cramming too many into other sections.

Business Websites

10 to 30 testimonials (with pagination or filters) is a healthy range.

A dedicated page allows you to showcase volume for authority while still keeping it user-friendly. This format is great for visitors who actively want to research your credibility in depth.

Organizing by service, industry, or review type makes the page more useful.

Personal Brands

A dedicated testimonial page works best when it blends formats—text, video, and screenshots.

Since personal brands are often built on trust and authenticity, showing diverse proof points makes your reputation feel more genuine.

You don’t need dozens here; instead, focus on variety (clients from different industries, different success stories).

Portfolio Sites

Instead of sheer quantity, portfolio sites benefit from showcasing endorsements from notable clients or highlighting testimonials within project summaries.

For creative professionals, quality and name recognition matter more than numbers, so a handful of well-placed, impressive testimonials carries more weight than 20 generic ones.

Checkout/Conversion Pages

A quick testimonial near checkout gives visitors the final nudge they need to hit that “buy” button.

Business Websites

1 to 2 short, highly relevant testimonials can make a big difference here.

At this stage, users are about to commit but may hesitate. Seeing a quick line of reassurance, particularly from someone in a similar situation, can reduce last-minute friction.

Too many testimonials at checkout can distract or cause cognitive overload.

Personal Brands

A single, relevant quote or star rating works best. Prospects at checkout are already convinced of your personal expertise; they just need one final nudge.

Keeping it short and emotionally positive avoids adding unnecessary friction to the decision.

Portfolio Sites

Testimonials are often optional here.

Since portfolio sites are less transactional, adding one short quote (“Working with X was smooth and efficient”) can provide a trust boost, but going heavy isn’t necessary.

The main focus should remain on the portfolio piece or inquiry form itself.

Things to Keep in Mind When Deciding How Many Testimonials to Add On Your Website

There’s no fixed number of testimonials that works for everyone, but keeping a few key principles in mind will help you find the right balance.

Quality Over Quantity

A handful of strong, specific testimonials often outshines a page packed with generic praise.

Visitors care less about how many reviews you have and more about whether those reviews feel authentic, detailed, and aligned with what they’re looking for.

Focus on using testimonials that highlight real results, recognizable names, or relatable experiences.

Relevance to the Page

Not every testimonial belongs everywhere.

A homepage benefits from broad statements about your brand, but a service page works better with testimonials tied directly to that service.

Matching testimonials to the context of the page makes them feel natural and persuasive, rather than forced or random.

Balance and Layout

Too many testimonials crammed into one spot can overwhelm visitors and distract them from your call-to-action.

Instead, think about placement and flow—3 to 5 testimonials per section keeps things clean while still proving your credibility.

For larger collections, save them for a dedicated testimonial page where users can explore more on their own.

Conclusion

Finding the right number of testimonials for your website is really about balance—enough to build trust without overwhelming your visitors.

If you’re looking for more ways to strengthen your online presence, we share plenty of tips on our blog — from spotting the signs you may have a bad reputation to learning how to get on Google dental reviews or building a stronger strategy through reputation marketing.

And if you’re ready to take the next step, we’d love for you to explore how our products can help. With tools for generating more reviews, increasing referrals, getting deeper insights, and driving repeat business, we’ve built solutions to make managing your reputation easier.

We also understand that every industry faces unique challenges. Whether you’re in law, dental, medical, med spas, plumbing, or landscaping, our tools and guidance are designed to fit your needs.

If you ever want to chat about how we can support you, feel free to reach us directly at info@thesurgepoint.com or visit our homepage.

As you move forward, we wish you the best in showcasing your reputation in a way that truly reflects the value you bring.

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