When Testimonials Hurt Your Online Image

UPDATE: Last time I checked, the fake testimonial generator I refer to below is no longer online.

If you are considering writing fake testimonials for your Web content or marketing materials, I have a small piece of advice for you. Don’t do it.

You might think that by adding pictures and names that the testimonials will look legitimate, but they won’t. A fake testimonial is easily spotted.

Matt Cutts, a popular blogger, developed a fake testimonial generator to illustrate the ridiculousness of fake testimonials. I entered the word “writing services” into the generator just to see what it came up with. Here it is:

You guys rock! I’d be lost without writing services. Thanks for all your help.

–Mark Smith

If you are a potential customer and read this exact testimonial on my site, would it convince you to hire me as your writer? I hope not.

What about this testmonial? Would this help convince you?

“I highly recommend No. 2 Pen editing to those writing any sort of book online or off. Sara was always reliable and friendly. She not only edited my work, but she helped the eBook stay true to who I was. I feel a great peace of mind to know that my eBook has turned out the way it has. I will definitely recommend this company to my colleagues in the future.“  -Kathy Baka, ReviewCrushers.com

Your Web site visitors aren’t dummies, so don’t treat them that way. With fake testimonials, you will not only lose the trust of the people you are trying to sell to, but you could find yourself in big trouble with the Federal Trade Commission. False advertising on the Web has become a serious issue, and depending on where in the world you operate your business, there could be repercussions.

The fear of a penalty shouldn’t stop you. Doing the ethical thing in your content development should motivate you to only publish true testimonials.

If you haven’t been in business long enough to collect testimonials, don’t fret. Testimonials will come in due time.


The No. 2 Pen is a full-service writing and communications company. Contact us to discuss your writing projects and editing needs.