When students are deciding whether to enroll in a course, they don’t care about your curriculum outline or your faculty credentials. They care about what happens after they sign up. One real story from a student who went from unemployed to hired in six months beats ten pages of course descriptions every time.
Why testimonials beat brochures
Most schools and training providers spend months designing fancy brochures, building sleek websites, and writing mission statements that sound like corporate slogans. But when a prospective student lands on your page, they’re not looking for perfection. They’re looking for proof. Proof that someone just like them made it through the program and got results.Take Sarah from Glasgow. She was working two part-time jobs, barely keeping up with rent, and wondering if going back to school was worth it. Then she watched a 90-second video of Jamal, a former student who’d been in the exact same spot. Jamal didn’t have a degree. He didn’t have connections. He just finished a 12-week digital marketing course, landed a job at a local agency, and doubled his income. That video? It was the only thing that made Sarah click ‘Enroll’.
Testimonials aren’t just nice to have. They’re the deciding factor for 73% of students, according to a 2024 survey by the UK Further Education sector. That’s higher than price, location, or even course length. Why? Because people trust people-not logos.
What makes a testimonial actually work
Not all student stories are created equal. A vague quote like “This course changed my life” does nothing. It’s noise. Here’s what actually moves the needle:- Specific results: “I went from £18k to £32k in salary within 4 months.”
- Real names and photos: No anonymous ‘Student A’. Use real people.
- Before-and-after context: Show where they started-financial stress, job loss, confusion, fear.
- Video over text: 82% of viewers remember video testimonials vs. 35% for written ones.
- Authentic emotion: Let them cry, laugh, or pause. Don’t script it.
One college in Leeds saw a 41% increase in conversions after replacing generic quotes with video stories. They didn’t change the course. They just let students speak.
Where to place testimonials for maximum impact
Putting a testimonial at the bottom of your homepage is like putting a fire extinguisher in the basement. It’s there-but no one sees it when they need it.Here’s where real enrollment boosters live:
- Homepage hero section: Lead with a student video. Not your logo. Not your tagline. A real person saying, “I didn’t think I could do this-until I did.”
- Course landing pages: Add 2-3 testimonials right after the course outline. Match the student’s background to the ideal learner. If your course targets career changers, feature a career changer.
- Checkout page: Show a testimonial right before the payment button. “You’re about to invest in yourself. Here’s what others gained.”
- Email follow-ups: Send a 30-second video from a recent grad to anyone who abandoned their cart. “Hey, I was where you are. Here’s how I got through.”
One online coding bootcamp in Manchester tracked their funnel. They moved a single testimonial from the footer to the checkout page. Enrollment jumped 27% in two weeks.
How to collect powerful stories (without begging)
You can’t wait for students to send you testimonials. You have to ask-smartly.Here’s how to get real, high-quality stories without sounding like a salesperson:
- Ask at the right time: Don’t ask on day one. Wait until week 8 or after graduation. That’s when results are fresh.
- Give them a prompt: “What’s one thing you wish you’d known before starting?” or “What changed for you after the course?”
- Offer a simple format: “Just record a 60-second clip on your phone. No editing needed.”
- Make it rewarding: Offer a free certificate, a LinkedIn recommendation, or a small gift card. Not cash. It’s about recognition, not payment.
- Follow up with the quiet ones: The most impactful stories often come from students who didn’t say much in class. Reach out personally.
One training provider in Edinburgh started sending a handwritten note to every graduate. Inside: “We’d love to feature your story. No pressure-just tell us what changed.” Response rate? 68%. Most sent videos within 48 hours.
Turn stories into marketing fuel
Don’t just stick testimonials on your website. Use them everywhere.- LinkedIn ads: Run carousel ads with 3 student photos and quotes. Target job titles your students want.
- YouTube shorts: Cut 15-second clips of students saying, “I got hired after this course.”
- Google Local Service Ads: Add student photos and results to your business profile.
- Brochures and flyers: Replace stock photos with real students. Even a simple headshot and quote increases trust by 50%.
When a college in Nottingham replaced all their stock imagery with real graduate photos on their social media, their follower growth doubled in three months. Engagement went up. So did applications.
What not to do
There are traps. Avoid these at all costs:- Using actors: Fake testimonials get found. And they destroy trust faster than silence.
- Over-editing: If it sounds like a commercial, it’s dead. Keep pauses, stumbles, and real tone.
- Only showcasing top performers: If every student got a £70k job, no one believes you. Show the 25-year-old single parent, the 52-year-old returning to work, the person who went from zero to junior role. That’s who your audience is.
- Ignoring negative feedback: If a student says, “It was hard,” that’s okay. It’s real. It builds credibility. Don’t censor struggle.
Measure what matters
Don’t just collect testimonials. Track their impact.- Compare conversion rates on pages with vs. without testimonials.
- Use UTM tags on video links to see which stories drive the most clicks.
- Ask new students: “What made you decide to enroll?” and log if they mention a specific testimonial.
One provider found that 61% of new enrollees referenced a specific student story during their intake call. That’s not luck. That’s strategy.
Start small. Start now.
You don’t need a marketing team. You don’t need a budget. You just need one real story.Reach out to one graduate this week. Ask them to record a 60-second video on their phone. Post it on your website. Share it on Instagram. Send it to your next lead.
That’s it. No fancy tools. No agency. Just one person’s truth-and the power it has to change someone else’s mind.
How do I get students to give testimonials?
Don’t ask right after they finish. Wait until they’ve seen results-usually 4 to 8 weeks after graduation. Send a personal message: “We’d love to share your story. Just record a quick video on your phone. No editing needed.” Offer a small thank-you like a certificate or LinkedIn recommendation. Most students are happy to help when asked respectfully.
Should I use video or written testimonials?
Video wins. People remember 82% of video testimonials versus 35% of written ones. Video shows emotion, tone, and authenticity. But if video isn’t possible, use written quotes with real names, photos, and specific results. Never use anonymous or vague quotes.
Where should I put testimonials on my website?
Put them where decisions are made: homepage hero section, course landing pages right after the description, and especially on the checkout page. Avoid burying them in the footer. The goal is to show proof right before someone hits ‘Enroll’.
Can I use testimonials from students who didn’t succeed?
Yes-if they’re honest. A student saying, “It was tough, but I finally got my first job in marketing,” builds more trust than someone claiming they became a CEO overnight. Real struggle makes success believable. Avoid fake perfection. Authenticity drives enrollment.
How do I know if testimonials are working?
Track conversion rates on pages with and without testimonials. Use UTM tags on video links to see which stories drive traffic. Ask new students during intake: “What made you decide to enroll?” If they mention a specific student story, you know it’s working. A 15-30% lift in conversions is common after adding real testimonials.
