Customer testimonials are the cheapest marketing asset a small business can produce and the one most consistently left uncollected. This page is the whole job in one place: how many a year to expect, what each costs to get, and which page each one belongs on, with the arithmetic behind it. On the worked example that is 120 customers, 42 asked, 18 collected at $16.19 each in your own time, spread across 14 pages of a site.
How many you should have
One per page that sells something, at least. On the worked example 18 a year against 14 pages is about one each, which is a reasonable target and far more than most sites carry. The right count is not a target for its own sake; it is one per claim you make, so that no page asks a reader to take your word for something on your word alone.
Where they belong
Next to the claim they support: the services page for the service, the pricing page for the objection about cost. A page called Testimonials collects them where nobody deciding anything will read them.
What they cost
Twelve minutes each of somebody's time, 8 hours across a year, $285.60. Set against the price of the traffic those pages already receive, it is the least expensive thing on the marketing plan. It is also the only marketing line that gets cheaper the better your work is, which is not true of anything else on the plan.
Questions people ask about customer testimonials examples
How old is too old?
Two years for a specific product claim, longer for a service. Date them and retire the ones that describe something you no longer do.
Do I need permission to publish one?
Yes, and keep it in writing with the quote. That is the record half of this product.
Written or video?
Written first, always. Video from the ones who already gave you something good in writing.