A testimonial page is where proof goes to be ignored. The quotes that change a decision are the ones on the page where the decision is being made: the service, the price, the sign-up. This page is what a dedicated testimonials section is actually for, what belongs on a landing page instead, and how to spread 18 testimonials across a site without them all landing on the home page.
What the dedicated page is for
Depth, for the small number of visitors who want it: full stories, video, named customers by industry. It is a reference, not a persuader, and it should be linked rather than promoted. It is also where a procurement reader goes when they need three references, which is a real job and a rare visit.
What belongs on the landing page
Two or three quotes, attributed, each one answering the objection that page raises. The pricing page gets the customer who thought it was too expensive; the services page gets the one who describes the result.
How to spread them
On the worked example 18 testimonials and 14 pages is about one each. Assign them deliberately: without a list they pile onto the home page and the pages that sell carry none. The record makes the assignment possible: without a list of who said what about which service, the quotes go wherever somebody remembered them.
Questions people ask about testimonial page
Should the testimonial page rank?
It can, for your brand plus the word reviews. It is not a page to build a content strategy on.
How many quotes per landing page?
Two or three specific ones. Beyond that people stop reading them.
Carousel or static?
Static. A carousel shows the first slide and hides the rest, which is the same as not having them.