The entire country and the world at large are facing a crisis of proportions we did not expect. The global financial crisis spawned by the recent stock market crash of 2008 has made a lot of companies go under. People have lost their jobs and homes. Instability, insecurity and fear have spread in the market. People are afraid of losing money. Now that many seem to be hesitant about spending or investing in properties, business has slackened and building projects have slowed down or come to a (hopefully) temporary halt.

More than ever, it is important for people in the contracting business to market themselves and market themselves properly in order to catch the eye of prospective clients. Now that competition is fierce and opportunities are few, a contractor must make his or her company seem better than all the others to win a bid. Because of this, many contractors have opted to advertise online by creating their own websites and blog pages.

However, is it enough to simply advertise? What can one do to make his or her business stand out among the others? What should a company do to ensure an influx of clients and sales?

Customer Testimonials: Why You Need Them. Clients need to know that the contractor they are hiring can do their job properly and excellently. Your web space is like your online bio data or curriculum vitae. If what they see on your homepage doesn't impress them, they'll quickly move on to the next prospect. That is why Customer Testimonials are important. Customer Testimonials inform the prospective client about how good and efficient a certain company is. More than that, it also gives the client knowledge of the other companies that you've worked with. If a client sees that you've worked with a well-known corporation, for example, and that corporation writes a flattering testimonial for you, then that client will start thinking about seriously considering you for their project.

Customer Testimonials: Training the Eye. Now, don't overdo it. Don't fill your web page with testimonials for a hundred clients. Train your eye for beauty. Advertising is all about packaging, about making something look appealing to a client. Filling your entire site with boring, black text will not encourage anyone to peruse your page. So, add color. Add pictures. Choose only the best testimonials from the most-known and respected clients. Limit testimonials to a two hundred words. The shorter the better. All the client needs to know is that you can do an excellent job. Spare them novel-length pieces.

Smart advertising is all about pumping yourself up. And nothing says “My company's services is what you need” better than past clients singing your praise. So, go ahead and add Customer's Testimonials on your business webpage. In the economic crisis today, when everyone is careful about how they spend their money, people only hire the best. Think your company is the best? Then let them know.