Over a year ago, I spoke to Irwin Hau, founder of Chromatix Web Design, one of Melbourne’s best web design agencies… Actually I’d say probably in Australia as well.
In that podcast, we spoke about his 17 years of experience in the web space, and his fantastic insights into marketing as well. Irwin has been designing websites and improving them for many Australian businesses, and helping them convert more visitors into leads.
This long history of web marketing has allowed Irwin to see and fix so many mistakes businesses make online and on their website.
I caught up with him again, over coffee, to pick his brain about his thoughts on one of the most powerful tools in website design today:
Video Testimonials
We talked about why they work so well, and how it is still underused on websites today…
Here are excerpts of that conversation… And some of these are paraphrased for clarity, the intention of the content has not been changed.
Chromatix’s perspective on Web Design
Francis:
Irwin, it’s been a while, and I thought I’d do a bit of a follow up on our conversation last year.
For those who don’t know you, can you quickly introduce yourself?
Irwin:
Thanks Francis, always love chatting with you.
My name is Irwin Hau. Irwin as in Steve Irwin…
I’m the founder of Chromatix Web Agency, a Melbourne-based web design and conversion agency.
We help businesses create websites that don’t just look good, but actually communicate clearly, build trust, and convert more visitors into enquiries.
Over the last 17 years, we’ve looked at, reviewed, analysed, designed, and improved thousands and thousands of websites across different industries.
Everything from professional services, construction, manufacturing, education, health, finance, and high-value service businesses.
And the one thing I’ve learnt is this:
A website is not just a brochure anymore.
It is often the first sales conversation someone has with your business.
Websites are no longer an online brochure
Francis:
That’s a great way to put it.
You told me once that you had looked at and analysed over 60 thousand websites, what are some of the biggest things you’ve observed?
Irwin:
The biggest thing I’ve noticed is that most websites don’t fail because they are ugly.
They fail because they are unclear.
A visitor lands on the website and they are silently asking:
Who are you?
What do you do?
Can I trust you?
Have you helped someone like me before?
Why should I choose you?
What do I do next?
And most websites either answer those questions too slowly, or not clearly enough.
Business owners often assume people will read everything, like in a brochure. Though even that is debatable.
But on websites, they don’t.
People scan.
When online, they judge quickly.
They compare you against others.
And in many cases, they make a trust decision within seconds.
That’s why clarity, proof, and trust are so important.
How do video testimonials create trust with Leads?
Francis:
So where do video testimonials fit into that?
Irwin:
Video testimonials are one of the fastest ways to build trust.
Because it’s not you saying you’re good.
It’s someone else saying it for you.
And that matters.
Every business can say:
“We are trusted.”
“We deliver great service.”
“We care about our clients.”
“We get results.”
But when a real customer says it in their own words, it feels different.
It feels more believable.
A video testimonial gives your website a human voice.
It shows emotion.
It shows the real person.
It shows the result.
And most importantly, it reduces doubt.
Why are Videos more powerful than ever before?
Francis:
Why do you think video testimonials are more powerful today than before?
Irwin:
Because people are more sceptical now.
They’ve seen polished ads.
They’ve seen fake reviews.
They’ve seen businesses overpromise.
So they don’t just want to hear what you say about yourself.
They want proof.
We live in a world where social proof is everything.
Before people buy, they check reviews.
They ask friends.
They look at case studies.
They watch videos.
They want to know:
“Has someone else trusted this business before me?”
That’s why video testimonials are so powerful.
They give people confidence before they even speak to you.
Video Testimonials and conversion ROI
Francis:
Would you say video testimonials help with conversion?
Irwin:
Yes, absolutely.
From a conversion point of view, a website has to do more than just provide information.
It has to help people feel safe enough to take the next step.
That could be calling.
Booking a consultation.
Sending an enquiry.
Requesting a quote.
Downloading something.
Video testimonials help because they remove fear.
They answer the silent question:
“Can I trust these people?”
When someone sees another real client explaining their experience, it lowers the risk in their mind.
That is powerful.
Especially for high-value services where people are not making a quick $20 decision.
They might be spending thousands, tens of thousands, or even more.
Trust becomes everything.
What businesses benefits from video testimonials
Francis:
What kind of businesses should be using video testimonials?
Irwin:
Honestly, most service-based businesses should be using them.
But especially businesses where trust matters.
For example:
- Web design agencies
- Builders and construction companies
- Dentists and medical clinics
- Consultants
- Lawyers
- Accountants
- Financial service businesses
- Manufacturers
- Education providers
- High-end service businesses
If your customer needs to believe in you before they buy from you, video testimonials can help.
And that’s most businesses.
Francis:
That’s a long list.
I also understand how some of these businesses may find it hard to get testimonials.
Like Medical Clinics or Chiropractors, they have very strict rules on what testimonials can say.
But that’s why a good video partner can help in navigating those issues and still build trust signals.
What is a good video testimonial?
Francis:
What makes a good video testimonial?
Irwin:
A good video testimonial does not need to be perfect.
In fact, sometimes overly polished videos can feel less real.
The best testimonials are clear, honest, and specific.
A strong video testimonial usually answers a few simple questions:
What problem did the customer have before?
Why did they choose you?
What was the experience like?
What result did they get?
What would they say to someone thinking about working with you?
The magic is in the detail.
A generic testimonial saying “they were great” is okay.
But a specific testimonial saying:
“We were struggling to explain what we did clearly, and after working with them, our enquiries improved and our customers understood us faster”
That is much stronger.
Specific proof sells better than generic praise.
Where should video testimonials live on a website?
Francis:
Where should businesses place video testimonials on their website?
Irwin:
Great question.
A lot of businesses hide their testimonials on one testimonial page.
That’s a mistake.
Testimonials should appear where doubt happens.
That means:
- On the homepage
- Near call-to-action sections
- On service pages
- On landing pages
- Near pricing or enquiry sections
- In case studies
- Around key decision points
You don’t want people to go hunting for proof.
You want the proof to appear at the exact moment they are deciding whether to trust you.
That’s how the best web design agencies think about it.
Not just “where can we put a nice video?”
But “where does this video help remove hesitation?”
Francis:
That’s a really good point.
So it’s not just having the video, but placing it in the right spot?
Irwin:
Exactly.
A video testimonial is not just decoration.
It’s a trust asset.
It should support the sales journey.
If someone is reading about a service, show them a testimonial from a client who used that service.
If someone is about to enquire, show them proof that others had a great experience.
If someone is comparing you against competitors, show them a real customer explaining why they chose you.
That’s where video becomes powerful.
It gives confidence at the right time.
Francis:
And that’s where understanding where your sales funnel is weak will give you a clue on where you need to build trust.
How to ask for video testimonials?
Francis:
What would you say to a business owner who feels uncomfortable asking clients for video testimonials?
Irwin:
I’d say that’s normal.
A lot of business owners feel awkward asking.
But if you have genuinely helped someone, many clients are happy to support you.
The key is to make it easy for them.
Don’t ask them to “make a testimonial.”
That sounds hard.
Instead, ask something simple like:
“Would you be open to sharing a few words about your experience working with us?”
Then guide them with a few questions.
Keep it natural.
Keep it short.
Make it easy.
And most importantly, don’t try to script every word.
The more real it feels, the more powerful it becomes.
Big mistakes you see when businesses make video testimonials
Francis:
What’s the biggest mistake businesses make with video testimonials?
Irwin:
The biggest mistake is making testimonials too hidden, too generic, or too hard to believe.
A written testimonial with only a first name and no company can feel weak.
A testimonial with no photo, no role, no context, and no result is better than nothing, but it’s not as strong.
A video testimonial gives more credibility because people can see and hear the person.
But even then, the testimonial needs to be useful.
It should not just say:
“Great team. Highly recommend.”
That’s nice, but it doesn’t teach the viewer much.
A stronger testimonial explains the before and after.
Before working with them, what was the challenge?
After working with them, what changed?
That’s what people want to know.
Why web design agencies always recommend video testimonials?
Francis:
So why do you think the best web design agencies in Australia recommend video testimonials?
Irwin:
Because the best web design agencies understand that design is not just about looking good.
It’s about persuasion.
It’s about trust.
It’s about communication.
It’s about helping the visitor feel confident enough to take action.
Video testimonials support all of that.
They add emotion.
They add proof.
They add credibility.
They help people believe what the website is saying.
In a competitive market, that can be the difference between someone leaving your site or making an enquiry.
Francis:
So if someone could only do one thing after reading this interview, what would you recommend?
Irwin:
Start by finding three happy clients.
Ask them simple questions.
Record short, honest video testimonials.
Then place those videos on the most important pages of your website.
Don’t hide them.
Don’t over-edit them.
Don’t make them sound like ads.
Let your real customers speak.
Because in the end, your best sales message often doesn’t come from you.
It comes from the people you’ve already helped.
Francis:
That’s a great way to finish.
Irwin, thank you so much for your time.
Irwin:
Thanks Francis.
Really appreciate it.
And hopefully this helps more businesses understand that a website should not just look professional.
It should build trust.
It should answer questions.
And it should give people the confidence to take the next step.
Creating Video Testimonials shouldn’t be something that is good to do, but something that is part of a sales and marketing process.
We can help you put that process together, and create the Trust that your potential customers are looking for when they look for you.
If you want to know how we help, BOOK in a call with us to chat.
