Full name, photo, firm (if B2B), specific outcome stated, no forward-looking claims, compliant approval. Generic "great service" testimonials add no trust.
Components
- Full name, photo, location (e.g. "James, 58, Surrey") - Specific situation and outcome - No future returns implied - Date / permission on file
Compliance
Testimonials are promotions - approve and log under s21. Do not filter for only-positives in a way that misleads.