Why are testimonials important? Well, to put it directly, testimonials are a huge and under-utilized marketing tool. Many, many businesses don't use them...for no better reason than simply being lazy and not collecting them or asking customers for them. Businesses who do use testimonials often hide them or bury them on their website or in their other marketing materials. Most often this is because testimonials are maybe not properly understood or recognized for their importance. That's why here, you're gonna get crystal clear on testimonials and why testimonials are so important.