I’m sure you know the importance of website social proof, but I think people believe testimonials are the only option. And when you’re first starting, you don’t have any yet! So, what other types of social proof can you use to build client trust and showcase your expertise? I have eight types of social proof you can collect and use on your website!
Why Is Website Social Proof Important?
Social proof improves trust, credibility, and conversions. It proves that the company has worked with customers and provided great experiences. Social proof usually addresses common objections and builds confidence in potential customers by showing real clients and results.
When you see different types of social proof from a company, you naturally think they are more professional than a company that doesn’t have anything. Buyers cautiously spend money; they want to make sure you are a legitimate company that can deliver on your promises. People rely on reviews, referrals, and examples before making a decision. Putting social proof on your website speeds up their decision-making process and makes them feel confident that they’re making the right choice.
8 Types of Social Proof
There are a lot of types of social proof you can use to build trust with your customers! I recommend picking at least two to use throughout your website. To build credibility, make sure your website social proof is current, specific, and easy to spot.
1. Customer Testimonials
Customer testimonials are written or video reviews from your actual customers. After working with a retainer client for a few months or a project wraps up, request a testimonial to feature on your website. You can guide their answer by asking them to touch on specific attributes of your services or process.
Here’s a template for you to use:
“I hope you’re doing well! I just wanted to thank you again for working with us on [project or service name] — it’s been such a pleasure helping you [brief benefit/result].
If you’re open to it, I’d love to feature a short testimonial from you on our website and/or social media. It’s a great way to help others feel confident about working with us, and your words would mean a lot.
Here are a few quick prompts to make it easy:
- What was your biggest challenge before working with us?
- How did our process or service help you?
- What results have you seen since?
- Would you recommend us to others?
No pressure to answer every question — just a few honest sentences is perfect!
And if you want to go above and beyond, I would love it if you could record your answer in a short video. I’ll send you a $5 Starbucks card as a thank you!
Thank you again for trusting us. We truly value your support and partnership.”
So, where should you put client testimonials on your website? Honestly, they fit on almost every page! I have testimonials on my home page, services page, and contact page. Again, it reinforces that you are a trustworthy person and business to work with.
2. Case Studies
Case studies deep dive into a specific client example and the results you achieved for them. You’re showing how you transformed their business with your services. These specific examples, outcomes, and data confirm that you are results-focused. And who doesn’t want to work with a business owner who gets results?!
Case studies are great for service-based businesses to show the solutions they implement and the results they achieve. Explain the problem, solution, and outcome in a case study to give a potential client the full picture. If you can, include screenshots of data to back up your points and a client testimonial. Here’s an example of one of my case studies.
You can either create a specific portfolio page featuring case studies or a blog category for them.
3. Google Reviews
Google reviews are amazing from an SEO perspective. They actually boost local SEO rankings! Businesses with more positive reviews are more likely to show up higher in local search results. They also improve click-through rates from search results. When users see five-star ratings in your Google Business Profile listing, they are more likely to click on your website.
You can use the same template above to ask for Google reviews. Include a link for them to leave a review on Google.
You can show that you have a certain number of five-star Google reviews on your website or embed reviews directly on your website. I don’t recommend copying/pasting Google reviews onto your website because it conflicts with Google’s review policies and could result in a penalty.
4. Client or Brand Logos
Showcase client or brand logos to visually convey who you’ve worked with. It builds credibility when people recognize popular logos.
You can put these on your home page or about page. Keep the logos consistent in size so they don’t look cluttered. If you have a lot of logos, use a sliding feature to add movement and auto-rotate through your clients.
5. Media Mentions
You can also add logos of media outlets or publications where you’ve been featured. If you don’t have any, do your clients? Add media mentions for where your clients have been featured. It builds on the opinion that you and/or your clients are newsworthy. Third-party sources are talking about your brand – that must mean you are authoritative.
Add a ‘featured in’ section to your home page or services page to show potential clients you are engaged in your industry and part of a bigger conversation.
6. User-Generated Content (UGC)
This is great for product-based businesses! Use videos of real customers using your product on your product pages. This could be unboxings, reviews, or before and afters. Make sure you have permission to use their videos or written reviews! Message them on social media or add a comment to their post. Most people will happily allow you to use their content. If they don’t want it on your website, a simple repost on social media is a great second option!
7. Statistics
Statistics can build credibility quickly and visually. Numbers are powerful types of website social proof. Here are a few examples of statistics you could collect and showcase:
- Client or project count
- Success metrics or results
- Star ratings or review volume
- Growth over time
- Email subscribers
- Social media stats
- Client satisfaction rates
- Industry-specific stats
You can include different types of metrics all over your website! To build credibility, I recommend at least one on your home, services, and contact pages.
8. Awards and Certifications
Awards and certifications show that you’re recognized in your industry and continuously learning. They reinforce professionalism and trust and set you apart from competitors. Awards are third-party validation that your work meets a certain standard. Certifications signal expertise and commitment to learning. You’re trained and up-to-date on the latest best practices. Add these to your About page!
Using Website Social Proof
As you earn and collect more social proof, add it to your website! I don’t think you can have too much social proof – just spread it out! Website social proof reinforces your expertise and builds trust with your audience. Gather social proof and decide the best places to showcase it on your website.
Wondering what else you should have on your website? Download my free Website Redesign Checklist to transform your website with a plan.
