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Leverage social proof correctly

When a website visitor is deciding whether or not to reach out or make a purchase, one of the deciding factors will be their perception of how credible your company is.

On a website, credibility is created by various forms of “social proof”. This may include client testimonials, links to review platforms, logos of awards/certifications, impressive statistics about your company, etc.

It’s important to leverage as many different forms of social proof as possible, and it’s also important to display them in the right spots.

You should display some form of social proof near the top of the page so it creates a positive first impression. Then, the visitor should continue to see additional forms of social proof throughout the page as they scroll (keeping credibility top of mind).

Toward the bottom of the page, you’ll probably have some sort of “call to action” whether it’s a contact form, appointment scheduler, product to purchase, etc. Be sure to include some form of social proof right next to that call-to-action to increase the odds of conversion.

Bonus tip: when displaying client testimonials, if possible, be sure to use the person’s full name and headshot so that it looks legitimate (people know that testimonials are easily faked).