Taking the time to build trust on your website is everything. When clients trust you, they know you’re the right option for them and they take action — aka, convert!

Connecting with clients who you know you can support? It’s the dream.

But telling someone ‘Here’s why you should work with me’ is very different than showing them examples of your work, sharing data points, and giving them the information that proves your value.

That’s where social proof comes in.

Social proof is the thing that helps you build trust on your website by showcasing your value across each page.

Why Build Trust On Your Website

Building trust is a steady process and a key aspect of converting people on your website into dream clients.

Honestly, I have yet to work with a service provider that I don’t trust (to some degree at least!) in my personal life. 

When I looked for a home inspector, I looked for 5-star reviews. When I looked for a hair salon, I asked for referrals from friends.

Trust is one of the most important pieces of the puzzle (that and clarity, because a confused mind says no) when it comes to building out your website.

I see websites ALL the time that tell me I should trust them. 

I see website copy like “we’re the best hair salon” or “unmatched home inspections” but these words are just fluff when they’re not backed up by proof… Social proof.

Examples Of Social Proof

Social proof is a psychological principle. People like to buy from a business that other people trust. We feel less like we’ll be ripped off, more secure in our decisions, and we have more trust in words when we see the data to back it up.

What is social proof exactly? Anything that validates your value as a business or solution. There are many forms of social proof you can use on your website, in your marketing, and throughout your sales process!

Examples of social proof include…

• Testimonials/reviews (written or video)
• Case studies
• Metrics or numbers (i.e. 150+ brands served)
• Client logos 
• Publication logos from features
• Examples of your work
• Podcasts or articles you’ve been featured in
• Before and afters

The Right Social Proof Format For Your Business

Because there’s a whole list of options, it’s important to know the right kinds of social proof to choose for your website.

If you’re a construction company then before and after images of your work and testimonials from happy clients will really help validate your work. 

Whereas if you’re a business coach, data points that show what your clients have accomplished with your coaching will work well.

For my business as a website designer and copywriter, I use case studies to really illustrate my processes, the before and afters of websites and brands I’ve worked on, and testimonials from clients.

I thought about sharing data points as well, but I opted to focus on case studies. I decided that the number of years I’ve been writing websites, for example, is not as big a trust builder as reading a case study for my particular business.

Here are questions to determine YOUR ideal social proof:

• What does my audience need to see to trust my value?
• What format of social proof will best eliminate doubts?
• What kind of social proof could I most easily collect/assemble?
• What proof are my competitors sharing?
• What proof will back up the claims I share on my website?

Assembling Your Social Proof

Assembling your social proof can take a minute — WORTH it though let me tell you.

Sometimes the assembly means reviewing past work and writing out case studies, or reaching out to past clients and asking for testimonials, or even filming videos to showcase the before and after of your project.

The secret hack to ALL social proof, but especially testimonials, is not to be afraid to share what you’re looking for in the process! 

Many clients are happy to share a review on Google for example, but they’re busy bees running amazing businesses, so they may need some help to make it happen.

Share the link where the review can be left, ask them to take 30 seconds to share how they felt about your work together, and maybe even prompt them! 

One strategy I’ve helped clients with is to say, “Here’s what some other folks have shared” and share two examples of testimonials or reviews from others. This approach keeps the process smooth for your clients and shows them that others have easily left reviews for your business.

How Often To Update Your Data 

For how often to update social proof, I would say 2x per year for your website is a healthy minimum for reviewing your site and updating content. Quarterly is a great habit to get in though, if you have the capacity.

Work With Me To Build Trust On Your Website

Interested in getting some support with building trust on your website? Ready to SHOW, not just tell your value? Reach out through my inquiry form and let’s chat!