Social proofing your website

Social proofing is the idea that the actions and attitudes of people around us affect our own behaviour.

Photo by Priscilla Du Preez on Unsplash

Social proofing is used in marketing to gain people’s trust and give them confidence in products or services and used properly it can help you to grow your business and establish your brand.

Adding testimonials and case studies to your website can help to social proof it. Here are some simple hints and tips on how to do it.


Testimonials are a powerful marketing tool that can be used on your website and across your other marketing channels. If you’re going to use testimonials make sure you validate them by referencing the person and business that the testimonial is from.

Including a client photo in your testimonial or persuading them to feature in a short video can help your testimonials stand out far more than if you just use text.

Testimonials can be really persuasive if they’re placed just before a call to action like a button or an email sign-up form. They’re often used singularly on different pages of a website but you could also display all of your testimonials together on a dedicated page.

Try to get customers to write testimonials for you on websites such as Trustpilot or through your Google My Business page. By doing this you’ll increase your visibility and gradually improve your website’s search ranking.

Case studies

Case Studies are short business stories that demonstrate how your product or service solved a customer’s problem. A case study can talk about the challenges you faced along the way and the impact your work has had on the customer. If you can add compelling evidence to a case study it becomes far more powerful and persuasive. Examples of compelling evidence could be “your work increased website visits by 50% a month” or “you helped Bob to sell an extra 300 more widgets a month”.

Accreditation logos

If you’re a member of a trade association or you have a professional accreditation you could feature their logo on your website, possibly in the footer of each page.

Accreditation logos show prospective customers that you’ve reached a certain level of excellence within your industry. You can often get accreditation logos directly from the association’s marketing department along with guidelines on how to use them.

Working with well known businesses

If you’re working with well known businesses you could add their logos to your website. By associating yourself with household names, this will create a real sense of trust among your prospective customers. Just make sure your contract or agreement allows you to use their name and logo on your website.