Trust is everything

For many consumers, trust is everything. If you’re a small business owner, a nonprofit executive, an entrepreneur, or really anything else, earning your audience’s trust is the first step to converting website visitors into loyal customers. One great way to build that trust is through social proof. Social proof is the influence that the actions, attitudes, and beliefs of others have on our own behavior. On a website, this can be done with things like testimonials, reviews, case studies, or even user-generated content. These pieces of social proof show your potential clients that others have already had positive experiences with your business, which helps build credibility that consumers are after. There are several ways to use social proof to build trust and improve conversions on your website.

The Importance of Social Proof

Social proof is a strong tool in helping shape consumer behavior. Studies have shown that people are more likely to trust and do business with businesses that other people recommend. Ever tell your best friend about the great new restaurant in town? That recommendation is sought after by any businesses. For small businesses that might not have brand recognition of larger companies, social proof can be what makes the business stand out in a competitive market.

Here are a few reasons why social proof is so important:

• Builds Trust: When they can see that others have had positive experiences with your business, new visitors are often more confident and inclined to work with you.
• Reduces Decision-Making Anxiety: New customers may have doubts or skepticism  about your products or services. Social proof helps alleviate those doubts by offering reassurance through the experience of others.
• Encourages Conversions: Positive reviews and testimonials can sway undecided visitors into making a purchase or signing up for your services.

Types of Social Proof to Include on Your Website

Social proof can come in many forms. The more types of social proof that you leverage, the more robust and believable your credibility will appear. Here are some of the most impactful types of social proof to add to your website:

• Customer Testimonials: A customer written testimonial can go a long way in providing reassurance to potential customers that your product or service is worth it. Aim for specific, authentic testimonials that address common concerns or benefits your customers experience.
• Google Reviews: Embedding Google reviews on your website gives potential customers access to unbiased feedback. As an added bonus, this can also boosts your SEO performance and bring in even more new users.
• Case Studies: Case studies are in-depth reviews of how your business solved a particular problem for a particular client with the products or services you offer. This type of social proof is especially helpful for showcasing your expertise and the specific results you’ve achieved.
• Industry Endorsements or Awards: If your business has received any awards or endorsements, be sure to display them on your website. They add an extra layer of authority and professionalism.
• User-Generated Content: If your customers share photos or videos of them using your products or services, feature that content on your website. Those photos and videos not only show that people use your services but also but can paint a detailed picture of how those products and services might benefit potential customers in new ways. 

Strategically Placing Social Proof on Your Website

It’s not enough to just collect testimonials or case studies. The social proof needs to be placed in the right areas to have the greatest impact. Consider the following placement strategies:

• Homepage: Since your homepage is commonly the first webpage or impression a visitor gets for your company, it is a great place to display 5-star testimonials. Even including  short quotes from a case study are great on a home page. This can serve as an instant credibility booster.
• Service/Product Pages: Adding social proof like testimonials, case studies, or reviews that specifically related to your services or products can help address customer concerns and provide validation as they browse. If you have testimonials for one specific product or services those should be listed on those pages.
• Contact Page: People on your contact page are often right on the verge of taking the next step. They may be close to converting, but still be a little hesitant. A few well-placed testimonials or reviews near the contact form can help give them the final convincing they need.
• About Us Page: Display social proof on your About page to complement your story and show that real customers trust and support your business.

How to Gather Reviews and Testimonials

One of the biggest hurdles small businesses face is actually gathering enough reviews and testimonials. Fortunately, there are several ways to make this process easier:

• Ask at the Right Time: Request reviews after a customer has had a positive experience, such as after a project completion, a product delivery, or a successful outcome.
• Automate the Process: Use email automation to follow up with customers after their transaction or service is complete. A gentle reminder to leave a review can help you capture valuable feedback.
• Offer Incentives: While you should avoid paying for reviews, offering small incentives (like a discount on future services) can encourage happy customers to take the time to leave feedback.
• Make it Easy: The easier you make the review process, the more likely people will follow through. Provide direct links to your Google My Business page or create simple forms for submitting testimonials on your website.

A powerful tool for building trust,

Social proof is a powerful tool for building trust, reducing doubts, and ultimately converting more visitors into clients. By collecting and strategically placing testimonials, reviews, case studies, and other forms of social proof on your website, you can demonstrate the value of your services in a way that resonates with your target audience.

At Full Scope Creative, we understand the importance of social proof, which is why we’ve integrated testimonials and client success stories into our own site. Need help adding social proof to your website? Contact us today to learn how we can assist you in building credibility and trust through effective web design and content strategies!