If you want to earn the trust of prospective customers, a very effective technique involves adding social proof to your business’s website. This can be a great way to provide concrete evidence that shows potential buyers that you are great at what you do, which should help to improve your conversion rate.
So, in this article, we are going to look at the different types of social proof you can add to your website, as well as the best practices for doing so.
Short and snappy reviews
Short and snappy reviews will make a great addition to your website, especially because it means potential customers won’t have to read a lot of content before learning how reliable your company is.
These kinds of reviews could simply be star ratings that past customers have given to your products, or they could include a few lines of praise from previous clients. These types of reviews tend to work best for product-based businesses because they make it much easier for people to compare similar items.
Now, let’s take a look at some examples of companies that have done a great job of adding short and snappy reviews to their sites, so you can learn from them.
Smith.ai provides a virtual receptionist service with features like 24/7 live virtual phone answering, webchat, and messaging. If you take a look at their site, you’ll see that they’ve added an element of social proof by highlighting ratings from independent review sites like Trustpilot, Capterra, and Clutch.
For instance, through Trustpilot, they’ve been given a 4.7 out of 5, which will show potential customers that they’re going to be in safe hands with this company. As you can see, they’ve displayed this star rating in a very short and snappy manner, which not only saves time for prospective customers but also makes it easier for them to compare the company with other options.
At Loganix, we specialize in providing different marketing services, one of which is manual local citation building. And, on our page for this service, you’ll find that we’ve included reviews in two different forms. First, we highlight our overall star rating of 4.8 out of 5, which has been provided by an independent review site.
Then we’ve also added short reviews from our clients who talk about how professional we are and how likely they are to recommend our services. Providing prospective clients with short and concise reviews like this can help them to make their minds up quickly and easily, which is ideal. This is certainly something you could replicate on your own site.
Finally, take a look at the very unique way Sleeknote chooses to display reviews on their website. They offer a lead generation tool that creates personalized and non-intrusive pop-ups to help businesses get more leads.
If you scroll down their homepage, you’ll see that they have a section where they display several short reviews from previous customers. These are all one-line reviews like “Sleeknote is our secret weapon” and “You rock”. This is a very creative and effective way of showing social proof because they’ve made sure the comments are quick and easy to read while also showing prospects that their company can be trusted.
You could also consider using short reviews like any of the ones we’ve outlined in these examples. And, if you need any help in displaying these reviews on your site, check out this guide from WPAll that outlines five of the best WordPress user review plugins you can use on your site. And the best part is they’re all free.
Written or video testimonials that provide more context
Even though short and snappy reviews can work well for many businesses, sometimes they’re just not enough. So, you should try to add longer testimonials to your site — either in video or written form — as they can help provide more context about your products or services.
Another reason to use longer testimonials is that they’re great for giving prospective customers more information that might help them make a better purchasing decision. Also, when you include long and original testimonials in your customer’s voice, it might strike a chord with prospective customers who are having the same problems that your past clients have had, and this could encourage them to reach out to you. If you already have these testimonials but are unsure of how to place them on your site, take a look at this guide from WPAll that will show you how to add testimonials to your WordPress website.
Now, to give you some inspiration on how to show social proof using longer testimonials, let’s study how some websites are already doing this.
Betsy A. Fischer is a law firm that specializes in areas like family law, divorce, and child custody. On their website, you’ll see that they display longer testimonials from clients who have used their services. These testimonials do a great job of explaining the clients’ experiences with the firm, and they give more context about what future clients can expect from the company.
The second testimonial here is particularly great, as the client has highlighted how helpful the lead attorney was while handling her divorce case. This information could actually be a motivating factor that causes prospective clients to reach out to the law firm because they now know that they’ll get quality service while also receiving emotional support during a difficult time.
Another example comes from SocialPilot, a social media management platform. On their blog, they have a piece of content that rounds up remarkable Facebook Ad tools that will help you save time and money. And, in this post, they highlight some long testimonials given by people who use SocialPilot.
You’ll find that they’ve combined star ratings with written testimonials that give a lot of information about how customers use the software to perform several social media management tasks. These testimonials also help provide more context about different features of the tool, as well as its ease of use. From this example, you can see that longer testimonials are definitely the way to go if you want to highlight important details that will also be useful to prospective customers who want to make a buying decision.
Finally, Xero is a cloud-based accounting software platform for small businesses. And, on their site, you’ll see that they’ve dedicated an entire page to showing customer testimonials from the people who use their software.
Take, for example, this video testimonial that shows how Claire, a small business owner, is able to use Xero in scaling her business. The video highlights the client’s journey, how she found out about the software, and how she utilizes it to efficiently manage her finances. Using video testimonials can be really effective for your business because it engages prospects and allows them to connect with the experiences of previous customers who have used your products or services.
Media mentions from reputable publishers
If there are any reputable publishers that have mentioned your business, products, or services on their sites, include these mentions on your website. It can be really effective for earning prospective customers’ trust because it shows that you’ve been recognized as an authority in your industry.
For instance, you could have a section on your homepage where you include the logos of reputable publishers in your industry who’ve spoken about you. Or you could add a section that highlights the specific quote with the mention that you got from a reputable site and include the link to it.
To give you some inspiration, take a look at how Mailchimp, an email marketing platform, chooses to show media mentions on its site.
Mailchimp is an email marketing platform that helps businesses to manage their email lists. As you’ll see on their homepage, they’ve included a mention from G2, an online publisher that provides information about the best business software and services.
In this instance, they’ve mentioned Mailchimp as one of the best global software companies of 2021. To be recognized by G2 is a great honour and it shows that Mailchimp has indeed earned its spot as one of the best in their industry. So, highlighting this mention on their site is a great way to show social proof to new visitors and prospective customers and it also helps boost the company’s credibility.
User-generated content from customers who love your products
One of the most effective forms of social proof is user-generated content that shows previous customers using and enjoying your products. For example, you could display photos your customers have posted on social media, or videos they’ve personally sent to you.
Of course, just remember that you’ll need to get the permission of your customers before posting their images or other user-generated content on your website. So, make sure you get written consent before sharing anyone’s content.
Now, to give you an idea of how you can use this tactic, let’s study how some businesses are showing user-generated content on their sites.
Kasala is an eCommerce store that sells home furniture for living rooms, dining rooms, bedrooms, and even home offices. Looking through the reviews of items sold on their website, you’ll see how the company makes use of user-generated content. For instance, the majority of their reviews feature at least one photo of what their products look like in people’s homes.
By using past buyers’ images like this, they’ve made the buying process a lot easier for prospective customers because people can now see how these items may look in their own homes, and this will help them make a confident decision about what to buy.
Now let’s take a look at the user-generated content of Hilton Grand Vacations, a company that allows people to book hotels, resorts, or other lodging options when they travel. They’ve found a way to incorporate user-generated content into their site by adding a section that shows off some very lovely pictures of different customers having a wonderful time on their travels.
You’ll see beautiful images that capture some of the best views and show how people are truly enjoying themselves while staying at different resorts owned by Hilton Grand Vacations. This is a great way to provide social proof because it allows prospects to clearly see how others are enjoying the company’s services and it can also motivate people to go on their own adventures. If you want to use this tactic on your website, you might want to check out this guide on some of the best free WordPress gallery plugins that can allow you to display your user-generated images in effective ways.
Awards or qualifications relevant to your field of work
Depending on the kind of industry you work in, you may want to display your professional awards and qualifications to prove that you’ve studied your area of expertise, or been awarded for your skills and knowledge.
For instance, businesses like law firms could show some of the awards they’ve won from reputable organizations in the industry. Or a company in the health care niche can choose to display their license to practice or awards they’ve won for being the best service provider in a particular field like eye or skincare.
Now, let’s take a look at an example of a business that does a great job of highlighting its awards or qualifications that are relevant to its work.
Bascom Palmer Eye Institute is an ophthalmologist practise with various locations in the United States. On their site, you’ll see that they have a section where they highlight how the company has been crowned the number 1 best in ophthalmology by the US News & World Report, as well as the Ophthalmology Times.
This is an excellent way for them to provide social proof because it tells potential clients that the company has been recognized as the best by relevant organizations in its industry. It also makes it easier for the company to build trust with prospective customers who will have more confidence in their services after seeing the relevant awards they’ve won in their field.
In this article, we’ve looked at five different types of social proof you can add to your website, how to do it, and some of the benefits of adding them.
Whether it’s short and snappy reviews, video testimonials, or media mentions, all of these are very effective for showing proof of your abilities. Although, you’ll need to think carefully about which ones will make the best additions to your website, depending on the field you work in.
And, if you’re just getting started with building your site, you can check out some of the best premium WordPress themes and templates provided by WPAll for businesses in different industries.
Author bio & headshot:
Adam Steele is the COO at Loganix, an SEO fulfilment partner for agencies and marketers. We build easy-to-use SEO services that help businesses scale. If you liked this article, please check out our SEO guides and templates on the Loganix blog.