Social proof

Social proof is evidence that other people have chosen you and were happy with the result. It works because buying from someone new carries risk, and seeing that people like you have already taken that risk makes it feel smaller. Common forms include testimonials, star ratings and review counts, client or media logos, case studies, user numbers and before-and-after results.

The more specific and verifiable the proof, the more it is believed. A testimonial with a full name, photo, company and a concrete result is far more convincing than an anonymous line saying great service. Reviews pulled from a known platform carry more weight than quotes that only appear on your own site. A case study with real figures shows not just that clients were happy but what changed for them.

Placement matters as much as quantity. Put a short proof element near the top, such as a rating or logos, and place detailed testimonials next to the claims they support and close to the call-to-action, where doubt is highest. Match the proof to the audience: a testimonial from a similar business or someone with the same problem is more persuasive than one from an unrelated customer. Never invent or embellish testimonials; besides being dishonest, it can break consumer protection rules.

How to improve it

• Add full names, photos, roles and specific results to testimonials where customers agree to it.
• Show your star rating and review count from a recognised platform near the top of the page.
• Add client logos if you work with recognisable businesses, with their permission.
• Turn your best project into a short case study with before-and-after figures.
• Place a relevant testimonial directly next to the main call-to-action.

How PageScore checks it

PageScore looks for testimonials, reviews or star ratings, client logos, and case studies or result figures on the page. Its AI review also comments on how convincing and well placed the proof is.