How To Use Social Proof To Prove You Really Mean Business

by | Oct 17, 2016 | Strategy, Website Design

There are several essential components that go into every website whose purpose is to generate leads. One of those components is “social proof”.

Prove you mean business using “Social Proof”

What exactly is “social proof”?

Social proof:  The concept that people will conform to the actions of others under the assumption that those actions are reflective of the correct behavior. In other words, if I’m not sure what to do, I’ll look around and see what other people are doing. It’s driven by the assumption that surrounding people possess more knowledge about a given situation. Social proof is a very compelling driver in decision making, and you can use it to your advantage on your website. Here are two ways…

Tactic #1: Testimonials

Testimonials from clients and business associates are one of the most persuasive forms of social proof you can get. “Don’t take my word for it… take theirs!” You need testimonials on your website, preferably on the main page somewhere. But how can you make them more believable? The best way is to put a face to the words. Research confirms that testimonials are more likely to be believed when they are accompanied by a corresponding picture. If you’re going to quote a client or business associate as a form of social proof, be sure to pair it with a high quality photo, like I’ve done here.

Tactic #2: Case Studies

A Case Study is essentially a story about a project you have done. Social proof is particularly compelling when it involves storytelling. We can imagine ourselves in other people’s shoes when we read a story, and we remember those stories because we can relate to them. While statistics can be effective, it can be tough to really connect with numbers like you can a personal account.

Build a story around work you have done for a client in the form of a Case Study. Find something interesting to tell that people will remember. In my own simple example here, this client wanted to spend less time in her car, and more time enjoying her beautiful view of the Rocky Mountains. That’s the story around which this mini case study is built. Here’s how my client who is a consultant uses case studies.

Social Proof Case Study Rent The RunwaySocial Proof Twisted on Its Head in Overdrive

If you want to see an example of social proof on steroids used to drive a hypergrowth startup, check out my blog post here:


Make sure your website incorporates Social Proof, and you’re on your way to upping the lead generation capabilities of your website.

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