What is “social proof?” Well, you already use it to some degree. It’s any form of credibility-boosting that comes from other people.
You know testimonials – they’re social proof.
But there are effective and ineffective ways to use it on your website. Let’s take a look at some of the better ways to use social proof:
Many websites have a specific page for these – that’s better than not using them at all! However, they work even more magic for you if you can get your customers to describe the problem they had and the results you delivered. That works better than testimonials that say, “Awesome! 5-star service! Highly recommended!”
Also, you should place them in either the right or left-hand column of your website so they appear on every page. And if you have an absolutely awesome testimonial, write it right into your web page’s copy.
And, the greater the status of the person writing the testimonial, the more powerful it is.
You can use them right on your home page. You might also use them in your main navigation menu so they show on every page.
Just using logos makes you look professional and official. If you have served well-known companies in your industry, that’s even better.
If you’re proud of these numbers, it’s important to display them. For example, if you have 300 Facebook followers, that’s social proof you’re worth listening to.
The BBB has a dynamic seal they allow you to place on your website that shows your BBB rating. You’ll want this somewhere on your homepage where visitors see it right away.
Google Reviews are great to have, but they take a long time and hard work to earn. You can add simple widgets to your services pages that allow customers to review your service.
When you make someone happy, follow up with them via e-mail and give them a link to where they can make a review. When other visitors see the high ratings and great things others say, they’re much more likely to buy from you.
Now these things are a lot of work. What you do is write the story of how your product or service helped a particular customer.
You want to go into as much detail as possible. They’re usually PDF documents, and they run 1000 – 2000 words or so. Specific detail is very important. You also must have an eye-pleasing design.
They’re a time and financial commitment, but they carry a lot of weight in purchasing decisions. Also, make them easy to find and download from your homepage.
There’s no perfect way to use social proof. But the more of it you strategically place on your website, the easier it is to sell.