People need to know what you offer and understand how it can help them. But that is usually not enough to get them to seriously consider your business.
They also need proof, and that proof needs to be on your website.
Proof gives prospective customers a reason to believe you can actually do what you say you can do. It strengthens trust, supports your claims and can help people feel more confident about taking the next step.
There are many ways to provide proof. Most of them fit into five main categories.
What Is Website Proof?
Website proof is credible evidence that supports what you say about your company, products, services and results.
It can show that:
- Customers have had a positive experience with your company.
- Your products or services have produced meaningful results.
- You have the experience and ability to deliver what you promise.
- Qualified third parties recognize your expertise or standards.
- Other people and organizations already trust your business.
The best proof addresses the questions and concerns your prospective customers have before choosing you.
1. Customer Proof
Customer proof includes:
- Online reviews
- Written testimonials
- Video testimonials
- Customer stories
- Customer photographs or social media posts
Video testimonials can be particularly powerful because visitors can see and hear a real customer sharing their experience.
The strongest testimonials go beyond saying that someone was happy. They explain the problem the customer had, what your company did and what changed as a result.
You can see examples of how The Story uses client reviews and testimonials to help prospective customers understand what it is like to work with us.
2. Results-Based Proof
Results-based proof shows what your products or services have helped customers accomplish.
It can include:
- Case studies
- Statistics
- Measurable outcomes
- Before-and-after comparisons
- Improvements in sales, inquiries, efficiency or other important measures
Instead of simply saying that your service produces results, you are showing what changed for a real customer.
A strong case study usually explains the customer’s original problem, the work completed and the result. Browse The Story’s website case studies to see how this can be presented.
For example, our Spirit of Math case study explains why the organization needed a better website and multi-location system, what we created and how the finished website supports its brand, locations and growth.
3. Demonstrated Proof
Sometimes the best way to prove what you can do is simply to show it.
Demonstrated proof can include:
- A portfolio
- Samples of your work
- Product demonstrations
- Free trials or samples
- Screenshots or videos showing how something works
- Examples of the finished product
This form of proof can be especially important when customers want to assess the quality of your work, understand a product or see whether your approach matches what they need.
4. Third-Party or Authority Proof
Third-party proof shows that a credible person or organization recognizes your qualifications, expertise or accomplishments.
It can include:
- Certifications and licences
- Awards
- Professional memberships
- Expert endorsements
- Media coverage
- Independent industry analysis
- Research or test results
These forms of proof can help demonstrate that your business is legitimate, qualified and recognized by respected organizations or experts.
The value of authority proof depends on the authority behind it. A respected certification with meaningful requirements carries more weight than a membership almost anyone can purchase.
5. Market Proof
Market proof shows that other people and organizations are already choosing your company.
It can include:
- The names or logos of companies that use your products or services
- The number of customers you have helped
- The number of projects or locations you have supported
- Years in business
- Repeat-customer or customer-retention rates
- The number of products sold or people served
Market proof can be particularly effective when prospective customers want reassurance that your company is established, experienced and trusted by others.
Are Guarantees and Warranties Proof?
Guarantees and warranties play a slightly different role.
They do not prove that your product or service will work. Instead, they show that you are willing to stand behind what you sell and reduce the customer’s risk if something goes wrong.
For that reason, guarantees and warranties are better described as trust signals or risk reducers. They can still be important, especially when customers are concerned about making the wrong choice.
What Is the Most Important Type of Proof?
There is no single type of proof that is best for every business.
The right proof depends on what matters most to your target customers and what they need to believe before choosing you.
- If they are concerned about results, provide case studies and measurable outcomes.
- If they are concerned about your capabilities, show examples of your work.
- If qualifications or safety matter, provide licences, certifications and compliance information.
- If they want to understand what working with you is like, provide reviews and testimonials from customers like them.
- If they are concerned about choosing an established company, show your experience, customer numbers and recognizable clients.
The strongest proof is specific, relevant and credible. People should be able to see what happened, why it matters to them and why they should believe it.
Proof Can Help Sell What You Offer
Proof can do more than support what you say about your business. It can also help prospective customers understand the value of a particular product or service.
For example, we can share information about the growth a tutoring company experienced after launching its new website. Many of our client testimonials also explain the problems they were facing and the results we helped them achieve.
That proof does more than show that our clients were happy. It helps prospective customers understand what we may be able to do for them.
Effective website copywriting brings your message and your proof together. When you make an important claim, relevant proof gives visitors a reason to believe it.
Where Should You Put Proof on Your Website?
Do not place all your proof on one testimonial or case study page and expect people to find it.
Use proof throughout your website, including on:
- Your homepage
- Product and service pages
- Landing pages
- About and team pages
- Location pages
- Contact and consultation pages
Put each piece of proof close to the claim it supports. A testimonial about a particular service will usually be more effective on that service page than in a general collection of testimonials.
It is also reasonable to use the same proof on multiple pages when it is relevant to the content and the decision a visitor is making.
Keep Your Proof Honest and Supportable
Proof only builds trust when it is accurate and presented in the proper context.
The Competition Bureau of Canada advises businesses to support performance claims and not rely on testimonials alone as adequate substantiation. If you use someone else’s testimonial or test results, obtain permission and do not change or exaggerate what that person approved.
Ad Standards Canada also says testimonials should reflect a genuine, reasonably current opinion based on adequate experience with the product or service. Any material relationship that could affect the credibility of a review or endorsement should be disclosed.
Start Improving the Proof on Your Website
Here is your homework:
- What proof is already on your website?
- What proof do you already have but have not added yet?
- What additional proof could you gather without too much effort?
- Which examples will matter most to your target customers?
- Which pages should each piece of proof appear on?
Start with the proof that will matter most to your prospective customers and is easiest to add. Then place it where it can support your claims and help sell what you offer.
Not sure whether your website provides enough proof? Complete The Story’s Website Self-Assessment or schedule a consultation to discuss the most important opportunities to strengthen your website.