Each of your location pages should explain how you can address a customer’s problem.

But customers also want proof that you can actually do it.

Are you credible?

Have you done this before?

Can you be trusted?

The right proof helps answer those questions. It can make your location pages stronger drivers of new leads and new business.

There are four main types of proof to consider.

Customer Proof

Customer proof shows that real people have trusted the location and had a positive experience.

This can include:

• Customer reviews
• Written testimonials
• Video testimonials
• Testimonials with names and photographs
• Customer stories

Whenever it is reasonable, use proof from customers of that particular location.

That applies to every type of proof. Local proof can make a location page more relevant and convincing, but not all proof needs to be local. When local proof is unavailable, relevant regional or company-wide proof can still be valuable.

Outcome Proof

Outcome proof shows what you have accomplished.

This can include:

• Case studies
• Before-and-after photographs
• Completed projects
• Measurable results
• The number of customers served
• Satisfaction or success statistics

Outcome proof moves the page beyond simply saying what you can do. It demonstrates what you have already done.

Authority Proof

Authority proof comes from recognized third parties.

This can include:

• Certifications
• Licences
• Accreditations
• Manufacturer authorizations
• Professional memberships
• Awards
• Expert endorsements
• Partnerships with respected organizations

This type of proof helps show that the business or local team meets recognized standards and has earned the confidence of credible organizations.

Visual Proof

Visual proof helps visitors see that the location, team and service are real.

This can include:

• Photographs of the actual location
• Photographs of the local team
• Images of the service being provided
• Photos of products, equipment or facilities
• Before-and-after images
• Photos from local events or community involvement

These images are more persuasive than generic stock photography because they show visitors what they can actually expect from that location.

Not every location page needs every type of proof.

The goal is to choose the right combination of proof to address the questions and concerns someone may have before they call, book, visit or request a quote.

Your location page should not simply tell people that you can solve their problem.

Proof increases their ability to believe you.

And when you combine the right types and amount of proof, you give visitors enough reason to believe you—and take the next step.