If you want to make the sale, you have to establish trust.
People will only book your service or product when they trust you can provide the best results for their needs. What is the easiest way to establish trust?
Show how other people trust you.
In other words, incorporate social proof throughout your website. By showing social proof on your website, you establish credibility and break down the barrier with your potential customer or client.
Think about it this way. The last time you bought something on Amazon, did you pop by the reviews section? Personally, we always filter by Prime Shipping and +4 Star Reviews. The pricier the purchase, the more time we spend in the reviews section.
People trust people, especially ones they relate to. The more you can validate what you provide, the quicker you can establish the necessary trust.
In this video and blog post, we’ll share five ways to weave social proof throughout your website. Incorporate these, and you’ll be well on your way to higher conversion rates.
1. Logos of Big Brands
One quick way to add social proof to your website is by sharing the brand logos of recognizable clients. Depending on the number of big-name clients you have, this can be a static row on your homepage or a rotating list.
The key is having recognizable brands front and center on your website. A great example of this is our custom website design for Mike Pacchione of Best Speech. His home page features Nike, ConvertKit, Slack, Microsoft, Delle, Chick-fil-A, etc., immediately under his title. Why did we give these brand logos such a prominent location?
It establishes his credibility.
Before seeing anything else on his website, you know his methods work for successful, well-known businesses.
2. Press Features
Publications are another way to establish social proof on your website. If you have been featured in a magazine or news article, link it to your website. And if you have not been published yet, make it a goal for this upcoming season.
Being featured in the press does require intentionality. However, it results in impactful social proof.
Imagine you compare two photographers sight unseen. All you know is one has been featured in The Knot, Vogue, Brides, Elle, etc., and the other hasn’t. Which photographer are you going to trust to provide a quality portfolio?
The one that’s been reviewed by bridal publications. Press features are opportunities to distinguish yourself from the competition.
3. Testimonials
When you think of social proof, testimonials are probably the first to come to mind. If you are just getting started and do not have any testimonials yet, consider doing a few free projects in exchange for a testimonial and some feedback. We walk you through this process here: Our 3 Tips for Getting Good Reviews.
Related: How to Get Your First Design Clients
Once you have client testimonials, it is important to place them throughout your website. Do not make the mistake of adding them to a “Testimonials” page that collects dust. Instead, scatter testimonials across multiple pages in various formats. We also recommend including a photo of the client with the testimonial to increase interest.
All of our website templates in the shop weave this form of social proof throughout the template for the highest possible conversion. Take a look at our designs for inspiration, and get creative with your testimonial placement.
Remember, there are two types of testimonials: peer and client. Both are important.
A peer testimonial speaks to your credibility as a business owner in your specific industry. It adds validity to your process, perspective, and person.
A client testimonial speaks to the trustworthiness of your product or service – it demonstrates that you deliver the results you say you will.
Most creatives only incorporate client testimonials. If you integrate both intentionally, your social proof will be twice as strong.
4. Affiliate Program
As we stated above, people trust people. If someone inquires with you after speaking with a happy past customer, a lot of the credibility is already established.
Setting up an affiliate program is a strategy that looks ahead – it plays the long game. Affiliate programs reward past customers for sharing about your work.
For example, our DK Affiliate Program gives our former clients a 20% commission on any purchase that is made with their specific referral link. So, if they share about our products with a friend and the friend buys a template, brand, etc., our former client receives a thank you!
This form of social proof is a win-win-win. It gives you credibility, gives your former client cash, and gives your future clients proof of your trustworthiness.
Learn more: Our DK Affiliate Program
5. Social Proof Pop-Ups
One of our favorite ways to incorporate social proof on websites is through social proof pop-ups. This can be particularly impactful on e-commerce websites.
There are a variety of social proof apps that provide this. We prefer Use Proof, especially for the webinars and courses. We also love Social Proof for WooCommerce.
Usually, a small box will pop up on the corner of the screen and will read something to the extent of “Sally G. just purchased x too!” This builds trust by showing that others have researched and found the product or service worth the investment.
Wrap Up
Social proof is a powerful factor in one’s purchasing decision.
As you design your website, remember to look for ways to incorporate the social proof listed above. It doesn’t have to be all at once – but the sooner you establish credibility, the sooner you will increase your conversion rate.
If you’ve implemented any of these forms of social proof, we’d love to hear about it. Send us a message or leave a note in the comments.
Would you like additional resources about how we use social proof when selling website templates?
We provide a website design course that walks you through everything you need to become a successful Showit Website designer. Click here to learn more: Design and Sell Showit Website Templates.
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