Are you showcasing your client testimonials to convince potential new clients to work with you? Maybe you have a backlog of client reviews and social proof that you don’t know what to do with, or maybe you’ve never even asked for a testimonial before. 

Social proof is the online version of word of mouth. You’re using other people’s feedback to help potential clients decide whether or not they want to work with you. Showing what other people have said about your business and their experience is even more effective than any sales page you could write! 

Before asking for a testimonial, think about the type of social proof you want to get and where you’re going to use it on your website.

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Why is Social Proof Important?

Social proof helps your audience make decisions. When potential clients see other people having a great experience with your brand, they’re convinced they will, too. They are more likely to trust you and take action. Social proof helps potential new clients feel confident about reaching out to work with you.

Here are some other benefits of providing social proof on your website:

• Builds credibility
• Reduces perceived risk
• Influences decision-making
• Enhances brand awareness and reputation
• Differentiates you from competitors
• Reinforces brand messaging

I always tell my web design clients to collect client testimonials before we start working together! That way, we can naturally include throughout their website to improve how potential clients perceive their brand. 

Types of Social Proof

There are SO many types of social proof examples beyond the classic client testimonial that you can use to increase your authority. Let’s go over your options. You do NOT have to do all of these (in fact, that would be way too overwhelming!) Pick a few that resonate with you and make sense for where you are in your business journey.

Social Proof Examples:

• Client testimonials (video or written)
• Case studies
• Screenshots (nice messages and feedback from your clients and customers)
• Testimonials posted on third-party platforms (Google, Yelp, etc.)
• Media mentions of your business
• Awards you’ve received
• User-generated content
• Customer count
• Statistics related to the work you’ve done
• Certifications you’ve earned
• Partnerships
• Where you have been featured (either you or your clients)
• Client logos

These social proof examples show that there are many ways to prove your legitimacy as a business! 

How to Ask for Client Testimonials

Getting an unexpected client testimonial is always nice, but it’s also okay to ask for one! Most clients will happily share their experience (especially if you offer a little gift as a thank you!) After you’ve wrapped up a project or worked with a client for at least six months, reach out for a testimonial. There are a few ways you can do this.

P.S. Always explicitly ask for permission to use their testimonial for marketing purposes!

Send a Feedback Form

A client feedback form gives you more in-depth feedback on your services. You can ask what they like about your process, what could be improved, and what their overall experience is like working with you. To get more specific feedback, try asking questions like “How did you feel about X before working with me?” “How do you feel now?” These are great ways to get into your ideal client’s head for the rest of your copy too!

Request a Google Review

Google reviews can improve your SEO, so I occasionally ask for Google reviews over sending a feedback form. (If I really liked the client, I sometimes ask for both!) If your business serves customers locally, this is especially important!

Ask for a Video Testimonial

A video testimonial is a more personal way for your audience to learn about your business. Watching someone’s body language and explaining their experience can come off as more genuine.

Where to Showcase Client Testimonials

Now that you’ve collected some amazing social proof examples, you need to decide where to put them on your website. There are a few different ways to do this. Some client testimonials might make sense in some places but not others. Let’s go through some examples!

Dedicated Testimonials Page

Here is where you can list all the client testimonials you’ve received, either written or video testimonials. The benefit of having a dedicated page is that it’s easy to share and reference. You can also use a variety of formats to display client testimonials, like text, videos, graphics, carousels, etc. It appeals to different types of visitors. 

However, the downside is that it can lack context. A list of testimonials is great if someone is on the fence about working with you, but otherwise, reading through a bunch of testimonials can be boring. They could also be viewed as less credible and authentic because it’s too formal. 

Naturally including relevant testimonials throughout your website is better, in my opinion!

Home Page

Your home page definitely needs at least one form of social proof. I typically recommend at least one client testimonial (or a carousel if you have a few) and where you or your clients have been featured, statistics, or certifications. That extra layer of credibility reinforces your expertise.

My client Kylie has been featured in a few big publications, so we definitely wanted to include that on her home page! Knowing she’s been featured in Business Insider and BuzzFeed makes you think a little more highly of her, doesn’t it?

Case Studies

Case studies allow you to explain your process of working with clients and the results they got from your work. If a potential client wants to know what it’s like to work with you, this is the best place to go!

I have a few case studies on my website, each following a similar format.

• Explain why the client came to me in the first place and what they wanted to get out of the project.
• Describe my process and all the work I did for them.
• Include visual examples and data if I have it.
• Add a testimonial from the client.
• CTA with my services

Case studies combine client stories with their direct feedback. It makes sense to include their testimonial with their story. My case studies are included in my blog, but they’re also linked to relevant places on my website. 

Services Page

Your services page should have social proof. If someone lands on your services page, they’re probably interested in working with you. A few client testimonials will help them seal the deal and reach out!

Try to match the testimonial or social proof to the service to make it more relevant. For example, my Pinterest services page showcases real client results I’ve gotten. I have portfolio pieces on my Showit web design services page to show my design style. Potential clients want to see what they can get from booking each service. 

Contact Page

Your contact page needs some social proof as a final persuasion for a new client to complete your contact form. Mine has a section where I’ve been featured. Yours could have written testimonials, video testimonials, or awards you’ve received. It’s the final push a potential new client needs to reach out, so it should be very convincing!

Adding Client Testimonials to Your Website

Do you feel more confident in adding social proof examples to your website? Again, you don’t have to do all of these. If you don’t have any awards, that’s okay! Add some written client testimonials instead. Screenshots of client wins add an extra layer of authenticity, so utilize those (don’t forget to cover up any private information and check with the client first!). You can always add new social proof to your website as you receive it. Make sure to update them regularly! 

And if you want help with the strategy behind your website design and where to showcase client testimonials, reach out to me about my Showit web design services! I help clients in all industries create beautiful and strategic websites that attract the right audience. Let’s hop on a discovery call and chat!