One of the main priorities of any marketing experience or brand website is building trust and establishing credibility with your audiences. While this can be done in many ways, one of the most successful and efficient ways to establish these elements with potential customers is by creating a user-friendly website combined with one invaluable element — social proof.

Social proof comes in many forms and fashions, whether it’s a few recognizable logos on your home page or a glowing endorsement from an industry leader. Regardless of the format, people tend to look to others for guidance, especially in high-pressure or high-risk situations, and social proof is a proven way to reassure even the most skeptical buyers.

Norman Neilson Group, one of our favorite UX research organizations, describes the Hierarchy of Trust—the idea that trust is built incrementally through specific stages before a buyer is comfortable committing to a relationship. Buyers often aren’t aware of their own skepticism-it’s strong by default and always present. This is where social proof shines—helping to bridge that gap and establish you as a credible partner.

In fact, what makes social proof so powerful is its ability to influence without feeling like a hard sell. And let’s be real, nobody likes a hard sell. Social proof taps into human behavior by showing that others trust your brand, which reduces skepticism and builds trust organically. This quiet persuasion is often more effective and far more sophisticated than overt sales efforts because it feels authentic and credible.

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The Social Proof Playbook

Show, Don’t Tell

We often think of testimonials as the go-to form of social proof, but visuals can sometimes be even more impactful. Consider incorporating industry badges or credentials to blend content with credibility.

For instance, on itsgigantic.com, we proudly display our Webflow Premium Enterprise Partner badge. This signals our expertise without needing to write a single word.

Data, Data, Data

One of the most persuasive forms of social proof is quantifiable results. Numbers speak louder than words, especially when they provide clear evidence of the impact you've made. Potential clients want to know what kind of results they can expect, and nothing sells your expertise better than actual data.

Data shows that you not only talk the talk, but you walk the walk. People trust numbers because they are tangible and objective, making them harder to dispute or ignore.

Humanize it

Humans are persuaded by humans. Whenever possible, use real humans to tell your story. Show their faces and let potential buyers see the individuals publicly vouching for your company and work. People want to have commonalities with reviewers, so diversify your content and highlight many types of customers, problems, and messages in your social proof.

Platforms like Testimonial Hero can also help create authentic, human-centered testimonials. While a five-star rating is valuable, a video of a customer thoughtfully sharing their experience has the power to really persuade.

Some is Better Than None

Even if you don’t have a large library of social proof, displaying what you have is still beneficial. Start by showcasing high-caliber partners with recognizable logos. Grouping client logos from a specific industry is an easy way to highlight your expertise in that field. If you’ve worked with ten healthcare companies, for example, grouping them together proves you understand that space—making you an obvious choice for other healthcare organizations.

Variety Increases Impact

While any social proof is helpful, combining different types can create a more persuasive experience. Personal endorsements backed by data and results add layers of credibility.

For example, mixing a more emotionally driven customer testimonial with hard data—such as "Increased website traffic by 30% in 6 months"—makes a stronger case than using either on its own. Combining different forms of social proof can really magnify the effect.

Ask Everyone

You never know which piece of social proof will resonate most with potential clients, so make it a habit to request feedback from every client after each project. Even smaller testimonials can add value to someone in a similar industry or situation.

The more testimonials, reviews, and endorsements you gather, the more you can tailor social proof to speak to different audiences and industries.

Build It Into Your Process

The key to leveraging social proof effectively is to integrate it into your workflow. Many companies wait until the end of a project to ask for testimonials or data, but by then, the moment may have passed, and it can feel awkward to ask.

Instead, make it part of your standard process. Ask for social proof at key milestones in the project. For example, when a significant goal has been achieved, such as hitting a specific KPI or completing a major deliverable, that’s a great time to request a testimonial or results-based feedback. Setting this expectation early not only makes the request feel more natural but also increases your chances of getting a thoughtful, timely response.

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By strategically incorporating social proof into your marketing and your brand website, you build credibility that continuously works in your favor and reduces the perceived risk for potential buyers - making them far more likely to take action.

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