Next Level Social Proof: 7 Actionable Tactics That Maximize Brand Credibility

In 2014, a study found that 80% of consumers trust online reviews as much as personal recommendations. Fast forward to 2024, and that same publisher discovered that that number dropped down to 50%.

This is solid proof that social proof is still a crazy effective strategy for attracting and converting customers. Whether you’re launching a new product or trying to grow your user base, showing that real people back your brand can make all the difference.

But, the study also proves that modern consumers have evolved – they’re now more clever and can’t be easily persuaded by the marketing tricks employed by advertisers. Given that, implementing social proof in the form of a few good reviews won’t cut it anymore.

The great thing is that social proof isn’t just about gathering testimonials. You can strategically use it in many different ways to build your brand’s credibility and connect with potential customers.

Let’s dive into six actionable tactics that’ll help you level up your game and turn that trust into a powerhouse tool for your business.

1. Detailed Information on Professional Partnerships

While it’s common to see business websites flaunting logos of partners or high-profile customers, taking it a step further can significantly boost your credibility.

But what really sets a brand apart isn’t just displaying these logos, but also providing detailed information about these partnerships.

This means that when you elaborate on your professional relationships, you offer transparency and depth. This reassures your audience that these are more than superficial endorsements but meaningful partnerships that add real value. It’s about showing potential customers why these partnerships matter and how they strengthen your business credibility.

Here’s how to leverage your partner’s logos:

• Feature logos of partners that align with your brand’s values and market.
• Beyond the logo, include a short description of each partnership on your site. This could cover the nature of the collaboration, the duration, and the benefits both parties gain.
• Provide links to dedicated pages that go into more depth. These pages can include case studies, testimonials from the partner, and specific outcomes of the partnership. You can use a testimonial collection software to collect testimonials from customers.

Australian Business For Sale, a prominent business listing website, excels in this approach. On their homepage, they display the logos of their partners and also link each of them to a dedicated page that describes the partnership in detail.

This includes an introduction to the partner company, their expertise, and how customers can benefit from using their services.

This approach not only enhances their credibility but also engages potential clients by showing the concrete value brought by each partnership.

By adopting this tactic, you can leverage the recognition of your partners and build a foundation of trust through transparency and detailed storytelling.

2. Give Extra Attention to Third-Party Reviews

About 89% of consumers worldwide make the effort to read reviews before buying products.

However, hoping that potential clients will naturally stumble upon these reviews can be a risky strategy. Instead, proactively showcasing them on your website can significantly boost your credibility and influence purchasing decisions.

This is effective because third-party reviews provide an unbiased perspective on your services or products. Displaying these reviews directly on your site saves potential clients the hassle of searching for them and builds trust by showing you have nothing to hide as well.

Here’s how to use third-party reviews to your advantage:

• Use a widget or a dedicated area on your site to display these reviews prominently. This can be on your homepage or relevant product pages.
• Ensure the widget is updated automatically to reflect the most recent reviews, keeping the content fresh and relevant.
• Encourage visitors to interact with the reviews by including features like sorting options or responses to reviewers. This shows that you value customer feedback and are engaged with your audience.

Vidpros, a platform offering on-demand video editing services, illustrates this tactic brilliantly. They feature a pop-up on the lower left-hand corner of their homepage that can be expanded to show a live feed of their latest Google reviews.

This catches the eye of potential customers while offering immediate transparency and social proof without requiring visitors to navigate away from their site.

The dynamic and interactive nature of the review display enhances user engagement and trust, making it a powerful tool for conversion.

Implement this tactic so you can demonstrate confidence in your product and respect for your customers’ need for information, both of which can drive higher conversion rates.

3. Feature Certifications and Awards Strategically

Industry recognitions and accolades aren’t just shiny baubles for your brand. They’re a testament to your company’s commitment to excellence.

Certifications and awards serve as a third-party endorsement of your quality and reliability. They tell a compelling story about your brand’s achievements and commitment to industry standards, which can reassure clients that they’re making a smart choice.

Displaying your awards strategically on your website can significantly enhance your credibility and set you apart from competitors.

Here’s how to strategically use them:

• Choose to display awards and certifications that are most relevant to your audience and your industry. This ensures that the accolades resonate with your visitors and aren’t just seen as irrelevant bragging.
• Feature these awards prominently on your site, such as on your homepage or on a dedicated “Why Choose Us” page. Make sure they’re easy to find and not lost in the clutter.
• Provide a brief description of what each award or certification means. This helps to educate visitors who may not be familiar with their significance.

Imperva, a leader in cybersecurity solutions, showcases how to use awards to build trust effectively. On their “Why Imperva” page, they feature their latest industry accolades prominently.

Despite having numerous awards, Imperva strategically chooses to display those that are most relevant to their audience, such as top honors in cybersecurity defense.

This highlights their expertise and aligns with the interests and concerns of their potential customers, making the information both impactful and relevant.

4. Highlight Endorsements From High-Profile Figures

When a respected industry leader or well-known personality vouches for your product, it acts as a powerful form of social proof that can elevate your brand’s credibility and appeal.

Endorsements lend a voice of authority and trustworthiness to your brand. When potential customers see that influential figures support your product, it reduces their uncertainty and increases the likelihood that they’ll choose your services over others.

Here’s how to capitalize on these valuable mentions:

• Carefully choose which endorsements to display. Opt for those from individuals who are respected and recognized in your industry or by your target audience.
• Feature these endorsements prominently on your website, especially on the homepage or product pages, where they can have the most impact.
• Ensure that the endorsements are genuine and verifiable. It’s also effective to include a brief statement or quote from the endorser, as it adds a personal touch and makes the endorsement more relatable.

Freightos, an online freight shipping marketplace, masterfully demonstrates the strategic use of high-profile endorsements. Despite having hundreds of endorsements, they focus on showcasing the most influential ones on their homepage.

One notable example includes an endorsement from a former press secretary of the White House, a highly recognizable and authoritative figure in international policy.

This strategic choice captures attention while significantly boosting their credibility among potential customers, particularly those in industries where such endorsements carry a lot of weight.

Implement this strategy, and you can leverage the authority of your endorsers to create a more trustworthy and appealing image of your brand that resonates with your audience.

5. Develop a Dynamic, Filterable Customer Stories Page

An impressive 92% of customers read testimonials when considering a purchase.

Given that, showcasing real-life success stories that resonate with potential buyers can be quite influential.

To make an even greater impact, you can create a dedicated page for customer stories and enable sorting and filtering by industry, revenue, company size, etc.

This can serve as a living document of your company’s success and the positive impact it has on its clients. It allows potential customers to easily find themselves in the stories of others, making the benefits of your services or products more tangible and relatable.

Here’s how to effectively implement this tactic:

• Include a wide range of testimonials that cover various scenarios and outcomes to cater to different customer needs and interests.
• Implement filters that allow visitors to easily sort through stories based on factors relevant to them, such as industry, company size, or problem solved. This customization enhances user experience by making it easier to find relevant testimonials.
• Regularly update the testimonials page with fresh, authentic stories. Include details like names, positions, and photos (with permission) to add authenticity and relatability.

Zendesk, an all-in-one customer service solution, excels with their customer stories page. On their “Customer Stories” page, they showcase hundreds of success stories from diverse clients around the globe.

To help users navigate this wealth of information, Zendesk includes a sorting filter on their page, allowing visitors to filter stories by industry, product feature, region, company size, or specific challenges.

This feature makes it straightforward for potential customers to find stories that resonate with their unique situation, thereby enhancing the relevance and impact of the testimonials.

6. Display and Validate Your Customer Success Metrics

Quantifying the success your customers achieve with your product is a powerful way to build trust and communicate value. When done right, sharing concrete metrics can significantly impact a prospective buyer’s decision-making process.

Statistics provide concrete evidence of your product’s effectiveness and the tangible benefits it offers. When potential customers see quantified success metrics, it helps them visualize what they too could achieve, reducing their perceived risk in purchasing your product.

Here’s how to get this aspect right:

• Be transparent about where your data comes from. This includes sharing details about the sample size, methodology, and context behind the metrics.
• Choose metrics that matter most to your target audience. This could include performance improvements, time saved, or increased revenue.
• Present these metrics in an engaging and easily digestible format, such as infographics or charts. This makes the data easy to understand at a glance.
• Whenever possible, validate your metrics with third-party research or testimonials that support your claims. This adds an additional layer of credibility.

Slack, a popular team management and productivity platform, effectively uses customer success metrics on their homepage. They highlight statistics showing significant improvements in performance among their users, like improved communication and team collaboration.

Importantly, Slack includes detailed information about their methodology for gathering these statistics, which reinforces the validity of their claims.

This approach informs potential customers about the benefits of using Slack. It also establishes a strong sense of reliability and trustworthiness by clearly explaining how the data was obtained.

7. Empower Employees as Social Proof Ambassadors

Your employees are among your brand’s most authentic advocates. Providing them with tailored printed merchandise—like t-shirts, hoodies, mugs, or tech accessories—turns them into walking endorsements of your brand. When employees proudly wear or use these items outside the office, they create a natural, credible form of social proof that reinforces brand trust and recognition. This subtle yet effective tactic not only builds team spirit but also amplifies your brand’s visibility in a genuine way, enhancing credibility through real, everyday brand representation.

Final Thoughts

Now that you’ve got the know-how, it’s time to turn insight into action. Start by integrating one or two of these strategies into your marketing plan and watch as they transform your brand’s credibility.

Don’t wait for the opportunity to enhance your brand’s image – create it. Dive in, apply these tactics, and see the difference they make in connecting with your customers and growing your business.