If needed, to put this back into context of the page, see the second "Social Proof" below.

As mentioned previously, these are the goals of a social proof section:

1. Make it seem like everyone in the world already knows about you (increase desire)
2. Increase the confidence they have that you can deliver the value (increase confidence)
3. Highlight the transformative value others have received (increase desire + confidence)
4. Make it clear who it’s for and what it does exactly (decrease confusion)

This section uses testimonials, reviews, and case studies/results to achieve all four of the goals. Here’s generally how it’s laid out:

The ideal reviews:

• Highlight the value they got
• Call out and handle common objections
• Are from trustworthy people or companies
• Include a photo of the reviewer or a logo of the company

Examples

Collage of reviews/testimonials

Here we use a collage of all the reviews we’ve had for our audience building cohort course, Unignorable:

This is a great tactic for something higher volume where you have a lot of customers where it’s easy to collect dozens of testimonials.

This same tactic can work with reviews for a consumer product.

Hand-picked customer results

For our ads agency, however, we don’t have dozens and dozens of reviews or results to share because the volume is lower and a lot of clients don’t want to give testimonials or for us to share results, so instead we go the more focused but highlighted route:

For 10 actionable, science-backed tips on displaying reviews/testimonials on your landing page, check out our article.

Now onto the FAQ!