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SOCIAL PROOF THAT CONVERTS

Proof below the fold is decoration

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A logo strip three scrolls down does not rescue a weak hero. Proof converts when it is specific, relevant to the buyer on this page, and sitting next to the claim it supports. “Trusted by teams” with no names is not evidence. Do not invent customers. Evergreen how-to: Social proof that converts.

Decision band, not a wallpaper

CXL puts proof in the decision band — next to the claim and the primary CTA. That is check 13 on the checklist. SiteRevenue emits Proof as its own scorecard row on new full jobs. It is not folded into Trust. Trust is policies, contact, and claimed risk reversal. Proof is “why believe the claim.”

Relevant means the buyer segment on this URL. A consumer testimonial on a /enterprise page is noise. Stock photos presented as customers are a leak (check 14). Placeholder logos, lorem, and “Coming soon” on critical evidence are check 15.

The sample missing-proof wireframe is labeled illustrative. Live reports capture your public HTML (fail-open if a shot misses). We do not fabricate reviews.

What to move, not what to collect

Operators collect 40 logos and still convert nothing because none of them sit next to the ask. Move one real metric, named quote, or honest logo into the fold. Then stop decorating.

If the ad claimed a number, that number — or an honest qualifier — should survive the first screen. That is message match again. A comparison ad with no matrix on the page is the same shape.

Dollar bands on findings stay prioritization estimates. A better proof line is not a revenue guarantee.

How to ship this week

  1. Pick one proof artifact that is true and on-segment.
  2. Place it next to the primary CTA, not in a marquee at the footer.
  3. Remove broken or placeholder logos.
  4. If you cannot name a customer, do not imply a crowd.
  5. Re-audit after the public page is live.

What this is not

  • Not a testimonial-procurement project. Use what you can verify this week.
  • Not Trust. Policies and contact live in trust and risk reversal.
  • Not a case study factory. This blog does not invent lifts or named wins.
  • Not a chatbot scoring vibes.

Public pages only.

More notes: Hide the price, hide the sale · A slogan is not a hero · All posts