Guide
Social proof: what it is, the main types and where to use each
Social proof is evidence that other people trust you, such as reviews, testimonials, case studies, client logos and usage numbers. It works because visitors look to other people's experience to decide whether to buy, so it belongs close to the point where they make that decision.
By the VouchRabbit team. Updated November 3, 2026.
The main types of social proof
Different types suit different moments in a visit.
- Customer reviews: ratings and comments from platforms such as Google and Trustpilot
- Testimonials: a quote from a named customer, ideally with a result
- Case studies: the longer story of how you solved a problem
- Client logos: a quick signal that recognisable companies work with you
- Numbers: customers served, projects delivered, average rating
- Third-party badges and awards
Where to put each type
Near the main button on a landing page, a short quote or rating. Next to pricing, reviews that mention value. On a checkout or booking page, a small badge or a quiet pop-up. On a services page, a grid of reviews that match the service.
What makes proof believable
Specific beats vague. Names, photos or links back to the original source help. A few critical reviews among the good ones look more honest than a wall of perfect scores.
Keeping it current
Old proof looks like a business that has stopped trying. Pulling reviews in automatically and approving new ones regularly keeps your pages fresh.
The steps
- 1
List the proof you already have
Reviews, kind emails, case studies, logos and numbers.
- 2
Match proof to the page
Put the most relevant proof near the decision point.
- 3
Show specifics
Prefer reviews that mention a result, and link to the source.
- 4
Update regularly
Add new reviews as they arrive.