How to use landing page proof to build impenetrable trust and increase conversions

Lewis Folkard

Lewis Folkard

Suffolk-based conversion copywriter.

How to use proof to build trust on a landing page

Trust is the foundation of all business transactions. For first-time buyers. Repeat buyers. Newsletter subscribers. Leads. And everything in between. If your other doesn’t trust you, they won’t keep doing business with you. Simple.

Becoming a lead is usually one of the first “commitments” a potential customer makes to your business. So it’s here where you lay the groundwork for future sales.

Why varying landing page proof is important

Any landing page proof is better than no proof, sure. And if you spend enough time together, without giving them a reason to think otherwise, your prospect will begin to trust you. 

But unfortunately, you don’t have time. You need action now. 

So, if you want to write an irresistible (and high-converting) landing page, you need to leave no stone unturned – and leave everything out there, removing all possible friction in the way. That means varying your landing page proof and building impenetrable trust.

Why trust is important for landing pages

Alongside being the foundation for all business transactions, trust also instils confidence in your reader. In other words, they can believe you (and that your product does what it says), but they might not believe they’ll actually be able to experience the transformation for themselves. “Maybe others do, but I might not…”

And if you let this propagate, leads turn stale, slip away, and your middle funnel will go dry. 

So your landing page proof has two jobs: build trust in your offering and confidence in themselves.

The types of landing page proof you can use

To build trust and instil bulletproof confidence, there are several types of landing page proof you can use. They fall under two different categories:

Qualitative and quantitative

This appeals to the different types of decision-makers (e.g. the logical, fast-moving scanners looking for numbers and the slow, meticulous thinkers reading all the details)

Explicit and implicit

Stating or showing directly and then hinting at your trustworthiness (so your reader either feels it or “figures” it out). 

Let’s have a look at the types of proof landing page copywriters use.

Proof Type 1: Review Snippets

If you have certain anxieties you know your prospects might be feeling, you can use parts of reviews or customer testimonials to prove they won’t feel them. You can also use your review snippets to say something the rest of your copy doesn’t. For extra trust points, use an image of the review-ee.

Landing page proof: review snippet
Review snippet with face for extra believability

Proof Type 2: Social Proof

Humans trust and follow the behaviour of others. And you’re speaking to humans, too, right? So social proof will also help you. Ways of using social proof include: stating how many customers or newsletter subscribers you’ve got or the number of countries you do business in. You’re trying to demonstrate the number of people already trusting you. 

Landing page proof: social proof bar
Social proof bar with number of clients and logos

Proof Type 3: Accreditations and Awards

By showing awards you’ve won, or accreditations you’ve earned, you can effectively borrow credibility from them. Seeing an award logo or certificate helps your prospect deduce (quickly) that you’re capable, reputable and hence trustworthy.

Landing page proof: accreditation logo
Copyhackers Accreditations

Proof Type 4: Press Coverage

Ideally, your landing page proof will be a mix of explicit (like social proof or awards) and implicit. Implicit proof, like press coverage, prompts your reader to work a tiny bit harder (in a good way) to conclude you’re trustworthy. You can show places you’ve featured or screenshots of articles (or their headlines), for example. This way, you’re not repetitively screaming “YOU CAN TRUST ME”, but suggest it instead. 

Proof Type 5: Authoritative Customers

Like press coverage, using authoritative customers works implicitly too. Because a big name wouldn’t just buy or use any old product. Of course, make sure you’re legally allowed to use their name and picture (and consider their reputation) before you choose to use them on your landing page.

Proof Type 6: Stats and Figures

Specificity is believable. So make sure all your stats and figures are as specific as they can be. This is an easy way to include some quantitative landing page proof and appeal to the more logically-minded decision-makers. Make sure you reference where you’ve got that data from too.

Proof Type 7: Visual, Structure and Tone Consistency

Whilst changes in visual style, structure and tone can sometimes help keep your reader engaged, there’s a balance. It still needs to look and read as though one person/business wrote it. Random changes in language use, for example, raise suspicions and add friction. It’s better to veer on the side of complete consistency than chopping and changing for reader engagement.

From sales funnel to sales slide

And there you have it. How copywriters use landing page proof to build impenetrable trust with their readers. (And turn them into qualified prospects). Of course, there are other types of proof you should use in your sales funnel. For example, in your home page. But the proof above will help remove friction in the middle of your sales funnel – and turn it into a sales slide instead.

For help creating a lead magnet read this. Or if you’ve got one and it’s not working well, try this.

If you’d like to explore my landing page copywriting services, you can here. You’ll find the starting price, lead time and answers to some of the usual questions.

You might also like...

Lurpak note advert
Copywriting Examples

Ad Breakdown: Lurpak’s Note

How many times have you gone to the supermarket in desperate need of something – only to do the shop and forget the very thing