Social proof
In short
Social proof is a sign that others have already chosen you, such as reviews, customer stories and well-known clients, and it makes saying yes easier.
When we are unsure, we look at what others have done. A restaurant with people in the window feels safer than an empty one. Your website works the same way: customer reviews, quotes, logos from well-known clients, the number of jobs completed and examples of work you have done.
Specific beats general
"Lots of happy customers" convinces nobody. A quote with a name, a place and what you actually did works better: "They replaced the roof on our house in Asker in four days and cleaned up after themselves." A photo from the job is better still. Always ask permission before you use a customer's name.
Placement matters as much as content. Proof helps most where people make up their minds: next to the price, the contact form or the booking button.
It has to be real
Made-up reviews and quotes are illegal, and any figures you show must be ones you can document. Section 3 of the Marketing Control Act (markedsføringsloven) (in Norwegian) requires that claims about factual matters can be documented. If you write "over 500 jobs", you need to have the figure.
Do this today
Open the page where customers get in touch or book. Is there any proof on it? Find the best review you have on Google, ask the customer whether you may use it with their name, and put it right next to the contact form. Keep an eye on your conversion rate over the next few weeks.
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