Win More Clients With Social Proof

Andrew Holliday

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My calf is killing me right now. I can’t take a step without a shooting pain rocketing through my leg. I’m at a point where I’d pay a handsome lump of cash to fix this problem.

In other words, I’m a physical therapist’s dream. I have pain, money, and an overwhelming desire to spend my money to get rid of the pain.

I mentioned my throbbing calf to a friend in passing and he said, “I’ve got a great PT. He worked wonders for me last year.”

I was sold before I’d ever spoken with the guy. He didn’t have to convince me of his credentials or sell me on anything. My friend gave me all the comfort I needed.

A personal recommendation from a friend is like gold. Unfortunately, you don’t always have an army of former clients right there to recommend your services to a friend. Fear not, that’s why you have a website.

If I hadn’t gotten that recommendation from my friend, I would have turned to Google. My pain would have sent me to PT websites to find an answer. This happens every day across the world. Potential clients turn to Google looking for answers to their problems.

You might not have an army of clients acting like a sales force, but you can still drive a steady flow of motivated buyers through your door. Turn your website into a welcoming environment loaded with social proof. Use your digital real estate to explain how you solve your clients’ problems and prove you’ve done it in the past. Here are two steps you can take to turn your website into a more effective sales tool.

1. Make The Decision Easy

People in pain want you to have the answer. They come to your website hoping you’re going to solve their problem. Tell them what you do, provide proof you’ve delivered for other people in the past, and they’ll be ready to take action. Your website exists to alleviate their fears, not boast about your company.

Focus on effectively conveying these two elements at the top of your website:

  1. The problem you solve.
  2. Testimonials showing how you’ve delivered for other clients.

Most websites and marketing materials burry their testimonials and reviews way down at the bottom. That’s the common and accepted practice. I recommend you flip this on its head. Stick your social proof right up near the top.

Provide immediate reinforcement about a potential client’s decision to visit your site, start building trust in your expertise, and encourage them to read everything else on the page. You’re trying to construct the digital equivalent of a friendly recommendation. It seems a little silly to hide actual recommendations and testimonials at the bottom of your site.

If you don’t currently have testimonials, start collecting them. Reviews and testimonials aren’t nice to have, they’re a necessity for a service business. You just so happen to be in a perfect place to get it rolling right now. is the cheapest and easiest way to get Google Reviews and client testimonials you’ll find on the interwebs. And I’ll guarantee a professional follow-up sequence will improve your social proof and client retention.

2. Share Your Process

Clients love predictable systems and processes. If you don’t have a process, you need to create one. This is important for your business, brand, and marketing. Systems help you deliver predictable results, acquire testimonials, scale your business, and differentiate you from your competition. In other words, systems are important if you want to grow your business.

Spelling out your system lets potential clients know that you’re a professional. They can trust that you’ll get results with this badass system.

Your competition is probably busy talking about how great they are and how many awards they’ve won. Clients don’t care. You only have a few seconds to capture someone’s attention when they land on your website. Don’t waste your opportunity blabbering about awards. Talk about how your system transforms your client’s life or business.

Most importantly, make the first step clear. Don’t dance around your call to action. Tell potential clients how you’re going to solve their problem and what they need to do to work with you. You’re not being salesy or pushy, you’re giving them what they want. People come to your website to solve a problem. Help them to scratch that itch.

Trust Wins Dollars

Make it clear to everyone visiting your site what you’re going to do for them, how the process works, and show them proof that you’ve delivered in the past. A persuasive website certainly isn’t as effective as a personal recommendation, but it’s a close second. People will open their wallets if you alleviate their fears and create trust.

Get started with for a whopping $10 per month.

Over 90% of consumers read online reviews and testimonials when considering a purchase.