Using the right social proof
Hint: ya ain't being clear enough
Testimonials, logos, and other social proof aren't there to fill space
If you don't have any, don't put any on your website. Go out and find happy customers that will happily give you a quote.
If you have highly generic testimonials or quotes, be careful about adding them to your landing page.
They likely won't provide you the value you're hoping, as they won't answer any customer objections.
The ideal social proof content on your landing page should:
Answer potential objections to your product
Give potential customers confidence
Let them see others like them who have been happy with their investment
Check out the difference in impact between these two testimonials:
Hint: this one is bad
Hint: This one actually provides some value to the potential customer reading it, i.e. it is good 🙂
Moral of the Story:
When you're adding in testimonials, tweets, quotes, videos, logos, etc.:
Make sure the content inside is actually helpful in tackling objections and enstilling confidence.