When a visitor lands on your homepage, he wants to learn what you can do for him. But he also wants proof that he can trust you. That you deliver what you say you do. This is where social proof comes into play.

When people think about social proof, they often think about a carousel of recent reviews. Don't use them! You need to hand-pick your social proof:

• Testimonials that highlight features and benefits
• Testimonials that mitigate objections
• Testimonials that describe a before/after journey
• Testimonials from famous people buying your products
• Logos showing off well-known companies using your product
• Logos showing off your press coverage (when it's positive)
• The number of happy customers you have (if it's an impressive number)
• User-generated content from any of the above

What is a testimonial that highlights features and benefits and mitigates objections?

Consider these testimonials from a clothing site:

"Nice experience. I love my new clothes."

It doesn't say much, right? Now consider this one:

"All the information, both the description and the size guide, made it easy for me to find the right size for me!"

Notice how the second testimonial:

• highlights a feature: there is a size guide
• highlights a benefit: it's easy to select the right size in the size guide
• mitigates an objection: it's not difficult to choose the right size

Bonus tip: Use social proof wherever possible. In your hero section, on your homepage, in your mobile menu, in your e-mails, etc.