Research Note #08
The Proof Stack
Trust is built through evidence. And the strongest websites don't rely on a single piece of proof — they stack it. The more evidence somebody sees, the easier it becomes to move forward.
The Five Types of Proof
1. Testimonials. Real people sharing real experiences. Good: 'We increased enquiries by 37% in three months.' Bad: 'Great service.'
2. Reviews. Google reviews, Trustpilot, Facebook — anywhere independent. These work because they aren't controlled by you.
3. Results. Numbers, percentages, before and after outcomes. Specific results are often more convincing than adjectives.
4. Case Studies. Real examples showing the problem, the solution, and the outcome.
5. Credentials. Qualifications, certifications, memberships, publications.
The Stacking Effect
One piece of proof helps. Several pieces of proof compound. A testimonial plus a Google review rating plus a specific result plus a case study is far more convincing than any one of those alone.
Practical Takeaway
Build your Proof Stack. Don't settle for one type of trust signal. Layer them throughout your website.