What counts as proof
- Customer logos and recognizable brands
- Metrics (time saved, costs reduced, accuracy improved)
- Certifications (SOC2, ISO, HIPAA)
- Case studies and testimonials
How to use proof in messaging
Proof should appear in three places: (1) the ad, (2) the landing hero or first section, and (3) near the CTA. If proof exists but doesn’t show up in those places, conversions usually suffer.
Template
Trusted by [type of customer] to [outcome], with [proof]
Tip
When you don’t have metrics, use concrete specificity: “used by 200+ teams” is better than “trusted worldwide”.