Let’s cut to the chase: people trust people more than they trust businesses. You can tell your audience all day long how great you are, but nothing beats hearing it straight from someone who’s already worked with you and loved the experience.
That’s where trust signals come in.
Trust signals are little cues that tell potential clients, “Hey, other people have had a great time working with me—and you will too.” They build credibility, ease hesitation, and make it way easier for folks to hit that “Book Now” button. And the best part? You don’t have to do all the talking—your clients can do it for you.
Here’s how to make that happen:
1. Collect strong client testimonials (not just “They were great!”)
A vague “Loved working with them” is nice, but it’s not going to convince someone who’s on the fence.
The best testimonials are:
- Specific: They describe what problem you solved or how you made their life better
- Detailed: They mention results, outcomes, or experiences
- Relatable: They sound like something your next dream client might say
Here’s a quick formula you can give happy clients when you ask for a testimonial:
What was life like before working with us → what made you choose us → what was the experience like → what changed afterwards?
Pro tip: Make it easy. Send them a short list of questions or a testimonial form so they’re not staring at a blank page.
2. Get permission to use real names and photos
Trust skyrockets when testimonials look and feel real.
- Always ask clients if you can use their first name, photo, business name, or website link
- If possible, include headshots or a photo of the finished project. It helps future clients visualize working with you
For more sensitive industries (like therapy or coaching), anonymous testimonials still work—just be upfront about why it’s anonymous
3. Sprinkle testimonials strategically
You don’t have to shove all your testimonials onto one lonely “Testimonials” page (though having one doesn’t hurt). Instead, weave them into places where people are already thinking about hiring you:
- On your homepage
- Next to your services or pricing info
- On your contact page
- Inside case studies or blog posts
- In your social media captions and stories
Think of testimonials like seasoning—you want to sprinkle them around where they’ll pack the most punch.
4. Showcase other trust signals, too
Client testimonials are MVPs, but don’t stop there. Other trust signals include:
- Case studies: Before-and-after stories that show clear results
- Google reviews: Public, searchable social proof (encourage happy clients to leave these!)
- Logos of past clients: Especially if you’ve worked with recognizable names
- Social media shoutouts: Screenshots of DMs, comments, or tags where people are singing your praises
- Awards & certifications: If relevant, these quietly say “Yes, I know my stuff.”
5. Keep them fresh
A testimonial from 2017 doesn’t hit the same as one from last month. Make it part of your workflow to regularly ask for updated testimonials, especially after a project wraps up or a client shares positive feedback organically.
Hot tip: If someone sends you a glowing email or message mid-project, ask right then if you can share their words. Strike while the compliment’s hot.
Building trust doesn’t mean bragging louder—it means letting your happy clients share their experience for you. The more you can show real people getting real results, the easier it is for new clients to say “I’m in.”v