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Harness the power of social influence in web design

On every page you have to grab the attention of your prospects and compel them to choose you over anyone else.

We’ve covered effective calls-to-action, the latest web design trends and how you can make the most of your blog to inform your customers, but one of the most powerful ways to influence your prospects is to harness the power of social proof.

The truth is that we place a lot of value on what our peers are doing and what they recommend. If you see lots of other people using a new app or trying a new restaurant, for example, it’s highly likely your interest will be piqued and you’ll want to do the same. While you might call this herd mentality, in marketing it’s called social proof, and it can be particularly powerful when deployed in web design. Here are some examples of how you can use social proof to get your customers on board.

Reviews and testimonials

Which do you think sounds stronger?

Company X is rated the number one company in Australia for their integrated use of software and high level of customer service.

Or…

“Company X has been a pleasure to work with right from the start. Our account manager has gone above and beyond to understand our company’s position and to provide enough support to get our project underway. Not only are they experts at what they do, but they are also passionate in what they do, and it shows.”

People are distrustful of claims like the first one, especially if there’s no proof to substantiate them. Testimonials are genuine and provide prospects with (hopefully) objective opinions of the business or service. Make use of your customer reviews and place some on every product or service page, making sure the review is relevant to the page.

Prove your reputation

Think of all of your industry accreditations and awards as reputation enhancers. Make use of them and place their associated badges on your website to add some gravitas to your business. Show your prospects you’re a certified Google Partner, and proudly display the fact that you’re one of the fastest growing tech companies in the country.

You can also dedicate a webpage to the media mentions your company, services or any of your employees have received. Keep it updated, mention the media outlet (especially if it’s highly reputable), and link through to the source.

Build your prospects’ numbers with email list subscriber numbers

HubSpot does this particularly well. At the end of their blog posts, they ask their readers to subscribe to their newsletter and “join 300,000+ fellow marketers”. If that many people are reading their blog, then it must be good. And if I’m not reading their blog, then I must be missing out.
You can also apply this tactic to your social sharing buttons. Show your readers how many tweets the blog post they’re reading has received, or how many times it’s been shared on Facebook.

While compelling copy and good user experience also play an important role in convincing your customers to get on your team, sometimes you need to prove to them why you’re so good. If you’d like to try out some of these tactics on your website, get in touch with us today on 1300 847 908, and we’ll be happy to assist you.

By Nothing But Web

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