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Or just want to know the name of all of Jupiter’s moons?
Building trust is crucial for B2B product and service pages. We included some initial trust signals in our hero section. These helped capture attention, but we need to go deeper.
Your research (there I go again with the research) should inform which trust signals matter most to your target audience. As well as what different forms of validation stakeholders need.
We’ll run through the different types below…
Case studies and Success stories
The classic, and for a good reason. Case studies serve as powerful trust builders, especially when they align with your target audience’s industry, use case, job title, pain points, etc.
Structure these narratives to showcase both business impact and technical implementation success. Include specific metrics and quotes from relevant stakeholders, along with their job titles, to add authenticity and depth.
I like this example especially, as it weaves in product shots with the case study:
Industry recognition
Rather than simply listing awards, explain their significance. Present these achievements in a way that directly connects to the benefits your prospects seek.
This will help the prospect to understand why this is important and what the award means.
These third-party awards become particularly valuable when prospects are evaluating multiple solutions. They provide independent verification of your page’s claims.
Technical validation
For solutions requiring technical trust or certain reassurances. Emphasise relevant certifications, security protocols, and compliance standards.
Your interviews with subject matter experts should have revealed which technical credentials matter most to your audience.
Don’t just randomly whack them on the page. Present these credentials within context and explain their significance to your solution’s reliability and security.
For a service-based business, this could mean showing any research that supports your offering…
Partnership ecosystem
How easy are you to work with? Your partnership network demonstrates both technical capability and implementation support.
Present these relationships strategically to show how they enhance your solution’s value. Reassuring prospects that your solution works seamlessly with their existing systems and processes.
Plus, it shows you can play nicely with others!
Don’t just whack the logos on the page, though. These partnerships should be presented as an extension of your capability to deliver value.
They form a crucial part of your overall service delivery model and support infrastructure.
Social proof and progression
All of these trust elements should follow the same progressive disclosure principle used throughout your page.
Begin with broad market validation, then provide increasingly specific proof points that support features. Weaving a consistent thread of credibility that supports the buyer’s evaluation process.
Finally, customer testimonials should align with specific features or benefits being discussed. While industry recognition and partnerships should support particular capability claims.
With all of this in place, I think we’re ready. It’s time to talk about the C-word. Conversion.