If you’ve ever picked a café because it was busy or bought something because the reviews looked great, you’ve experienced social proof. It’s the reassurance we get when we see that others have already tried, trusted, and recommended something.

These days, people don’t just believe what a business says. They want to hear from others. Reviews, testimonials, and real stories build the kind of trust that polished ads can’t. Without it, you risk being overlooked in favour of someone who does have that proof.

But what if you’re just starting out?

Not every business has a wall of reviews or a stack of case studies. And that’s okay. You can still build trust in simple ways: share your story, show what happens behind the scenes, celebrate small wins, and collect feedback from your first clients. Even one genuine recommendation carries weight.

How to put social proof to work

Ask happy customers to share their thoughts. Make it easy for them. And don’t hide their words away — put them on your website, in your socials, and wherever people are deciding whether to work with you. Keep adding new proof as you go, so your story always feels current.

“People trust people more than they trust businesses. That’s the heart of social proof.”

Wrapping up

Social proof is one of the most powerful ways to build trust. Whether you’re new or established, showing that others believe in you gives people the confidence to choose you too.