Zero Testimonials? Build Social Proof That Boosts Conversions by 20%

Social Proof is a thing.  Call it testimonials, call it people talking about how awesome your business is.  Call it whatever you want.  But if you’re a new business, you’re probably calling it an obstacle.  

You’re not alone.  It’s giving “new college grad trying to find a job where every entry level position requires 5 years experience and there’s no where you can go to get that experience.”  Ahhh life!

But seriously. I’ve had about 5 conversations with newbie entrepreneurs this week and they all asked me the same questions. “How do I build social proof when I’m just starting out?” And I told them exactly what I’m about to share with you.

Why Social Proof Isn’t Just Another Buzzword

Buzzwords annoy me – it’s like we’re trying to make something so much bigger than it is and complicate it so that you will hire us and give us money. It’s not that complicated. 

Social Proof is a fancy way of saying “testimonials” or referrals. Said another way, it’s people with credibility and influence over your audience saying they love something and you’ll love it too. 

Now, let’s talk data, because this isn’t just marketing BS (as my mom likes to call it). According to HubSpot, implementing social proof can boost your conversion rates by up to 20%. But wait—there’s more:

• 92% of consumers read online reviews before making a purchase.
• 70% of buyers need at least four reviews before they trust a business.
• User-generated content drives 6.9x higher engagement than brand-created content.
• Reviews can increase conversion rates by as much as 270%.

Yep – the data supports it.  If you want to sell more stuff, you’re gonna need people who are LIKE your ideal customer with the same issues as your ideal customer talking about how your product or service transformed their life and made the problem go away (better, faster, easier, and cheaper than anything they’ve ever done before). 

Bottom line? Social proof isn’t optional anymore—it’s essential for survival. 

But how do you get there if you’re starting from zero?

Create an Experience Worth Talking About

Want to make getting testimonials and social proof and people talking about you absolutely effortless?  Stop worrying about COLLECTING testimonials and start worrying about delivering an experience WORTHY of testimonials and social proof. 

I’ll say that again: stop worrying about getting and start worrying about delivering.  Because YOU control the experience and your customers control the feedback.  That’s just how the world works.  

So, let’s focus on what you can control: creating an experience so good your customers can’t help but rave about it. This isn’t about fancy marketing—it’s about being exceptional.

How to Know WHERE to Be Exceptional?

You didn’t ask – but you should have.  Because there’s NO WAY you can guess where or how to be exceptional from your office or kitchen table  

The only person who knows what exceptional customer experience feels like is – your customer.  Your ideal customer – to be exact.

So you’re going to need to know who that is, what matters to them, and what their ideal, most perfect, magical outcome is.

How will you know this?  

You will actually have to do the unthinkable – and talk to them.  I know, it’s a challenge.  

Now, you don’t HAVE to – you can certainly decide for yourself or you can ignore this and just spend a few thousand dollars on some digital marketing that doesn’t deliver results – but hey.  You do you. 

With that out of the way, you realize that talking to customers who you love and who love you back is awesome and you might actually sell something in the process – let’s continue 

Know Your Ideal Customer Like Family

If you don’t understand your customers, you can’t wow them. Here’s how to truly get inside their heads:

Build a detailed customer profile that goes beyond age and income. What keeps them awake at night? What are they secretly Googling at 2 a.m.?

I highly recommend getting “physical” or “manual” with this.  Create a collage or vision board or something.  Use images – not words.  This activates a different part of your brain and will prompt your brain to give you ideas you never knew you had. 

• If you already have a favorite customer who you love and who loves you back.  Start with their picture – put it on a board, then collect other images based on what you know about them that will illustrate this ideal experience. 
• Take your ideal experience to the extreme.  Take a tip from Amazon’s product development team.  They always start with – what would be the ideal customer experience? Answer? I click a button and the doorbell rings.  Or I click a button and my order magically appears.  I know it’s extreme, but it drives you to always be working toward the ideal.  It’s hard to believe but years ago, a standard line on TV infomercials was “allow 6-8 weeks for delivery”. 

Use tools like HopperHQ to dig into their social behaviors and preferences.

Map every interaction point they have with your business. From their first website visit to their post-purchase follow-up, identify opportunities to impress.

Identify Their Pain Points and Solve Them Better Than Anyone Else

Find the three biggest frustrations your customers face, then crush them. Do this right, and they won’t just talk about you—they’ll rave about you.

Heck, start with just ONE single pain point.  What’s ONE thing that drives your customers crazy that you can do better than anyone else.  Even if you do it a little bit better, it’s still better than the alternative.  

If you are a service business that takes appointments – can you simply guarantee that you will see your client on their exact appointment time and get them out on time? No one likes 4-hour windows.  How can you do it better, faster, more reliably?

This is probably my favorite tip because you only have to do ONE thing but do it exceptionally well.  

Surprise and Delight

Never underestimate the power of small, unexpected gestures. Whether it’s a handwritten thank-you note, a surprise upgrade, or a freebie they didn’t expect, these little touches make a huge impact.

Pro Tip: This is where social proof begins. When you blow people away, they’ll tell their friends—and suddenly, you’re on your way.

Right now, your best marketing strategy is how you make people FEEL. How do you bring the HUMAN experience back? Again, pick ONE thing. 

• Be kind – every time. 
• Be on time
• Say thank you
• Do something kind and special – go out of your way.

ALL of these are ways of being – they are all FREE and they yield bigger, better results. 

The “No Social Proof Yet” Toolkit

If you’re starting from scratch, don’t panic. Here’s how to create social proof without a single review.

Start With Friends and Family (Yes, Really!)

This isn’t cheating if you approach it authentically. Here’s the playbook:

• Be upfront: “I need honest feedback as I launch my business. Can you try this and let me know what you think?”
• Ask for specific, detailed feedback. A generic “It’s great” won’t help you build credibility.
• Request permission to share their experiences as testimonials.

What to Do Next: Use their feedback to craft compelling stories. For example, instead of saying, “My friend loved it,” share, “They said our software saved them two hours a day—and even helped them land a new client.”

Leverage Small Wins

Big wins are great, but small victories add up fast. Capture them wherever you can:

1. Screenshot every positive email or DM (with permission).
2. Save every social media mention, even the casual ones.
3. Document every small success story—like when your product solved a minor inconvenience or saved someone time.

Pro Tip: Small wins snowball into larger wins. Keep track of every positive interaction, no matter how minor.

Create Content That Builds Trust

If you’re light on reviews, heavy up on content that demonstrates your expertise:

• Share behind-the-scenes insights. Show potential customers how the sausage gets made—it’s more interesting than you think.
• Document your process. For example, if you’re a designer, show sketches evolving into finished products.
• Publish how-to guides. This not only showcases your knowledge but also helps your audience solve problems.

By sharing valuable content, you’re creating a digital paper trail that screams, “This business knows its stuff.”

Pro-Tip: If you have a local business that relies on Google searches where potential customers are looking up phone numbers or local services, use your Google My Business as a powerful sales tool:

• Treat it like Facebook; add pictures of your business, people, customers, etc. 
• Did you get any handwritten thank you notes? (I have a local attorney that gets a lot of these). Take a picture and post it there (ask permission first!)

Build Credibility One Step at a Time

The biggest mistake you can make is trying to do everything at once. Instead, focus on one strategy at a time.

Your 30-Day Social Proof Sprint

Here’s how to build a strong foundation, step by step:

1. Weeks 1–2: Perfect the Customer Experience
   • Start gathering informal feedback. Ask questions like, “What’s one thing we could improve?”
   • Document every response—it’s all usable later.
2. Week 3: Implement the Friends and Family Strategy
   • Gather at least three authentic reviews.
   • Turn those reviews into compelling testimonials and share them on your website or social media.
3. Week 4: Start Capturing Small Wins
   • Collect screenshots, save mentions, and write up mini case studies.
   • Begin sharing these stories in newsletters, social posts, and ads.

The ROI of Social Proof: Real Numbers That Matter

Let’s talk results:

• Businesses that use social proof effectively see a 20% increase in conversions.
• 88% of consumers trust online reviews as much as personal recommendations.
• Websites with product reviews convert 63% more than those without them.

These aren’t just numbers—they’re proof that social proof works.

Common FAQs About Building Social Proof

Q: What if I get negative feedback?
A: Use it as a chance to shine. Respond professionally, solve the problem, and turn it into a story about your excellent customer service.

Q: Can I pay for testimonials?
A: No. Authenticity is your most valuable currency. Fake or paid testimonials can destroy trust.

Q: How many testimonials do I need?
A: Start with five detailed, authentic reviews. Quality always beats quantity.

Q: How long does it take to see results?
A: Expect 3–6 months of consistent effort. But even small wins can start building momentum immediately.

Your Action Plan: Start Today

Here’s what I told those startups: Pick one strategy and do it well.

1. Focus on creating an experience worth talking about.
2. Implement one tactic—like leveraging small wins—for 30 days.
3. Document everything.

Pro Tip: Bookmark these steps to stay organized as you build your proof arsenal.

The Final Word

Building social proof is a journey, not a race. Even giants like Amazon started with zero reviews. The key is to build trust one happy customer at a time. Start small, stay consistent, and watch your credibility—and conversions—grow.

So, what one strategy will you start with this week? Let’s make it happen.