TLDR

Run one simple ask for reviews and one simple ask for a 30 to 60 second clip. Write three line case snippets with a number, a timeframe, and where that number came from. Put proof beside the first CTA and under pricing. Refresh monthly. Expect landing page CTR to rise 15 to 30 percent and paid conversion 10 to 20 percent when proof is visible and current.

What “good proof” looks like

Good proof reads like a friend’s message. It says what life looked like before, what they changed, and what happened after, backed by GA4, Stripe, or your CRM. Names are clear, dates are recent, and nothing feels edited to death. One minute of honest video beats five minutes of glossy stock footage.

The simple plan

Start with reviews. Reach out after a real win, not day one. Ask for a score and a single sentence. Publish the positive, keep the critical visible, and reply like a human.
Follow with one short clip. Ask for 30 to 60 seconds, use case, one outcome, one tip. Thank them by name and keep permission in writing.
Write tiny case snippets. Three lines, before, action, after. Include the timeframe and the source, for example “38 qualified leads in 30 days, GA4 and CRM.”
Make a proof wall. One page that collects everything, dated and searchable, so the homepage and pricing page can stay light.
Place proof where it matters. Logos or quotes beside the first CTA, a snippet under pricing, a captioned clip near the final CTA.

Placement that actually moves numbers

Above the fold, pair the first CTA with 3 to 5 logos or two short quotes.
After the pricing math, show one strong snippet so readers see numbers in context.
Near the last CTA, embed a short, captioned clip. Most people watch on mute.
On comparison pages, use a small table, your result versus the reader’s baseline, with sources.

Keep a monthly rhythm

Once a month, remove anything older than 180 days, swap in fresher items, and redact sensitive data in screenshots. If you used a logo without permission, replace it. Add a simple line on every proof page, results vary by use case and effort.

Guardrails that protect trust

Ask after a real milestone, not on the first invoice.
Caption every clip.
Publish lawful negative reviews and respond with help, not spin.
Never gate reviews or pay for positive sentiment.
Trim for length, do not change meaning.
Cite your sources inside the snippet, not in fine print.

Numbers to watch

Proof modules should be viewed by roughly 70 percent of engaged visitors.
Landing page CTR should climb 15 to 30 percent once proof lives above the fold.
Paid conversion should climb 10 to 20 percent when proof sits near pricing.
Refunds should drop 10 to 20 percent because expectations are clearer.

Copy you can use

Review ask, “Quick favor, can you rate your setup 1 to 5 and add one line about what changed for you. Link inside.”
UGC ask, “Could you record a short, 30 to 60 second clip, your use case, one outcome, one tip for new users. We may trim for length. You can ask us to remove it any time.”

If it stalls, fix it like this

Few reviews, ask later in the lifecycle and keep the message shorter.
No clips, record a 60 second example yourself and show the upload path.
Proof not lifting CTR, move the first proof row higher and keep only the two strongest items.
Skepticism on numbers, add the source under every snippet and link the proof wall clearly.
Library feels stale, block 30 minutes each month for a quick refresh.