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6 min read repeatable proof system

Proof Engine - the pillar guide

Build proof that sells, collect it, standardize it, place it where decisions happen, and keep it current. Use small, sourced claims that people can read fast. Track CTR and paid, refresh monthly, and retire anything stale.
Proof Engine - the pillar guide
Photo by rishi / Unsplash

TLDR

Ship a repeatable proof system. Capture reviews, short clips, and three line snippets with consent, source, and dates. Place one quote in hero, one matched snippet under pricing, one 30 to 60 second clip near the final CTA. Reuse the same proof in lifecycle, product, sales, docs, ads, social, and outreach. Govern with an audit log, test placements, and run a monthly refresh. Expect LP CTR up 15 to 30 percent and paid up 10 to 20 percent when proof is visible and sourced.

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Who this is for

Teams with real outcomes and at least 10 paying customers, or 3 partner features. You value accurate numbers, short copy, and clean ops.

Core KPIs to watch

  • Proof exposure on top LPs, 70 percent plus on engaged sessions
  • LP CTR lift with hero proof, plus 15 to 30 percent
  • Paid lift with pricing snippet and clip, plus 10 to 20 percent
  • Refund rate at 30 days, down 10 to 20 percent
  • Library staleness, under 20 percent older than 180 days

Architecture at a glance

  1. Source, consent, and store with a single data model
  2. Standardize quotes, snippets, and clips, then track
  3. Place proof on decision blocks, hero, pricing, final CTA
  4. Reuse across channels and in product
  5. Govern, audit, and refresh
  6. Test placements and ship winners

Start here, then go deep

Capture and shape proof

Place proof where it converts

Ops, governance, and scale

New section: Proof in webinars or live workshops

Why it matters
Live sessions move fence sitters. A single verified result on screen, with timeframe and source, raises show rate, watch time, and post event signups.

Plan, one hour live, one outcome

  • Title names the outcome, for example 38 qualified leads in 30 days, GA4 and CRM
  • Agenda, 3 parts, setup in 10 minutes, the workflow in 20 minutes, Q and A in 20 minutes
  • One case snippet at the start, show the number and the source, then return to the exact step that produced it
  • End with one slide, same snippet and a short link, See pricing and reviews, plus a 15 minute booking link

Assets to prepare once

  • One slide with a quote, one with a three line snippet, one with the 5 step workflow
  • A 45 second clip you can play if the demo stalls
  • A proof wall link in chat

Follow up, same claim

  • Email 1, recap with the same snippet, link to pricing and a 15 minute booking
  • Email 2, 48 hours later, short checklist plus the clip link
  • Email 3, 7 days later, one niche example and a call link

Metrics

  • Registration to show rate, target 35 to 60 percent
  • Watch time, target 20 plus minutes median
  • Trials per 100 attendees, target 10 to 20
  • Paid at 30 days, match or beat other sources

Risks

  • Oversell, keep numbers modest and sourced
  • Drift from site claims, keep the same proof line and math
  • Slow page after the event, link to a fast page that repeats the claim above the fold

Purpose
Set clear rules on what you publish, how you store consent, and how people can ask for removal. This keeps trust and reduces disputes.

Where it lives
A single policy page linked in footer, on proof wall, and near any submission form.

What to include, short and plain

  • What we publish, short quotes, three line snippets, and 30 to 60 second clips, with timeframe and source, GA4, Stripe, CRM
  • Consent, we store the exact sentence you approved with date, you can ask to edit or revoke at any time
  • Edits, we trim for length, we do not change meaning or numbers
  • Logos, used only with written permission, otherwise first name and role
  • Removal, email or form, we remove within 72 hours and purge cache
  • Evidence, we store a redacted screenshot that matches the number and date
  • Contact, support email and a simple form

Paste ready policy copy

We publish short, sourced proof, quotes, three line snippets, and 30 to 60 second clips. Each item shows a timeframe and a source, GA4, Stripe, CRM. We store the consent sentence you approved and the date. We may edit for length, we do not change meaning or numbers. We use logos only with written permission, otherwise we show first name and role or anonymize. To remove any item, email us or use the form on this page. We remove within 72 hours, then purge our cache and confirm. We keep a redacted screenshot as evidence of accuracy.

Removal form fields

  • Name, email, link to the item, reason, optional
  • Auto reply with ticket id and 72 hour SLA
  • Workflow sets status equals removed, logs audit_id, purges CDN

Pillar quick-start, 60 minutes

  1. Place three blocks, quote in hero, snippet under pricing, clip near the final CTA
  2. Turn on review and UGC asks with consent stored in the item
  3. Publish the proof wall and the public removal and consent policy
  4. Wire events, proof_view, snippet_view, ugc_play, ugc_complete, CTR, trials, paid
  5. Book the first webinar that mirrors your best snippet
  6. Schedule the monthly refresh, three in, three out

Troubleshooting

  • CTR flat, move hero proof higher, shorten quotes to 120 characters
  • Paid flat, place a matched snippet under pricing math and move the clip closer
  • Numbers challenged, add a view source link with a redacted screenshot
  • Library stale, run the 60 minute refresh and promote winners
  • Channel mismatch, repeat the same claim in ads, emails, and pages

FAQ

What proof format works best on LPs
One quote in hero, one matched snippet under pricing, one 30 to 60 second clip near the final CTA.

How often should I refresh
Monthly. Replace three items, retire three, keep staleness under 20 percent.

Do I need third party reviews
Helpful, not mandatory. If used, quote short lines and credit the platform and date.

How do I keep claims aligned across channels
Pick one proof line per campaign, repeat the same number, timeframe, and source in email, ads, pages, and webinars.

What removes the most friction fast
Verified pricing math plus a snippet with a source. Place both above the fold.

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