Proof style guide, consistent quotes, snippets, and clips people trust

TLDR

Standardize format and language. Quotes under 120 characters. Snippets use before, action, after with timeframe and source. Clips stay under 60 seconds with captions. Dates are ISO, sources named in line, and consent stored. Refresh items monthly and retire anything older than 180 days.

Why this matters

Messy proof kills trust. Clean, repeatable rules speed editing, reduce disputes, and lift CTR and paid without adding traffic.

Language rules, the same everywhere

• Write in plain words, no hype, no emojis.
• Use present simple for quotes, past simple for snippets.
• Avoid superlatives and “typical” claims.
• Numbers beat adjectives. Show the count, rate, or time saved.
• Credit people by first name and role if approved, otherwise anonymize.

Date and source rules

• Date format, 2025-06-12.
• Source in line, GA4, Stripe, CRM, not in footnotes.
• Timeframe always present, for example “in 30 days.”
• Screenshots redacted and stored against the item id.

Length limits

• Quote, max 120 characters.
• Snippet, exactly three lines.
• Clip, 30 to 60 seconds.
• Alt text, max 120 characters, state the outcome, not copy fluff.

Format standards by item

Quote

• One sentence outcome.
• First name and role if permitted, plus date.
• Example, “Setup finished in one afternoon, first leads the next day.”, Ana, Agency Owner, 2025-06-12

Snippet

1. Before, baseline and blocker.
2. Action, change made.
3. After, number, timeframe, source.
   Example, “8 demos per month, many no shows. Added calendar routing and a 7 day follow up. 17 demos in 30 days, CRM export.”

Clip

• 30 to 60 seconds, captions on, autoplay off.
• Label with name, role, topic, and source if a number appears.
• Example label, “Home services, first 30 days, 38 leads, GA4 and CRM.”

Naming and metadata

• module_type, quote, snippet, clip, logo_row.
• module_id, hero_quotes_a, pricing_snippet_b, final_clip_c.
• Fields on every item, source_name, timeframe_days, consent_text, screenshot_id, last_refreshed.

Anonymization and logos

• If permission is unclear, use first name initial and role, drop logos.
• Never use competitor or customer marks without written approval.

Accessibility defaults

• Captions on for every clip.
• Alt text states the outcome, for example “38 qualified leads in 30 days, GA4 and CRM.”
• Links have clear labels, “View source screenshot,” not “Click here.”

Before and after rewrites

Too long, hypey
“Absolutely amazing results, huge lift in record time.”
Fix
“Show rate moved from 50 to 72 percent in 30 days, CRM export.”

Vague snippet
“Better emails after we changed settings.”
Fix
“Cold list, poor inboxing. Set warmup rules and branded links. 18 percent reply rate in 21 days, inbox screenshots.”

Clip label with fluff
“Customer success story, incredible growth.”
Fix
“SaaS onboarding, 14 days to first payment, Stripe.”

Placement copy, short and matched

• Hero, two quotes or a small logo row next to the first CTA.
• Pricing, one snippet under the math that matches the plan.
• Final CTA, one short clip with captions.
• Comparison pages, a tiny table, our result vs baseline, each with a source.

QA checklist, 2 minutes per item

• Timeframe and source present.
• Date visible, under 180 days old.
• Consent text stored.
• Screenshot linked and redacted.
• Length within limits.
• Alt text added and readable.

Editorial macros you can paste

• Add source line: “Source, GA4 last 30 days.”
• Consent line: “You allow us to edit for length and publish on our site and channels, and you can ask us to remove it at any time.”
• Staleness tag: “Mark stale_yes if created_date older than 180 days.”

Tracking tags to attach

• proof_view, snippet_view, ugc_play, ugc_complete, review_submit.
• Attributes, page_slug, module_id, module_type, position_above_fold.

Maintenance rhythm

• Monthly, three in, three out.
• Replace oldest items first.
• Recheck dates and sources after any plan or pricing change.

Do and do not

• Do keep every number tied to a timeframe and source.
• Do trim hard, then read aloud once.
• Do swap logos for names when permission is unclear.
• Do not pay for positive sentiment.
• Do not stretch timeframes or round numbers up.
• Do not bury sources.

FAQ

How short is too short for a quote
If the outcome disappears, it is too short. Keep one verb and one result.

Can I put multiple numbers in one snippet
No. One outcome per snippet. Add a second snippet if needed.

Do clips need sources on screen
If a number appears, state the source in the label or a lower third.

When do I anonymize
If permission is unclear or the role reveals identity. Keep the source.

What if a reviewer edits their claim later
Update the site line to match, recheck the source, and keep the old file in your archive with dates.