Social proof is a powerful psychological phenomenon. Architects and designers, this one’s for you—it’s time to tap into the true power of social proof to grow your business (and we don’t mean just publishing a testimonial on your landing page).
The building and design industry is extremely personal. Clients are investing not just money but also emotion and trust. Potential clients are looking for signals of trust before they sign a contract.
Any good review can help build trust, of course. But it’s far more persuasive to include social proof alongside visible project validation and clear case studies.
Here’s why social proof works, where it matters most, and how to collect and format it for your firm’s website.
Why social proof works (and the numbers behind it)
In functional terms, social proof is evidence from others that your work delivers what it promises.
- Around 90% of consumers read online reviews before contacting a business
- 70% say a positive review increases their trust in a brand
- Websites with testimonials see up to 45% higher conversion rates than those without
This social proof might take the form of a photo, a written testimonial, or some other kind of review from a former client.
Social proof is basically word-of-mouth recommendations, except good reviews are a form of lead generation that can spread beyond one person’s network. These reviews are not just about proving your skill, though that’s certainly part of it. Social proof is about likeability, client experience, and reliability.
Where social proof matters most for design firms
Here’s a quick guide to where you can include social proof to maximize its impact:
Homepage: A quick client quote or short review builds instant trust.
Project pages: Testimonials tied to specific projects (“They guided us through every stage of our kitchen remodel”) make your work credible and relatable.
About page: Pair your mission statement with client feedback to make your firm’s personality tangible.
Google Business Profile (Houzz, Instagram): People are browsing beyond your website, so make sure reviews and comments on social sites are providing a good first impression.
Proposal PDFs and pitch decks: Include one relevant client quote inside the pitch document to build confidence before the first meeting.
The trick is to embed social proof at decision points. If a prospect is comparing firms or hesitating to reach out, that moment is where social proof has the greatest impact.
What makes a great piece of social proof
A great piece of social proof is specific, brief, and personal. Bonus points if their review naturally mentions some of your core brand beliefs or tenets.
Here’s what to look for when culling through reviews:
- Authenticity: Real names, real projects, and an authentic tone of voice.
- Specificity: Mentions the type of project and tell a story about the transformation or outcome.
- Short: Under 60 words for web use (longer is fine for a dedicated testimonials page).
- Visual: Photos of the client, or ideally the project, can make it real.
✘ “They were great! Love our new kitchen.”
✓ “Excellent communication, exactly the design we imagined. Our dark, outdated bungalow became a light-filled modern home.”
Format and display social proof effectively
It’s not enough to have a great quote—you also have to display it effectively.
Make them pretty! Include white space, consistent typography, and branded color accents to make everything easy to read.
Experiment with formats and placements. Try an animated text review or a brief video clip alongside the review. What about a star rating from Google? Sprinkle reviews throughout your site, rather than isolating them on a single page.
Whenever you publish social proof, brand it with your own context (like “Residential Eco-friendly Renovation, Jersey City”) to help readers immediately place the meaning.
Even better, rotate or highlight different reviews seasonally to keep your homepage fresh—and find out which ones are the most effective. Review some architect website design ideas if you need tips.
How to collect great reviews (without feeling awkward)
Architects can get reviews by creating a repeatable process for asking at the right moment.
Here’s the repeatable process for collecting reviews: Draft a review request script, send it at the same stage in every project, and then bank it until you can decide how to maximize its impact.
A good ask is simple and well-timed.
- Keep the request short and personable
- Provide a form or direct link to your Google Business page
- Ask right after a major project milestone, like design reveal or project completion
Include guiding questions, if you think it’s helpful:
- What problem did we solve for you?
- What was the best part of working with our team?
- How do you feel about your new space?
Always follow up with a thank you message and ask for permission to publish their words and photos. You can always pair their words with your photos of the finished project.
The long-term payoff of social proof
There are three key ways that social proof benefits your business:
#1. Social proof can shorten the sales cycle by increasing trust before first contact.
#2. Social proof can reinforce your brand personality by highlighting a specific client experience.
#3. Social proof can enhance SEO with keyword-rich and fresh, updated content.
Over time, social proof creates a self-sustaining feedback loop for your business. Happy clients attract more of the same. Best of all, you don’t need dozens of reviews to get started. A few detailed and sincere reviews can outperform a page full of generic praise.
Final tips
Social proof is one of the simplest, most powerful assets you can build—and it costs nothing but follow-up and authenticity.
Start small. Gather three reviews, pair them with your best projects, and add them to your homepage and proposals. Continue to grow a review generation strategy and strategize about how to showcase social proof most effectively (hint: a well-designed website is a good starting place).
Effective use of social proof is what transforms your website from a portfolio to an advocate for your next client relationship. Reach out if you’d like input from an expert on growing your design or architecture firm.