At least one testimonial visible above the fold

Place a relevant customer quote near the promise it supports, then test the placement.

Testimonials include full name and company/role

Anonymous quotes read as fabricated. Named quotes build trust.

Testimonials include a photo or avatar

A face makes the quote feel real. Stock photos do not count.

A specific user/customer count is displayed

"Join 2,400+ teams" beats "trusted by many." Specificity signals honesty.

Company logos from recognizable customers are shown

Even 3-4 logos in a strip can shift perception from unknown to established.

Numbers are recent or growing (not stale)

A counter stuck at "500+" for a year looks abandoned. Update or remove.

Rating or review badge from G2, Capterra, Product Hunt, etc.

Third-party validation is harder to fake than self-hosted quotes.

Review source is linked (not just a star graphic)

Unlinked stars look decorative. A link to the review page proves it.

At least one case study or detailed success story

Long-form proof converts high-intent visitors who need to justify a purchase.

Founder name and face appear on the page

Indie SaaS buyers trust people, not brands. Show who built this.

An origin story or "why I built this" section exists

A short, specific backstory can help visitors understand why you built the product.

Founder is reachable (email, Twitter, or chat visible)

Showing you are reachable implies you stand behind the product.

"Cancel anytime" or money-back guarantee near pricing

Reduces purchase anxiety. Place it within 50px of the buy button.

Security or privacy info mentioned (SSL, SOC2, GDPR, etc.)

Describe only protections you actually provide and link to accurate documentation.

Physical address, company info, or legal links in footer

Real companies have real addresses. It signals permanence.

Price is visible without clicking or scrolling far

Hidden pricing signals "expensive." Show it early and confidently.

Primary CTA uses specific language (not just "Get Started")

"Start your free trial" or "See pricing" beats generic "Learn More."

Only one primary CTA per screen (not competing actions)

Multiple CTAs create decision paralysis. Pick one per viewport.