Social proof that converts: reviews, photos and case studies for trades

Customers buying from a trade for the first time are anxious. They have all heard the horror stories. Social proof — third-party evidence that you do good work — is the single biggest lever on your conversion rate.

The three forms that actually work - **Google reviews** with photos (the only review platform Google ranks) - **Before/after photos** on your site and Instagram - **Short case studies** — one paragraph, one photo, one stat

Trustpilot, Checkatrade and similar platforms help in specific niches but Google reviews are the universal currency.

When to ask for a review The moment the customer says "great job, thanks" — usually as you are packing up. Not a week later by email, when the dopamine has faded.

A one-tap link sent by SMS five minutes after invoice payment converts about 4x better than an email a day later.

What to ask for "Could you mention what we did and add a photo if you have one?" Reviews with photos rank higher in local search and convert better in the SERP.

Where to display it - Hero of the homepage (latest 3 reviews, average score) - Bottom of every service page - In the email signature of your quote - On the invoice before the payment button

The case-study formula - Customer: "Landlord with 12-property HMO portfolio in Bristol" - Problem: "Failed EICR on three properties, 28 days to remedy" - Solution: "Same-week remedial works, all three retested within 21 days" - Result: "Zero void days, fixed-fee maintenance contract signed"

One paragraph. One photo. Done.