Proof works better when it sits near the claim the buyer is likely to question.
The problem
Many websites save proof for the bottom of the page. By then, the buyer may have already questioned the claim, compared alternatives, or lost momentum.
What to keep
Keep evidence close to the exact claim, price, promise, form, or comparison it is meant to support.
What this changes
Doubt gets answered while it is still active. The buyer does not have to hunt for reasons to believe you.
Try this
Mark every claim on a page. Beside each one, write the proof that would make it easier to believe.
Further reading
Answer The Doubt Where It Appears is shaped by practical work on how customers notice, trust, compare, delay, choose, and return. The takeaway here is the business action, not the theory behind it.
