Generic proof — logo bars without context, anonymous testimonial quotes, "100,000+ teams" counts — has been so overused that B2B buyers have learned to discount it. Specific proof carries the load: a quote from a named CFO at a Series B fintech naming a specific outcome ("cut close time from 12 days to 4") moves trust more than a hundred anonymous logos.
The proof types that compound with each other: customer quote + customer logo + customer outcome metric, in that order. Each layer reinforces the others; the quote alone is weaker than the quote with the logo and the metric.
For pre-revenue or early-stage products without customer proof, the substitutes are: founder credibility (named exec or advisor with verifiable track record), public research (data from your own corpus, cited), or live demo / sample output. Anything that lets the visitor verify a claim independently counts as proof.
How Lytms scores it
Lytms scores the Trust dimension — specifically the trust-architecture and recognition modules. Pages with weak proof density score low here; the modules name which specific proof signals are missing ("no customer quotes," "logos without industry context," "no quantified outcomes").
See also
See proof density on your own page.
One URL. About 2 minutes.