What Proof measures

Proof asks whether the site gives a stranger evidence, or only asks for trust. Saying “we are trusted” is a claim. Showing who already trusts you is proof.

What the eight sites did

The raw material was there. Decades in practice. National press. Professional designations. A real office. But it sat as plain text deep on the page, or not at all. One homepage asked to be trusted nine times and proved it once, with a badge in the footer.

What counts as proof

Client words. Specific numbers, like years in practice, families served or a niche you have worked in. Named credentials, explained in one line. Press, shown as logos near the top. Your own published thinking, like a letter or a guide.

Can RIAs use testimonials now?

Yes. Since the SEC Marketing Rule took effect in November 2022, registered investment advisers can use testimonials and endorsements with the required disclosures. Your compliance team sets the exact wording.

How to fix it

Count the claims on your homepage and count the proof. If claims win, replace two claims with one piece of evidence each.

Next step: Request a free audit