Ever wonder why, on nearly every website, you find a band of logos spread across a section of the homepage?

Companies do this to leverage the multiple source effect, an important principle of social proof. The multiple source effect states that our minds are more likely to believe a proposition when it is stated independently by multiple sources.

Uber for Business, Box, and Salesforce all use recognizable logos and real faces of well-known clients to deploy the multiple source effect on their websites.

While words can be bent or generalized to seem more persuasive, numbers can’t lie.

Because they’re either 100 percent true or 100 percent false, they’re the building blocks of mathematics and science. They’re irrefutably logical and plain. Black and white.

Two dueling blue whales of tech, Facebook and Google, rely on numbers more than anything else for their case studies.

Google knows that numbers are inarguably convincing. The search giant knows numbers are concrete and universal proof that the product or service worked as it promised it would.

Background — Describe your client. Who are they? What do they do? Pick your most well-recognized names to build social proof. Remember to keep it short and simple. Facebook puts the focus completely on the client here.

Problem — What problem did your client have? Google calls this the “Challenge.” Snapchat labels it “Objective.” Others simply say “Goals.” The point is you need to build a sense of tension. Every great story has drama… here, you need to clarify that something is wrong.

Solution — What did your company do to solve the problem? Google calls this “Approach” and Snapchat calls it “Strategy.” Facebook calls it “Their Solution.” Describe the unique solution your company provided for the client. Don’t overstate. Let the results do the talking.

Results — Finish strong with bold numbers. What results did your company achieve for your client? Focus on revenue, time, and audience growth here. Also, every big brand included at least one quote or testimonial from a specific person on the client team. If possible, use their name, position, and headshot.