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Key takeaways
Awards build credibility when they come from a recognised, independent judge and relate to what buyers care about. Show the award name, year and organiser, and link to the announcement. Pay-to-win and vanity awards, sold to businesses with little real judging, can backfire with buyers who check. Old awards should be dated or removed.
- Show the award name, organiser and year, with a link.
- Independent, recognised awards carry weight; vanity awards do not.
- Relevance matters: an award for the service buyers want.
- Remove or clearly date awards older than three to five years.
Want your awards and proof displayed credibly? Message us on WhatsApp.
Chat on WhatsApp →Do business awards build credibility?
Recognised, independently judged awards build credibility because they are third-party proof that experts rated you highly. Buyers who know the award treat it as a shortcut. Unknown awards add less, and awards that are easy to buy can undermine trust when buyers discover how they work. The organiser's reputation is the award's credibility.
How do you spot a vanity award?
Warning signs of an award that may hurt more than help:
- You were 'selected' without entering.
- Winning requires paying for a logo, plaque or listing.
- The organiser has no judging criteria or named judges.
- Hundreds of 'winners' in narrow regional categories.
- No coverage of the award outside the organiser's own site.
How should you display awards?
Show the award name, the organiser and the year, and link to the official announcement. Place one or two strong awards near the top of the homepage or about page, and the full list lower down. Say what the award was for in plain words, such as 'Regional employer of the year 2025, judged by the local chamber of commerce'.
- Where to place social proof so it lifts enquiries
- 'As seen in' logos: press mentions that build trust
Want your awards placed where they help most? Message us on WhatsApp and we will discuss your requirements.
Chat on WhatsApp →When do awards not matter?
Awards matter little to buyers who care about practical proof, such as reviews from people like them or results for businesses in their sector. If you must choose, put reviews and case studies first. Old awards can also signal a business that peaked; date them clearly or retire them.
What does this look like in practice?
A pattern we see: a firm displays six award badges, four of which arrived by email offering a winner's package for a fee. A sceptical buyer searches one and finds the scheme. Keeping only the two independently judged awards, with links, makes the proof stronger.
Awards checklist
- Keep only independently judged, recognised awards.
- Show name, organiser, year and what it was for.
- Link to the official announcement.
- Date or retire older awards.
- Put reviews and case studies ahead of awards.
Next step
Search each award on your site as a buyer would. Keep the ones that hold up.
Message us on WhatsApp for a proof and credibility review, or book a 30-minute consultation.
Chat on WhatsApp →Sources and further reading
- The elements of computer credibility · ACM (Fogg and Tseng, 1999)
- UK Code of Non-broadcast Advertising and Direct & Promotional Marketing (CAP Code) · ASA / CAP
- Social proof in the user experience · Nielsen Norman Group
Frequently asked questions
Should I put awards on my website?
Yes, if they are recognised, independently judged and relevant to what buyers want. Show the name, organiser and year and link to the announcement. Leave off awards that were bought or that buyers would not recognise.
Are paid business awards worth it?
Paying an entry fee to a reputable, judged competition can be worthwhile. Paying to be declared a winner, or to receive a badge without real judging, rarely helps and can damage credibility if buyers find out how the award works.
How long should I display an award?
Display it with its year for as long as it remains relevant, typically three to five years. Older awards can stay on an about or history page, clearly dated, rather than in prominent homepage positions.
Written by
Global Bridge Labs (GBL) is a UK–Sri Lanka partner for social media, websites and BPO. Everything here comes from client delivery, not theory.
