On this page
- 01Key takeaways
- 02Should you list clients on your website?
- 03Which clients should you name?
- 04Do you need permission to name clients?
- 05What makes a client list misleading?
- 06Logos or names?
- 07When should you not show a client list?
- 08What does this look like in practice?
- 09Client list checklist
- 10Next step
- 11Sources and further reading
- 12Frequently asked questions
Key takeaways
A client list is strong proof when the names are recognisable to your buyers, current or clearly marked as past, and used with permission. Pick the clients that match the buyers you want, not just the biggest names, and check contracts for confidentiality clauses. A short, relevant list beats a long wall of logos.
- Name clients your target buyers recognise and relate to.
- Get permission and check contracts for confidentiality clauses.
- Do not present past clients as current ones.
- Pair names with a line on what you did for each.
Want help choosing which clients to show? Message us on WhatsApp.
Chat on WhatsApp →Should you list clients on your website?
Yes, if you have permission and the names mean something to your buyers. A recognisable client list answers 'have others like me trusted you?' faster than any description. Global Bridge Labs (GBL) treats it as part of item 17 of the inventory, track record, alongside years trading and volumes.
Which clients should you name?
Name clients that resemble the buyers you want: same sector, size or problem. A regional housebuilder impresses other housebuilders more than a famous brand from a different industry. Six to twelve well-chosen names are usually enough. Group them by sector if you serve several markets.
Do you need permission to name clients?
Ask permission, even where nothing forbids naming. Many contracts include confidentiality clauses that cover the relationship itself, and some organisations have strict rules on logo use. Written permission also protects you if a contact changes. Record who agreed and when.
What makes a client list misleading?
A client list misleads when it implies a current relationship that has ended, overstates the work you did, or uses a logo from a single small job to suggest a major account. The CMA's unfair commercial practices guidance covers misleading impressions as well as false statements. Mark past clients and describe work accurately.
Logos or names?
Logos catch the eye, while names in text are searchable, accessible to screen readers and quicker to update. Use logos where permitted and add alt text with the client name. Better still, add one line per client on what you did, which turns a logo wall into proof.
When should you not show a client list?
Skip a client list when your clients are private individuals, when discretion is part of what you sell, such as some legal or financial work, or when your clients are unknown to your buyers. Show anonymised case summaries instead: 'a 40-person accountancy practice in Leeds'.
What does this look like in practice?
A pattern we see: a logo wall built five years ago still shows clients who have since left, and one has become a competitor's case study. Rebuilding the list from current, permitted clients with a line of context each makes it smaller but more convincing, and removes the risk.
Client list checklist
- Pick clients your buyers relate to.
- Get and record permission.
- Check contracts for confidentiality.
- Mark past clients clearly.
- Add one line on the work for each.
- Review the list every quarter.
Next step
List your ten best current clients by relevance to the buyers you want. Email each one this week to ask permission to name them.
Message us on WhatsApp for help building a proof section, with no pitch.
Chat on WhatsApp →Sources and further reading
- Unfair commercial practices guidance (CMA207) · Competition and Markets Authority
- Substantiation: advice on backing up marketing claims · ASA and CAP
- Stanford guidelines for web credibility · Stanford Web Credibility Project
Frequently asked questions
Do I need permission to put client logos on my website?
It is best practice to ask, and some contracts require it. Logos are often protected by trade mark and brand rules, and confidentiality clauses may cover the relationship. Written permission avoids disputes and shows clients you respect their brand.
Can I list former clients on my website?
Yes, if the work happened and you do not imply the relationship is ongoing. Label the section 'clients we have worked with' rather than 'our clients', or mark past clients clearly.
How many client logos should I show?
Six to twelve well-chosen logos are usually enough. Relevance to your target buyers matters more than quantity. A line of context per client, explaining what you did, is more persuasive than a long logo wall.
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.
