Show sample reports and deliverables on your website

Key takeaways

Show buyers a sample of what they will actually receive: a redacted report, an example plan, a sample monthly dashboard or a specimen survey. For professional and B2B services, a real deliverable is often stronger proof than a testimonial, because it shows quality and format directly. Anonymise client details and get permission first.

• A sample deliverable shows quality and format directly.
• Redact client names and data, and get permission first.
• Show 1 to 3 samples, labelled with what they are.
• Put samples beside the service they belong to.

Why show sample deliverables on a website?

Sample deliverables show buyers exactly what they are paying for, which matters most where the output is a document, plan, report or design. Global Bridge Labs (GBL) finds a real sample often answers more questions than a page of description, because quality, format and depth are visible at a glance.

• What information should every business website have?
• Testimonials and case studies on your website

Which deliverables make good samples?

Good samples are the outputs buyers find hardest to imagine: a survey report, a monthly performance report, a design proposal, a project plan, a sample of translation or a training workbook. Pick a typical one, not your most elaborate. Buyers want to see what they will normally get.

• Say what is included in your service, line by line

How do you anonymise a sample?

Remove client names, logos, addresses, personal data and commercially sensitive figures, or replace them with realistic placeholders. Ask the client's permission even when anonymised, because they may recognise their own work. Under UK GDPR, personal data in a sample needs a lawful basis, so redact it rather than rely on consent.

• Tell clients how you protect their data

Should samples be PDFs or web pages?

Show a few annotated pages or screenshots on the web page, with notes on what each section does, and offer the full sample as a download. Annotation turns a document into a sales explanation. Make the download direct rather than gated, so buyers can share it with colleagues.

• PDFs on a mobile website: why menus and brochures fail

Where should samples appear?

Put each sample on the service page it belongs to, near the inclusions list, and link to it from relevant case studies. A separate 'samples' page works if you have several services with deliverables. Mention samples in quote follow-ups, because buyers often share them internally.

• Which page should each piece of information go on?

When should you not publish samples?

Do not publish samples when your method is genuinely proprietary, when clients forbid it, or when every output is so bespoke that one sample would mislead. Offer to show a sample on a call instead, under a non-disclosure agreement if needed.

What does this look like in practice?

A pattern we see with consultancies and surveyors: buyers ask 'what will the report look like?' on almost every call. Publishing a redacted sample with a few annotations answers it before the call, and the conversations that follow focus on scope and timing rather than format.

• See client work
• Website Design & Development for UK businesses

Sample deliverables checklist

• Choose a typical deliverable.
• Redact names and personal data.
• Get the client's permission.
• Annotate key pages on the web page.
• Offer a direct download.
• Place it on the matching service page.

• Publish your service levels on your website
• Explain your materials and methods on your website

Next step

Pick one recent deliverable that represents your normal standard. Redact it and ask the client whether you may publish it.