The proof-led SaaS homepage to build trust

What’s great about Clay’s homepage

Most SaaS websites handle proof the same way:

• A “Case studies” link buried in the navigation bar.
• A few clickable logos under the hero section.
• A row of testimonials.

The “proof” sits off to the side, divorced from the actual product claims the SaaS company is making. If a prospect does click on the proof, they’re left to connect the dots themselves: Does this case study prove what the homepage just promised, or is it just name-dropping?

Clay flips this approach on its head.

Instead of tacking on generic social proof, Clay builds its entire homepage around operational proof deeply interwoven with product claims.

Operational proof isn’t just a testimonial or a brand logo. It’s direct evidence that a feature or capability delivers a real, measurable outcome in a customer’s environment. It shows who used the feature, how they used it, and what specific results they got.

Here’s what I mean:

• Generic proof: {Company X} loves our platform and achieved {disconnected result}
• Operational proof: {Company X} used our {specific feature} to {specific process / situation} and achieve {measurable outcome}

Here’s what this looks like in practice:

• Generic proof: Verkada loves Clay and increased productivity by 75%.
• Operational proof: Verkada used Clay’s AI agents to automate prospect data gathering and saved 15 hours per week.

Operational proof shows causality while generic proof just shows correlation. Clay understands this and structures its entire homepage around operational proof.

Here’s how Clay’s proof-led homepage works:

• Every claim is interwoven with a case study
  • The homepage doesn’t just talk about features. It matches each capability with a real example, including the exact customer, the workflow they used, the result they got.
• The proof is baked into the product story
  • Each homepage product section is both a product promise and a demonstration, so the visitor never has to wonder, “Do real teams use this, and does it work?”
• It’s impossible to miss or fake
  • You’re shown how each capability works, who it worked for, and what happened as a result, all at a glance, with the option to dive into the full case study.
• Each case study is focused, not generic
  • The case study linked to each product section isn’t a broad customer story. On the contrary, it’s chosen and written specifically to prove the exact capability highlighted in that section.

Let’s continue by taking a close look at four product sections from Clay’s homepage, each with a bold capability claim, instantly backed by a relevant customer result.

For each example, I’ll show you exactly how the proof and the promise line up, and why this approach is fundamentally different from just linking out to a library of case studies.

The OpenAI case study

This homepage section claims that Clay provides “every GTM data point imaginable, in one place,” through multi-source enrichment and AI-led research. It backs this up with a real outcome: OpenAI more than doubled enrichment coverage, from 40% to over 80%.

The case study linked to this section confirms the product capabilities by showing how OpenAI moved to multi-provider enrichment and automated research with Clay.

The Verkada case study

The homepage product section highlights Clay’s ability to build and reuse AI agents, automate GTM workflows, and connect AI to a company’s own data sources for consistent, hands-off execution.

The Verkada case study proves these points in practice, showing how the team automated manual work such as gathering, enriching, and organizing prospect data. Also, it shows how the Verkada team reused AI-driven processes across campaigns

The Coverflex case study

This homepage section promises at-scale enrichment, dynamic audience building, and perfectly timed outreach.

The Coverflex case study delivers on all three: monitoring 3M+ companies, triggering outreach only when key signals appear, and booking over 200 demos a month.

The Anthropic case study

This homepage section shows how easy it is to keep key tools like the CRM and email automatically and constantly updated.

Anthropic’s case study proves it: with Clay, they enrich every inbound lead and push updates to Salesforce on a schedule, using over 100 data providers and zero manual work. All data syncs and opportunity updates happen automatically, saving the team 4 hours a week.

It’s worth noting that each case study highlights different mechanics and real-world situations. They’re not focusing on neatly mapping to a single capability. Still, every case study does prove the outcomes and features shown in its homepage section, even if the path there is unique to each customer’s workflow.

And that’s exactly why this proof-led homepage works.

Most SaaS companies say “Don’t take our word for it. See the proof.” But Clay’s homepage does one better: It refuses to separate feature or product capability claims from operational evidence.

Every promise is anchored in a real, visible, specific customer result. There’s no leap of faith. No “read more to find out.” No recycled logos. Just operational proof, woven directly into the structure of the homepage.

And this is exactly what modern buyers want:

• Clarity: What does this tool actually do, and for whom?
• Evidence: Has anyone like me succeeded with it? How?
• Causality: Did the claimed features cause the result? Or is the case study about something else?

By building a proof-led homepage, Clay removes guesswork and skepticism for buyers. It sets a new bar for what SaaS proof should look like: integrated, specific, and inescapably real.

When to apply this approach

• When your buyers are skeptical, detail-oriented, or need to justify decisions with clear evidence.
• When your product’s real-world impact is your strongest differentiator, not just features or vision.
• When you’re selling to teams with technical, operational, or financial stakeholders who care about how things work, not just what’s promised.
• When you want to accelerate trust and shorten the learning curve for complex or crowded categories.
• When your product delivers measurable, repeatable results that you can map directly to buyer needs.