A trust signal buried in the footer does no work at the moment of decision. The same content placed directly beside the relevant action changes behaviour measurably.
A trust signal placed directly beside the relevant call-to-action addresses hesitation at the exact moment it's occurring — far more effective than the same content placed elsewhere on the page.
A first-time visitor with no prior context benefits from an early trust signal before they've invested any time reading further — it earns the benefit of the doubt needed to keep reading at all.
A long page with multiple conversion opportunities benefits from trust signals repeated (ideally varied, not identical) at each point, rather than a single instance early on that a scrolling visitor has since forgotten.
A wall of testimonials in one section, with none anywhere else on the page, misses the opportunity to address hesitation at every point it naturally arises — distribution matters as much as total volume.
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