You already know by now that as a website owner, your visitors’ opinion about your website is formed in less than 7 seconds. In that short time, they observe your graphics, design, and navigation and so on… After doing this, they decide on their own if your website is trustworthy or not.
Appearing to your customers as a trusted source will make them more compliant to buy your products, subscribe for newsletters, donations or even just to interact with you. Gaining your visitors’ trust is the most important thing make to do.
There could be many trust factors that a website could have. We identify the main trust factors that could help you build instant trust. Here they are:
Testimonials are a key factor in building instant trust on your website. The most effective testimonials come from satisfied clients and well-known individuals or organisations which put in details how your product has helped them and what makes it so special. Ask yourself, “Wouldn’t you like to see what people think about a product before you purchase it?” The answer is undoubtedly “yes”.
Any testimonial from random people will not work. What’s the proof that these supposed clients are actual clients. So, how do you take your testimonial to the next level? You have to make your prospective buyers know that the testimonial is legitimate and comes from real people. You can add pictures to names to testimonials or even better, make video and audio testimonial so that your customers know they are legit. What else can you do? The practice best used by big e-commerce sites is to include the twitter, Facebook or any other social profile links to the people who delivered the testimonial. This helps customers, who are in doubt, to contact these people via social media and by doing this; they can verify the source is indeed real.
This trust factor is so obvious but often overlooked.
Everyone knows how important first impressions are in building suitable relationships. Your website design works the same way. You have to ensure your website looks clean and professional not just a website with a design so bad; it could make your customers blind (even those with glasses).
Don’t think a $100 template that you didn’t bother to customize will sway your prospective customers – it won’t! Your website has to have a certain feel to it that when customers land on your website they know at once that you took the time and effort to make it look good. They wouldn’t have a choice but to trust you, because they would want to browse your website further. Focus on user experience, good navigation and an eye catching design and you will look more professional than most of your competitors.
Product ratings, reviews and comments
If you sell products online, having reviews are a necessity. Users may begin to trust you with the many things they see on your website but when the time arrives for them to actually buy your products, they may have doubts. The product thumbnails and description are not enough to persuade your prospective customers to purchase what you offer.
So what do you do? Allow your customers to make content on your site. Encourage people who have bought your products in the past to post their reviews. If your product is one of quality, you will have lots of positive reviews. You may come across the “naysayers” who will put in negative comments about your product. Well, what do you do? Don’t delete them; try to know what dissatisfies these “naysayers”. If 80% of the reviews and ratings you receive are positive, it will be enough to convince your customers to buy your products or services. Also, have a 5-star rating system. A product with an average rating of 4-star cannot be easily overlooked now, can it?
It doesn’t sound like much but when you merge this with testimonials, your conversions will explode. It works better for business which offers services. Case studies show your visitors the growth of your brand. It shows your visitors how well you’ve worked with clients in the past and how you intend to work for them. Showing the longevity of your brand and growth in increasing percentage could go a long way in gaining your visitors’ trust.
Awards and Acknowledgement
Certificates and awards from certified organisations or services which show that you are an approved and respectable business make your visitors feel very secure. A simple symbol from well-known organisations invokes the trust of your visitors.
Guarantees provide for products that don’t live up to their billing. You may be selling quality products but your prospective customers are meeting you for the first time and don’t know that. Offering risk free guarantees gives them the assurance they can purchase and return if the product/service does not work as was portrayed in the website.
Business and contact information
A website without an office address, phone number or an email is not trustworthy. Come on, you wouldn’t even stay to view the products/services they sell. Knowing that your business has a real location and that you can be contacted makes your customers know you are trustworthy.
Engagement via content and social media
If your visitors can engage in discussions with you, they can trust you. Having social links included in every sharable content can build a community of users which trusts you. Also, showing the number of fans subscribers or followed you have can really boost visitors’ confidence in you. Although, don’t reveal these numbers until you are certain they are high enough.
Showcase yourself and your staff
Carve out space on your website for you and your team. Their short description should reflect their personality, past achievements, work done in the past and their qualifications. You may put up individual images of them and even, a group photo and better, a video which would show you and your team along with your workplace.
Don’t just stick to these few trust factors. There are many ways you can build instant trust on your website. Go through your website and discover what you can do to gain your visitors’ trust. Good luck!