Trust will always play an important role in the purchase decisions of consumers. The questions are: How reliable are you? Do your prospective customers trust you? What does you track record say about you? And ultimately, does your website engender trust in your leads?
When consumers don’t trust you, good luck selling your product, and it doesn’t matter if the product offered on your site exudes quality. Here is a good example of lack of trust in business.
You are an avid computer user on your morning jogging routine. Then a stranger stops you and offers you a brand new laptop for £50 but only if you can pay immediately. Assuming you inspect the laptop and it’s good, and you also have the money on you, would you buy it?
The truth is that most people wouldn’t buy it, and that’s where trust comes in. This instance is a close depiction of what online store owners do. They set up products for sale and expect consumers to part with their hard-earned cash when these consumers don’t really know anything about who is selling the products.
This is why people would rather buy from big ecommerce sites like Amazon rather than from a small or new e-store.
According to the sales expert, Zig Ziglar, “Every sale has five basic obstacles: no need, no money, no hurry, no desire, no trust.”
In business, you might not be able to do much concerning the first three. But as you can incite desire for your product, you can also build trust. Do this on your website by using these simple trust elements.
1. Let Consumers Know There’s a Genuine Person or Outfit Behind Your Site
This is among the simplest ways to build trust, and there are four main ways you can achieve this:
- List your physical business address on your website.
- Display at least two photos of your office. If the photos offer different views of the same place, then better.
- List your membership with a governing organisation in your field. For instance, a membership with the chamber of commerce.
- Depending on the product or service you offer, you can also display a picture of you and, perhaps, those of top members of your establishment.
2. Make It Easy for Consumers to Confirm the Information on Your Website
You can do this by reinforcing the information on your site using testimonials, citations, or by linking your source material.
This is why relevant outbound links are an essential part of website content. By linking to credible external articles with authority in your topic, you are basically providing evidence of the correctness of your content.
3. Don’t Hesitate to Emphasize the Expertise in Your Company, Content, and Services/Products
If you have experts in your establishment, by all means show them off alongside their qualifications. If you are connected to a renowned body, make sure that’s also visible on your site. The same goes for if your sponsors are authorities in their field.
However, be mindful not to link to, or display your connection with, disreputable websites or organizations. That would only discredit your website.
4. Can Consumers Easily Contact You?
Some people might like to call in or email to verify whom they are doing business with. Therefore, list your contact information on your site. While some other people may not check in, your phone number, email address, and physical address being on your site enhances your website’s credibility.
5. Ensure that Your Website’s Design Is Professional
They say ‘don’t judge a book by its cover’, but the issue is that people will always do that. If your website’s design is the cover of your content, product, or service, then ensure that it looks professional.
This means that the design must complement your purpose, and make sure the typography, images, layout, and other aspects don’t look amateur. Otherwise, your website too will be considered amateur, and trusting it would be like trusting a rascal.
6. Regularly Update the Content of Your Website
Regular updates don’t only suggest that your company is still active, but also provide visitors with more useful content with improved quality. Site visitors will assign more trust to your content when they see this.
7. Is Your Website Easy to Use? Also, Is It Useful?
Usefulness and ease of use will boost the credibility of your website. Why? Because people love simplicity and quality—traits that could imply that your site not only has nothing to hide, but is also beneficial to users.
Always remember that you are in business because of consumers. Don’t make your site and thus product or service difficult to access.
8. Display Promotional Content Judiciously
Adverts, popups, blinking banners, hypes—nobody likes them. In fact, they are spammy. If you can’t entirely avoid ads on your website, show them sparingly and clearly tag them as sponsored content.
9. Watch Out for Errors
Whether it’s a typographical error, a mistaken link, or a misquote, errors will make you appear careless and does not echo credibility at all.
Your website is where your leads funnel and are converted to sales. Why not take care to build trust so that you don’t miss the opportunities that those leads brought with them?