Trust is something that’s hard to foster, especially for a new business or an old one that’s building its online presence. In real life, this is much easier, you’re face to face with the potential customers and have all the appropriate trust signals on your person.
However, on your website, this can be more difficult and it plays a bigger role in conversion than you may initially think. This is where having the right trust signals can make a significant difference in the volume of customers that you attract.
Adding small details to your website can make the world of difference and prove that your business is worth a customer’s time.
Ask yourself about the kind of things you look for when deciding whether to use the services of a business you were unaware of before. Of course, there are the simple things like where the company is based and is the service what you’re looking for, but what’s the next step.
Once you have decided that these are satisfactory, you will find yourself questioning if you can trust the business. There are many ways to determine this but some are easier and more intuitive and can be implemented straight away – accreditations, testimonials, case studies, awards and press coverage.
One of the first things you need to start any business is to be properly accredited by the appropriate governing bodies. They will determine that your business meets the level required to operate within your chosen industry to legal and safety legislation. They will then be required to have the certifications for these accessible to by clients, with the logos probably on their business cards and documentation.
If a business takes that care with their clients in real life, they should certainly do it with the clients they are trying to attract online. Despite this, there are a large number of websites for businesses that miss these accreditations, in turn damaging their conversion rates and losing customers.
When you consider that your website is usually the first interaction clients will have with you, treating it as well as possible should be high on your list of priorities.
They are easy enough to add to your website, with most of the logos being freely available online for you to add to your website headers and/or footers. If not, you can ask the bodies for a copy and they’ll gladly provide it for you.
In the consumer world, testimonials would be referred to as reviews. It is the business term for people giving you feedback on the service you provided them. Just like reviews, people like to look at testimonials to get a feel for how good your business is and whether you are able to provide your service to a desirable level.
During meetings with new potential clients, businesses often recount stories of past success in an attempt to woo them into taking up their services. So, why don’t businesses include them on their website, especially when its possible to have many of them all in one place for visitors to read through at their leisure and really get a feel for how your business operates.
Testimonials can be imported from aggregators such as your Google My Business profile to be embedded into your website with ease. If you don’t already have a Google My Business profile they are easy to set up and all you need to do is direct clients to review you after you have completed the work you promised to do for them.
3. Case Studies:
If you have a business, you are probably highly skilled and knowledgeable in your industry and can, therefore, speak in-detail on the services you’ve provided. This can be a vital stepping stone for yourself and your new customers and assert that you are a reputable person in the industry.
Throughout your growth, you’ll complete many big and small projects, where you’ll plan, execute and complete projects first-hand. This means you will be able to discuss what you did to achieve your client’s goals and any issues you had to overcome. A few hundred words with some high-quality images are all that’s needed to inspire confidence from clients.
If you shout about one thing to do with your business, it’ll surely be the awards and achievements your company gains. They are your reward for all the hard work you have put into building your business and providing customers with a high-quality service, so they are perfect for building your trustworthiness to customers you’re trying to capture.
As with accreditations, you can get the relevant logos for awards freely online, or ask the awarding bodies for copies of them. Combining your awards with case studies and images for the projects that gained you the awards will create a package that builds a lot of trust.
You can even gain more attention by sending them out as press releases to relevant magazines and newspapers, doubling their usefulness for your business.
5. Press Coverage:
Good old press coverage is still the most tried and tested way to get more people’s eyes on your business. This is even truer when you have a something like an award to share the news of with your local newspaper or relevant B2B magazines. Additionally, if you’re a valued community member, you may be asked to contribute articles to your local newspaper.
These articles can again be used as a promotional tool and businesses usually see a spike in interest every time an article featuring them is published. They are worth doing monthly to keep your company’s name in people’s minds and continuously drive traffic to your website. Remember to include logos and links for any featured articles on your website so visitors are alerted to them right away.
This list isn’t exhaustive but hopefully, it has given you more direction for creating trust signals on your website than you had before reading and removes some fears of difficulty you may have had.
Nathan Crossley is a Digital Marketing Executive working with businesses in the world’s biggest sectors, from the UK, United States, Canada, Australia and Mainland Europe. He is relatively new to the world of Digital Marketing but he has a wealth of knowledge to share with anyone that needs help with their marketing, SEO, blog content and copywriting.