14th July 2021
Earning trust through your website
Your website is one of the most important marketing tools at your disposal. From day one it needs to start earning the trust of your visitors. It’s not too difficult to create a website that makes your business look reliable and trustworthy. Let’s look at some of the simple things you can do.
Your website is one of the most important marketing tools at your disposal. From day one it needs to start earning the trust of your visitors.
It’s not too difficult to create a website that makes your business look reliable and trustworthy. Let’s look at some of the simple things you can do.
Display your phone number
It’s a good idea to have a phone number on your website.
In a world of email and instant messaging a lot of people still like to pick up the phone to get answers to their questions.
You can’t guarantee which page of your website someone is going to land on. Put your phone number in a prominent position on all of your web pages as well as on a dedicated contact page. Most people put it in the header (top of the page) or footer (bottom of the page).
If you’re a really small business it can be difficult to deal with lots of phone calls on top of your actual workload but there are services available from businesses like Moneypenny which can help you manage your phone enquiries.
Services like Moneypenny make sure you don’t miss any opportunities and give people a positive and reassuring impression of your business.
Show the person behind the business
I meet a lot of people who don’t like putting personal information or photos of themselves on their websites.
I understand the obvious concerns around privacy but sometimes this results in a website that’s dry and lacking in personality.
You don’t have to include lots of details about yourself but it’s worth remembering that people tend to do business with people they know, like and trust.
A good quality photograph and a well written story on your About page can help to make a connection and go a long way to earning that trust.
I once got a website enquiry because the person visited my About page and thought I had a friendly face. After I finished their website I sent them to Specsavers.
Make the most of reviews
As you know, client reviews are worth their weight in gold. They’re really effective when added just before a call to action.
I’d recommend getting reviews through your Google My Business page as this can help with your search ranking. You can then copy them from Google and put them on your website.
I wrote an in depth article on social proofing your website which you might find interesting.
Check your copy for mistakes
First impressions count and if people spot mistakes in your copy they might question your attention to detail and whether you’re a legitimate business.
Producing copy for your website isn’t easy so don’t feel bad about reaching out to a copywriter.
Keep your website up to date
If you have a blog that’s not been updated for a while people might start to wonder whether your business is still trading.
You do need a lot of time and energy to create content for your website but it’s well worth it.
Posting regular content will improve your search ranking. It will also establish you as an expert and provide a useful resource for your clients and potential clients.
Having an SSL certificate on your website makes your customers feel like they’re in safe hands. It shows that you’ve gone that extra mile to secure your website.
An SSL certificate encrypts information sent in contact forms such as names, email addresses and phone numbers. They’re easy to install and a often included as part of the cost of your web hosting.
SSL certificates have been a ‘must have’ for e-commerce websites for some time and are becoming an essential part of all websites.
If you don’t have an SSL most browsers mark your website as ‘not secure’ and this could potentially put people off using it.