Earning trust through your website
Your website is one of the most important marketing tools at your disposal but from day one it needs to start earning the trust of your visitors.
Photo by Joseph Chan on Unsplash
It’s not too difficult to create a website that makes your business look reliable and trustworthy so let’s look at some of the simple things you can do.
Display your phone number
It’s important to display a contact phone number on your website so people see that you’re available and open to being contacted.
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 so it’s a good idea to 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 this one help to make sure that you don’t miss any potential opportunities and can give people a positive and reassuring impression of your business if you’re not in a position to take a phone call.
Show the person behind the business
Over the years I’ve met 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 being too cautious can result 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.
Believe it or not 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 can be really effective when they’re added to a website just before a call to action or when they’re displayed on their own dedicated page.
I’d recommend getting reviews through your Google My Business page as this can help with your search ranking and your visibility across Google products. 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
Nothing is going to diminish trust in your business more than copy that’s filled with bad grammar and spelling mistakes.
First impressions count and if people spot mistakes they might start to question your attention to detail and even worse whether you’re actually a legitimate business.
Producing copy for your website isn’t easy so don’t feel bad about reaching out for help when it comes to writing or proofreading.
Keep your website up to date
If you have a blog on your website and you’ve not updated it for a long period of time people might start to wonder whether your business is still trading.
You need a lot of time and energy to create content for your website but it’s worth it for a few reasons.
Posting regular content will improve your search ranking, help to 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 and 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 they’re 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 they’re now 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 your website.