Trust factors to help build a website and convert users

In the midst of your excitement, you need to maintain a realistic perspective. These excess visitors are only important if they are converting to paying customers. When users land on your website, they will only become customers if they find they can trust your business.

According to a survey conducted by Marketing Experiments, there isn’t just one factor that plays into building trust. The survey found that customers trust businesses because they respect customers’ privacy and always strive to offer value.

8 factors you need to pay attention to and optimize within your business’s website.

1. Good Website Design

Your website is often the first aspect of your business that your potential customers will come across. Show them it’s worth sticking around by having a professionally-built website!

Your site should have a simple, easy-to-navigate layout that’s friendly across all platforms. It should walk your visitors through every stage of the sales conversion funnel without any issues.

2. Awards & Certifications

For your company to make sales, your customers will need to provide their personal and payment information. Show them that it’s safe to do so by displaying any awards or certifications that your company has on its website.

If a customer can see that you’re a respected company with noteworthy achievements, he or she will be more likely to do business with you.

3. External Links

Build your customers’ trust through third-party relationships. When clients see that you work closely with recognizable brands, they will be more likely to trust what you offer.

You should work on building third-party relationships both ways. Find reputable parties to include links to your website and include reputable website links in your own content.

Never link scam websites or directories, as these untrustworthy links can destroy your credibility and chances of converting customers.

4. Guarantees

When someone shops with you, they want to know that they’ll be covered no matter what.

If you don’t already have them in place, consider implementing delivery, return, and satisfaction guarantees. These promises will help customers feel more comfortable with purchasing from you.

One of the best things you can do for your potential clients is to offer them a free trial. Free trials are effective for converting customers who are on the fence, as Disney+ learned the hard way after it suspended its free trials.

For whatever guarantees you offer, be sure to outline the details and any exclusions on your website. This will minimize confusion down the line and keep your business running smoothly.

5. Social Media

Social media is one of the best trust-building tools your business has. You can use it to communicate with existing customers and show potential customers that you are always on standby and ready to offer your assistance.

Consider placing social media indicator buttons near any shareable articles on your website. These will show potential customers that people are interacting with your content, which will establish your company as a knowledgeable and engaging publisher.

6. Case Studies

To be swayed to buy from you, your customers need to see your product or service in action. Let them know how what you offer made a current customer’s life easier.

Business2Community reports that case studies help guide customers through the three stages of the buyer’s journey: awareness, consideration, and decision.

Depending on what you offer, it might be a good idea to create a case study for every product in your selection. Whatever case studies you publish, make sure they look presentable and contain accurate, up-to-date information.

7. Business Information

Potential clients want to see that you’re a real business with actual employees and a designated office space.

Don’t leave them guessing! Update your website’s “About Us” and “Contact” pages to showcase information like your company’s email address, phone number, and office location.

8. Testimonials

More likely than not, you have at least a few satisfied customers who can speak highly of your product or service.

Potential customers respond well when businesses are recommended to them by their friends, peers, or experts in your particular industry.

Try displaying authentic testimonials on your website. If the customer doesn’t mind revealing their identity, include a face, voice, or name with the testimonial. This will give the statement added legitimacy when it shows up on a potential customer’s computer screen.

Avoid using fake testimonials, as customers can usually see right through these.

While these factors’ value may be hard to measure, you still need to prioritize them. When you implement them into your website and business model, you will increase your brand’s trustworthiness. As a result, your conversions will skyrocket.

Without these trust factors present, you risk losing potential customers to your competitors.

Luckily, you can start implementing them today to positively influence your reputation, establish trust, and gain new customers!

Article updated: 30 March 2023