In order for any business to succeed, they need to first earn the customer’s trust. If a potential customer stumbles upon your website, the last thing you want is for them to feel as if the site and your business is not reliable or trustworthy. However, it can be difficult to build that kind of trust without meeting the customer in person. It is one thing to convince a skeptical stranger that they can trust your business when you can accompany your pitch with eye contact, a smile, and a firm handshake. It is quite another to convince someone armed only with text and images on a website. However, there are website “trust factors” that can help convince potential customers that they are dealing with a reliable business. Below are 6 of the top trust factors that can turn dubious website visitors into satisfied customers, helping your business complete a successful conversion.
The best way for a business to immediately gain a potential customer’s trust is a recommendation from a friend or family member. In a perfect world, word of mouth would be able to drive tons of customers to your website and lead to conversions, but the truth is that most of the time potential customers do not know anyone who has previously interacted with your business. That is why the next best thing to a recommendation is a testimonial.
A testimonial is a great way to show potential customers that your business has had successful interactions with individuals in the past and can be trusted. In most cases, adding testimonials to your websites will increase conversions by up to 20%! While written testimonials get results, video testimonials work even better, as visitors to your website get to hear the review straight from the customer’s mouth. If you have a written testimonial, make sure to cite the reviewer’s name and have a picture of their face. This human element can greatly increase the user’s trust in the business, as they see real, relatable humans have had a pleasant interaction with your business.
Similar to testimonials, reviews are a great way to gain the trust of a potential customer. If you sell specific products or services, make sure to give customers the ability to review the product or service on your website. That way, if someone is interested in a product or a service, they can get specific feedback regarding exactly what they are looking for. An online shop, storefront or a brand without reviews is an instant red flag for any user, leading them to think the product or service is unreliable or your company has something to hide. Yelp and Google are the two most popular third-party review sites, and it is important to ensure your listing is up to date. That means not only having accurate information, but also that you are actively engaging with customers by responding to all reviews, regardless of whether the review is positive or negative.
As the second decade of the 21st century comes to a close, social media has become an omnipresent part of our culture. In fact, in 2019 an astonishing 79% of all people in the United States have at least one social networking profile. Social media has become so ubiquitous that if potential customers see a company without any social media accounts, it is a cause for concern. Having a social media account means that customers can have real-time interactions with the company, as they can reach out to a representative for assistance at any time. Not only that, but social media accounts give potential customers more proof that other individuals are having a good experience with your company. A business that has a Facebook page with a few thousand followers can immediately legitimize your brand in the eyes of a potential customer.
A stock image on your website stands out like a sore thumb. If you have been using stock images on your site, it is time to take down those cheesy images of strangers with plastered-on smiles. Users know when they are looking at an inauthentic image, making it essential to try to use real photos of your staff as often as possible. This allows individuals to see that your company is made of real, normal people, increasing their trust in your brand. While a photo of a member of your staff smiling at the camera is a good start, the ideal image is one that shows your staff delivering the desired result to your customers. So if you run a house cleaning service, an image of your staff putting the final touches on a newly pristine house lets the customer know that you deliver what you promise. Not only that, but an image can tell a story that words simply cannot convey. It can quickly and efficiently let a potential customer know that your staff is clean and presentable, or your equipment is in great condition and well-organized. Let pictures craft a story that leaves a good impression on anyone who visits your website.
With all images, make sure the pictures are high-quality and clear. Poor-quality images can immediately lower your credibility in the eyes of a potential customer, so you may want to consider using a professional photographer.
A great way to earn the respect of anyone browsing your website is by proudly flaunting any awards and certifications you may have. For some businesses, such as a plastic surgeon or technical expert, a license or certification is required in order to practice their trade. If that is the case, make sure to let the customer know that you are fully qualified to perform the task at hand, alleviating any concerns they may have about your expertise. Awards are also helpful, letting customers know that not only are you qualified, but you stand out from the field by delivering results that got recognition from a third-party. Find images for the awards and certifications, and provide background information to give potential customers some needed context.
Case studies provide individuals with even more detailed information than a testimonial or review, giving potential customers insight into how your business helps customers reach their goals. While testimonials and reviews are written by satisfied customers, a case study is created by the business. A case study documents each phase of the customer experience, explaining every step your business took to help the customer, as well as providing detailed statistics and evidence of the customer’s results. It can be helpful to have a variety of different case studies, providing interested individuals with insight into all of the different types of tasks your company can successfully complete.
If you want to get a conversion from an individual visiting your website, you need to immediately gain their trust. That can be difficult, as people are inherently skeptical of businesses and services they are unfamiliar with. However, by optimizing your website’s trust factors, you can quickly convince potential customers that your business is reputable and trustworthy. At DigiGriot, we specialize in getting people to trust your business, using a variety of different strategies and tools to help turn skeptical visitors into happy customers. If you are looking to increase your conversions, sales, and profits, then schedule a free 30 min call. We give you all of the tools you need to succeed and are passionate about helping your business grow.