You never get a second chance to make a first impression, right? Well the same goes for your website! These days everyone is skeptical about trusting things on the internet. People generally decide within seconds whether or not they trust a website and want to stay on it — and those lost customers are generally not coming back. So, in order to make sure you’re not inadvertently giving the wrong message, here are some trust-inspiring tips for your website to help retain your audience.
As your virtual place of business, your website is just as important as your physical workspace in how it represents your business. A well-designed site is key to making that snapshot first impression so people stay on the site. An inviting design that expresses your company’s goals and personality provides visual reassurance to your audience that your business cares about their brand and product/service.
Make sure the fonts are easily readable, and it may seem obvious, but be sure to use correct spelling and grammar. Original and clear images, detailed content, and an orderly layout will demonstrate to the customer your company’s care and professionalism.
Humanize Your Page
Show your customers who you really are! Add personality to your site so your customers can feel connected and confident that they’re dealing with a real company that they trust. One of the easiest ways to do this is by having an “About Us” page. This is one of the most popular pages customers look for on a website because it gives them a chance to see who you are, what your story is, and what you can provide. A big tip in this section is to have images. Take headshots of you (and your team) so customers can put a face to your name.
Similarly, be easily reachable — this includes providing all of your contact information and hours of operation. Providing your phone number, street address, and e-mail address gives credibility to your company and shows you are out in the real world. You can even provide a map of your area to help customers find you. As a tip, your local telephone number is better than an 800-number if possible, as customers tend to use a local number more often because it’s perceived to be a more direct, personal connection. Additionally, physical addresses help with SEO rankings.
To begin, make sure your website is up-to-date. Customers can check the copyright date, often at the bottom of the website, as a way of seeing how current the company is and if it’s still in service. Blog posts are a great resource for a company to have as well — as long as they’re current, too. And if you link one thing on your website to another — say you’re making a link to a blog post or even an outside webpage — make sure those click-through links are still valid as well, so you don’t lead your customers astray. The same applies for any updated contact or product information.
Showing activity on your website can also be done through social media. If you have social media platforms (and you should), join them to your site! This will not only create a cohesive online presence but it will create engagement with your customers. Displaying social media through widgets or feeds can show the number of Facebook likes, Twitter followers, and user comments you have and hopefully inspire others to join in.
Lastly, ensure that your website is mobile-friendly. Over 50% of internet searches are done from mobile devices these days, so make sure your site is mobile responsive, and it looks good on tablets and phones. It should also be noted that your page should load quickly both on phones and laptops as well. Your mobile site should be easy to use, read, and click — it should be just as seamless as if it were on a desktop. Users should not have to pinch and zoom — that’s so two years ago!
You can create credibility by showing your certifications, associations, and trust badges on your page. In the same vein, you can mention your years of experience, number of customers served, and display customer testimonials and reviews. Showing feedback from an outside source is a great method of showing proof of your reliability and building trust. Case studies and press pages are also great resources that not only show your company’s capabilities, but also show its place in the industry and community. Blogs are also a great way to create that authoritative voice on your website and be a source of helpful information.
In the end, you want to create TRUST in your website. You want people to choose your company, and your website can make or break that decision. Your website is your customers’ first impression of your brand, and your company. Make sure you’re making the best first impression.