Let’s face it, most of us are skeptical when we visit a business website for the first time.
We inherently distrust information on the Internet – unless it comes from trusted sources. It’s just the way it is.
This is why it is essential for your small business website to convince new visitors that you are trustworthy and why you are the company they should choose.
On the other hand, your ideal clients are less likely to trust you if:
You don’t have a detailed About Us Page
The About Us page is one of the most sought out pages of a website. When consumers arrive at your site, they want to know who you are and get to know your business’s “story.” This is your opportunity to introduce yourself, your business and your team while letting your customer know why they can’t live without your product or service. Jeff Haden provides some great tips on how to improve your About Us page.
You don’t have a Head Shot or Team Photos
Posting a photo of your actual team develops a sense of confidence that will encourage a customer to buy from you. Without these kinds of photos, consumers may lose confidence in a website. Your goal is to create a Know Like Trust website, and including yours and your team’s headshots will greatly improve the trust factor of your site.
You don’t have a Telephone Number Listed
When you display a phone number on your website it means you are accessible. When no telephone number is present, on the other hand, it can look like you are hiding something. And who do I call if there is a problem with the purchase? For local businesses, having a local area code (as opposed to an 800 number) adds trust as well.
You don’t have a Physical Contact Address Listed
As with your phone number, a physical address adds many layers of trust to your website. People want to know you are a real, physical entity and displaying a physical address appears way more trustworthy than an anonymous contact form. Furthermore, a physical address is both an on-page and off-page SEO ranking factor. Google likes to see a physical address clearly listed on your website, preferably in the footer of each web page. Your address is also an off-page local SEO ranking factor.
You don’t have any Certifications, Association or Trust Badges
Adding trust badges, association badges and certifications to your website provide reassurance for potential customers that you are a credible business. There are countless badge options to consider, from payment and security to membership associations. The more you have present (which are only available if you meet specific standards) the more trustworthy your website will become.
Some organizations to think about using include business association sites like the BBB and your local chambers, charity and volunteer sites your business is associated with, as well as website security badges that come along with services from TRUSTe, McAfee, VeriSign.
You don’t have any Testimonials or Reviews
The power of a testimonial is found in its objectivity. This means that someone outside of the brand is doing the talking, so the credibility is MUCH higher. A 2013 study by Dimensional Research concluded that 90% of customers are influenced by online reviews – that is pretty much all of us. You should make it a priority to include customer reviews on your website and research more on how to get clients to leave a Google maps review to improve your local SEO visibility.
You don’t provide any Client, Portfolio or Case Study Information
You need to prove that you can deliver on the promises you are making. In addition to publishing testimonials from clients, show off your portfolio and publish a case study. Each of these components will prove that you can back up the claims you are making to offer superior products or services. This provides a consumer with tangible proof.
You don’t Blog
According to BlogHer, 81% of U.S. consumers trust advice and information that is published on blogs. Also, when you blog regularly, customers will see that you know the business and that you are providing valuable and actionable information they can use. Blogging makes you an authority and people trust authorities.
If you have yet to create any content that shows you are an authority, it can be hard to convince consumers you are a trustworthy source of information. Publish blog content, create an eBook, produce podcasts and show people what you know to build your own creditability. Blogging is also an important SEO ranking factor. John Jantsch provides a great list of the 7 most important SEO factors for bloggers.
You don’t Participate in Social Media
Being able to maintain an active presence on social media is essential. This means that you are engaging with the fans and followers who like or share your content. Social media is considered a two-way street and if you don’t participate in the conversation, then it can cause customers to lose trust in what you do and offer. They may even begin to believe you don’t care about their input or feedback.
You don’t have a Decent, Mobile Friendly Web Design
According to a Stanford University study, 80% of people judge the credibility of a company by its website design. Whoa! Something to really think about if you have a cheap WordPress theme, a GoDaddy web-builder website or something that was slapped together by your nephew. Most businesses take their websites for granted and have unknowingly lost a lot of business, especially lost referral business.
With over 50% of Internet searches made on mobile devices, you simply must have a mobile friendly website. Your website looks SUPER dated if users have to pinch and zoom to view content on your site. Pound for pound, the condition and quality of your website is probably the most important website trust factor.
If you liked this post, check out our Small Business Guide to Website Design.
Phil Singleton is a self-described ‘SEO grunt’ obsessed with tweaking websites for search engine optimization and conversions, and creating WordPress SEO & PPC plugins. He owns & operates Kansas City Web Design and Kansas City SEO. Phil is co-author author of the Amazon best-seller The Small Business Owner’s Guide To Local Lead Generation (2015), and author of the Amazon best-selling Kindle eBook How To Hire A Web Designer: And Not Get Burned By Another Agency (2015). Visit his latest website at https://digitalprowebdesign.com or connect with Phil Singleton on LinkedIn.
