Trust and credibility are big, big issues on the web. There are millions of websites out there, and not all of them are reputable. We web users are a suspicious bunch. How can your new start up website win our confidence?
Here are 10 ideas:
- Prove your authenticity by outlining the company background in the ‘About Us’ section: tell the company story.
- Make sure your content is fresh: add new content regularly, and date it so readers can see the site is not stale.
- Use 3rd party evidence – testimonials, endorsements and case studies from your customers. Highlight these and update them regularly; they’re a really important credibility builder for your business.
- Show there’s a bona fide company behind the company website: give full contact details and an address.
- If people get in touch via your website make sure they receive a swift reply.
- Cut the gobbledygook: use plain English, not jargon, business waffle or marketing speak.
- Tell them about the people in the company: create bios; use photos; participate in online social networking and link to these sites.
- Make sure the copy is free of typos and grammatical errors.
- Fill your site with authoritative, educational content focused on solving customer problems.
- Invest in professional-looking design, intuitive navigation and clear company branding on all pages of the site.
11. (If I may) Start a conversation using autoresponder software, like AWeber. To encourage your website visitors to submit their name and email address offer a valuable report, white-paper, detailed specific information etc for free.
Karin H. (Keep It Simple Sweetheart, specially in business)
12. Allow customer feedback/reviews via an independently run feedback outfit eg http://www.feefo.com. That way it can’t be manufactured by the site owner.
I’ve just read that Nielson has reported that 70% of people now trust product reviews posted online compared with 61% in 2007.
A useful starter list. I would also add 12. 3rd party accreditation – make sure you display relevant industry accreditations and security logos such as SSL certification if your website is transactional and accreditations like ISIS (IMRG’s Internet Shopping Is Safe) and Safebuy. Research proves that independent accreditation increases perception of trust.
thanks
james
better make that 13.!!
All good and useful comments. Feefo looks very interesting – thanks Jane, and you’re absolutely right about accreditations James – well highlighted.
Excellent stuff. I desperately need to get my case studies sorted out! Many happy customers but we can be far too shy of asking for endorsment.