Do you know what will be the final deciding factor in any transaction on a website? Trust. If the visitor doesn’t trust your brand or site, he won’t buy nor convert—even if you have what he/she was looking for. Thankfully, there are a number of actions to ensure you have a credible, trustworthy website. Before we jump in the list of said actions, let’s take a look at the 4 types of credibility, as spelled out by BJ Fogg, Ph.D, psychology professor at Standford:
- Earned: what your visitors experienced themselves
- Presumed: what they heard about you, assumptions
- Reputed: what someone told them about you (or referenced)
- Surface: their first impression, outlook
1. Back up your claimsTry to provide third-party evidence for each of your claims (studies, review, …).
2. Hunt down your bugs, typos or other pesky annoyancesDon’t shoot yourself in the foot. Make sure everything works and that your site is bug/typo free.
3. Keep it updatedIf your last article was written 2 years ago, or your website was created in 2005 and has not been updated since, how do you think your visitors react…
4. Show your facesIt’s easier to trust a brand (or anyone) when you can put faces with brand, so get your team on there!
5. Make it easy to useIf they have to work, and think hard to use your website / solution, it’ll be that much harder for them to trust you enough and buy from you.
6. Stay away from obvious stock picturesMost fake pictures look… fake (who would’ve thought), don’t rush your choices of pictures and stay away from obvious fakes “politically / ethnically correct group of young pretty people laughing and looking at a computer”.
7. Make it pretty but appropriate to your purposeMost people will judge you based on what they see as soon as they land on your website. What do you want them to think, how do you want to come across, what values do you want to show?
8. Don’t be obnoxious with your ads and promotional contentIf people on arriving on you website risk a seizure with all the ads and other obnoxious blinking things, let me tell you it doesn’t transmit trust. Don’t do things YOU would hate to be submitted to.
9. Be easily reachableMake your contact information prominent on you website, and provide as much as possible. It reassures your visitors and push further away the fear your business might be a fake one.
10. Have a consistent voice across all channelsIs your voice and message (we’re saying message not content, you obviously shouldn’t publish the same way on all the different platforms) consistent across all channels? If you say something different every time, people will wonder which one is real, think you don’t communicate internally at best, or that you don’t look trustworthy at worst.
11. Be reassuringGotta take them by the hand and give as much reassurance as possible. This means testimonials, social proof, experts recommendations, case studies, safety/security marks, jobs page, customer reviews, client list … Back to you now, go over your website with these eleven points in mind and ask yourself: Is my website trustworthy? Would I buy from my company?
Jean-Baptiste is Growth Marketer at Kameleoon. Aside from reading a lot and drinking coffee like his life depends on it, he leads Kameleoon's growth on English markets.
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