Building Trust Online

The Internet can be a cold and lonely place. When it comes to establishing viewer trust, having solid calls-to-action, offering engaging content, and responding quickly to customer inquiries isn’t always enough. Though it’s not easy, it’s also not impossible to gain the trust of your viewers.

Studies have shown that businesses have about 6 seconds to create a positive impression with users who visit their site. Visitors spend about 200 milliseconds looking at the color and layout of your website before they decide if it meets their standards or not. Then, they spend about 3 seconds inspecting the website. This inspection includes looking at the content, grammar, and anything else on the site they might find interesting. The next, and final, 3 seconds are spent interacting with your website. During this time the viewer is clicking on your links to see if what you have to offer is what they’re looking for. At the end of this very quick 6 seconds, users will have formed an opinion about whether they find your site to be trustworthy or not.

Like we said before, although you have a very small window of time to convince your visitors that your site is trustworthy, it is not impossible. There are multiple visual aids that can help you attract visitors, build their trust, and increase conversions for your website.

  1. Testimonials:

One of the biggest and most effective ways of building trust with viewers on your website is by showing that others have trusted you in the past. Including customer testimonials shows your visitors that you have met the standards of past clients and that they were willing to provide a documented quote to say so. This also adds a human element to your site and makes it seem less cold and more inviting.

Here’s an example:

  1. Badges:

If your company has a money back guarantee, or you stand by the quality of your product, include a badge or emblem to solidify this claim and show your viewers it is one of the most important parts of your doing business.

  1. Client logos:

Nothing builds trust like showing your successful work history. If you can show you have a strong track record, you will be more likely to gain new clients. Showing off the logos of past clients really speaks volumes about your work and shows that you have experience in your field.

  1. A strong “About” page:

Of course, all companies should have an “About” page. But, if you want to use it to build trust, you should have a strong “About” page. Showing who you are and how you got to where you are can turn first time viewers into long time customers. Having a quality “About” page gives your company an identity, which viewers get to know and, hopefully, trust.

  1. Show your face:

People like doing business with people. Adding a personal touch by including staff pictures can go a long way in building trust with your visitors. People are much more likely to trust what you have to say if you are willing to show your face. This can also build recognition for yourself… Don’t be shy, smile!

Here’s an example:

  1. Awards and certifications:

Much like showing your guarantees with badges, show your success stories with awards and certifications. This proves that you’ve worked hard to earn your success and that you are a respected business with notable achievements.

  1. Social media:

Social media can be a huge trust building tool for you and your company. Not only does social media allow you to speak directly with your customers, but you can also show prospective clients that you have a responsive company that will promptly address their needs and/or concerns.

There are many challenges when it comes to building trust online, especially because you are so limited on time. Strategically implementing these assets on your website will increase your company’s trustworthiness and increase your website conversions. If you are missing these valuable trust factors on your company’s website, you are losing potential customers. Don’t let that happen. Instead, use these features to positively influence your reputation and gain trust from your visitors.

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Topics: website