Your business website is more than an online placeholder. It needs to draw in traffic, but it also needs to convert traffic into sales. Indeed, we like to say that a good business website is a 24/7 sales generator.
So how do you ensure that your website leads visitors closer to a purchase? A lot of it comes down to building trust. A new visitor may not know much about your company at all, so your website should convince them that your business is reputable and trustworthy; that you can deliver on your promises, and that you’ll treat them well.
Does your website accomplish this? Does it make it easy for visitors to trust you? As you think about this question, we’ll provide you with a few general pointers and considerations.
How to Build Trust Through Your Business Website
To instill trust, your website must be easy to use. If your website is difficult to navigate, or if people have a hard time locating the information they’re after, it makes your whole business come across as rather inept—or worse: like you’re trying to hide something. Conversely, a fluid and intuitive layout underscores that you are helpful and competent. By the way, having an intuitive and easy-to-use website demands that it be mobile optimized! Don’t forget this crucial step.
Be transparent about what your company stands for. An About Us page, a mission statement, clear descriptions of your products or services—these are all crucial elements of your written content. Be honest with people. Provide information that will help them to feel comfortable doing business with you. On a related note, we’ll say that team photos/bios can help humanize your company, making it seem relatable, not faceless or impersonal.
Offer trust signifiers. There are a lot of specific elements you can add to your website to help potential customers feel more confident in the products or services you provide. Some of the main ones to consider are:
- Links to your online reviews
- Testimonials/customer reviews
- Guarantee or warranty information
- Scores from the BBB or other pertinent organizations
- Awards and accolades your company has won
All of these elements make it easier for potential customers to trust you.
Develop thought leadership. Your website should be a platform for you to convey your knowledge and your professionalism—in short, to prove to your visitors that you know what you are doing. A blog is probably the best way to do so; provide regular industry updates, insights, tips, or how-tos that showcase your expertise. Show off a little bit!
Provide clear contact information. We’d recommend having full contact information on every page of your website. When companies make their contact information hard to find, it can come across like they’re hiding—and that’s obviously not going to build trust. Your customers want to know that they can always reach you with questions or with problems.
Focus on value and benefits. More than anything else, we’d recommend positioning your brand as a solution to your customers’ problems. Remember the guiding question for creating benefit-focused, value-driven content: What’s in it for your readers?
Do You Have a Website That Cultivates Trust?
At Driven2020, we build websites that get results—and that means building the kind of trust that leads to sales. If you’re ready for a website that speaks to your professionalism and your reputability, we’ve got you covered. Reach out to our team at Driven2020 today. Start a conversation with us about how to position your company for success. It all starts with the business website.