Build online trust, the right way.
11th March 2022
A five letter word that is the key to your customers converting? Trust.
Let’s face it, no one enjoys parting ways with their money so if your business’s services are high ticket, it is vital to put your potential customers at ease by demonstrating that your services are worth their time and investment . Luckily, there are some simple ways to build trust on your website and even more fortunately, we have listed a few starting points below. These are just some of the ways to update your website to help benefit your trust, meaning that customers are more likely to convert.
Let Your Customers Warm to You
As a species we generally like to follow the crowd and it’s the same when it comes to purchasing services on a website. No one wants to be the first to try it out, we like to see others sampling the product first so we can see how it works out for them, it’s only natural! That is afterall, why influencer marketing has proven so successful over the past few years.
Purchasing or enquiring online can sometimes be a little daunting, especially when you’re unsure of what the next steps following your enquiry will be and what the end result will look like. A key way for a website to increase trust is by showing a clear, step by step process of their services.
Showcasing case studies can be a great way to highlight your expertise, explain how you work and clearly show the quality of your work. Our friends at Heat Different are renewable heating experts. A renewable heat source installation can be a substantial investment, so it is important for a potential customer to clearly understand the benefits of using the team at Heat Different over one of their competitors.
So how do they encourage their users to take the jump? Well, their website includes a step by step guide on the process and a detailed case study page where potential buyers can go to see the sort of work they have carried out. The case studies also communicate the ways in which they take pride in the work that they do, which is always a bonus for potential customers to see that the company they choose takes pride in their service.
Smooth Sailing For Years
Building on that trust we mentioned earlier, a website with little to no information about your company ethics and background is a big red flag. Often when a user is torn between two companies they will go with the business that has the most personable approach.
Landamores, a family business who have been building luxury boats for 90 years, details the rich history behind their business on the about page. They have done this as a timeline, showing how the business has developed throughout the years, highlighting achievements and reinforcing the work that they have done to make them such a luxury brand. Stories like this persuade users to buy into the businesses morals and add that all important layer of trust that we keep banging on about.
How do you prove that you know what you’re doing? Add as much information as possible, right? Wrong! Adding too much information can give too many distractions and ultimately confuse a user. Make sure to remove any unnecessary distractions and promote a clear conversion journey, that takes no more than 3 clicks, so that your customers can checkout quickly and with no complications.
If you feel like you need to add more information then take advantage of your blog, here you can post endless bounds of information and users can navigate here to find the information if they need more clarification. In addition to this, a blog shows that you are active as a business. Decluttering your user journey means that your conversion rate should increase and your customers will be satisfied that they have found what they came for without having to spend a long time looking for it.
We know, we’re back at it again with the trust talk, but it really is key to getting customers to convert when your conversion costs are high. Seeing that others have had a good experience with your services will help users believe that they will as well. If you have nowhere on your website for a testimonial then an alternative route is to make sure you have a lot of well received reviews on your Google Business Profile and whatever you do make sure to reply to them, good or bad! We can’t all get it right every time. A responsive business who replies to even the bad reviews in a fair way gives users the reassurance they need that even if they had a problem with their service, you will be there to fix it.
Don’t be tempted to make it up
However tempting it may be, a lack of candour will eventually show you up.
That means strictly no fake Google reviews, no cover ups and no fabricated testimonials. Honesty is the key to growing authentic relationships with your customers.
If you need help developing your online profile or increasing your conversions then let’s talk.
We have experience developing websites which focus on user experience and user journey, ensuring that a user is taken on a clear path no matter the product or service. We will get to know you individually, so that we can build a bespoke website to fit your purpose. If you need a new website, or help developing and improving an existing one then get in touch with us to see how we can work together!