What turns visitors into customers on your website? Lots of things. Adding these 6 core trust elements will boost your sales. In an age where anyone with an internet connection can immediately become a business, what’s more important than building trust? Not much…
When people visit your website, they need to know right away that you’re a real company or person, and that you’re good at what you do. Otherwise, they’ll leave and find someone else who proves their case better than you do. But simply telling everyone you’re good at what you do doesn’t help you out much.
What can you do to build trust and keep people on your website, so they’re much more likely to buy? All kinds of things, including these:
- Trust Logos from Reputable Third Parties
This is the place to start. With these, I’m talking about things like the BBB logo, Angie’s List, NATE certification, Houzz, or any other reputable industry associations you may belong to.
The more recognizable the name to consumers, the better. Some business owners tell me the BBB doesn’t give you anything for the fees they charge and the hassle they put you through.
That may be true. But, the trust it builds for your visitors to see your A+ BBB rating is more than worth it.
- Warranty/Guarantee Images
If you have a warranty or guarantee, get an image for it (or make one) and explain how it works in your website’s copy. Guarantees and warranties build lots of trust on their own, while the images make them more obvious.
- Client Logos
Have you served lots of big-name clients? Ask for their permission to use their logo on your website. Wait until you get some good feedback from your client (or ask them how things are going), and then ask. You’re much more likely to get a positive response then.
- Add Testimonials
Some testimonials are better than none. Even better are testimonials where your customers describe their problem and the result they achieved with your help.
Video testimonials carry even more power. Even simple ones shot with a smartphone will do the job.
- About Pages
With your about page, don’t give some general history about your company. Instead, show your photo, and those of your team members (if you’re less than 10 employees or so). If you’re ambitious, create a brief video introducing yourself and your team.
When customers get to know you personally, that makes it much easier for them to buy from you. Video is much more effective than text in doing that.
- Links to Your Social Media Profiles
Are you on LinkedIn, Facebook, Twitter, and Instagram? Add a link to each. Even if you’re business-to-consumer, add a link to your LinkedIn profile.
You don’t need to make it a big deal. But, do have it on your website. That way, customers can go to check you out a little more and see what you’re all about.
If you do those things, you’ll be easy to trust. And that makes sales come much faster and with less resistance too.