Trust isn’t an off-the-shelf product. You can’t pay a software developer $X amount to hardcode trust into each and every line of your website, no matter how much you want to (or however much you pay them).
So, how do you create a trustworthy site, and build a reliable reputation online?
We suggest six of the best ways below:
1. Check your security
This might not be the bullet point you expected first but hang tight.
You can quickly get a feel for a site that looks a bit suspect – and nothing spins the door sign to ‘Closed’ faster than some dodgy-looking web pages.
Invest time and money in your site’s security. Not only will it help you in the back end by keeping your data watertight, but it’ll also give your customers the reassurance they need to stick with you.
An SSL certificate helps to secure logins, bank account, and other personally identifiable information, leading to safer transactions and lower risk of data breaches.
2. First impressions count
You want your site to be your best brand ambassador, ready to greet whoever clicks through to your landing page. But, if your content’s a mess, your visitors will notice.
No-one wants to see the same free stock images over and over. Not only will you blur into the noise of your competitors, but you’ll also miss a vital opportunity to tell a visitor what you, and only you, can offer them.
Invest in yourself, and others will follow.
3. Make yourself a thought leader
Rich content like blogs, articles, and downloadable PDFs are great ways to build trust on your website. (It's what Wavoto does with their Funnel Library
When you take the time to create free content for your users, you show them there’s more to you than just your products and a wish for sales.
Encourage your leadership team to write opinion pieces on current news stories relevant to your industry, or comment on sector developments. The results are two-fold. Not only will you boost your authority, but you’ll also super-charge your online presence and give your brand the famed ‘human touch’.
4. Let other people shout about you
It’s not all down to you to market your brand.
Humans crave other humans, often seeking validation from their opinions. When looking at your website, there’s no better way to instill trust than with a testimonial.
Social proof is important
, and it can come in both long- and short-form, from in-depth case studies to quick-fire quotes from happy customers dotted around your site.
You can have the most convincing tagline, but nothing speaks louder than someone else’s recommendation.
5. Let visitors know where you’ve been featured
This may seem like a humblebrag, but like customer testimonials that show who has chosen to feature your website validates trustworthiness.
Simply saying you’ve been featured in a publication isn’t enough – imagine how much more weight the statement will carry when you say you were featured in a ‘Top Ten Companies To Watch’ list by Forbes (also: if this were true, you’d not be wrong to shout it from the rooftops).
6. Keep things snappy
True for your copy, but also your web page load time.
How many times have you clicked away from a site because it wouldn’t load fast enough? With a search engine full of competitors, you can’t afford to let potential customers drop off because your website is slow.
Your website is your most valuable business asset. By using these suggestions in tandem, you can make sure it’s trustworthy and keep a solid reputation at its core.