Managing director at NUVEW, helping businesses expand their online presence through custom website design and development & SEO.
getty
No matter what industry your business is in, the purpose of your website is probably to convert visitors into clients. The key to doing that is earning their trust.
Inspiring trust isn’t just about how your website looks, but also about how it functions and the values it expresses. Consider these five essential methods to boost your website’s trustworthiness to secure new conversions.
1. Use Trustworthy Visuals
Your website’s appearance matters. In fact, a study in the journal Sustainability found that well-designed websites can positively affect consumer trust and lead to more purchases. While it’s probably not surprising that a sleek, professional-looking website is significantly more effective than an outdated one, what makes a website trustworthy?
A variety of aesthetic features can help with this:
• Professional-looking graphics, colors and fonts: A clean web design indicates that you are detail-oriented.
• Visual elements that match your branding. The way a website looks depends heavily on the company’s own branding. Choose a color scheme and visuals that suit your brand’s values and use them consistently across your website.
• An organized layout: Make your information accessible, as this shows that you care about your clients’ website experience.
• Up-to-date, accurate and relevant content: This will show clients that you’re an expert in your field and that you pay attention to what’s happening in your field.
These elements will also help distinguish you from your competition.
2. Provide A Seamless Experience
The Sustainability study also found that a website’s trustworthiness and usability are closely linked. The easier a website is to use, the more likely clients are to trust the company and complete a purchase. Furthermore, ease of access is associated with a positive customer experience. Clients are looking for websites that make it easy to find the information they need, so a comfortable, seamless navigation is essential.
A clear menu bar and pages that are easy to navigate means clients won’t have to use too much effort to complete a transaction. Plus, they can ease fears related to making online payments.
3. Be Consistent
Many of us have an innate need for consistency. We crave consistency within our relationships and lifestyles, and it’s a trait we look for in other people. Consistency is associated with predictability and stability, which in business are positive attributes that help consumers trust that they’re less likely to experience negative outcomes.
You can achieve consistency on your website through your branding. Consider the big picture of your website. Ensure that all messages, whether written or implied through graphics and stock images, contribute to a single experience. Doing so helps potential customers feel that they can rely on you.
4. Show Authority
If you want a quick way to earn your audience’s trust, demonstrate your authority. People tend to recognize authority figures and turn to them for guidance. This is why authority is one of the three pillars of SEO.
One effective way to show your authority is through client reviews. Feature testimonials on your website to demonstrate the positive work you’ve accomplished in the past. Clients will appreciate your track record and be more likely to trust that you’ll provide them with a similarly excellent experience.
5. Be Authentic And Transparent
Ambiguity is by far one of the biggest detriments to building trust. Unclear messaging, bland visuals and a lack of information mean clients cannot discern your mission. Transparency dispels any doubts your customers may have. When your website shows that you are honest and available, clients see that as a reflection of your business practices.
So, how do you promote an authentic brand with full transparency? First, make sure your contact information is clearly displayed. Any important information, including shipping charges or phone numbers, should be easy to spot so clients know you are legitimate. Once you provide basic information, you might also consider adding a profile section to your website and featuring your team members with pictures. Putting a face to names takes away the mystery behind who your clients are working with.
Business Growth Begins With Your Website’s Design
Earning trust is the first step to building client relationships that endure. Your website’s design is the foundation of its success, so integrating trust-based design principles is key to furthering your company’s growth. By understanding what distinguishes a trustworthy website, you can maximize your conversions and set your business down a path of growth.
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
