Is your website conversion rate a little lean? Are you looking for a way to increase conversions without having to overhaul your site?
If you’re dealing with issues like these, one of the best things you can do is to integrate trust signals into your site design. This is a dependable method of generating solid results.
Try These Four Trust Signals
In a time when consumers find it difficult to trust big businesses, and people feel like disposable commodities in the eyes of the large corporations, building trust with your longtime and potential customers is a strategy that will deliver a healthy return on investment.
“Trust in business enjoys two main benefits,” business owner Arthur Gensler writes. “The first is with your clients. If they know you are honest and direct with them, they usually are willing to work through challenges with you, and they won’t hesitate to be a referral source when things go well. The second benefit is that authentic collaboration will take root within your firm.”
For the purposes of this article, let’s focus on how you can use your website as a tool for building trust with your clients. Specifically, check out some trust signals you may employ to engage your visitors and make them feel connected.
- Badges and Logos
When someone new lands on your website — that is, someone who has never interacted with your brand before — the hardest task will be to convince him or her that you’re worth listening to. Usually, visitors will have reservations and you must find a way to penetrate their defense mechanisms.
Leveraging the weight of association will get you far. People can be coaxed into trusting a new brand if they see it’s associated with another brand or idea they already trust.
This is something Toyota of Poway does well. Not only does this firm use the familiar Toyota logo wherever possible, but it also incorporates the U.S. Olympic and Paralympic logos into its pages. This automatically fosters a sense of trust and familiarity.
Slack, the popular project management app, is another example. On its homepage, Slack features logos of distinguished companies that use their product.
- Testimonials and Ratings
If logos and badges are a subtle way to tell visitors you’re worthy of trust, ratings and reviews offer a more overt trust signal. There’s a lot of room for creativity with this one.
You can pull out quotes from third-party review sites, feature reviews that have been submitted to your site, or even ask your most trusted clients for a video testimonial. The key is to highlight the essential details and not overwhelm visitors with information.
- Contact Information
Something as simple as contact information may be regarded as a trust signal. The more options you provide to customers — and the more places you place that contact information on your website — the more transparent you appear.
At a very minimum, make sure you include your contact information in the header and footer of your site.
- Case Studies
If you run a business in which customers have to make a considerable investment to make use of your products and services — such as a consulting firm — you may find it helpful to give visitors a little objective proof of why you are to be trusted.
A case study, such as the ones found on the FranklinCovey website, can go a long way toward putting prospective customers’ minds at ease.
Connect With Your Visitors
When a new person lands on your website, your primary focus shouldn’t be on trying to sell something. Of course you hope every visitor converts, but your emphasis should be on connecting with the individual user and fostering a sense of trust and transparency. If you do this successfully, everything else is likely to fall into place.