How to Convert Web Browsers into Customers by Understanding Trust Points

Resources, Website Development Resources

Customers buy from people they trust – it’s a key step in every sales cycle.

So how do you build trust, and make sure your customers are comfortable making a purchase on your website where there is little human interaction?

If your site visitors have any doubts about how trustworthy you are, they won’t stick around and will likely never come back.

In this post, we are going to review the 7 key areas important to build trust.

Here is what we will cover:

1. User Experience (UX)

2. Product Pages

3. About Us Page

4. Helpful Content and Resources

5. Guarantee or Warranty

6. Contact Us Page

7. Social Proof

1. User Experience (UX)

You’ve all heard the saying “a book is judged by its cover” – the same concept applies to your website. What do your potential customers see when they land on your website?

Think of your website as your digital storefront, and just as a window display in a bricks and mortar store is designed to draw you into the store to explore what’s inside, your website landing page has the same function.

If a store window display is cluttered, dusty, and uncared for you will likely not do business with that business. With this in mind, you need to build trust with your website right off the bat – and that comes down to having a good website business plan and design.

Ask yourself:

  1. Have I built a business plan for my website?
  2. Have I spent time reviewing my customer journey on my website?
  3. Have I defined my Target customer?
  4. Do I address my customer needs?
  5. Is my content up to date?
  6. Is it easy for my customers to find the information they are looking for?
  7. Do I have a clear CTA that reflects the business goals of my site?

2. Product Pages

Your product pages provide you with the chance to convince your ideal customers that your product or service provides the best solution to address their needs and wants. It’s your chance to make what you are selling shine!

Do your product pages:

  1. Demonstrate how your product or service solves the customer’s problem?
  2. Show how easy it is to use your product or service?
  3. Have great custom photography?
  4. Include videos?
  5. Include copy that is well written with the voice of your brand?
  6. Have a clear Call to Action?

4. Helpful Content and Resources

Providing useful content that answers a customer’s question or solves a customer’s problem will establish you as an expert in your field. It will allow your customers to start developing a relationship with you as a trusted source. Look at your content as a valuable business asset and be sure to keep your content fresh and current.

Do you provide useful resources such as:

  1. Instant downloads?
  2. Case studies and white papers that focus on specific benefits to show how your product or service has helped other customers?

5. Guarantee or Warranty

A customer satisfaction guarantee can make a huge difference if a customer is on the fence about a purchase from you. It will increase confidence that you stand behind your product or service and lower the risk factor for your customers to do business with you.

Do you clearly show:

  1. Details of your customer satisfaction guarantee?
  2. Details of any warranty?

6. Contact Us Page

Your Contact Us page is probably the shortest, but most important page on your website. Customers need to feel that you are available if they have questions or need support to give them full confidence in buying from you.

 Are your contact details easy to find to show that you are available and ready to support your customers?

When customers are reminded that there is a way that they can reach out to you and business, they are much more likely to trust you.

Does your contact page contain:

  1. A phone number?
  2. A simple contact us form?
  3. Your office hours?
  4. A street address with a map?
  5. An image of the outside of your location?

7. Social Proof

Social proof influences the actions of others – either in person or online It’s third party influence that sways the reactions of others.

Social proof or Social influence helps ease the minds of potential customers and is the ultimate tool to build trust with your potential customers.

 Do you post positive social proof on: 

  1. Sales pages?
  2. Landing pages?
  3. You About Us page?

Do you provide links to your social media channels?

  1. Your Active Blog
  2. Facebook
  3. Twitter
  4. LinkedIn
  5. Pinterest
  6. YouTube