The best relationships are built on a foundation of trust, and the relationship between a customer and a brand is no different. To encourage people to part with their money for your product or service, they need to trust that you will follow through on your claims or promises.
In other words, your brand needs to be trustworthy, and your website is where you present our brand’s image to the world.
Whether you are creating a new website or trying to improve an existing one, here are some tips which can help customers to trust in your brand from the beginning.
Your domain name should be as professional as possible and, ideally, as close to your brand name as it can be. Some companies will choose domain names which are more like product descriptions such as ‘CheapCarParts.com’ which can come across as spammy and too advertorial to be trustworthy.
One of the biggest warning signs is when a brand makes it difficult for customers to get in touch with them by hiding their contact information in convoluted menu structures, or not including any at all. You should include clear contact information via a ‘Contact Us’ page and may also want to include a live online chat feature so customers can get quick answers to their questions.
Your website should be much more than a platform for advertising; it should be a resource of information for your customers. This is why it’s essential to keep the menu structure as navigable as possible with clear signposting so customers can find what they need straight away. You could use a search function to support this even more.
While your website should be a source of information and support, it’s also your opportunity to show customers why you will deliver a high-quality service. This means displaying your accreditations, certificates and relevant industry endorsements which will reassure your customers that you can be trusted. Depending on the sector you are in, you may also want to include insurance. For example, companies that provide home improvements such as roofing should display their roofing insurance. If you offer guarantees or warranties, you should also display this on the website to further instill confidence in your brand.
It’s a widely accepted concept in marketing that what others say about your brand is far more powerful than what you say about your brand. If you have reviews, testimonials or service ratings (e.g., emails from customers, Google reviews, Trust Pilot or Facebook ratings), find a place to show them on your website. If you have negative reviews that you have responded to and resolved, it’s best to show these too as it conveys transparency and honesty.
Some companies will sell advertising space for third-parties on their website to generate extra income, but this can be detrimental to your brand. Websites which are jammed with adverts can look spammy and unprofessional and could also encourage customers to leave your website.
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