Trust Factor turn visits into sales. Many companies spend a significant amount of money increasing their website traffic believing that more will lead to more sales. Theoretically, this is correct. Practically, these efforts often fall flat because their website does not convert the traffic into sales or leads. Why? Because it lacks the Trust Factor.
We are not talking about the trust factor in SEO terms; if you would like to read more, this article explains the SEO trust factor well.
Trust is a crucial factor in any online interaction and the hardest one to gain since the environment is so impersonal.
When we talk about the Trust Factor, we talk about the comfortable, reassuring feeling that overcomes your potential clients when they first come to your website. Just like when you walk into a restaurant and notice the décor, cleanliness, and overall ambiance, your visitors are looking for credibility, reassurance, and trust.
What makes up for the Trust Factor?
Design – the professional look of your website
This is the first thing people notice when they land on your website. It must showcase a genuinely professional design that shows your uniqueness – your brand. Use your brand colours, fonts, icons, and your voice when writing the website copy. But most importantly, use your photos and videos, so people know they interact with a real business. Showcase your premises, your products or your people. Whatever you think works best for your business.
Religiously adhere to your brand guidelines and Graphic Standards in print and on the web to strengthen your brand recognition.
The tone of your website copy
The tone you use on your website should be the voice of your brand. While it’s recommended to use plain language and avoid industry jargon to ensure everyone understands what you do, it is not always possible. Especially not in highly technical industries that require the use of terms that us, ordinary folks, may not be familiar with. Whatever words you use, make sure your website copy is concise and easy to understand for your target audience.
Transparency
No matter if they are dealing with a small business or large corporation, people want to know who they’re dealing with, and they will go to your About Us page. If possible, use photos of your staff with short bios and credentials. Always use your address and other contact information.
In the case of an e-commerce website or any websites that collect personal information, have a simple to understand Privacy Policy and/or Terms and Conditions. An e-commerce website should also be very open about Shipping conditions, Return Policies, and Guarantees.
Expertise and proven record
Now that people get an idea of who you are, they want to know if you have to skills and expertise for the job. That is where a blog, Case Studies, White papers, project portfolio, publications come into place. E-commerce websites that offer great product descriptions with examples of how to use the product (if applicable) will quickly get ahead of their competition.
Another great way to show your expertise is FAQs. FAQs are the easiest way to demonstrate that you understand your clients’ needs and can help solve their problems.
Confirmation and recommendations
Finally, people want reassurance. Pharmaceutical companies use doctors to recommend a drug (authority) and patients to speak of the outcomes (confirmation). You can use logos and testimonials from clients that used your products or services. But, you want to make sure that you present these strategically as visitors make their way through your website.
Forget about SEO and website traffic for a while and take a close look at your website – does it have the Trust Factor your potential clients look for?