What makes a visitor pick up the phone and call a company or reach for their wallet and buy from their website? TRUST. Websites must meet users’ basic trust needs before they demand that visitors enter information or engage with them. Katie Sherwin of the Nielsen Norman Group explains five levels of the Pyramid of Trust, each with unique requirements based on psychology of website users.
Understanding each level and tailoring the website to fulfill users needs and expectations will will help every company grow their client base.