We’ve told you that when a potential customer visits your website for the first time, you’ve got around 5 seconds to engage them enough to stay on your site. Once they’re scrolling and clicking, how do you get them to buy from you? By building trust. An e-commerce website doesn’t have the same engagement that a face-to-face encounter can provide, but there are certain elements that can build that same kind of trust. Here’s our list of 10 features your website needs to build customer trust on your website.
Create great design.
Strong visuals will draw the web surfer’s eye in and keep it on your site. Make sure your graphics are clean, strong and easy to read. Make sure navigation is clearly marked and simple to follow. Amateur graphics and design imply that you’re not serious about your online business, so why should a potential customer take a chance on spending money on your site?
Show them the face of your business.
Every website business should feature an “About Us” page. This is a great opportunity to post photos and give your online business a humanizing touch. Add biographies for your management and employees, too; it proves your expertise and experience and that you will stand behind your product or services.
Post your company contact information.
Vague or non-existent contact information frustrates a visitor seeking information that he or she can’t find on your website. Post the best phone number, email, or even social media platform that a potential customer can use to reach you directly. Accessibility builds trust.
Do your website housekeeping.
Nothing discourages a website buyer more than poor product images and missing information. Spend some time each week on your site checking for broken links and blurry pictures. Make sure your entire product or service information is up-to-date.
Make your social media links easy to find.
Links to your social media, called “buttons,” allows website visitors to click on the image and go to your company’s social media pages. This extends visibility of your social media platforms, and gives potential customers another look into your business. Social media buttons can allow your returning customers to share your information and content, which builds your reach into their contacts and potentially turn them into customers, too.
Link to your professional certifications or awards.
If your company or service has won awards or acquired advanced certification in your industry, don’t be afraid to tout your success and hard work. Certifications from outside entities (such as the Better Business Bureau or Angie’s List) are particularly compelling to readers.
Provide proof of your website’s security.
You won’t get a single customer without proving that your website is a secure place to shop. A Secure Socket Layer (or SSL) certificate creates encryption between the website and the server so that the data that transfers back and forth is secure. We lay out the reasons and the steps to set up an SSL here.
Polish up your blog post.
A company blog gives you an opportunity to provide long-form information about your business, your products, and your services. Make sure your posts are well written, provide updated information, have all their links working correctly, and provide clear and compelling imagery. A professional-looking blog can project an authoritative voice on your industry.
Share the good things other customers are saying about your business. According to 2013 B2B Content Marketing Trends Report, “Customer testimonials and case studies are considered the most effective content marketing tactics, identified by 89% and 88%, respectively, of B2B marketers.” Testimonials imply good word-of-mouth for businesses and help build trust.
Let Zoom Design help you build customer trust on your website. Our team of professional designers is experienced in building a variety of web elements and features that elevate your web-based businesses’ image. See our work here or visit our Facebook page.