The fourth and final aspect of “Intentional Web Design” (IWD) is that of Creating Brand Trust. We all know that trust is an essential element of the business-consumer relationship. It adds intangible value, motivates consumers to act, and encourages brand loyalty. And when it comes to web design, creating brand trust is the driving force behind our concept of designing intentionally. Like we’ve mentioned before, your site will send a message; and since each concept of IWD is related to the other, that message will be consistent. This consistency, this harmony of concepts, will in turn build brand trust in a direct way. Back to our cookie example, creating brand trust happens when the perfect cookie is delivered. The consumer is likely to come back and even tell their friends about it.
But that’s not the only way trust is built via web design; there are also a few explicit ways to boost the consumer’s confidence in your brand through your website:
Since personal recommendations and word-of-mouth are known to substantially influence purchasing decisions, sharing customer testimonials or displaying a professional rating system are powerful ways to create brand trust. Adding in expert opinions or celebrity endorsements will also have the same effect. People are more likely to act when they know that there are other happy users out there.
Ensuring the user also has a good experience with your site will no doubt build their confidence in your brand. A site that is intuitively designed, user friendly, and easily accessible (think responsive web design here) helps to build credibility and reliability for your business. More specifically, products should be able to be easily browsed, contact information should be prominantly displayed, and your site should be effortlessly navigated no matter the device it is accessed on.
More and more companies are pulling back the curtain to reveal more of their story and more of their process – telling the truth about themselves – which greatly appeals to the emotions of the consumer. In web design, this could be as simple as an “About Us” page and as complex as a page devoted to sharing the origin of supplies that come together to make your product. Sharing about the ways your business is involved in the community or supports a certain cause can also build trust within the consumer.
One last time, let’s look at our IWD example of Bliz Active Eyewear*. On their home page you’ll find a whole tab dedicated to famous athetes sporting their product. On the Ultra Lens page, one of the steps in their process is called “Testimonials”, where yet another athlete shares his experience with their product. Finally, they also have a page called “Environment and Ethics” where you can read all about their ideas and strategies in those areas.
We believe that creating trust is a crucial step along the way to long-term success for your brand and that your website is an exemplary platform to achieve it on. When combined with the ideas of design concept, distinctive design elements, and a strong call to action, we know that your website will catapult your brand to a whole new level of excellence.
What to learn more about “Best Practices of Web Design”, check out our next posts:
Web Design Part 1 – Importance of Design Concept
Web Design Part 2 – Distinctive Design Elements
Web Design Part 3 – Strong Call To Action
*Please note that we are in no way affiliated with Bliz Eyewear, nor are we endorsing their products or company. The Bliz website simply exhibits quality design, and we are using them as an example for informational purposes only.