Internet users can often be naturally apprehensive. In order for online visitors to buy your product or service, you need to gain their trust. Prove your credibility and demonstrate your industry knowledge to ensure that users return to your website and eventually turn into loyal customers.
- Make it easy to contact you online by including a simple contact form. Respond as quickly as possible.
- Ensure your site has a logical structure and user-friendly navigation.
- Always display the full contact details and physical address of your business in a very prominent place. You can expand on this by adding a Google Map, live chat and even a photo of your premises (where applicable).
- Keep your website updated. Remove outdated content, continuously add new offers. Check that no internal or external links are broken and ensure that all contact details are still relevant. A Content Management System (CMS) such as WordPress will allow you to manage you website without needing to hire a developer to do content updates or minor changes.
- Prove to potential clients that you are knowledgeable about your industry by regularly publishing relevant articles and news that could benefit and educate them.
- Show the faces behind the business. People like seeing people. Make your website personal and familiar by telling users about your business and your employees and even include photos and short introductions to your directors and sales staff. Don’t ever use generic stock photos.
- Limit banner ads, contextual ads
Stock Photos: Nobody really believes they are speaking to a hot model.
and animated content. Don’t be greedy – it makes your website look cheap.
- Include real testimonials from previous clients. Where possible, show full names, a quote and a description of what you did for them. For events or products that are bought online, display reviews.
- Prominently showcase any industry recognition or membership, qualifications, certifications, positive press coverage, awards and official business associations.
- Make it easy for customers to check up on you. When presenting any facts or statistics, back up your claims with hyperlinks to reputable sources.
- Tell people the purpose of your site if it isn’t obvious. Usually visitors will immediately understand the purpose of your site, be it online sales or advertising space. Your honesty will get rid of misgiving they might have had.
- Avoid silly errors. Poor spelling and grammar, pages that don’t display correctly in all web browsers, broken links and missing pages can severely diminish the credibility of your business website. Hire a professional to write and proofread your content and test your website rigorously before it goes live.
- Don’t buy generic, pre-made templates. These websites might be cheap, but they are often badly coded and do nothing to build your brand and establish your professional image.
- If your website requires users to log in or supply personal information, provide plain English, printer-friendly “Privacy Policy” and “Terms & Conditions” pages. Customers need to rest assured that their personal information is safe.
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