Reputation is one of the key metrics you should be tracking for your business. Although it’s difficult to track, increasing website trust will in most cases also increase your sales and conversion rate.
Salesforce, in their report, explained that:
- 95% of customers are more likely to be loyal to a company they trust
- 92% are more likely to purchase additional products from a website they trust
- 93% of customers are more likely to recommend a company they trust
If your website reputation is not on a high level, then you might be getting lots of traffic – but are actually wasting it because 88% of users say they are not likely to come back to a website after a bad experience.
In this article, I’ll go over my suggestions for improving your website’s reputation, and ultimately growing the trust in your brand.
1. Add trust seals and verifications
You’ve likely seen some images (usually in the form of a shield) on websites, such as SSL Secure and Virus-free. These are called trust seals (or badges) and are used to increase the user’s trust in the website.
Studies have been made on trust seals and the conclusion is that they increase the trust in your website exponentially.
One study by Baymard Institute asked 4,000 US citizens what is the top reason for abandoning their cart – and one in five said they don’t trust the website with their credit card information.
Since online shoppers typically possess little-to-no knowledge of website security – they rely on the badges to assure them. Naturally, if they’ve previously visited a website that had these website trust badges, they’ll be expecting the same security on other websites.
Here’s how trust seals look:
2. Use original images
Stock images – while acceptable to use – can be used by a huge number of websites. If you upload a stock image into Google Image Search, you’ll see hundreds, if not thousands, of websites using the same image. At a certain point, some visitors have already seen the image plenty of times.
This should be okay for blog posts, however, for your landing pages or product images – it’s always better to use original images for a better website reputation.
Having original images on your landing pages can increase the attention your page gets because people will spend more time looking at the image.
Now, understandably, it’s not always easy to create your own photos – in cases such as that, try to find photos that look more original and less like they’d be used in ads.
3. Use social proof
Imagine you’re looking into two sellers selling the same product, and you’re not sure which one to purchase from. You’re taking a look at the reviews, and you can see that one has 243 reviews with 4.3 stars, and the other registered yesterday and has 0 reviews.
Obviously, you’d buy from the seller with 243 reviews – and this is what social proof is.
Shoppers will always look for social proof on your website – even subconsciously.
But what constitutes social proof?
Essentially, anything showcasing your customers’ trust in your business is social proof. This can be reviews, testimonials, awards, customer tweets, user-generated content, case studies, or something else entirely.
A Nielsen global study found that:
- 70% of people will trust a recommendation from someone they don’t know.
- 92% of people will trust a recommendation from a peer
So make sure to take care of the social proof on your website, it’s one of the most valuable website trust tactics.
4. Shift your focus to the customer
While paragraphs such as “We do this, we do that” are just as informative – they have a much smaller impact on the visitor. Instead, shift your focus to the customer by forming your content to showcase how you help them.
In some cases, you don’t even have to change the message, just the delivery of it. Obviously, over-using anything is generally not a good idea, and the same is true in this case. Try to find a balance that will make the reader happy.
Remember, it’s more about them than it is about you. Your focus should be placed on how you help your customer, not what your company does.
As you focus more on the customer, your website trust will start to rise and customers will start becoming loyal to your brand.
5. Provide awesome customer support
We don’t always want to hear it – but customer support is one of the key features for building customer loyalty to your company and increasing website trust and reputation. A report by Microsoft revealed that 96% of customers say that customer service is a crucial consideration when it comes to giving their loyalty to a company.
Constant 24/7 availability to contact customer support is preferable, but not required. Some companies do not have teams from around the world.
Dive deeper into your traffic numbers and drill into them to figure out what are the times of day when you get the most traffic. These are the times when you need to have active customer support.
If you do not have the manpower to support this for the moment, you can schedule your live chat widget to appear only at certain times of the day – to ensure your high-traffic periods are covered.
Receiving instant answers to any questions is a great way to retain a customer or convert a lead.
In short, make sure to do everything you can to increase website trust. These 5 tips I’ve provided in this article are the ones I believe are the most important for increasing your website’s reputation.
Reputation is a crucial element of any business that aims to build long-term relationships with its customers which will ensure future growth. You can also take a look at our previous article on professional emails and how they increase your brand trust.