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Trust is the most precious commodity in business. Whether you’re selling to individual consumers or to other business owners, a strong reputation is essential for acquiring new customers.
And as we delve deeper into the digital age, business owners are having to find new, creative ways to gain the trust of potential customers, establish their authority and knowledge, and essentially accrue leads without having to rely on face-to-face interactions.
So how can you present your business as a reputable and dedicated player in your industry in the digital age? The answer lies in building a strong website, optimising your web content, and curating your wider digital presence to inspire trust and cultivate higher-quality leads.
Today, we’ll go over some trust signals you can add to your website to quickly establish your authority and inspire your site visitors to convert into leads, and from leads into new business.
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1. ISO Certification: The Ultimate Trust Signal
As a business operating online, it’s highly likely that you’ll be facing plenty of competition. It’s vital to establish your site’s authority in the minds of first-time visitors and to do so quickly, as internet users have notoriously short attention spans. A reliable way to gain trust is to maintain compliance with ISO Certification Standards and display your ISO badges on your domain.
The certification process is simple, provided you have professional help. For instance, an ISO 9001 consultant can be invaluable if you’re a manufacturer striving to demonstrate the quality of your output and operational processes. You’ll also be able to find specialists who can assist with the process of receiving other ISO certifications, such as ISO 27001 and ISO 14001.
Once you’ve secured your certifications, we suggest displaying them on your homepage to instantly grant your brand internationally-recognised authority.
2. Invest in High-Quality Content
Content is king. If you’re looking to rise in search engine rankings and convert site visitors into paying customers, you need to ensure that your written content provides genuine value and follows SEO best practices like contextual keyword insertions and internal linking.
In order to get your content noticed, we also recommend writing it yourself or delegating the task to another human. While AI can help outline and brainstorm, it cannot write with the authenticity and authority of a field expert.
So, if you’re looking to rank on search engines and hook visitors, make sure to write authentic, valuable and authoritative content using all your genuine, real-world experience.
3. Showcase Your Glowing Customer Reviews
While a business can say whatever it wants about itself, the truest test is what its customers have to say. Naturally, prospective leads want to know whether other customers have had a good experience with your business before they convert.
This is why the best websites find ways to incorporate customer reviews onto their domains. Platforms like Shopify and Squarespace allow you to request reviews directly through your site. You can also integrate reviews from Google Reviews, Yelp and similar platforms into your website.
Doing this not only adds credibility but also helps customers who’ve never tried your products or services feel more comfortable about making a first-time purchase.
4. Use Strong Visual Brand Elements
Branding is essential if you want to stand out online. While there’s plenty that goes into building a brand, the easiest way to do so when you only have a few seconds to hook your audience’s attention is to utilise distinct visual elements.
When building your site, make sure to incorporate branded elements like logos, art style and distinct fonts. These visual elements should be crisp, clear and aesthetically pleasing. If you can, hire a professional designer, as top-notch graphic design is essential for branding.
Also, make sure that your branding is consistent throughout your website. Not only can this help boost brand recognition across other platforms, but it can also help greatly improve the presentation and UI of your domain.
5. Add in Some Case Studies
Like customer reviews, case studies are a great way to build trust by showcasing what you’ve done in the past. This particular trust signal is especially relevant if you’re a B2B business that works primarily with large corporate clients.
Case studies are long-form content about how your services have helped a specific client. Go into detail on what problems the client was facing, the strategy you came up with to help them and how you executed this strategy. Intersperse plenty of images and infographics, as adding a visual component is vital if you want to hold readers’ attention.
6. Optimise Your Page Loading Speeds
Loading speed is a trust signal that visitors might not consciously notice, but it has a massive impact on retention rate. Given people’s short attention spans when browsing online, a slow-loading website can cause a large portion of your visitors to leave your site without even glimpsing your content.
To avoid this problem, you can take measures such as decreasing image sizes (without losing quality), reducing redirects, making use of browser caching and minimising HTTP requests. Increasing your loading speed is a low-hanging fruit that yields great results if you’re looking to increase your visitor retention rate.
7. Use Only High-Quality Images
A picture is worth a thousand words. Having a site that’s made up exclusively of written content can come off as boring, even if you have the best content in the world. Strategically include images in your site to break up large swathes of writing, and your site will be much more engaging.
Image quality matters immensely. Don’t simply grab a few free stock images and call it a day. Ensure that your pictures are high-quality and relevant to your site. If the need arises, consider investing in professional graphic design. Having aesthetically pleasing pictures adds plenty of credibility and helps you stand out from a sea of other websites.
8. Use Clear Value Propositions
Lastly, ensure that your value proposition is crystal clear. Concisely state what products or services you offer and why customers should purchase them over your competitors’. Do this repeatedly, first on your home page and also on each individual product/service page.
The most frustrating sites are those that go on at great length about trivial things but don’t actually tell you what you’re getting. Having a clear value proposition helps you avoid this trap.
Optimise Your Domain with These Trust Signals to Watch the Leads Pour In
In the digital age, your website influences your reputation to a massive degree. A poorly-designed site is unlikely to rank on the first page of search engines, and is therefore less likely to be discovered. Moreover, a bad site reduces the chances that you’ll be able to convert the traffic you do receive.
Thankfully, with these 8 trust signals utilised in your web design and wider digital marketing efforts, you can further optimise your digital sales funnels, and ensure that any prospective leads that do find their way to your domain have all the information they need there to convert with confidence.
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