If you want to make sales or generate leads online, your website must be credible and trustworthy. Here are 5 easy ways to boost your site’s trust factor.
After 15 years of scams and spam, many people are wary about doing business online. The Web doesn’t have the physical solidity or familiarity that other sales channels do. Often there’s no clear distinction between editorial and advertising. And because anyone can put up a website these days, people are often dubious about the veracity of information they find online.
If your website is to be a success you must overcome people’s scepticism. You need to convince them that they can believe what you say and it’s safe to do business with you.
Trust online is measured by a potential customer’s willingness to risk time, money and personal data on your website. Trust is not given instantaneously. It’s built up over time with a succession of positive customer experiences.
Here are 5 website content and design factors that contribute to online trust. Ignore them at your peril:
1. High-quality design: People expect an established company to have a well-designed and attractive website with easy-to-follow navigation. Would your website layout look good as a magazine page? That’s a good benchmark to aim for.
2. All your contact details: Visitors feel more confident about you if they know you have a bricks and mortar office and you can be contacted by phone if necessary. Don?t just use a contact form. Supply your email address, physical and mail address, and telephone numbers.
3. Correct and current content: You don’t have to update your site every week. In fact it’s a lot less hassle if you fill your site with evergreen content. Just make sure whatever’s up there is correct and current.
4. Use email respectfully: If you ask for an email address always include a link to your privacy policy. If you’re going to send promotional email give people a chance to opt-out.
5. No surprises for online buyers: Your returns policy, shipping charges and times, what to do if there’s a problem… give shoppers ALL the information they need to make a buying decision up-front.
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