17 Jan Building Trust on your Website and why it Matters
Much like most successful marriages thrive on a foundation of trust, so too do businesses. Building trust is, perhaps, one of the more challenging tasks for one’s brand to establish. And, let it be known that once trust is procured, that doesn’t mean that it is in place forever. However, proving that your product, services, and customer care are reliable, authentic, and worthy of your client’s time is a priceless commodity.
Since websites are basically an extension of your business (arguably one of the most important and influential elements of your brand), acquiring trust through this medium has become a priority.
So, how can your business build trust on its website?
*Tell your story
It should go without saying that your website is engaging to all visitors, but incorporating a degree of personal backstory is just the way to elicit trust. We feel more connected to people when they “open up” and share a degree of vulnerability. Well, the same goes for businesses and their willingness to share personal information with clients. If your business opens up to clients, your clients will open up and trust you right back. Consider the way you feel when you’re looking at a website that includes actual photos of employees and personal bios. It makes you feel more connected and valued, in addition to generating your trust for this brand.
Feeling safe and protected goes hand in hand with trust. We don’t go on the faulty rides at a carnival when we don’t feel safe. And, we certainly aren’t inclined to offer personal information to a business when we don’t feel their website is secure. Let’s say you’re shopping online and come across a new company. As a new customer, it is this company’s duty to garner your trust by offering everything from security icons, language to confirm confidentiality, or authenticity badges. When it comes to handing a phone number and credit card information, a business better cover itself by demonstrating a safe and secure environment for all.
*Make only those promises you can keep
Establishing trust on your website means following through on promises you make. If you sell gift baskets and guarantee next day delivery, you better be able to deliver that promise to your customers. Failing to follow through on both grandiose and ordinary business requests can mean angry, irritable customers, a bruised ego, and a muddied reputation. Alternatively, delivering promises can build hard-earned trust and create lifelong customers. Building trust is sometimes an extension of your willingness to project seamless customer service. As a business, you’re in the customer service industry regardless of whether you’re grabbing another shoe size or fetching someone’s meal. As a business, customer service should be at the top of your priority hierarchy.
*Include authentic testimonials
There’s no better confirmation of your business’s character than testimonials from previous clients. If you’ve done great work or provided exceptional customer service to specific clients, acquiring their testimonial is something they’re more than willing to provide. In addition, these statements serve as social proof that you’re reliable for new or prospective clients. There are very few things more legitimate than an outsider’s confirmation of your business appeal. So, don’t be afraid to ask some valued customers for their testimonials of your service.
Trust is a highly valued and essential commodity in general. We strive to attain lives that are rich in trustworthy relationships. Your business is absolutely no different.