We’re bombarded daily with stories of scams and fraud perpetrated by individuals, corporations, and even government bodies. Identity theft has become one of today’s most common and damaging crimes. Fake charities prey on our emotions and steal millions every year. Any time you venture online, there is an individual or program somewhere that is tracking every single keystroke. Yeah, it’s a bleak picture. And it’s the cold, hard truth.
Trust is in short supply—especially online. Which is why it’s also the most valuable asset any company or organization can have. Social media channels aside, an organization’s main website is still its most important engagement point with customers and prospects. It’s where trust has to be established right away—especially if you’re not an instantly familiar or recognizable brand.
So how do you build trust on your website? It’s really not that hard, yet it’s shocking how many commercial websites lack content that immediately establishes credibility for their organizations. Here are a few important things to include in your website:
- Contact information. Nothing raises red flags quicker than the lack of a physical address, a phone number, or an email address. It’s a no-brainer, but you must provide some way for people to reach you. How do you expect people to give you their contact information if you can’t do the same?
- A list of clients. This is probably the quickest way to establish credibility among online prospects, especially if some clients are well-known in your industry or part of the country.
- Employee profiles. Putting faces and personal credentials/backgrounds on your website goes a long way toward making your organization more engaging and welcoming. People trust people, not anonymous enterprises.
- Examples of work. If your company’s services produce a tangible product, be sure to show it off. Any proof of your expertise that prospects can see or experience in some way should dispel any doubts about your viability.
- Testimonials/endorsements. People are more likely to believe what your customers say over anything your marketing team says. Including testimonials or impactful quotes (with a name and, if possible, a company attributed) on your website is a great way to enhance trust. If possible, include a Twitter feed or customer review section on your site as well to show that actual people are engaging with your organization.
Here’s an insightful article from the Content Marketing Institute that discusses some of the points above as well as other ways to establish trust on your website.