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9 Ways to Build Trust with Visitors on Your Website

26th Feb 2016
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build trust

Building trust with visitors to your website is one of the most important factors of converting them into customers. If there is no trust, then they simply will not spend their money. It sounds simple, but there is actually a lot to think about. Today I’m going to share with you some of the ways in which you can breathe trust into your own website. If you take these tips on board, you could expect your conversion rate to rise whether that is sales or leads.


Having customer testimonials displayed on your site is a good place to start. For services, a testimonial talk about the experience the customer had and how it helped them. For products, a review is more appropriate, discussing the product as well as factors like delivery. Be wary of only including positive remarks. This will show your brand in a positive light. It’s good to use external third party review websites as well such as Trustpilot or TripAdvisor as these can be deemed more trust worthy as they are run by a third party.

Work on display

If your service or product is visual – for example, a photographer, hair stylist, or fashion brand – you can show your work in order to build trust. Simply put, if your portfolio contains great work, then of course it shows you are capable of doing great work for your every client. A portfolio works much like a visual testimonial, proving your skills.

Social proof

Make sure to add social media accounts to your page. This has several effects. First, the visitor can see that you are a “real” company, with frequent and recent updates which prove you are still in business. Secondly, they can see social proof: that you have satisfied customers out there in the real world, where it is not so easy to censor the negative comments. You can also assure them of your customer service skills.

Update regularly

Your website should be actively growing, too. You do not want to have a website that hasn’t been updated in years. Add those new reviews and testimonials as they come in. Have a blog or news section and post there at least every few weeks. Add new products or services when appropriate.

Website design

Does your website look like it was designed in 1995? If so, customers aren’t likely to give you their trust as you don’t give off the impression of being professional. You need to look modern, fresh, and have navigation that is easy to use. If I can’t get my way around your website or find the colours too jarring to focus, am I going to buy from you? The answer is a direct and simple no.

Check everything

Do all of the links on your website work, or are some of them outdated? Is all of your information correct and up to date? Are there any spelling mistakes? If there are any references to time – for example, “I’ve worked in the business for 25 years” or even “© 2016”, make sure that they are updated year on year. This keeps your business looking alive.

Security certificate

Smart visitors look for security certificates to see if your website is protected, especially on e-commerce websites. Some browsers will even flag up warnings when they visit a site that does not have one. They are relatively easy to setup and inexpensive, you can find out more about them here.

Manage your reputation

When someone is buying from a company or website they haven’t used before they will often search for the business in question online. You want to make sure the results that show up are all positive, and there are no negative articles or reviews, otherwise this will make potential customers think twice about buying from you. If there are any articles showing up that might cause you harm, it might be worth considering submitting a removal request to Google which can prevent certain pages showing up in search results.

About us page

Include a page explaining who you are, what your business does, and how long you have been around. You can also add photographs and mini biographies of the important people in your business – those who your customers will come into contact with.

Whether you are selling direct to consumers, or dealing with B2B clients, that fact remains the same. Try out these tips and see what it does for your business – you have nothing to lose and everything to gain.

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