12 Tips To Make Your Website More TrustworthyPublished: July 16, 2020 | Last updated: June 28, 2022
Websites must immediately establish trust and appear credible to turn visitors into returning customers. We highlight 12 tips you can easily perform to make this happen.
Trust signals for your website
Keep it short and sweet: There is no second chance for a good first impression. Convincing websites fulfil the following three criteria within a few moments: attractiveness, clarity and They should be clear, easy to use - that's what everyone wants. An emotional spark should also be ignited: The user should feel comfortable, be in good hands - their expectations should be met.
Topicality: Trustworthy websites must be up-to-date. This does not only include relevant texts - design and functions should also be modern. So: current news instead of a news section with two-year-old texts, and chat or contact form instead of e-mail without link.
Contact details: What applies to traditional retail is at least as important online: customers want direct feedback when problems arise. Be approachable! Offer contact forms, chats, free hotlines and prominently display the contact options.
Seals of quality and certificates: Well visibly placed, renowned seals and certificates show: There are no risks here. We recommend established, well-known seals of approval from renowned institutes or testing organizations whose reliability nobody doubts and which almost everyone knows. The Proven Expert Pro Seal is an example of such seal. Displaying the deal instils trust, bumps revenue and drives customer retention.
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Easy navigation: Users should be able to find their desired information within seconds. The human brain can memorize a maximum of five information units simultaneously. So there should not be more navigation points. It is best if the points are not subdivided. If they are: Use a maximum of two levels - more is too much.
List references: Word of success gets around. But it is worthwhile to help along a bit - for example by presenting references on the website. This increases your own trustworthiness. Important: The menu item references are easy to find. Pictures and videos provide a look behind the scenes: What kind of project was implemented and what was your role in it.
Authentic customer voices: Like references, customer testimonials are a valuable asset in building trust (check out Proven Expert’s customer testimonials here). Satisfied buyers of a product or users of a service can be represented via rating systems (e.g. stars, points). Even better: customers can also have their say individually and authentically with a picture and their name. A small video is also conceivable; gladly taken with the mobile phone camera at home. This again underlines the authenticity of the customer's voice.
Simple language: Short sentences. Comprehensible wording. Writing with verbs instead of nominal style. One statement per sentence. Explain technical terms. These rules help not only to understand, but also to convert. If a small schoolchild can understand the texts, they are just right. After all, it is the task of a trustworthy website to ensure that as many users as possible understand the contents of the site.
Humanity, showing face: Company founder, employees of different departments: They should all show their faces on the homepage. People are interested in people. Insights into everyday office life, stories about products or services or about the team behind them builds emotional closeness. This increases trustworthiness.
Give warranties: Consumers know that a product can also break down or that a service does not always meet expectations. Trust is created when you compensate for such uncertainties with warranties. The warranties should be directly visible on the website and easy to use. Nobody wants to read endless legal phrases or complicated small print. A warranty should apply to specific cases without any ifs and buts. Otherwise, the trustworthiness suffers.
Technically innovative: Fast loading times, ease of use coupled with technical refinements such as product configurators, live chats, free demos: this turns a website visit into an experience and builds trust. Check out this article for some easy tips to make your page more technically innovative without having to be a major tech-head.
Memberships: Are you active in well-known associations, federations or action groups? Show it to your visitors - and also tell them how long you've been involved: That creates trust.
Websites must immediately establish trust and appear credible to turn visitors into returning customers. 12 tips:
- Keep it short and sweet
- Trustworthy websites must be up-to-date
- Be approachable (Be approachable! list contact details)
- Display seals of quality and certificates
- Make it easy to navigate
- List references
- Include authentic customer voices
- Adopt simple language
- Show company faces
- Give warranties
- Improve technical innovation
- Boast about your partners, and groups you’re a member of