When someone does a search in a search engine looking to buy a product or service, they usually have three questions at the top of their mind.
- Do you have what I want?
- How much does it cost?
- How can I trust you?
Last week we looked at pricing. And you probably agree if a web site does not clearly state exact or approximate pricing, most visitors will not bother wasting their time getting a quote.
But what about building trust?
When we look at a web site there are many things that we scan to determine our level of trust.
In no particular order these include:
- the look and feel of the site including colours, fonts, layout and other aesthetic elements
- the brand value or potential brand value of the organisation behind the web site
- the words on the page including tone, spelling, grammar and the clear articulation of a beneficial offer (what’s in it for me?)
- customer reviews and testimonials
- memberships of trade associations
- links to Linkedin profile pages
- listing a bricks and mortar street address
- privacy, guarantee and returns policy pages
- photographs of products, staff, business premises and employees on the job
- social media interest including shares, likes, tweets and pins
- links to mentions in the traditional media
- recent blog posts about the related industry or service