5 must-have trust signals for your website.

When you buy a used car, you want to know certain things about it; whether it’s mileage sounds about right for its age, if it’s been in any major collisions and how complete its service history is.

In the same way, when prospective customers visit your website, it’s often their first encounter with your organisation and they need some assurances that you’re a viable company in which they can trust and purchase from.

These assurances are provided through trust signals, which can be described as: Features or qualities of your website that inspire trust in the mind of the customer.

Trust is what enables a web visitor to move from casual browser to buyer so it’s vital that your website provides trust signals – without them, you are doomed to fail and that’s not us over-egging it, this literally is a case of do or die. But fear not, we are about to share the biggest and best 5 trust signals you can easily add to your website.

5 must-have trust signals.

#1. Reviews.

Reviews are when customers discuss their experience of your product or service on a third party website such as Feefo, Reviews and Trustpilot. Because reviews are collected by a third party following purchase, they are considered entirely trustworthy.

The voice of the customer is extremely powerful and influential on other people’s buying decisions. Let’s face it, is there anyone that hasn’t used Trip Advisor when researching a holiday?

E-consultancy found that 88% of customers will check out reviews before making a final decision on a purchase.

Add a feed of reviews to your website along with the link to the actual page on the third party review site and we’ll bet you see your conversions increase.

#2. Contact information.

It’s quite surprising how many of our client’s website brief’s don’t include a request to display contact telephone numbers or a company address. We advise all clients in all sectors, including those in e-commerce where all transactions are completed online to display the following contact information:

Not only is this information an essential trust signal, it’s also beneficial for local SEO and makes it easy for users to get in touch with you.

> Phone number
> Email
> Address
> Operating hours

#3. Streamlined site navigation.

Plenty of research confirms that ease of use is a high contributing factor to building trust. Web users expect a streamlined and easy process. They don’t want to trawl through web pages to find essential information such as your returns policy or delivery charges.

Other things to consider are page loading time, form design, broken links, unused space or out of date content.

#4. Blogs (regularly updated!)

A blog which contains valuable information for your potential customers suggests that you care about helping them, and are not just concerned with making a quick sale. By regularly creating fresh content about your topic, you are not only connecting with users and potential customers, but also demonstrating your expertise.

#5. Visually appealing website design.

Last but by no means least, is website design. Like it or not, first impressions count and not forgetting your website is your shop window, it should be dressed beautifully, be clutter-free and in a style that compliments your brand.
Across three years of research and over 5,500 users in studies of various types, Stanford University researcher and Ph.D. BJ Fogg found that:

“People quickly evaluate a site by visual design alone. When designing your site, pay attention to layout, typography, images, consistency issues and more.

Some key components of good website design are good use of white space, consistent design throughout site, high quality imagery and easy to read typography.