The tiny things matter if you want to create a trustworthy website. A website that establishes credibility with visitors can be created by adding minor elements like a testimonial here or a trust badge there.
There’s lots of advice out there about how businesses need trustworthy websites. But what exactly does “Trustworthy” mean in this context? Primarily, it means that your website is trustworthy enough for people to make a purchase. Specific signals, some overt and some covert show professionalism on a website; we’ll reveal 10 major components in this article.
- Page speed: One of the most important components of a trustworthy website is speed. A website that loads too slowly will cause people to leave. Maile Ohye from Google says, “2 seconds is the threshold for e-commerce website acceptability. At Google, we aim for under a half-second.”
- Easy navigation: If your customers cannot find their way through your website, they will feel frustrated. Avoid complicated dropdowns and nested menus. On a trustworthy website, all navigation bars and menu options are clear enough that new visitors can find and find their way around.
- Website completeness: Check your website regularly for broken links. Even if your core website structure is fine, having a broken link in a piece of content marketing going out will make it seem like you’re not paying attention.
- Unified look: In the physical world, branding is key to a harmonious and professional look. Use the same color schemes and website design throughout your trustworthy website. If possible, use the same look and feel in your email communications and your mailings.
- A complete shopping cart system: Do not have a broken or incomplete shopping cart system. Few things anger a customer more than a failed sale due to technology. It’s even worse if their payment goes through and they don’t get what you offer. Go beyond testing it. Try to break it before it goes live.
- Contact methods: Sometimes things go wrong, or there’s a question that’s not answered on your website. There must be a way for people to contact you in these cases. That information must be easy to find, and there must be someone to respond on the other end. Whether you use a phone number, a web contact form, social media, or some other method, there must be one.
- Reassurance messages: (Thank you, verification emails) This is part of having a complete shopping cart, but it’s important enough to break out on its own. Reassurance messages are our term for any web page or email that tells a customer that something happened successfully. A simple example is the thank you page at the end of a purchase. If a purchase button dumped you back to the main page and there was no receipt email, you might feel that your information was just stolen. A thank you. Page does more than show politeness.
- Clear CTAs: A clear CTA is more than just making a big button. A complete CTA must promise something, call the reader to act on that promise by acting, and then deliver on that promise. If any parts are unclear or misleading, client trust will be lost, and professionalism will be shattered.
- Persuasive copy: Even the best-designed website needs to be coupled with a compelling copy to convince the reader to buy. There’s little more that needs to be said on this. Good copy turns a good offer into a great one. A lousy copy will kill a great offer.
- Delivery on your promise: Finally, whatever you promise to give to the customer must be delivered as you say it will. This is the ultimate professional guarantee. You’re no longer in customer service mode if you break this one. You’re in customer recovery mode.
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