“Don’t confuse visibility with credibility.”
(Harvey Mackay, Swim With the Sharks Without Being Eaten Alive)
Is your website visible? Have you been gaining traffic?
Here’s another goal to go after: Credibility.
Here are useful insights for building business credibility using your website:
1. A professionally designed website can make a good first impression.
Have you ever walked into a shabby store or a smelly office? Some websites also make you want to leave immediately. One study found that it takes 10 to 20 seconds for a visitor to decide if they want to stay on a website.
On the positive side, research shows that 75% of company credibility can be due to website design. A well-made website can attract your target clients, partners, or your next hire. To achieve that, check that your website has:
- A clean and modern design
- Clear messaging
- Intuitive navigation
- High quality content
- Responsive design
- Fast loading times
2. An informative website can establish your expertise as a thought leader.
People often visit websites to get information. Regularly update your website with informative content relevant to your target audience. This will establish your industry expertise and improve brand perception.
Keep posting useful, high-quality content and visitors will keep coming back. Trust will be built, and they may even subscribe to regular emails from you.
What relevant topics would showcase your expertise?
3. Customer reviews can establish trust with potential customers.
Did you know that 76% of consumers regularly read online reviews of local businesses?
Many businesses highlight customer reviews on their websites:
- The Ridge has customer reviews on their homepage. (They can even display their 4.8-start rating from Google My Business, if they wanted.)
- Helix Sleep proudly says it has “30,000 reviews”, with one-liner reviews below that, and features testimonial videos.
- Healthy Human has a customer review carousel right on their homepage.
What’s the best thing said about your business that deserves a spot in your website?
4. Social proof can show your popularity within your industry.
Displaying the number of subscribers or followers you have on social media can help demonstrate your popularity and influence. So can media interviews, magazine features, case studies, and expert recommendations.
Social proof can also project your brand’s authenticity, build trust with your audience, and provide an emotional connection with potential clients.
5. Displaying trust badges can help establish credibility.
Trust badges or seals from reputable third-party organisations can exude credibility. Examples include:
- ISO Quality Certification
- Australian Charities and Not-for-profits Commission (ACNC)
- Department of Foreign Affairs and Trade (DFAT) Accreditation
- Australian Standards
- Registered Financial Advisers
What accreditations can you display on your site?
6. Clear contact information can ensure legitimacy.
Providing clear contact information, such as a phone number and physical address, can help establish trust and legitimacy.
People are reassured when they know they can visit you and there are ways to get in touch with you when needed. Having your contact information on your website also indicates transparency and accessibility.
7. A secure website helps build trust and credibility.
Using HTTPS and displaying security seals can help establish trust and credibility. Websites that use HTTPS have an SSL/TLS certificate installed, which encrypts the data and verifies the website’s identity. This assures users that they are connecting to the correct website, not a fake or malicious one.
HTTPS also protects sensitive information (passwords, credit card numbers, and other personal data) from being intercepted or stolen by attackers.
8. A responsive website design can show your business is up to date.
A responsive website works well on all devices, including mobile phones and tablets. It can demonstrate that your business is modern, up to date, and you are serious about providing a good user experience.
A responsive website also means it is accessible to everybody, regardless of the device they are using. Website accessibility also promotes inclusivity, making your content available to persons with impairments or disabilities.
9. Accreditations and certifications on the website establishes your expertise.
Displaying any accreditations or certifications you have earned can help establish credibility and your expertise. These may include:
- Legal, financial, or medical practitioner certifications
- Diplomas / educational certificates
- Professional training certificates
- Certifications from specialty organisations
Look for such documents around your office and replicate them in your website.
10. Industry affiliations helps establish your business within your industry.
Being affiliated with reputable industry organisations can help establish your business as a trusted member of your industry. Display logos of associations where you or your business is a member. Mention your participation in the organisation, such as positions held or events joined.
The next steps to your website upgrade
Does your website need a lift that can boost the credibility of your business? Would it overwhelm you to do it? Do you know where to start?
Here are three quick steps you can do now:
- Clarify your goals: Aside from projecting more credibility, what would you like to achieve by improving your website?
- Get an audit: Get your website audited by a website development expert, then work closely with them on how to proceed.
- Use these tips: Ask your website developer to incorporate all or some of the ideas in this article.
If you need more information about updating your website, talk to us today.
