Digital Marketing

5 ways to build trust in your website

Written by Maggie Mackenzie

According to Stephen R. Covey, trust is “the glue of life… the most essential ingredient in effective communication… [and] the foundational principle that holds all relationships.” It’s no wonder that commercial relationships, and by extension websites, are built on a pillar of trust. You need your clients to trust you so that your business survives and thrives. Often, we get so caught up in trying to increase our online conversions and website traffic, that we forget what lies at the foundation of successful websites. Establishing reliability and credibility will help you build successful customer relations, and further your brand’s ability to produce valuable content.

Keep reading to learn how to build trust on your website.

  1. Design

Good website design is a great way to instil trust within your viewers. If your website looks unprofessional, viewers will be  less inclined to trust your business’s intentions and services. In fact, 75% of consumers admit to making judgements on a company’s credibility based on their website design. Employing user-experience design techniques is a great way to avoid this. This can be achieved through clear and simple copy and website layout, and high-quality graphics and images. Professional web design will make sure that your website accurately represents your brand’s personality and values, while also building a foundation for consumers to trust you.

  1.     Reputation

Website specialist Neil Patel  says that reputation is a key element to a trustworthy website. He says; “reputation means providing visitors with assurance that your business is a reputable brand, that your customers will get their orders on time, and that you stand behind your products.”

Testimonials and case studies great ways to establish reputation within your industry. Testimonials from previous clients present outside perspectives on the credibility and validity of your services. Reputation rests on how you’ve previously delivered as well as demonstrating that you are up for new and challenging tasks.

  1. Personality

Your website needs to show personality, and finding a way to blend humanity into technology is a great way to keep your users happy. Treat your website as a team member. Let it be dynamic, authentic and relatable. Be honest and transparent; show people who your business and team really are, rather than hiding from your viewers. Remember that professionalism doesn’t negate creativity; your website can still demonstrate personality.

  1. Consistency

Consistency goes hand in hand with trustworthiness. If a business is constantly changing without reason, it’s hard for consumers to know what they can rely and depend upon. Consistency can be expressed through  web design, brand messaging, language in the websites copy, and even font choices. It’s important to remember that consistency doesn’t mean stagnation.

Websites should always stay fresh, yet remain consistent to their brand.

  1. Balance

Balance is such an important aspect of trust, particularly when it comes to marketing and websites. Overselling is tempting but it can ultimately be detrimental to your website’s long-term success, as you may reach a point where you are no longer able to meet consumer expectations. A research paper written by Glen Urban and William Qualls, found that “the most important element of trust is fulfillment. Quite simply, trust is earned by meeting expectations.” Inform your viewers and give them a sense of agency.

Of course, people will react differently to certain things, so when designing your website with the intention of trustworthiness, it’s important to know your target audience. A user-friendly website will help you build credible relationships with your consumers.

“The opinions expressed by BizWitty Contributors are their own, not those of BizCover and should not be relied upon in place of appropriate professional advice. Please read our full disclaimer."

About the author

Maggie Mackenzie

Maggie Mackenzie works as a Copywriter and Editor for White Peak Digital, a web design company based in Brisbane, writing SEO articles for their blog. She is experienced at in-house publishing, tourism, copywriting and editing, and marketing. Maggie’s favourite topics to read and write include marketing and writing, but she also has a deep passion for anything related to the environment and the arts.