In our design process, we often collaborate with our clients on ways we can enhance the trust factor of their sites.
This is done through the use of implementing trust signals in strategic areas (usually on the homepage, but the can also be added to any page where optimizing for conversions is the goal).
What are trust signals, and why does your website even need them?
Trust signals are elements that establish the credibility of your brand to visitors.
Your website is the face of your brand online, and many times is the first impression. A user’s behavior on your site is often determined by the feeling of credibility they get in the first couple of minutes in visiting.
Especially if they aren’t familiar with you.
Without the presence of trust signals, you might actually find that your website is not performing as well as it could be. Your website may seem more sketchy, which can deter visitors from taking your desired action.
The good news?
Here are 6 trust signals you can consider for your website right now:
1. Brand carousels
This is one of my favorites.
A brand carousel is a collection of logos. The more recognizable (and professional) the logos are, the more powerful your carousel will be.
There are lots of possibilities with applications for just about any niche:
- As Seen On (publicity carousels) – Magazines, newspapers, television shows or online publications where your brand was mentioned
- Our Clients/Partners – Past customers who have trusted you to work with them
- Brands We Carry (eCommerce) – Maybe not the strongest trust signal, but it does add a professional touch
These are not the only kinds of carousels, but they are the most popular.
2. Social Profiles
Adding your brand to social media is considered by many to be a necessity of doing business online.
Not only does it make sharing your latest blog post a cinch (more on that later), it also allows your visitors to stay connected with you.
We recommend adding a minimum of 2 profiles, with more being better (as long as they are active).
Setting them up doesn’t take long.
Facebook and Twitter are the big ones.
If you are starting a new brand, the sooner you claim your profiles the better – this will prevent others from taking the names before you register them.
Once your accounts are created, we can link your profiles globally across your website in easily visible places such as the header or footer.
3. Contact Information
Even if you are starting off with a site where contact form submissions aren’t your conversion goal, it’s still very important to have some way for visitors to contact you from your website if they want to.
We recommend adding the following (where applicable):
- Phone number
- Email address
- Store hours
If you want to avoid putting more personal information out there, a branded email (firstname.lastname@example.org) is a good place to start.
You never know what opportunities you might miss out on without adding this to your site.
Adding a physical address adds a surprising amount of trust value to your website.
It is proof that you are a real business with a real location.
Add a Google maps embed onto your contact page or footer.
If you have multiple locations, a store locator is a convenient addition.
Enough can’t be said for having your customers’ reviews clearly displayed on your website.
Adding a designated page to showcase reviews from past clients is a great way to start.
Even better is to include photos of the reviewers (with their permission) to show that they are legitimate.
Have an eCommerce store?
Be sure every product has a reviews section, and solicit reviews from past customers.
A blog is a fantastic way to prove to visitors that you have an active brand who stays in touch with your audience.
Blogs can be a powerhouse at driving traffic to your site.
A strategic content copy can also compel visitors to explore your products or services deeper, leading to more sales.
It is also an opportunity to show off your expertise at what you do!
Blogging is an excellent way to build your online identity – and show customers that you can be trusted.
The small details of trust signals can have a big impact on your conversions (by as much as double)- and in turn, on the performance of your website itself.
There is no “one-size-fits-all” formula for adding trust signals to your website.
Each audience will have a unique set of signals that will best resonate with them, and that’s why our website designers will work with you to determine exactly which ones will have the most powerful effect on your visitors.