Trust building through good web content – #MondayMotivation 3

Trust is often overlooked as a motivator but there can be no doubt that trust plays a massive part on whether or not a visitor to your website will be motivated to take the next step and buy/contact/download anything from your site.

The key is how to build genuine trust and goodwill with your users.

Obviously that starts with honesty! You need to be honest about what it is you do and not try to sell things or represent yourself in ways that are at best stretching the facts, or at worst are patently untrue! You can only lose your reputation once after all.

There is a basic tenet in professional selling: People buy from people – everything else comes after.

Obviously with a website you are one step removed from direct interaction with a visitor and so you cannot physically meet them. That means that, strictly speaking, they are not buying due to a physical interaction with other people, however you can still build that “people-factor” into your website through strong design i.e. the types of imagery that you use and by personalising the experience as much as you can.

By using good references with direct quotes from your customers you can also create an environment that builds trust and removes risk.

A website that only has you talking about how great you are is a waste of effort and money. The only person motivated by that is your mum.

The full phrase when applied to a website should be: People buy from people who understand them. Honest, quality references prove that you understand your customers. And if you understand your customers, you will understand the person looking at that page just as well.

Third party reference extend to professional qualifications; awards, affiliations, links to larger bodies etc. Things like VISA signs and so on demonstrate that you are taken seriously by global corporations. If you have them – use them. For example, we are trusted by Google to have our own account manager and digital team supporting us. That translates into real value for our customers and lets them buy with confidence.

The more that you invest time in building trust with visitors to your website the better chance you have to turn that trust into motivation to buy/sign-up/download from your site.

What will you do this Monday morning to build lasting trust and confidence in your website so that you motivate your users to create more to opportunities? Why not call me to talk through your ideas – advice is free!

by Chic McSherry