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10 Tips To Make Sure Your Visitors Trust Your Website

If you're launching a website for your start-up business, it's likely you'll spend time optimising your content for search engines and promoting your site through social networks. But even if you succeed in attracting visitors, you may be disappointed that you aren't generating as many enquiries as you'd like.

1) Make sure people know who you are

There are a lot of scammers and fly-by-nights out there. How do your potential customers know youre not one of them? A website that doesnt include any company details or contact methods other than a web form isnt going to reassure them. At the very least, you should include the full company name, address and phone numbers. This will offer the added bonus of making your site perform better in local searches, a goal that Google is increasingly driving people towards.

The names and photos of key personnel at your company are added confidence builders. If you show people youve nothing to hide, theyll be more inclined to believe you are who you say you are and feel a lot safer handing over their personal details - and their money.

2) Make sure people know why they should use you

You need to provide potential customers with reasons why they should choose you instead of your competitors. As well as the usual USPs and calls to action, if your site includes some details of your previous experience and capabilities in your field, this will make visitors feel more confident about using you.
Youll need evidence to back up your claims. A list of qualifications, links to your profiles on professional association sites or details of your previous positions may help.

3) Use testimonials

It makes you look good when people say nice things about you, so when the business is up and running, make sure you publish complimentary comments from your customers. But given that people know the majority of testimonials are probably fake, youll have to make sure yours stand out. Obtain permission from some of your clients to use their names and ask them if they wouldnt mind providing a reference if required. The offer of a link back to their site always helps!

4) Publish your Terms and Conditions

A page listing the Terms and Conditions of your business offering will let your customers know exactly where they stand and reassure them that youre an open business with nothing to hide. Try not to use too much draconian language or industry jargon.

5) Use a Frequently Asked Questions page

A page of FAQs is a great opportunity to present some USPs of your product and eliminate any fears or concerns your potential customers may have. Its a way to provide an in-depth explanation of exactly what theyll be getting for their money.

6) Make your delivery options clear from the start

If youre asking people to hand over money for a physical product, you need to make your delivery options and charges very clear, perhaps on a dedicated page, to dispel any fears about hidden charges. Remember, users are looking for the best price including delivery when comparing you to the competition. If you dont annoy them by hiding it on the final page of your shopping cart, youll have less abandoned carts.

7) Publish your privacy and cookies policy

A privacy policy will ensure your visitors know you arent going to sell their details to spammers, and European Law dictates that all sites must make visitors aware of how and why cookies are used on the site.

8) Use social media

Many people feel comfortable contacting a business through the open forums of Facebook and Twitter. An active profile on either network will give further proof of your identity and help reassure your customers that youre ready and willing to help. A published answer to a question from a single user will be visible to anyone else who might have wondered the same thing. So always include links to your profiles from your website - preferably in the header or footer of every page.

9) Dont go overboard with the hard sell

Writing positive content that encourages buying decisions is fine, but dont overdo it. Weve all seen those long, single page sites that use pushy sales language written in an excitable tone, reminiscent of an American used car salesman who has overdosed on caffeine. Its a turn-off for your visitors because its transparent, stale and spammy, so theyll quickly move on to something more civilised and trustworthy.

10 ) Use a proof reader before you launch

Spelling mistakes, poor grammar, typographical errors and broken links are never a good way to impress potential customers. Check your content before you publish, preferably by asking a friend or colleague to proof read it for you.

About the Author

Adam Bradford is a web designer and graphic designer who has helped many start-ups become a success by developing their visual identity and web presence. You can view his website at www.adambradford.com

Adam Bradford
Adam Bradford

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