7 Steps to Build Trust Through Your Website and Increase Conversions

June 9, 2017 Julieana Findlay

7 Steps to Build Trust Through Your Website and Increase Conversions

Website Conversions = Sales

A good website can mean the difference between a customer making a purchase – or turning to one of your competitors.

Recent stats show 81% percent of shoppers conduct online research before they make a purchase, regardless of whether they end up buying online or in-store. That makes your website essential to website conversions.

If your customer doesn’t trust you, they won’t buy from you. With the growing prevalence of cyber security threats, gaining that trust is a big deal.

Here at Boost Marketing NZ we have put together these 7 steps to gain your customer’s trust and increase revenues.

      1. Migrate to HTTPS
        HTTPS, also known as HTTP over TLS (Transport Layer Security), precedes the vast majority of reputable websites. The certification does double duty by boosting search engine rankings and building trust.Google began considering TLS in site rankings in 2014, prioritizing sites that begin with HTTPS. The certification also builds trust by guaranteeing three layers of protection: encryption, data integrity, and authentication. Encryption prevents anybody from “reading over your shoulder” or stealing your information while browsing a site. Data integrity ensures that your data will remain unmodified, while authentication guarantees that you’re sending that data to the right site, blocking any “man-in-the-middle” attacks.If your site is still using HTTP, you can easily migrate it to HTTPS by following Google’s steps here.


      1. Produce Valuable Content
        An easy way to build trust with a customer is by giving them free information.Blogging is a major component of a successful inbound marketing strategy, and for good reason. Blogs allow you to answer the customer’s questions along every step of their buyer journey, building trust with them and establishing yourself as a thought leader.When writing a blog post, start with the customer’s questions. You can use a site like BloomBerry to search for the most common questions asked for every topic to get some ideas. You can also gain this knowledge from active social media activity and answering queries.Once you know what your customers are asking, it’s time to answer them. Every blog post should answer at least one question, using photos, statistics, quotes, and external links whenever possible to backup your information.


      1. Have a Good Design
        Humans are visual creatures, and we often judge based on looks first. That’s especially true with websites.A customer isn’t going to want to buy something from a site that doesn’t look good. Blurry pictures, lack of contact information, long blocks of text, and old-fashioned layouts all turn a customer off.  Hence website conversions will be nil or very low.Customers expect good design, something Apple does extremely well. Their website uses large, high-quality images that prominently highlight their products, with a navigation menu and buttons that allow customers to quickly find the information they want.


    1. Prove your Value Through Case StudiesUltimately, customers buy from you because they believe your product or service will offer them value. Case studies and success stories allow you to showcase exactly how you’ve helped others before them, showing customers the benefit your product or service will bring them.Here at Boost Marketing NZ we use specific numbers, as customers are more likely to trust specific numbers over rounded numbers. We also boost the credibility of the case studies by including photos of the company, links to their social media and website, and the name and title of one of the leaders we worked with at the company.Website Conversions

      5. Be Transparent

      As the world becomes more digital, customers are craving more transparency – and companies are taking notice.
      To instill trust in your company, establishing a level of transparency and honesty is essential. Be sure your site includes at least some of the following:

      • Information about the founder and leadership team
      • Information about how the company was founded
      • Links to active social media accounts
      • Professional photos of staff
      • Interesting staff bios
      • Contact information
      • A policies

        6. Include Testimonials

        According to a study by Search Engine Land, 88% of consumers say they trust online reviews as much as personal recommendations.Including reviews and testimonials throughout your site helps your customers make purchase decisions and website conversions, as we trust what we recognize.If a mum trying to stay fit at home searches for a treadmill but only finds reviews by professional athletes, she likely won’t be convinced to buy from that company. Include reviews from each of your buyer personas, letting the customer see how the product can help someone like them.The number of reviews is important, too: according to that same study, 85% of consumers said they read up to 10 reviews before making a purchase.If your company doesn’t have many reviews, you can prompt your customers to write them. See our previous blog on how to get customer reviews here.Customer Reviews
        7. Use The Word ‘You’

        Everyone wants to feel important, and you can make your customer feel valued by speaking directly to them.Use the word “you” throughout your site. The focus should never be 100% on your company; it’s about how your company can help the customer.Consider your buyer personas and the questions they may have. Make sure your website speaks to them at each step of their buyer journey.Mitre 10 does this effectively, highlighting how they can help a customer complete their project instead of just what they want to sell you. 

        These 7 steps will help you establish trust with your customer, increasing their odds of purchase.


        Need help increasing your website conversions and want to find out how you can improve your website? Give Julieana a call today on 0274 23 95 92 or email here.