Trust. It’s one of the most important factors in making a sale, especially online. When visitors land on your website, they’re asking themselves one key question: “Can I trust this business?” If the answer is no, they’ll click away faster than you can say “conversion rate.” But if your website immediately inspires trust, you’re one giant step closer to making a sale. Today, we’re diving into the psychology of sales and exploring how to design a website that instantly builds trust with your audience.
Let’s Recap: How to build trust instantly on your website
1. Make a good first impression with your website’s appearance
- Use a clean, modern design: Avoid cluttered layouts or outdated styles. A minimalist design with plenty of white space feels professional and inviting.
- Choose consistent branding: Use cohesive colors, fonts, and imagery that reflect your brand identity. Inconsistencies can make your business appear unprofessional or unreliable.
- Invest in high-quality visuals: Blurry images or poorly designed graphics can instantly undermine trust. Use professional photography, crisp product images, and polished design elements.
2. Make sure your website is transparent about your business
- Include an “About Us” page: Share your story, mission, and values. Highlight the people behind your business to create a human connection.
- Display clear pricing and policies: Be upfront about costs, shipping fees, and return policies. Hidden fees or unclear terms can erode trust quickly.
- Showcase your contact information: Make it easy for visitors to reach you. Include a contact form, phone number, email address, or live chat option.
3. Share social proof of your business
- Showcase reviews and testimonials: Display positive feedback from real customers on key pages like your homepage or product pages. Include their names and photos if possible to increase authenticity.
- Highlight numbers: Use stats like “Over 10,000 happy customers” or “Rated 4.9 stars on Google” to demonstrate your track record.
- Feature recognizable brands or media mentions: If you’ve worked with well-known clients or been featured in reputable publications, add their logos to your site.
4. Make sure your website is safe and secure
- Use HTTPS: A secure website (indicated by the padlock in the browser) reassures visitors that their data is protected. If your site doesn’t use HTTPS, make it a priority to implement.
- Display trust badges: Include security certifications, payment provider logos (e.g., PayPal, Visa, MasterCard), or third-party seals like “Verified by Norton.”
- Highlight guarantees: Offer a money-back guarantee or satisfaction promise to reduce the perceived risk of buying from you.
5. Strive to connect emotionally with your customers
- Use storytelling: Share personal anecdotes or stories about how your business has impacted customers. Stories are memorable and resonate on an emotional level.
- Write conversational copy: Speak directly to your audience in a friendly, approachable tone. Avoid overly formal or technical language.
- Show empathy: Acknowledge your audience’s pain points and position your business as the solution. For example, “We understand how frustrating it can be to find a reliable coach, and that’s why we’re here to help.”
Mentioned Resources
–> Decluttering your business workspace
EP 078: How to Declutter your Workspace for Increased Productivity with Amy Slenker-Smith
–> Tools to create image assets for your business
Canva
–> Story Branding Resource
Building a StoryBrand by Don Miller
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