If your website does not look trustworthy, you won't get many sales or much business even if you are getting a lot of visitors. In addition to a professional website design and an easy to use order process, there are some simple things that you can do to convince your visitors that they can trust you:
1. Are you a real company?
It's amazing how many Internet businesses don't list their postal addresses. Do these businesses have something to hide?
If your customers don't know who you are and where your business is located they might refrain from doing business with you.
Example:
4 NZ Gifts is an “online-only gift shop, but you can still find our contact details here. We link to that page at the bottom of every webpage on the site. We would also recommend to any businesses that want customers to physically visit their business eg. brick and mortar shops, accommodation businesses, tourist attractions etc. that their full physical address is also listed in the footer of every webpage. This way you make sure that your visitors know exactly where you are.
Also if you are a member of any local, national or global organisation, it is a good idea to display this information, if applicable on every page of your website. For example a Qualmark rated accommodation business should “show-off” their Qualmark star logo as this is not only guarantees the standard of your accommodation but could also be the point of difference when a potential guest is faced with a decision on where to stay.
To do:
If you're serious about your business show your visitors that you have nothing to hide. List your full contact information on your website.
2. What is your point of difference from your competitors?
Why should someone buy from you and not from your competitors? Is there anything that distinguishes you from the rest?
Example:
WWW Design offers a complete website service. Many companies only offer website hosting, or only offer website design or only offer Search Engine Optimisation. WWW Design offers hosting, design, on-going maintenance and SEO – a one stop shop for business owners that prefer to get on with what they are good at and know their website is in good hands.
At WWW Design we want our clients and prospective clients to know they can trust us and that we offer a service that is more personal and customer orientated than other website design businesses. Our menu bar contains only 5 links below - the 3 sales orientated links - Why WWW Design, Check out Our Work and if you're still not convinced read what Client Feedback. The Information page ensures that anyone using our service is fully aware of the "serious stuff" and this should ensure no misunderstandings "down the track" and then of course, the most important contact details.
To do:
Show your website visitors how you're different and why they should buy your products, book your accommodation or use your services instead of your competitors'.
3. Have other people purchased your products, used your services or stayed in your accommodation?
Web surfers don't like risk. If other people have experienced what you are offering then it's less risky for new customers to “buy” from you. Your website visitors want to be reassured that you're a serious business. If your company or your product has received awards then show them to your visitors. If your current customers have something positive to say about your products or services, list these comments on your website. We list customer comments on the index page of 4 NZ Gifts as we are sure this helps to create trust the minute a visitor arrives on our site.
To do:
Show your visitors how other people benefited from your products and services and what other people say about you.
4. Do you offer guarantees?
Web surfers don't like risks. That's why guarantees will help you to sell more.
Example:
We use our client, Redpath Greenhouses, to illustrate a good example of promoting their guarantee. On their retail website (www.greenhouse.co.nz), there is a link from the menu at the bottom from every page to a page clearly explaining their Guarantee, together with other important information for potential customers. Their guarantee is also made clear on the descriptive page for each glasshouse – For example on the page details the Supreme range of glasshouses, it clearly states “All our glasshouse frames are supplied with a 10 year guarantee with direct from factory support. The best in New Zealand!!”
To do:
Show your website visitors that you're 100% sure that your product or service really delivers. Give strong guarantees so that your website visitors can feel confident to do business with you.
It's important to have a trustworthy website if you want to sell anything on the Internet. Show your visitors that your business is real and that they can trust you by implementing the suggestions above.
