TRUST - One element on the website that can generate 10x leads
Your visitors will not submit a lead until they have developed enough trust in your business.
Either you are a barber or an architect, if your website fails to develop the trust of the user in your business, they are not going to fill in that contact form on which all those Call To Action (CTA) buttons are focusing on.
For instance, customers quickly give all their sensitive personal information like address, payment details to websites like Amazon, eBay and iTunes because they already know they can trust these companies.
So, what steps can you take to inspire trust, so that a visitor feels comfortable enough to share personal information like name, email and/or phone number?
PS: I’ll keep it short and to the point.
1. Easy to use and modern website design
Websites that are well organized and easy to navigate develop confidence and trust of a user, whereas the websites that are difficult to navigate might lead to frustration. The palette on a site can affect the perceived value of a brand, calling to mind a corporate or luxury feel.
Cherry on the top: Make sure your website has SSL Security certificate otherwise someone may hesitate to provide personal information on the website after seeing this:
2. Humans trust faces
Just put up the photo of your team members on the website. If users can see the people they are going to contact and deal with, they will feel more comfortable during all of the interactions.
Cherry on top: Have team members' photos on their email address thumbnails as it is where the initial conversation would start.
Okay, so I’ll be not explaining why they are important as you know how many times we have looked at them ourselves before buying a product or a service.
Cherry on top: Add the source of the review to make it look more genuine. It should also take them to the original source.
4. Clients > Press > Awards & Certifications
If I see a name of an organisation I have previously dealt with or purchased from in the list of your clients, I am going to consider you for sure. That is why many companies put logos of government organisations first in their client’s list.
Moving further, if ABC News has said something good about you in an article then you must be good. So, mention it up.
Awards & Certification? hmmm. See, if I go to an architects website and I see some Awards related to your industry and certifications like ‘Member Australian Institute of Architect’, I don’t really know what they are but yes they sound good.
5. Use of statistics and case studies
In order to build trust, you need to demonstrate your competency by showing real numbers and case studies.
Creating a case study is a brilliant way to give concrete examples of your work and its results. It also helps your potential customers to understand better how your products and services can be utilized.
Metrics don’t lie! Showing quantifying results, and presenting real numbers shows that you are a core professional company and serious about producing outcomes.
6. Remember - Give Before You Ask (last but not least)
If you're selling a service, the chances are most visitors will be visiting your website seeking knowledge and looking for specific advice.
Provide them guides and articles which would bring some value to the visitors.
When they feel some value is gained, they would automatically gain trust and see you as a thought leader.
Cherry on top: At bottom of valuable articles, provide them with another one in exchange for their email address. Then, keep delivering them the value through emial marketing and they will definetly contact you once they shift from 'knowledge seeking' phase to 'ready to hire' phase.