When it comes to encouraging potential customers to buy from you, it's actually not as different from the high street as you might think.
When you're out shopping with a friend, you're far more likely to trust the shop that 'looks right'; that gives off a good level of professionalism, permanency and pizzazz. By contrast, you're probably not going to enter the shop that looks dirty, shady and a little like it only moved in yesterday with the shelves half empty!
It's the same with websites. If your site doesn't give off the right impression, it can cost you serious sales; which isn't a good thing at all. In fact, most first-time visitors aren't likely to make a purchase anyway... but that's okay. The important thing is to inspire them to feel safe and secure about coming back; time and time again.
Here are a few pointers on how to create trust and loyalty through your web design.
Get the layout right
According to the Stanford Credibility Project, nearly half of all consumers judge the credibility of a site, based on its layout and aesthetic appeal. That's a lot of people that you need to impress with good visual design! When seeking inspiration for your layout, look to the trusted businesses in your field. Take notes about their designs. You can also look at websites that you trust and buy from. What makes you trust them? Chances are you'll notice certain similarities; well presented information, clear graphics, uncluttered pages, and so on.
Offer guarantees
If you want to win new business, it's important to demonstrate confidence in your own products or services. Offer a level of guarantee; for example, 30 day no-quibble returns, or complete refund if they're unsatisfied with any aspect of the service. If you think your product is great and you have faith in it, make sure they know it!
Show testimonials
It's so important to collect good reviews and testimonials, and to display them proudly on your site. After all, you've worked hard to get positive feedback, and you should use it to let the rest of the world know that you provide a great service. Check out this post on How to get killer testimonials for your busiess.
Get the right tone
It's important to use the right 'voice' on your site. It needs to be friendly without losing any professionalism, approachable without being 'chummy', and authoritative without being bossy. Use of quality images will also make you look more professional. This article will help you: 4 Steps to Finding Your Ideal Writing Voice.
Keep current
Make sure your website contents are current. If the latest item on your "News" page is 5 years old, you need to dust off the cobwebs.
Show your face
People like to do business with real people rather than faceless entities. People are more likely to trust what you have to say about your products and services if you are willing to show your face.
Be yourself
Don't fall into the trap of copying your competitor or someone famous in your field. Be authentic and be yourself. Share personal stories. How much you share is up to you. Start gently, and experiment with what feels right to you. If you aim to never betray your instincts or try to be someone you're not, you'll find that your clients respond positively to your genuine, relatable approach.
What puts you off about certain sites when you're looking to make an online purchase or work with someone? Do share your thoughts, it would be great to hear them.
Oooh, great topic! I am often put off with too much salesy copy that reads like it's been written and re-written and has lost it's owner's original voice. And the sales pages that go on for aaaaaaages without getting to the price of the product or service. On the upshot, I love reading testimonials - they do speak volumes about the product or service, so long as they sound - and are - genuine.
I agree with you about sales pages that go on forever and repeat the same points again and again. It's a clear sign that someone is excessively following a so-called sales page formula. I love reading testimonials too.
"Show your face"... I needed to hear this today! I have been uncomfortable having my picture on my sales page... but feeling lately that it would help people connect with me more. Thanks for the gentle nudge. Off to add now!
Glad to have provided you with a gentle nudge to show your face Liane. It does get easier I promise 🙂
This is a thought-provoking post Mui. First impressions really do count. I don't go into shops that look scruffy and poorly laid out and I will leave a website for the same reasons. When I visit a shop or a website, I want to be an environment that is inspiring, where I can look around in peace without being 'sold to'. I want to make my own mind up without pressure and will return several times before deciding to buy.
Thanks also for the reminder about testimonials. I feel shy to ask for them but they do help build credibility and trust with newcomers.
Glad you enjoyed the post Anne. Definitely ask for those testimonials as they play a big part in building credibility and trust. Don't be shy to ask for them. You will find that often your clients are only too happy to sing your praises.
Great tips, Mui. I'm currently rebranding my own business, and since design is a big part of what I do, I've been blogging about this very thing -- engagement -- myself lately. Have a look if you like: http://bit.ly/websitepages
Thanks for sharing your wisdom.
As I am working on this right now, great tips thank you , bookmarking to come back to
Love the tip about being yourself. There is definitely not enough authenticity in the world of business especially online businesses. Great post and tips xo