What Does It Mean to Incorporate Trust Signals Into Your Site Design?
Your website visitors have no inherent reason to trust what you say. You must show them you are an expert in your field and offer highly accurate information that answers their question or solves their problem. Once you establish your authority on the topic and show transparent information, they’ll begin to rely on you as a source.
Google also looks to trust signals like these when ranking your site in search engine results pages.
On-Topic Information
Google prefers pages that match user intent. Its rankings correlate with the depth of the appropriate topic and how well the article matches the intention behind the keywords.
For example, someone who searches for “best restaurants near me” probably expects to find reviews and menus. If you write an article about a history of local eateries or dining trends without providing specific recommendations, the topic likely doesn’t match what the user wanted.
Google Security Badges and Memberships
People shopping on e-commerce sites want to know their information will remain secure. Trust seals are a way to demonstrate your commitment to keeping customer details private. Badges from companies such as SSL, payment logos and business practice seals can ramp up the trust factor on your page.
Remember to include your Better Business Bureau badge with rating, ScanVerify and TrustLock if you have them. You should also add third-party badges from trusted industry organizations you belong to.
Sustainability Information
People care about taking care of the planet for future generations. Adding details about what your company does to be more environmentally friendly can attract users who are also eco-conscious. Around 62% of C-suite leaders believe having a sustainability strategy keeps them competitive.
Look for badges from sustainability partners you use in business processes and logistics to show your commitment to being greener.
Testimonials
Adding testimonials to your site designs shows that you have satisfied customers who enjoyed their experience with your company enough to recommend you to others. One way to incorporate testimonials into your design is to add a scrolling bar in the footer featuring client statements about your product. You can also create a separate testimonials page.
When users see others are happy with your work, they’re more likely to take a chance on you. Even if they take company leaders’ statements with a grain of salt, a stranger’s comments may convince them.
Guarantees
If you offer guarantees, add a badge or details about the offers to your website. Users are more likely to try your product if they know there’s a return policy that gives them their money back. Be specific about the terms of the guarantee, such as 100% money back within 30 days. List limitations in small print, so you don’t catch people off-guard with unexpected fees or other surprises.
About Page
An about page is a glimpse of who you are and what your company’s philosophy is. Use your about page to share details of your history, values, goals and mission statement.
Around 63% of people who trust a brand are more likely to purchase from them. Your about page should include photos of leadership and a description of what each person brings to the table for customers.
Make contact information like your phone number, email address and physical address prominent on every page — the footer is a standard location. People want to know they can talk to a real person if they have a problem.
Client Logos
Another thing you can do is add logos of well-known brands you’ve worked with. People are more likely to believe you know what you’re doing if they see companies they recognize. You’ve likely noticed this technique on other websites.
Typically, the logos appear under the testimonials or reviews section of your site. Before adding a company’s logo, double-check their brand standards. When in doubt, reach out directly to ensure you have permission to use their logo in this way. Adding a small trust signal isn’t worth damaging an ongoing relationship with a valued client.
User-Generated Content
Many millennial shoppers turn to user-generated content to make decisions about what to purchase. Around 80% of millennials in the United States said they find user-generated videos to be valuable when shopping for products.
Interestingly, the same statistics show Gen Xers feel similar and come in a close second when considering UGC before buying. Allowing users to add content to your website can add to the trust factor.
Invite them to upload images of your product, post comments to your blog or add unbiased reviews for a content-rich experience. Those additions will also keep your site fresh and could help boost organic traffic.
What Are Some Other Trust Signals to Include on a Website?
Though badges, testimonials and other components are crucial, people also tend to trust a site more when it looks professional and functions properly. Pay attention to your design. Does it match industry standards?
You should also ensure:
- The layout is intuitive and easy to navigate through image and typographic hierarchies.
- Page load speeds are fast.
- Links work and you quickly fix broken ones.
- Each heading accurately explains what the page is about.
- Your copy is concise, accurate and typo-free.
- You use crisp, beautiful images that are relevant to the topic.
When your site follows good design standards, the look can serve as a trust signal to users. Add the elements people expect to see in a secure company that stands behind its products. Then, home in on the small details that separate you from your competition and give customers the nudge they need to buy from your brand.
