With the rise of COVID-19, people around the world are on high alert. Not only are they worried about potential sources of infection, but they are concerned about price gouging, scams and other economic risks. This means that your target audience might be more wary than normal and need extra convincing that your brand is reputable, reliable and the best choice for their needs.
Fortunately, there are a few steps you can take to make your website look more trustworthy and win customers over. These small alterations are inexpensive but can have a big impact now and after this current climate of uncertainty is resolved.
How to use your website to build trust
Consider taking the following steps to use your website to build customer trust.
- Make sure your website is HTTPS secure.
- Introduce your team to your customers.
- Add testimonials and reviews.
- Add your social media accounts.
- Add alternative ways for your customers to contact you.
- Keep your website updated with current information.
These sensible steps will go a long way toward developing a relationship of trust. Let’s dive in and explore them in detail.
1. Make sure your website is HTTPS secure
Your customers will likely make a decision about your brand before your homepage even loads.
You’ve probably noticed when looking at the URL displayed at the top of a browser screen that some websites start with “HTTP” and some with “HTTPS.” The “S” stands for “Secure” — and it comes from securing your website with an SSL certificate. Sites with HTTPS have an additional layer of protection for any sensitive data that is exchanged.
Most people expect brands to have a Hypertext Transfer Protocol Secure (HTTPS) URL on their website.
It encourages people to trust your brand, even if they aren’t providing sensitive information.
2. Introduce your team to your customers
A lot has changed across the web over the past few decades, but one hypothesis continues to hold true: human faces build trust and increase conversion rates.
When people see photos of your CEO, your employees and other company partners, they can put faces behind the corporate brand. A smiling face can lower defenses and make customers feel safer in their choices.
Use this time to add photos, even if they aren’t professional headshots, to your website to introduce your team. Avoid using stock photos as this can have the reverse effect.
3. Add testimonials and reviews
Testimonials and reviews also allow you to add a personal touch to your website.
Personal testimonials allow customers to explain your products and services to each other. These customers won’t use the branded buzzwords and industry jargon that you might add to your site copy.
Reviews and testimonials sound less like sales pitches and more like personal recommendations, which increase trust.
Consider including a variety of testimonials and reviews on your website. You can add text bubbles with customer quotes, or ask your customers to film short videos explaining why they love your products. This also adds a face to your website along with a review.
4. Add your social media accounts
One of the best ways to show that your brand is active and operational is to keep your social media accounts updated. You can share news, post advice, and provide customer service through sites like Twitter, Instagram and Facebook.
You can add a Twitter feed with your latest tweets at the bottom of your website or in the sidebar, depending on your website design. This shows people that your brand is active without asking them to click on your social channels and leave your website.
5. Add alternative ways for your customers to contact you
Most ecommerce platforms and email marketing tools will require your brand to have at least one form of contact information listed, if not multiple forms, to use their services. This includes your email address, phone number and physical mailing address.
However, you may want to add multiple ways for people to reach you, especially if you offer multiple customer service channels.
Customers like to connect with brands in different ways. For example, 62% of customers say they prefer email customer service, while 48% want access to a phone number as well. If you don’t offer multiple ways for your audiences to reach you, potential customers may be less likely to reach out.
6. Keep your website updated with current information
The business world is changing rapidly during the COVID-19 crisis. Most people don’t know what businesses are open and/or how they have changed their operations to address the crisis.
Keep your website updated with any changes as they arise. Even if there aren’t any changes to your business, create a post explaining how you are operating as usual.
This practice of keeping customers updated can turn into a good habit even when the virus passes. Monthly or quarterly updates can help people see that your business is active and available to help them.
Now is the perfect time to update your website
Many brands across the globe are trying to keep their companies up and running throughout this period of uncertainty.
You can help to build trust with customers and win them over with the right web design and content.
By putting faces to your names, adding testimonials, updating your contact information, and increasing security, you can make meaningful changes that inspire trust and drive sales. Take the time to make these updates on your website and see how they boost your brand.