Trust logos or badges can help you add an element of trust to your website or landing page, boosting your overall conversion rate. If you’re a member of a business organization, were the recipient of an award, a stellar rating, or hold other accolades, show them off by including the logos or badges on your page. Examples include anything from Rotary membership badges or Better Business Bureau ratings to the logos of well known clients who have trusted your work. Try including them in close proximity to known anxiety-producing elements, such as lead forms or transactional buttons. By displaying trust badges, you can help reassure your users of your good reputation and that they won’t be cheated or scammed.
Address fears, doubts and uncertainties
Find out what fears, doubts and uncertainties your users have and address them. Consider what you’re asking of your users. What risks do your customers face by interacting with or making a purchase from your site? Does the reward outweigh the risks? Depending on your scenario, it could be as simple as adding things like an SSL security certificate, trust emblems, testimonials, or offering some kind of guarantee. You may also consider addressing any specific concerns directly through strategic page copy. If you need more insight into your users’ thought processes, there are a number of tools and usability testing software and services available, such as UserTesting.com, which offers some quick, free user testing services.
Make your site look more professional
Your visitors begin forming opinions about your business before they’ve even read a word of your copy. The second they land on your site, they’re presented with visuals that instantly begin forming impressions based solely on outward appearance. And because trust plays such a crucial role in whether or not your visitors will convert, it’s important that your site look trustworthy. If it doesn’t, many visitors may just bounce. Avoid looking “spammy” by investing the extra money to hire a professional designer. It shouldn’t look like you threw it together with some cheap drag and drop software in the mid-late 90’s. A website that looks expensive and professional usually is. It’s no different than being approached on the street by a disheveled homeless man versus a clean-cut business man in a suit and tie—would you turn and walk the other way or would you stop to listen what he has to say?
Make contact and other identifying information easy to find
Don’t be too anonymous. Not publishing things like names, photos, phone numbers or physical addresses makes it seems like you’re trying to hide something. You wouldn’t trust just any old stranger off the street, so don’t expect your visitors to trust one either. Make contact and other identifying information easy to find. Include it in areas of the page where it’s most commonly found, such as header and/or footer areas to reduce user anxiety.