3 strategies to build credibility with your online prospects

Imagine this…

Your prospect comes across your site while searching online for a service your business provides.

She clicks on the link and arrives at your home page for the first time.

And your offer IS what she’s looking for.

You’ve got the prospect’s attention!

Now what?

Is she likely to trust your solution without any prior knowledge of your company?

Let’s take a moment to think about this…

How quickly do we decide to make an online purchase if we have no previous knowledge of the company?

Not quickly. We need evidence that the business is a real entity before we make a purchase and share our personal information.

In a brick and mortar business, the prospect relies on physical proof to learn if the business is legit.

The prospect can see the storefront, browse the inventory, and watch other customers purchase merchandise.

Just like a brick and mortar business, your first-time online shopper should be able to quickly assess a few facts about your business.

Don’t lose your visiting prospect for lack of credibility.

In this post, I’ll share with you the top 3 website strategies you can use to bring your prospects closer to trusting your business and closer to making a sale.

1. Providing the contact information (address/ phone/ email) is the #1 content asset prospects look for on websites.

Many companies don’t clearly display the physical address of their business. Is it an oversight or the assumption they don’t need to provide this information? After all, the business has a web presence, right?

Adding company contact information is a simple yet often overlooked strategy for building trust and credibility.

Don’t take my word for it.

Here is a piece of research, courtesy of the 2015 B2B Web Usability Report by Huff Industrial Marketing, KoMarketing, & BuyerZone, released in 2015:

54% responded they would leave the website due to lack of credibility if thorough contact information is not provided.

Further, when asked what type of content asset was missing from most website, the answer was “Thorough contact information: phone, email, address.”

Provide complete contact info/ phone number/ email on the footer of every page or a visible link to the contact page. This will help establish trust and credibility.

Take the time to revisit your website now and incorporate this element. Imagine yourself as a first time visitor to this website. How quickly are you able to locate the contact information?

2. Must clearly provide sales and product related information including pricing, shipping, product reviews, and details about technical support.

Reflect on what your buyers’ needs and desires are when coming to your site. They’re likely searching for an answer. Your product and services or your content may be the answer. Provide what they need to move forward.

Place content assets your buyers need to see front and center. Review which content assets your buyers need to see in order to move forward to purchase from you.

Provide sales related information such as customer support, return policies, and product reviews during shopping process. For example if the product is technical, include information on technical support.

3. Provide a meaningful “About” section. If this website is for a brand name, include a personal biography of the founder.

This builds instant credibility and often is a valuable source to resonate with your audience.

If you offer a technical product, an introduction to the technical team that handles technical inquiries is essential. This method helps build a long term relationship. People deal with people in businesses, they don’t deal with websites.

Takeaway: Business credibility is the first and most critical element to help your new visitors to trust your site and move forward with their purchase. Provide the information they’ll need when and where they need it.

A final thought: Ask your customers what they need or want. Request customer feedback to find out how your online efforts are ranked by your customers. Loyal customers will provide feedback that will enhance their shopping experience.