Building trust


Buying online, or finding a service supplier online can be fraught with danger. With no physical shop to go to, the consumer doesn’t get to meet you or your team and therefore has to take your website as gospel.

Placing that much trust in a company is quite scary, which is why your website must be 100% up to scratch to convince someone yours is the company they should deal with.

Below are my top 10 reasons for not buying from a website. How many are you guilty of?

  1. Too busy

Your website needs to be simple and too the point. If you cram it full of text, images, calls to action, links, and navigation and, worse still, use clashing colours, your visitors will be making a hasty exit.

  1. Dated

Website development moves on at a rapid pace, so it’s important you keep yours looking fresh. There’s nothing worse than landing on a site that looks as though it was created 10 years ago. Keep up to date with the latest technology and look to update your site every 3 years or so.

  1. Bad copy

The content in your site is there to sell. This won’t happen if it’s boring, full of mistakes, stuffed with keywords, completely focused on you rather than your reader and doesn’t explain the benefits of your product/service (or ignores them altogether).

Plus, make sure you use short paragraphs to avoid the dreaded wall of text. It’s also essential you avoid any jargon; just write simply and clearly.

  1. Social button overload

Social sharing is an important aspect of your marketing strategy, but that doesn’t mean you have to stuff your website with every social icon known to man. Just stick with the main ones and add them discretely so they don’t overpower your website.

  1. Capitals

There’s nothing worse than being faced with a paragraph written in capitals. IT GIVES THE IMPRESSION THAT YOU ARE SHOUTING AT THE READER AND THAT WILL GET THEIR BACK UP QUICKER THAN ANYTHING.

  1. Call to action

A call to action is vital if you want your customers to make a purchase or get in touch, but you can overdo it. One or 2 per page is sufficient – don’t end every paragraph with one.

  1. Testimonials

Testimonials (also known as social proof) are essential so your reader can read about what your service is really like. However, a word of warning, people are sceptical about them so make sure you attribute yours to a real person. If you make them up, you’ll drive people away in their droves.

  1. Contact details 

People will want to get in touch with you so make it as easy as possible for them. No, a simple contact form will not do it. Make sure you show your email, phone numbers and postal address clearly – do not make them hunt for it. A company that hides their contact information is a company not to be trusted.

  1. Mobile

More and more people are access websites and shopping on their mobiles, therefore your site must be mobile friendly.

  1. Who are you?

Yes, consumers are looking for a great deal, but they also want to know whom they are dealing with. Make sure your About Page tells them who you are and how you’re going to help them. A team photo is always a nice touch because it humanises your company.

How many are you guilty of?

Go and take a look at your website and see how many of these are present. Technology is constantly changing so it’s essential you keep pace. Maintaining your website is a vital part of your marketing.