Do customers trust your brand?
That’s always been an important question for businesses and sales professionals to address, but it’s taken on a new urgency in the era of digital commerce. After all, if you’re doing business primarily through your website, customers may never have a chance to look you in the eye, shake your hand, or freely question you about the nature of your products or services. This does not in any way mean that your products and services are less trustworthy, but it does mean that some customers will struggle; they will need additional reassurances.
The good news is, there are ways to offer precisely that, simply by adding trust symbols to your website. The concept of a trust symbol is pretty self-explanatory: Anything that signifies your company as reputable and reliable can qualify. The question is, what are some of the main trust symbols that can be added to a small business website?
Trust Symbols to Consider for Your Site
The answer can vary slightly from one company to the next, and your brand may not really qualify for every one of these five symbols—but it will certainly qualify for a couple of them. Adding them to your business website can make a huge difference in fostering trust-based relationships with your treasured clients.
- There is no better way to engender faith in your product than to put a seal up showing that you offer a money-back guarantee. Note that there are different types of guarantee you can use. An absolute guarantee promises that your product will never break. A risk-free guarantee, meanwhile, might say that if the product does break down, all your money will be refunded. This second type of guarantee can actually be better for building trust: Promising your product will never break can seem too good to be true, while offering no risk if it does break feels more genuine.
- Consumer testimonials. Have other people used your products or services and responded favorably? Ask them to write a quick testimonial on your behalf. Usually, a loyal and happy customer, when asked politely and authentically, will be happy to do this for you. We proudly display client testimonials on the Grammar Chic page, and believe them to be important in showing that we know our stuff.
- Similarly, if your business receives five-star reviews on Google or Facebook, consider having those reviews embedded or linked to from your site. Just be sure you monitor the reviews in case you get some bad ones that need addressing!
- Helpful content. Does the content on your site support and educate your client? Do you have product guides, FAQs, demos, and tutorial videos? All can be vital for building trust on your brand’s behalf, and allowing the customer to move forward in confidence.
- A strong About Us page. Finally, you can build trust on your page by ensuring you lay out the details of what your company stands for and what value it offers. Don’t underestimate how far this can go in assuaging customer fears!
With the right trust symbols added, your website can really instill buyer confidence.
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