How to Increase Trust and Conversions on Your Website

Digital Marketing

Did you know that 68% of consumers are more likely to buy from a company they trust?

Not only that, they’re more likely to stay loyal to that company, become an advocate and recommend them to other people, and defend that brand if it faces negative comments.

Essentially, gaining your customers’ trust builds an army of supporters around you who will help you grow and protect your business.

Building trust on a website is also the first step to increasing your conversion rate and getting more business through your site.

Sure, a user might find you through a Google search, but if they don’t like what they find, or discover you’ve misrepresented yourself to get them onto your site, they won’t convert.

They’ll also never come back to you because they don’t trust you.

So how do you build this trust in your brand?

Here’s a few things you can do.


1. Have a professional design to increase website usability

Your website is your digital shop window and it might be the first time someone comes across your business.

If your website looks old, unused and is hard to get around, why would a customer trust that you can provide them with a professional service?

You definitely need to have a professional looking website.

And it should be built with your customers’ usability in mind.

That means it loads quickly, is easy to get around, and gives customers a smooth and easy experience whether they’re looking for information, or to buy from you.

This is becoming even more important now with the Google Page Experience update around the corner.

The update will put more emphasis on site usability and websites which perform better with fast page speed, interactivity and general usability will start to rank higher in search.


2. Provide social proof with testimonials and case studies

Customer testimonials and case studies are the most important bits of content you can create if you want to increase conversions on your website.

You can fill your site with all the informational articles and they’ll get traffic and win you some conversions.

But nothing is more powerful than another customer publicly stating how happy they are they bought your product, or how much easier their work life is now they’ve bought your product or service.

This is because we put more weight behind recommendations from other people than we do any other type of research.

It’s why you can do all the research and studying about a new TV and know exactly the one you want based on what you’ve found out, but when your friend then turns around and says “you want to buy this one instead, I got it and it’s amazing” you instantly doubt your decision and are more likely to choose the one they’ve recommended.

Just one more thing on testimonials.

Get the name and information of the people included in the testimonial or case study.

It’s possible to get away with anonymous case studies.

But seeing a name and face behind a glowing reference is what will really make the difference for your business.


3. Show Business Information to Increase Domain Authority

If people are going to trust your business they need to know you’re legit.

The internet has been amazing for transforming business with the rise in popularity of ecommerce.

But customers remain wary of internet scams and just because you have a website, doesn’t mean they’ll automatically trust you.

If your website is supplementing your physical shop or office, then include these addresses on your website.

The same goes for your contact information.

Include your phone number and a real business email (seeing from someone claiming to be a real business isn’t a good look).

And make sure you include your business registration number so people can check you out if they want to.

If you have employees, have a page dedicated to your team.

Include pictures, background information and anything else that shows customers that you are a real business with people behind it.

Give them a glimpse behind the scenes of your company and who they’ll be working with.

Whatever you do, avoid those awful generic people pictures of millennials looking happy in perfect lighting in just the right setting.

No-one believes they’re real and you risk losing that authentic feel behind your business that customers will trust.


4. Use personalisation on your website

 Creating a personalised experience for customers is the pinnacle of online business and marketing.

Being able to show and direct users to information and products specifically chosen for them based on how they’ve interacted with you before is what all marketers dream of.

And it’s entirely possible.

Using previous user data you can use smart content that changes depending on who is visiting your website, allowing you to only show visitors information relevant to them.

This way they’re not going to get lost trying to find information they’re looking for.

You should use your CRM to gather accurate information about the people using your website and the things they’re interested in so you can create the personalised experiences that will lead to more conversions later on.


5. Use a secure URL

We’ve already touched on this one a bit.

If you want people to enter personal or financial information into your website they’ll want to know the information will be kept safe.

Using a secure https:// url is the best way to show you have a secure website.

You can also use things like two factor authentication when it comes to online payments.

But a secure url is the minimum you should have. Just seeing the padlock symbol next to your url is enough to increase conversions.

Plus, this is one of the factors that Google page experience will take into account, so not having a secure url means you’ll have less chance of getting found in the first place.


6. Build on External Links to Increase Domain Authority

Linking out to external sources might seem like a bit counterintuitive when you want someone to stay and convert on your website.

But linking to other external resources, like other experts or useful guides and reports, actually increases your credibility as a source of information and is more likely to increase trust in your brand and website – which we’ve already established is a good way to increase leads and sales.

However, you need to be careful which sites you link out too.

Only link to reputable sources that you’d trust yourself.

If you start sending your users to websites that offer a bad experience, are spammy and try to constantly collect personal information, are clearly not legit sources of information or worse, could be associated with online scams, your customers won’t forget that you’re the one who sent them there.



The capabilities to continuously build trust and convert users is a necessity for your business’ website to flourish.

Through displaying firm, concrete associations with customers (past and present) and other businesses, whilst also making sure you have professional, industry-standard website usability that will ensure your visitors stick around for more than 6 seconds, your website can gain domain authority and garner a strong following on the web.

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