You might not realize it, but many of your visitors are gambling when they visit your site. They don’t trust it—and perhaps with good reason. If you’re not well-known (ahem, you’re not an Amazon or a Google), then you need to earn their trust. It might not be fair, especially if you’ve done everything right and have never had a security breach. However, that’s the way it is and you have to play by the rules. The good news is that there are many ways to earn trust, and many of them benefit you, are free, and easy to implement.
One of the best ways to build trust is to make sure the tools and resources you rely on yourself are trustworthy. For starters, do you have basic shared or virtual private server (VPS) hosting? VPS costs the same low price as basic shared plans, but offers better security and faster speeds. If your visitors know about VPS and find out who your host is, that works in your favor. If not, they’ll at least benefit from the speed and security that comes from having this type of hosting.
Trust Takes Time
Many studies have shown that the slower your site loads, the less trustworthy you appear. A percentage of visitors will abandon your site and never return. Some will stick around, but will build up negative emotions and connotations with your site. VPS hosting can help with speed, but your web developer can also work wonders. Make sure responsive design and mobile readiness are taken care of, and always be checking to see how you can increase your loading speed.
Another tell-tale sign that you’re untrustworthy? A low quality site overall. This can include an outdated theme or layout, typos, or using the wrong voice with your online content. Maybe you have old information on your site, it’s tough to navigate, or you have annoying pop-ups. If your site reads as low quality, that means your business reads as low quality. A lack of trust is inherent. When’s the last time you updated your site? If you can’t remember, it’s time for a major overhaul.
Stand Out in the Right Ways
Search engine optimization (SEO) can also play a big role in building trust. Your clients may or may not know what this means. However, especially if you’re a local business who benefits from local SEO (LSEO), think about it. What happens if you’re one of the only kundalini yoga studios in Midtown, USA? When someone Googles “kundalini Midtown” and you don’t even show up on the first page of Google results, 1) they may never find you and 2) if they do, they’ll wonder why you’re so far down in the search results.
Trust also comes from your customer service—big time! Make it easy to reach a live person, preferably 24/7. How you train and support your agents lets you dictate the face of your company.