Does Your Online Presence Convey Trust?

Think about the last time you decided to make a purchase. Perhaps it was something small like a new face wash, or maybe it was a larger purchase like a home. Whatever the purchase was, chances are that you went with a provider that you trust.

As a business owner or service provider, it is important to understand that your potential clients are also going to make purchases with companies and people that they trust.

If a consumer doesn't trust you, they won't pick you over the competition. Trust is especially important when making larger purchase decisions, as it is likely that the larger the purchase, the greater the impact it will have on the consumer's life or business.

So how do you ensure that your clients trust you and view you as a credible source? Well, you should start where most buying decisions begin: the Internet.

According to a study done by GE Capital Retail bank, 81% of shoppers begin their journey online. That means that your online presence has the potential to either attract or repel 81% of your potential clients.

You might wonder how you can build trust without spending time with someone or speaking to them face-to-face, but, when used properly, your online presence is enough to do the trick. Sometimes your channels just need a facelift.

Here are five areas to focus on when creating a website to convey trust.

1. Content

Content marketing provides an incredible opportunity to build trust.

As you distribute relevant content on a regular basis that doesn't come across as a sales pitch and prove that you aren't just making information up, your audience will begin to look up to you and turn to you as a trusted source of information. Consistency is huge here. I can't tell you how many times I have gone to a website or social channel and seen large gaps in posts and immediately questioned the company's credibility. I have even gone as far as to question how seriously they take their business.

Posting on a regular basis shows that you care and even more simply, it ensures your audience is frequently exposed to your brand. The more often they are exposed to your brand the more likely they are to remember you at decision time.

2. Testimonials

Obviously, you're going to have nothing but great things to say about your company. It isn't a secret that you have positioned your brokerage in the best way possible and have done your best to cover up any potential flaws or gaps in your service; consumers are well aware of this. So while they still visit your website or social channels to gain information and hard facts, where they really develop a better understanding of what their money is going to get them is in the testimonials.

The difference between a company's claim and a testimonial is like a compliment from your mother vs. a child. Children are brutally honest--this could be because there is no risk to their honesty or it is a risk they are unaware of. On the other hand, you are your mother's baby and she automatically has a bias to you that is in your favour. It's the same for testimonials; there is little to no risk for a consumer who shares their honest opinion while a company is always putting its best foot forward.

Not only are testimonials more believable, people tend to want to do what other people are doing. So when they see that other people are using your service, they will become naturally curious and want to try it out for themselves.

Testimonials can be an incredible asset, but there is a difference between a strong testimonial and a weak testimonial. Here are some tips to keep in mind when gathering testimonials from your clients:

• Include full names
• Include pictures
• A less polished testimonial appears more authentic
• Video testimonials are a bonus

3. Affiliations and Awards

This one is as simple as it gets. Consumers want to see that you are affiliated with others in the industry. More specifically, they want see that you are associated with other credible businesses. If you're a member of the Better Business Bureau (BBB) or a member of a board, don't be afraid to tell people! Similarly, if you have received awards or have even been nominated for an award, share it! Including affiliations and awards adds instant credibility.

4. Proofread

Here is another simple one – don't forget to proofread! There is no quicker way to destroy all credibility and trust you have built than by making a simple spelling or grammatical error. Proofreading takes time and when an error is found, consumers instantly know you weren't willing to put in the time. If proofreading isn't your strong suit, try reading your content aloud. Hearing and seeing your content at the same time really aids in finding errors.

5. Picture and Contact Card

People love to put a face to a name. Displaying a professional head shot next to your contact information is a great way to build trust. You'll want to place your photo and contact information in a prominent location--either your header or footer or both! You'll also want to make sure that your photo is consistent across your website and all social channels.

Remember, if a consumer doesn't trust you, they won't pick you over the competition. Focus on these key areas to give your online presence a facelift and your clients and potential clients will feel confident that you are someone they can trust, ultimately resulting in more leads and more closed deals.

To view the original article, visit the Lone Wolf blog.