When it comes to your business-to-business website, it’s important to establish credibility and trust with site visitors.
You’ve invested in search engine optimization and lots of great, relevant content so that your prospects can find you online. But what is really happening once a prospect lands on your B2B website? Do they see you as credible? Trustworthy?
Here are some of reasons visitors to your website don’t trust you:
1. Your website does not display your physical business address.
There’s a reason the federal law (the CAN SPAM Act) requires the sender’s physical address on all promotional emails. It’s because people have been scammed and defrauded online by phishers and spammers, and they don’t want to be victims. Because of this type of activity on the Internet, not having your physical location listed on your website instantly makes you suspect. List your address, if not at the bottom of every page, on the Contact page. Include a picture of your building and a map.
2. Your website has no photos or bios of your employees.
What would happen if a prospect came to your workplace for a meeting, and there was no one there? A business with no humans behind it is suspect. Show who runs the company and tell their stories. People buy from people they like.
3. Your website has inconsistent design.
When a prospect lands on your home page, they get an instant brand impression from your logo, the page design, the images, the headlines and content. If they click on another page to learn more about you and are redirected to another site or a page with a different design, they may lose trust (in addition to being confused). Make sure your website pages are branded consistently.
4. Your website photo isn’t current.
I once landed on a website that had a very glamorous photo of the business owner embedded into the home page design. But just below it was a video, in which the still shot of the owner looked radically different – older, less makeup, no touch-ups. It was a shocking difference and created instant mistrust for me. No matter how much we want to appear glamorous and perfect, make sure that photos of you on your site are consistent.
5. Your content doesn’t match or isn’t current.
You say one thing on your Home page and another on the About Us page. Your company history doesn’t include information about the last five years. Your blog hasn’t been updated for two months or more. Your copyright statement includes a year three years ago. Your news page includes no press releases from recent years. It’s critical to keep all content consistent and current on your website.
What else leads to a loss of trust on websites? Please share your experience in the comments below!