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10
Tips to Improve Web Site Conversions
By
Tim Grant, lunavista communications corp
Trust
is an important factor in web site design. It is especially
critical if you have a lesser known brand or you are
introducing your company through search engine listings. Because
the web offers users so many choices for any given product or
service, it is important for businesses to establish that
potential buyers can trust them to deliver what they promise,
and trust them with their credit card information as well.
Once
potential buyers determine that your site offers the product or
service they are looking for, the logical next step is to
determine whether or not they want to do business with you.
For e-commerce, this comes down to whether or not they are
comfortable giving you their credit card information. But
trust is an important element for professional service sites as
well.
Trust
is always a critical piece of the sales cycle, and you need to
build trust factors into and around your web presence if you are
to be successful. Be sure to consider on-site and off-site trust
factors.
Ways
to Build Trust On Site
1.
Testimonials – Client testimonials go a long way. For
sites we manage, we see a good amount of traffic to individual
"Testimonial" pages, but we find it can be very
helpful to put testimonials on various pages throughout the
site. That way searchers will immediately see evidence that you
are trustworthy and be less likely to click away.
2.
About us page – A well written about us page is
essential to building trust. Searchers want to know about
companies before they purchase, call or inquire.
3.
Client List page – A list of clients can offer piece of
mind to potential buyers. They will see your business as an
active one, not some "fly by night" that is poorly
managed. If you can list well-known, established clients, that
can also add an element of credibility to your offerings.
4.
Photos of your staff and your work – The use of stock
photography is often obvious and does not convey the impression
that your company is well established or manned by real people
who will go out of their way to help a client. Custom
photography that shows your actual location, staff, and projects
that you may do can do a great deal to convey that you are
trustworthy.
5.
Memberships and certifications – Logos of various
memberships, such as the Better Business Bureau and other
professional groups also tend to help establish trust. If your
industry or profession recognizes particular certifications
which you or your staff have earned, including them can be
especially meaningful.
6.
Profiles in the press – Trade magazines and local
newspapers are often very willing to write about you if you ask.
Look for publications that write about similar businesses. If
you land such a profile, be sure to link to it from your home
page or About Us page.
7.
Community support pages – Does your business
support a particular charity? These types of mentions tend
to make prospects feel connected to your company as one that is
active in the community and takes time or resources to work with
others.
Off
Site Factors
1.
Social Media – A great way to connect with
customers. A presence on relevant blogs, Twitter, Facebook,
Linked In and others give people a chance to learn more about
you in a slightly less formal environment. You don't need
to be on every social networking site. Follow your audience and
build for them.
2.
Reviews – Online reviews are growing in importance.
Often review sites, such as Yelp, appear high in search rankings
for business name searches. Know what people are saying
about your business and encourage happy customers to write
positive reviews.
3.
Search engine rankings – High search engine rankings in
and of themselves offer perceived brand status. High rankings in
the natural search section imply longevity and professionalism,
and high rankings in the sponsored search section imply industry
leadership and financial solvency.
Whether
you are planning a new web site, or you are trying to increase
the conversion rate of your existing site, incorporating tactics
to improve trust can help consumers feel comfortable and
confident in making an online purchase or working with your
business.
Our thanks to Don Kreski of
Kreski Marketing
for his help in editing this article.
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