Do you intend to take your business online in the near future?
Or perhaps, you already have a business and are finding it hard to drive traffic to your site and convert.
Building a credible and persuasive website should be among your main goals. Why?
Studies reveal that brand authenticity is one of the top qualities that would lure customers to a brand.
On top of that, even employees like to work in reputed and credible companies. According to statistics, if your company has a bad reputation, it will cost you no less than 10% more every time you plan to hire an employee.
And again, a study shows that 75% of users judge a website based on its aesthetics. You can thus consider using an effective web design along with compelling content to increase sales.
Furthermore, consider using a web accessibility tool to ensure that your web is accessible to all, irrespective of disabilities and age.
Below are the top 19 ways to make your website more credible and persuasive.
1. Design A Website That Is Easy To Navigate
Keeping a website visually appealing is not an option, but along with that, easy navigation that provides users access to your site is the key.
Your users can’t access your site if you make it hard for them to navigate.
Google says that 61% of users will probably leave your site on mobile and never return if they face issues while accessing it. And 40% will find a competitor’s site instead
In order to build a site that is easy to navigate, keep it simple, and be predictable. Creative and unique website design is great until users can’t navigate from one page to another with ease.
If you design unconventional navigation buttons as shown in the snapshot below, it is only going to make your users confused, and they will most likely abandon your site.
Statistics reveal that poor user experience has led 70% of shoppers to abandon their shopping carts.
Take Maderaw’s website, for instance.
Madera’ website makes it easy for its users to buy products by showing them a clear path to buying a product on their site.
When you visit Maderaw’s site, first, you can select a category of the product you are looking for on the navigation bar.
And then, under the product page, you can select your product choice.
You can then select the quantity and add the item to your cart.
Follow this, and you will dramatically see an increase in sales.
2. Use Psychology Of Color
It is not easy to gain a good online reputation, especially if you are a new business. But there are tried and tested ways to build customer trust. Using the psychology of color is one.
Colors really matter when you design a website as it communicates faster than words do. The color scheme you use can make your site memorable, credible, attractive, and even profitable.
For instance, traditionally, most of the fast-food industry, such as the famous MC Donald’s used red and yellow colors as they are associated with speed and efficiency.
But after research, when it was found that red is more about bad food rather than fast food, McDonald’s now uses a mixture of greens and other natural colors to let consumers know that their food is probably a healthier choice than other fast-food chains.
Blue is another color that is used widely by brands as it is a color of success and can gain trust. Bing search engine made an additional $80 million after they changed the color of blue.
When it comes to call-to-action buttons, green and orange buttons can work wonders in increasing conversion rates.
3. Consistency Is Vital
While designing a website, consider keeping the theme and structure of your pages consistent. A neatly organized web page is not only appealing but easy to navigate. Users will take about only 50 milliseconds to form an opinion about your site and decide if they will leave or stay.
4. Provide Your Contact Information
When trying to build trust, providing contact details on your website can work effectively in your favor.
When you reveal your business contact details, you are showing your readiness to visitors to contact you and take any inquiries/feedback.
It has been found that 64% of users prefer to see the company’s contact information on the homepage.
The main Contact Us page, support area, overview and product pages, footer, and the main navigation are places where your business contact should be seen.
Note that some of the best Contact Us pages are those that interact with people and engage them to act.
5. Add Testimonials And Reviews
Research says that 85% of users deem reviews as reliable as personal recommendations. Leverage on it. New customers always want to know how well you got along with your previous customers before buying your product or availing your service.
Showcase your best testimonials to make them know that what you are offering is second to none.
You can also implement Google Reviews or 3rd party review platform. The more, the better when it comes to reviews. Just ensure that they are genuine. Don’t worry about some bad reviews as they will imply that your site is authentic and credible.
6. Show Social Proof
Show social proof, such as recent customer activity using tools to increase conversions by up to 15%. Apart from that, use social media like Facebook, Twitter, Instagram, and LinkedIn to your advantage. The more followers you have on your social media account, the better.
And when you implement influencer marketing on social media, you can have big sales. It is said that 49% of users depend on influencer’s recommendations on Twitter.
Also, remember to showcase the positive reviews that you gather from your customers on every social media site you use. Users normally do not believe the first review they see. They look for at least a few good reviews before making their purchasing decision.
7. Use High-quality Images And Visuals
Using poor quality images on your website will hurt your credibility and conversion rate. Invest in high-quality images instead of using the free images available online to see returns. Also, ensure that the images and visuals you use add context and meaning.
32% of marketers deem images as the most significant content. And of course, images can process faster than texts.
If possible, use images of real people, photos displaying product details, and as and when visitors ask for photos, offer large high-resolution photos.
8. Build A Mobile-responsive Website
Making your website mobile-friendly can have a significant positive impact.
Around 60% of users say they can’t have a company that doesn’t have a responsive website, while 62% of companies saw an increase in sales after they invested in responsive design.
Using responsive web design tools, implementing ways to improve website speed like avoiding Flash, turning off autocorrect for the form fields, using large font sizes, compressing images and CSS, making it easy to switch to desktop view, and creating easy to click buttons are some ways to design a responsive website.
9. Offer Service Or Product Information Including Charges
Make everything upfront, starting from service or product descriptions to delivery time and charges, including shipping charges if you are selling products.
Also, mention whether you are offering a warranty and how long the product will last. This will add website credibility, and consumers will trust you more.
10. Keep Content Simple And Appealing
When a visitor goes through your content and visuals, they should do it with ease. When your content is easy to understand, users feel a sense of familiarity. And it allows them to make a purchase decision easily.
Creating appealing content is crucial. A study reveals that unappealing content will make 38% of users stop visiting a website. Also, readers are more likely to trust peer-created content.
While on it, remember that your grammar should be on point to make a good first impression. Whilst a typo here or there can’t be responsible for ruining your credibility, consistent errors will surely do.
11. Use Staff Photos And Bios
Web sites employing photographs of real people can make an emotional connection. In one study, it increased conversions by 48%. People want to listen to your story, confirm where you come from, and know who they are investing their money to.
When you hide your staff photos and testimonials, it gives the impression that your site is untrustworthy.
12. Implement On-site Search
A buyer’s journey usually starts in the search box. In the US, a study revealed that 55% of buyers begin their product search journey on Amazon.com.
To make things easier for website visitors, you can redirect their searches to navigation. The keywords they type at times don’t lead them to the product or service they are searching for.
Your terms should let visitors understand the parameters of your business relationship.
14. Show Up Professional Affiliations And Memberships
Don’t hide if you belong to a reputed professional organization. Highlight your professional affiliations and memberships. You can display their logos and provide links to their website. It will increase your reputation, credibility, and trust.
15. Display Trust Seals
People are not willing to shop online because they don’t want their privacy to get compromised. Displaying trust seals can help gain customer trust according to a survey, as shown in the snapshot below.
It is crucial to use trust seals, especially if your website gathers sensitive data like credit card information from your customers. Trust seals imply that your website is legitimate, and has been verified by a third party.
Your customers will hand over their personal information less reluctantly when they know you are taking extra measures to safeguard their information.
16. Highlight press
If your brand has been featured or you have contributed to prominent news or industry publications or in case you are getting a lot of press, creating a press page can be ideal. Otherwise, you can highlight the logos. It not only increases your credibility but demonstrates your expertise.
17. Fix technical issues
See that your website is optimized. Check for technical issues such as broken links and forms. Poor user experience is one of the main causes of website abandonment.
Also, take steps to improve your site speed. Slow-loading websites cost their owners to lose $2.6 billion yearly.
18. Limit Advertisements
Not only are irrelevant ads irritating, but it is an infamous hacker tactic for stealing user information. Hackers send links to infected ads, so visitors are worried about clicking such ads.
If you can’t avoid displaying ads, limit them to increase your website’s credibility.
19. Cite Sources
When you make a claim in your content or borrow an idea from a different source, cite the source to increase your trustworthiness. As customers gain your trust, they will begin to validate your sources less.
Making your website more credible and persuasive is a full-time job, but it isn’t impossible. UX design should not be taken lightly considering the credibility, respect, and sales return it brings. Try implementing the measures in this article to gain customer trust and increase your sales.
Remember that no matter how appealing your website looks, if your users cannot access it, it is of no use. Test your website’s accessibility using the web accessibility tool and see if it is WCAG and ADA compliant.
Let your website support your business. A credible and persuasive website will definitely make a huge difference. Don’t miss out on the benefits it brings.
About The Author
Gaurav Belani is a senior SEO and content marketing analyst at Growfusely, a content marketing agency specializing in content and data-driven SEO. He has more than seven years of experience in digital marketing. He likes sharing his knowledge in a wide range of domains ranging from eCommerce, startups, marketing to human capital management, and much more. His work is featured in several authoritative business publications. Connect with him on Twitter at @belanigaurav.