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Ultimate List of Trust Factors for Website Design

Updated September 29, 2019
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Tim Brown

Tim Brown is the owner of Hook Agency, an SEO and Web Design company focused primarily on driving traffic and leads for small businesses, roofers and construction companies.

Trust factors matter more than just about anything on a website – if you want that website to convert visitors into customers. The first most important thing is a call-to-action/form – and these trust factors are wonderful to pair directly with your calls to action.

Ultimate List of Trust Factors for Website Design

High quality design

Extremely easy to find contact information and an easy to submit a contact form

A tailored message to your target demographic, as niched as possible

Simple, non-technobabble language

Correct grammar and spelling

Staff photos and bios

Photos of your office or workspace

Absence of cheesy or common stock photos

Free shipping, simple and easy returns, and evidence of a reasonable refund policy on any products that you offer (if you offer any physical products)

Evidence of being made in a particular location, if that is something your customer base values. For instance, many United States citizens like it when they see ‘Made in the U.S.A.,’ as they feel the money they spend is going back to their general community. Your state or municipality can also help people trust you if your product is anchored to that area.

Detailed information about your services

Current, happy clients

Clear and obvious pricing whenever possible

Any trade/other organizations that you’re affiliated with or a member of

Customer reviews from online sources

Curated testimonials

5-star ratings where appropriate that are visually obvious, perhaps list the websites where you have 5-star ratings

Visual badge for your SSL certificate or other online security badges that make it obvious it’s safe to submit confidential information on your site. – Examples: VeriSign and TRUSTe

A blog where you are sharing relevant information and displaying expertise in your subject matter. This will also help Google and the public know your website is maintained and refreshed often.

A jobs page and relevant open positions

Your brand ranking high in Google results

Guest posting on blogs relevant to your business and/or industry

Speaking at events in your industry and as a subject matter expert elsewhere with evidence of that on your site (photos, titles of talks, etc.)

Get on the news and talk about your work, and make sure to add that video clip to your website.

Write a book and get reviews for your book on Amazon, then promote them alongside your website on your social media accounts

Show off your awards and certifications – If you get a couple of respected awards in your industry and add those to your site, people can understand more easily that you care about quality and your industry’s perception of quality.

Social icons on your site for your social channels, social icons to share your regular content, and active social media accounts with regular engagement with other people

A video or videos of you talking about your process, sharing details on your work – talking about the value working with you provides your customers, or for e-commerce, videos detailing the benefits of a particular product

Display key value propositions in a highly visual way that respects your audience’s time and boils down the essential benefit to a short excerpt they can read and understand quickly.

Give deeper descriptions visitors can dive into for each of your sub-services that go into depth about both your industry and the general process of things, and what differentiates you from the rest of the industry, and why what you do is special.

Provide case studies that talk about specific pieces of work or projects that you’ve done and how they show you’re the best company equipped to help them with their project. Each case study should talk about what unique challenges a particular project had and how your company overcame those challenges with its expertise and creativity.

Being authentic and sharing your heart on your home page and about page, and why you do what you do – and why you care about people and about customer service.


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Tim Brown

Tim Brown is the owner of Hook Agency, an SEO and Web Design company focused primarily on driving traffic and leads for small businesses, roofers and construction companies.

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