Did you know 92% of B2B buyers are more likely to purchase after reading a trusted review?
Customer reviews are just one element in establishing trust for your building product website.
The Importance of a Trustworthy Website
When was the last time you visited a website that made you wonder “‘is this site legitimate?”. Ensure your potential customers don’t feel the same by including a range of trust signals on your website.
A trust signal is anything that helps your potential customers feel comfortable with buying from you. Here are 10 sure-fire ways to reinforce the customer’s confidence in you.
- SSL security or https
- Complete contact information
- Links to complete active social media profiles
- Reviews from customers, not just testimonials
- About us page
- Case studies
- Up to date content
- Ease of customer service contact
- Trade certifications and memberships
- Google My Business listing
1. SSL Security or HTTPS
An SSL certificate enables an encrypted connection for those visiting your website. This helps to protects your customers’ sensitive information when filling out forms. It also means your visitors won’t get a warning message that your website isn’t safe (which isn’t great for building trust!).
2. Complete Contact Information
Make it easy for people to contact you, having a phone number on your home page can increase your conversions by 5%. Try to avoid using a mobile phone number, you can quickly and easily set up a business number using tools like Google Voice.
Missing contact information will make your customers wonder whether you’re a real business.
Include a complete set of contact information including opening times, physical address, phone number, point of contact and email address.
3. Links to Complete Active Social Media Profiles
Determine what social media platforms your customers use the most. Having complete social profiles add credibility to your building product brand.
When was the last time you posted a LinkedIn update?
Long periods of inactivity might raise questions to potential customers about the health of your business.
4. Reviews from Customers, Not Just Testimonials
Displaying reviews can increase your conversion rates by 270%. (Spiegel Research Centre, 2017)
85% of buyers trust reviews as much as personal recommendations. (BrightLocal, 2017)
Buyers know you’re not going to put negative testimonials on your site, which is why it’s important to have reviews. Use a customer review site such as Trustpilot or Google My Business. Don’t fear negative reviews, instead embrace them.
67% of B2B buyers want to see a mix of positive and negative reviews. (G2 Crowd and Heinz Marketing, 2017)
5. About Us
This is your opportunity to summarise to your buyers how your company is an expert in what it does. Perhaps you’ve completed over 500 projects to date, maybe you’ve been in the industry for over 30 years.
Let your buyers know what you do and the problem you solve.
6. Case Studies
Evidence suggests that case studies are under-utilised.
They provide specifiers with social proof your solution is a good fit for their current or next project. Not only do they add credibility, but they are a great way to showcase how you achieved success for your clients.
7. Up-to-Date Content
Providing content on a regular basis not only helps drive traffic to your website but also signals to buyers that business is healthy.
B2B companies that blogged 11+ times per month had almost three times more traffic than those blogging 0-1 times per month. (HubSpot, 2015)
8. Ease of Customer Service Contact
Potential buyers want to be able to trust that once they’ve bought from you, they’ll be looked after. A website live chat lets your customers know that you’ll be able to respond to their enquiries in an instant.
It’s also provides an opportunity for prospective customers ask questions when navigating through your website.
9. Trade Certifications and Memberships
In the building product industry, certifications such as CPD (Continuing Professional Development) and RIBA (Royal Institute of British Architects) displayed on your website can be leveraged as trust by association.
This type of trust signal also includes memberships to local chambers of commerce and other professional organisations.
10. Google My Business Listing
This provides potential customers with information about your business such as name, address and your phone number without having to visit your website. It acts as a trust signal as most local businesses have to verify their business by a code sent in the post.
According to Moz, Google My Business listings are the most influential ranking factor for local search results.
Implementing trust signals throughout your website is a must. Not only will it put your customers at ease but it will also increase conversion rates.
They are not a substitute for delivering excellent customer service and a good quality product. Instead they compliment the latter.
If you'd like help or advice auditing your website. Please get in touch to book a free consultation with one of Insynth's growth consultants.
As the only HubSpot certified agency to major on construction marketing, we bring together construction marketing strategy, digital strategy, website design, SEO, content marketing, email marketing, sales automation, marketing automation and HubSpot CRM implementation to produce successful campaigns and great results for our clients.