Building trust in your website

They don't know you, they can't see you; you need to help them trust you

How to give your customers faith in your website

Consumers are always concerned with their privacy and the security of the websites they buy from, even if they have bought from them before. They look for signs that they can trust your website.

Here are some simple steps you can take to build trust in your business through the first impression given by your website:

The use of a security assurance logo can improve your website's conversion rate by as much as 30% by adding perceived credibility.

We have designed a security logo which you can place on your website. The logo links to a personalised security certificate designed to give your customers confidence that they can safely book on your website. The logos are available in a range of colours to suit every style of website. You will find the logos in your SuperControl account under "Admin>Verified secure logos".

Placement of security logoWebsite user-testing shows that the most effective place to put the security logo is in the upper left directly above or below your navigation bar.

Provide clear contact details

On your contact page include an email form, email address, phone number and address of your company. You will benefit from openness and you are obliged by law. A contact name makes your business seem more real and a photo of your premises and key contacts looks friendly and welcoming.

Ensure there is at least one way to contact you on every page of your website.

In your enquiry and booking form only request necessary information. Asking for more personal information than is needed to complete the transaction leads to concerns about privacy and security and the assumption that you will use the extra information against them somehow.

Add testimonials

Real ones! Use name of guest, date and location. Consider adding images of actual letters sent by happy customers to prove they are real.

Avoid errors at all costs

Lazy errors such as misspellings, poor grammar, broken links or badly formatted text look unprofessional and will cast doubt on your business as well as your website.

Include a privacy policy

Make it easy to read, avoiding legal-speak. Be clear about what you will and will not do with any personal data you collect. State that you adhere to data protection laws and make sure you do. Your privacy policy should be available from every page of your website.

Is your website user-friendly?

Get your friends and contacts who are not familiar with your website to perform simple tasks such as booking a property or sending an enquiry. Watch them use your site to see where they hesitate or struggle and encourage them to think aloud; then act on your findings. A simple, usable website is perceived as more trustworthy and ensures customer convenience.

Keep your content up-to-date

Displaying last year's tariff or out of date seasonal offers is catastrophic. Set a reminder to read through your website at least every 6 months, including at the turn of the year. Use this opportunity to add new photos and testimonials, update text and ensure that the character of your business shines through the words you use.

You need to focus on the complete customer experience of using your website. Implementing these ideas will build credibility, customer convenience and relevance of your content leading to more bookings.