On the way back from the airport on Monday the taxi stopped at some traffic lights.
I noticed something unusual in the small group of shops in that there were two computer repair shops a few doors apart.
One had bright clear, signage, big windows and logos of computer brands across the front.
The other had mismatched paint, hand written signs, no windows and a tiny steel door disappearing into a dark interior.
Which one do you think gets more business?
Customers don’t buy from businesses they don’t trust.
Whether they’re walking up to a retail store or landing on a website they are looking for clues that they are dealing with a trust worthy business.
The fact is anyone can buy a domain name and build a website.
This is what you’re competing with.
Sites with low conversion rates often have a huge gap in trust and frustrated owners who don’t understand why people aren’t buying.
One of the first things I help my students with is building their Trust Architecture.
This is a framework that virtually guarantees every visitor to your trusts you and maximises the chance they buy.
Here’s 15 (of many) components you need:
– Feature customer testimonials prominently
– Feature product reviews prominently
– Logos of press or media you’ve appeared in
– Social profiles (not in the header)
– Trust seals – McAfee Secure, Norton Secure, Truste Privacy
– Payment Providers – VISA, MasterCard, Amex, Paypal
– Privacy Page in the footer
– Contact Page in the footer
– Terms and Conditions
– FAQS page
– Physical Address in the footer
– Press page – links to press coverage and article
– Staff bios with images
– Show photos of your office
– Jobs page (real companies hire)
If you want to be the trusted store in your niche lets talk http://jameskempco.wpengine.com/schedule/
