Building as much trust and credibility as you can is paramount for business growth. Consumers don’t just want to know that you can solve their problem, they also want to know that you can do it better than anyone else. In the age of rapidly growing digital technology, the power of word of mouth still lives on.
Sure, algorithms seem to be getting smarter (the A.I takeover is coming) and supplying us with things that we need before we knew that we needed that thing. However, that show on Netflix you are currently watching was most likely because your friend or colleague at work swore on their mother’s life that the show is “awesome sauce”.
Customer testimonials work the same way. It’s a badge of honour that swears that your products and services are the bee’s knees. The credibility of your website is a big factor that affects the likelihood of a visitor taking the next step you want them to make. Will they purchase or will they simply leave your website and go on to the next? These are the fine margins that you’re operating within, and you want to tilt the odds in your favour as much as you can, wherever you can.
Why should I choose you?
Your marketing can help bring traffic to your website, but from there it’s up to the credibility of your website that will help bring it home. Unless you’ve come up with a completely unique product that the world has never seen, the product/service that you offer is likely just one of the few that consumers will choose from. Sure, there are other factors that affect consumer choice, but testimonials and reviews can help cut through the plethora of consumer choices.
Consumers naturally trust each other more than they trust just marketing collateral, so simply reading through testimonials adds more weight to the decision they’re trying to make. Those initial happy consumers, therefore, are encouraged to purchase more, which creates more happy customers, and so continues the beautiful symbiotic relationship between credibility and repeat business.
Keep reading: The pitfalls of a cheap website build »
Can I trust you without testimonials?
Another reason for having testimonials on your page is for security reasons. Buying online can be a daunting process, especially when it requires parting private information over to a faceless entity. Can consumers really trust buying from your business? This is the question at the forefront of the minds of your potential customers when they click on your website. The world of scammers shows no signs of diminishing so it is up to you to create a credible website that consumers feel comfortable engaging with.
Testimonials aren’t just the only thing that helps improve your website’s credibility. Here are a few things that we make sure our clients have on their website that adds credibility:
- List a physical street address on your website
- Make your phone number highly visible
- Include testimonials on your website
- Highlight professional affiliations and memberships
- Use trust seals that are verified by third parties
- Put a human face on your business
- Publish your brand’s guarantee on your website
- Show social proof with social media profiles
- Improve your website load time
- Link build with other companies