Having an appealing website that appears trustworthy and knowledgeable is important to establish website credibility. This means you must focus on the design and content of your website to establish credibility.
A credible website showcases your business as safe and trustworthy to your customers. A website lacking credibility is unlikely to generate leads, sell products/services or gain more traffic.
The following criteria are necessary for establishing a credible website:
Content should be educational, engaging and inspiring. It should include clear call-to-actions as you guide your readers through the sales funnel.
When making sweeping statements ensure you provide relevant sources to support your claims. Reference external sources, linking to specific websites to back up statements that support your point of view. Include testimonials from clients that back up claims your products or services are first-class. And if in fact, your brand is ‘Award winning’, prove it!
It is important as a professional business that you include the address of your place of work, your office address should appear on your contact page and in the footer of your website.
A useful site has clear navigation that guides them intuitively to the information that’s relevant and valuable for their specific needs. To do this you need to fully establish who your target audience is and aim to solve the problems they are experiencing. You will also need an understanding of what your competition is doing to promote why potential customers should choose you.
Additionally, you must ensure:
Remove any popup adverts. This obstructive content typically makes a site appear less trustworthy and is extremely annoying too.
Also, Google has just released their latest algorithm update focused on-page experience. As part of the roll-out, websites with interstitials that impede the user experience will see their rankings penalised.
An alternative to popups is to include your ads or promotions as a breakaway section within your content. This is considered far less irritating than popups that need to be dismissed.
It is vital to have a Contact page. Provide a link to your contact page from the main navigation menu and also the footer of each page.
If you choose to use a contact form, ensure only necessary fields are included e.g. name, phone number, email address and message.
Periodically, it’s worth checking your contact form works, otherwise, you will not only miss out on opportunities but create a poor reputation for your business.
Your website content should be updated when:
Visitors to your website won’t necessarily know how old your content is. However, if they do recognise your content as outdated or your blogs are date stamped with the last entry being published 6 months ago, they might question your relevance and authority.
To ensure your website look up-to-date:
A website full of errors is not going to create a great first impression.
“Good grammar is credibility, especially on the internet. In blog posts, on Facebook statuses, in emails, and on company websites, your words are all you have. They are a projection of you in your physical absence. And, for better or worse, people judge you if you can’t tell the difference between their, there, and they’re.” – Kyle Wiens
To avoid visitors from clicking away always carry out cross-browser checks and validate the appearance of your website across device types (desktop, mobile phone and tablet.)
Either have someone else read through your content or hire a proofreader to ensure there are no spelling or grammar errors. Additionally, ensure the following are not causing errors across your website:
Use your About Us page to feature images and information about the key players within your business. Detail any specific qualifications and accreditations and include any professional highlights. Use a conversational approach to present your workforce as a friendly and professional bunch to build a relationship of trust.
These days if your web address isn’t prefixed with HTTPS, browsers will warn visitors that your site is not secure. Unless you run a massive organisation this is a quick fix, simply get in touch with your web developer or hosting company.
Your website should be designed with your target audience and industry in mind. It should get across your message and look appealing. A well-designed website won’t look cluttered, looks consistent across all pages and doesn’t distract from what they’ve visited your site to do.
And that’s how to ensure website credibility. If you’re lacking time to tackle the task of making your website credible, we can help supercharge your content to promote your expertise, authority and trustworthiness. Contact Writeable on 07814 655 438 to discuss your content writing needs, and for technical website assistance get in touch with our friends at Cyber Sushi Design on 01494 356 778.