As you built your site, you carefully crafted dynamic landing pages using compelling copy and stunning images. Once your website was up and running, you focused on your marketing efforts and on growing your social media presence. Then, like most online business owners, you turned to advertising in order to boost traffic and increase revenue.
Despite your best efforts, you’re not getting the results you had hoped for and you have no idea why. As far as you know, you did everything right. What could you possibly be missing?
When someone visits your website for the first time, they decide in just 3 to 8 seconds whether to stay or bounce (leave). The decision is based, in part, on concrete, measurable elements such as load time, website design, and a clear value proposition (or lack thereof). The potential customer may also base their decision on perceived attributes, such as whether or not the website is trustworthy.
"Good words are worth much, and cost little."
"Don't use words too big for the subject. Don't say infinitely when you mean very; otherwise you'll have no word left when you want to talk about something really infinite." -C.S. LewisTake the time to proofread ALL text on your website, blog, and social media pages thoroughly. Once you’ve proofread it, have at least two other people proofread it. If you do not have access people who can help, consider an online service like Grammarly.com which can help out on that front.
Grammatical and spelling errors on your website tell visitors that you’re not taking their time seriously. If you didn’t take the time to proofread your content, why should they take the time to read it?
If you don’t have a native English speaker with strong editing skills on your team, outsource it. With a variety of freelance websites out there, it’s now easier and more affordable than ever to outsource proofreading and editing tasks.
When your content looks professionally written and edited, your site will seem exponentially more credible. It also helps if you know what you’re writing about. Content on your website, blog, and social media pages should not only be well written, it should be accurate and authoritative.
Back up statements and claims with facts and references when appropriate and when in doubt about your own writing abilities, outsource content creation to actual experts. Invite your business partners and networking contacts to contribute content to your site. Know someone who works for an SEO and marketing firm? Perfect! Invite them to write a blog post about the latest algorithm update.
Clear, correct, and easy-to-find company information also goes a long way to ease a potential customer’s concerns. Company info may be added to your “About” page, your “Contact” page, or elsewhere on your site. It should include a brief history of your company, your physical address (with an interactive map if possible), as well as contact information and an online contact form. When customers want to confirm the authenticity of your site, this is often the first thing they’ll check.
Encourage press coverage with a media kit either on your site itself or mentioned on your site and available by request. Include your contact info, logo, screenshots, photos of yourself (and your teammates if applicable), a brief bio about yourself (and teammates if applicable), a brief company history, and any press releases you may have. Once you have a press kit, reach out to relevant publications to request coverage.
Security and good practice badges help customers on Zappos.com shop with confidence:
And the Young Entrepreneur Council proudly displays their partner logos and accolades on their homepage:
Prominently display any guarantees you offer, money-back or otherwise. Guarantees not only help to ease any potential concerns visitors may have, they have also been proven to dramatically increase revenue.
Tell users what data is collected, how it is collected, and what you are doing with it. If you share customer information with any third parties, explain what information is shared, why it is shared, and how it may be used. Also tell users how they can modify or delete their data.
Got any trustworthy tips to add? Please share them in the comments below.
Managing Editor at KillerStartups
Dawn is an American artist and journalist currently living in SE Asia. She is the Managing Editor at KillerStartups, an online publication which focuses on tech startups, website development, and entrepreneurship. Dawn is passionate about travel and committed to the location independent lifestyle. Follow her on Twitter @DawnEBowman.