Credibility is essential for any business, especially online. Because websites are often the first point of contact potential customers have with a brand, it’s crucial that it makes a strong first impression. 75% of consumers admit to making judgments on a company’s credibility based on the company’s website design.
The Brand Credibility Gap
Credibility is a valuable asset precisely because it cannot be easily fabricated. When a brand has credibility, it communicates to potential customers that it is trustworthy, stable, reliable, and consistent – making it a safe choice for them.
Establishing a credible brand means that your customers know what to expect from your products or services, and can rely on you to meet their needs. Your brand should demonstrate a deep understanding of their pain points, and show them that trusting you is the right solution for their needs.
Your website’s story, design, and technology are strong indicators of your brand’s credibility. It’s often the first place prospective customers both interact with your company or seek additional information after learning about your products and services.
Crafting a Strategic Approach to Establish Trust Through Your Website
Most companies face website challenges, but these problems are not isolated incidents that can be solved simply by adding a logo bar. Credibility issues arise when a flawed website design and building process doesn’t incorporate credibility as a strategic element at the onset.
Creating a website goes beyond just having a visually appealing online presence. It’s a means to foster a deeper connection with your audience and guarantee that your brand message is consistently delivered. By following a thoughtful website development strategy, you can accomplish this objective while you boost your brand equity”
– Andre Lindo, Big Drop’s Senior Creative Strategist
At Big Drop, we prioritize strategy and ensure to incorporate brand credibility into every aspect of our process. Here are four steps to help build credibility and reinforce the brand narrative as a critical part of the website strategy.
- Identify the gaps in your marketing strategy. During the discovery process of building a new site, it’s imperative to address inconsistencies and confusion and remediate them.
- Align messaging hierarchy with the brand and business strategy. This helps ensure that all communication is consistent and cohesive.
- Map the page-level journey. Using messaging hierarchy to construct a user journey that informs the content structure and encourages the target audience to take action offers a more meaningful pathway toward conversion
- Define the site-level journey by creating a journey deck This extrapolates our messaging strategy across the customer journey, building a framework for how customers will navigate through the site. The goal is to help identify opportunities to build credibility, such as incorporating strategic elements like social proof, case studies, and thought leadership content.
In short: credibility shapes perception and drives revenue. Here are some ways you can increase brand credibility on your website:
Showcase Social Proof
Social proof is the idea that people are more likely to trust a brand if they see that other people have had positive experiences. You can showcase social proof in several ways, such as by displaying customer reviews and ratings on your website or featuring testimonials from satisfied customers.
User-Friendly Site
A well-designed and easy-to-navigate website can make a huge difference in how your brand is perceived. Make sure your website is responsive, loads quickly, and has clear calls to action. Also, ensure that your website is accessible and inclusive, which can be achieved by adhering to web accessibility guidelines.
Successful UX design provides the solution to negative encounters your audience experience while engaging with your digital product. An ironclad brand strategy is the key to delivering effective results that meet the user’s needs and your business initiatives. By combining UX design and brand strategy, you can gain insights into your audience’s challenges and can make informed decisions that validate your brand.”
– Andre Lindo, Big Drop’s Senior Creative Strategist
Create Valuable Content
Providing valuable content on your website, such as blog posts, articles, and how-to guides, can help establish your brand as an authority in your industry. This can go a long way in building credibility with your audience.
Be Transparent
Be upfront about your business practices, including your pricing, return policy, and shipping details. Also, be honest about any potential limitations or drawbacks of your products or services. Being transparent can help build trust and credibility with your audience.
Showcase Industry Recognition
If your brand has received any industry awards or recognition, be sure to showcase them prominently on your website. This can help demonstrate that your brand is respected and valued within your industry.
Display Security Badges and Trust Seals
People are often wary of sharing sensitive information online, such as their credit card details. Displaying security badges and trust seals on your website can help alleviate these concerns by demonstrating that your site is secure and trustworthy.
Provide Excellent Customer Service
Providing excellent customer service is also a great tool to leverage credibility. Make sure your customers can easily contact you with questions or concerns, and respond promptly and professionally to all inquiries.
In case you hadn’t already figured it out, credibility follows the ‘more is better’ principle meaning that a higher return can be achieved the more you put into building it. One element is great, two is better, and deploying more is just phenomenal. This is also why brand credibility goes much deeper than anything public facing – much of it relies on the ability of a company to be able to deliver its value proposition well, especially in highly-competitive arenas. If you invest in your own credibility, you bring yourself that much closer to reducing or altogether removing, the number 1 conversion-killer: indecision.”
– James Weiss, Big Drop’s Vice President
In Conclusion
Building credibility on your website takes time and effort, but it’s essential for building trust with your audience. By following these tips, you can dramatically increase your brand’s credibility and establish yourself as a trusted leader in your industry.