How you can nurture a customer relationship that will last
Building a trusting relationship between your business and its customers takes time and effort – and can be a real challenge when the opportunities for face-to-face contact are limited to brief interactions. The good news is that you can use online communication, and your website, in particular, to create and grow trust.
Your website gives you a great platform from which to showcase your brand's personality, demonstrating that you’re a trustworthy, reputable company.
To ensure you aren’t missing out on customers and potential revenue, we’ve put together six top tips that will help you gain trust from your visitors.
Word of mouth is one of the most powerful ways to become a well-known, respected business within your industry. Adding testimonials to your website will build credibility and humanise your business so that visitors can empathise with your existing customers and feel more at ease communicating with you.
A frequently updated blog and authoritative content
You don’t need to worry if your business doesn’t take transactions online – you can still set up a website and start blogging on a regular basis. This will show that your website is well-managed and current – maintaining a good brand reputation. Most importantly, it also demonstrates that your business is still trading! Don’t just post for posting's sake, though, as this won’t work in your favour, and could damage your business’s credibility, potentially. Share great quality content that’s authoritative and trustworthy. This way, you’re bound to see an increase in returning customers and, ultimately, revenue.
Easily accessible contact information might be a bit of a given, but you’d be surprised at how many websites only offer generic company email addresses – which can make visitors feel a little hesitant about getting in touch. Streamline the networking process between your business and its customers by providing names of employees and consider linking to Twitter or LinkedIn accounts, too. You could also place contact information on your social media accounts which typically have a ‘Bio’ or ‘About Us’ section.
Create an About Us page on your website
Customers are interested in who you are and where your business has come from. Set up a comprehensive About Us page so you can tell your customers a little more about your company’s history and culture. A brief description of who you are and what kind of products and services you offer, including any kinds of awards or accomplishments, will be sufficient. It’s a good idea to have a few images of your team on there, too, as customers are more likely to trust the people behind the brand, rather than a faceless organisation. If you don’t have a website, make use of the social media accounts that you have and place contact information there.
Secure payment process/checkout
Perceived security of a transaction on your website is a hugely influential factor when it comes to customers being able to trust you as a business. Choose a third party payment vendor that is reliable, convenient and using the latest security technology, such as Payzone’s Pay Page, which is securely hosted and has been verified by visa (3D Secure). Consider adding icons such as a padlock or a brief section of text at the checkout area – this will reassure your customer that the transaction is safe and secure.
Now that we’ve given you some food for thought, why not review how well your business builds customer confidence online, and identify a few actions to improve your website? Trust us, some simple changes can make a big difference!
Which tactics has your business used to help create trust online? Let us know in the comments below!