4 ways to improve your website’s trust signals

4 ways to improve your website’s trust signals

Did you know a third of online shoppers hesitate to buy because of security concerns?

Whether your website is lead-generation or sales, you need to convey professionalism to perform successfully online.

A website can have an amazing look with advanced functionality and state-of-the-art graphics, but if customers don’t feel like it is credible or legit, they will go elsewhere.


So, how can businesses improve trust signals on their site?

Here are four sure-fire ways to help your website improve its transparency to reinforce customer’s confidence in you.

1. Security certificates

SSL certificates are crucial to show customers it is a secure, safe domain.

Websites without a valid security certificate present visitors with a warning message. This can have a damaging effect on conversion.

If you have an SSL certificate, a closed padlock in the status bar will appear in your browser window. To date, SSL certificates have been paramount on only ecommerce website. However more recently they have shown to have a contributing factor to SEO rankings.

Not everybody understands what security certificates do, but the negative impact on conversion, should you not have one in place, would be tremendous.

2. Payment gateway prominence

What third-party software do you use for credit card payments?

Companies like Sage Pay and PayPal are reputable brands that consumers feel at ease with when sharing their bank details.

Make these logos clearly evident and prominent site wide, on the homepage and on the checkout.

3. Reviews from customers

If you’ve received some great customer feedback, shout about it! Customers rely on other customer’s honesty.

There are many ways to collate and present reviews and feedback on your website. Trustpilot is a great example of a review platform.

What if someone leaves a bad review? It shows you are real and genuine; you’re never going to make everyone happy. The odd three or four star review should be encouraged, otherwise it can look fake. We can’t win them all!

4. Clear delivery/returns policy

A lack of information on delivery can cause hesitation. If you sell online, clearly show how it will be delivered to the customer, when they can expect to receive it, and at what cost.

Furthermore, there are situations whereby a customer will return something if they’re unhappy with the end product.

How do they go about doing this? What is the policy in terms of a refund? How long do they have to get a full refund?

These are the kind of questions customers will think about before they make a purchase and if they don’t know the answers to any of them beforehand, it will prevent them from converting.


And there you have it!

Obviously there’s much more you can do, but this is a good way to get started.

And, if you tick all the customer boxes, customers are bound to praise your business in their reviews.

The results: an increase to your conversion rates, bigger basket sizes, and happier customers.

_This article was written by Lauren Grice, Content Strategist at Bespoke Web Specialists , the go-to-experts in Conversion Rate Optimisation. Editing completed by Trustpilot's Ashley Scrace._

(All images courtesy of Shutterstock)

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