One of the biggest mistakes that most businesses make in my opinion is neglecting conversion and trust metrics on their site. Good conversion metrics can double leads that your site is currently getting, simply by making it easier for the leads to perform another action, with NO EXTRA SEO NEEDED. We have tools to measure trust and we work a lot in conversion theory and trust level theory, AB testing and a lot more to ensure optimum conversion rates.
There are a lot of people in the world with a lot of websites, some are good and some are bad, so people are still a bit wary of random websites. Trust metrics are essentially indicators on the scale of trust (obviously) and proof that you are the genuine article by displaying levels of trustworthiness. For example:
- SSL certificate for contact pages or eCommerce pages – this instills trust that the client’s details are going to be safe, and is also the law in some jurisdictions.
- Reviews and awards – If you say that you are an award winning law firm, then list some awards or accolades that you may have. Better still, link those links to the official site.
- Memberships and affiliations – Include links to memberships and societies or affiliations to governing bodies or industry accreditation, and once again add a target_blank rel=”nofollow” backlink to them for extra trust.
- Testimonials – Probably the best metric you can have on your site, a list of testimonials from genuinely happy clients. A testimonials widget in the sidebar ensures that there are testimonials above the fold on every landing page.
- Trademarks – if you own the trademark on your business name or brand then add the TM or R symbols to your website. This gives the appearance of a genuine business or brand.
- 1800 or 1300 numbers – if it is not too expensive then consider a toll free number for your business. Personally, if I see a business with a cell phone number as the only contact then I will not ring!
- Photos – Plenty of real photographs of you, your products, your brand, your staff or premises, interacting with clients. Better still, embed a stream from a social media photo sharing site for trust + backlinks. Instagram, Pinterest, Flickr and more are awesome for social sharing and creating backlinks. People like to see genuine photos of the staff, business, doing interesting and fun professional things. Sales is all about making connections with people, if you can make a genuine connection with a person, then that is 90% of the sale made.
- There are countless other trust metrics you can use depending on your product, brand or niche! I can research and understand what your clients want to see. And I am happy to balance all of the above to keep in line with your corporate image or culture.
You need to convert leads into sales and one of the way to do this is to add conversion metrics above the fold of your site. These include:
- BIG phone number or contact details in the header, that way searchers don’t have to scroll.
- Special offers and free downloads – offer them something special. Make them perform a click through to a special offer page, or insert their email address for a free download. Ensure that you have the correct permissions in your terms and conditions, you can email them specials, newsletters and other marketing tools. Remember, you might not make a sale today, but the more you put your brand out there, the more you cross your brand in front of people’s eyes, the more chance they have of picking you from their mental rolodex in the future.
- Contact form in the sidebar – People want to make the simplest request in the simplest timeframe. A contact form widget in the sidebar means that clients can read your excellent article and perform an action without making another click! Another thing to note with contact forms is to get the client to input the minimum amount of information needed, for example if you can get away with name and email address for your purposes, then don’t add telephone number, age, address, sex, etc. The fewer fields, the better, for conversion purposes anyway.
- Pictures – people love pictures, so if you want them to make a click then add clickable pictures. For example, a website I designed for catering menus for a catering website all have pictures and a call to action which I developed in Photoshop. Perhaps on a “services” page you can create a great clickable picture as the link to the page, as well as a word link? Also real, genuine pictures of your business and social events are great for instilling trust that you are a real person or business, linked to social sharing sites like Instagram, Flickr or Pinterest, for example.
- BIG BUTTONS – Using big, colourful buttons will catch the searchers’ eye and they might be more inclined to perform an action.