Making Sure Your Small Business Website Is Credible

October 6, 2009

With the majority of people (approx 80%) searching the internet before they purchase a product or before they get in touch with a company they want to work with, it’s vital that all small business have an online presence that conveys a feeling of trust and creditability.

Everyone has had the experience of clicking onto a website, only to get the feeling that it hasn’t been updated since the mid 1990’s! What do you do when you get to a site like that? Click the back button and go to the next search result that Google gave you, that’s what! Have a think about your small business website – what do you think people feel when they first arrive? Do they immediately trust your company? Trust that you can deliver a good product or service? Do they feel it’s worth the investment of their time to spend ten minutes browsing through your site? Or do they get a worried feeling and decide to leave without even reading what you’ve got written on your homepage?

However, ensuring your website has a feeling of credibility isn’t just about good design. Granted, that does make up a lot of it. In the same way that we all judge books by their cover (even though we know we shouldn’t), we all judge websites on that initial split second view.

I’ve been reading a report by BJ Fogg from Stanford University. He carried out a huge research study into exactly what makes a website trustworthy. You can view the report here, or browse through a presentation on the subject on SlideShare.

However, if you’re short on time (which to be honest, most small business owners are), you can just read the main points below:

Make it easy to verify the accuracy of the information on your site
You can build web site credibility by providing third-party support (citations, references, source material) for information you present, especially if you link to this evidence. Even if people don’t follow these links, you’ve shown confidence in your material

Show that there’s a real organisation behind your site
Showing that your web site is for a legitimate organisation will boost the site’s credibility. The easiest way to do this is by listing a physical address. Other features can also help, such as posting a photo of your offices or listing a membership with the chamber of commerce

Highlight the expertise in your organisation and in the content and services you provide
Do you have experts on your team? Are your contributors or service providers authorities? Be sure to give their credentials. Are you affiliated with a respected organisation? Make that clear. Conversely, don’t link to outside sites that are not credible. Your site becomes less credible by association

Show that honest and trustworthy people stand behind your site
The first part of this guideline is to show there are real people behind the site and in the organisation. Next, find a way to convey their trustworthiness through images or text. For example, some sites post employee bios that tell about family or hobbies

Make it easy to contact you
A simple way to boost your site’s credibility is by making your contact information clear: phone number, physical address, and email address

Design your site so it looks professional (or is appropriate for your purpose)
We find that people quickly evaluate a site by visual design alone. When designing your site, pay attention to layout, typography, images, consistency issues, and more. Of course, not all sites gain credibility by looking like IBM.com. The visual design should match the site’s purpose

Make your site easy to use – and useful
We’re squeezing two guidelines into one here. Our research shows that sites win credibility points by being both easy to use and useful. Some site operators forget about users when they cater to their own company’s ego or try to show the dazzling things they can do with web technology

Update your site’s content often (at least show it’s been reviewed recently)
People assign more credibility to sites that show they have been recently updated or reviewed

Use restraint with any promotional content (e.g., ads, offers)
If possible, avoid having ads on your site. If you must have ads, clearly distinguish the sponsored content from your own. Avoid pop-up ads, unless you don’t mind annoying users and losing credibility. As for writing style, try to be clear, direct, and sincere

Avoid errors of all types, no matter how small they seem
Typographical errors and broken links hurt a site’s credibility more than most people imagine. It’s also important to keep your site up and running.

If you want more information on creating a credible website, or if you want some help getting your website ranked well in the major search engines, come and talk to us. We’re a very friendly bunch and are passionate about helping small businesses succeed.

Filed under: Search Engine Optimisation (SEO), Website Design / Maintenance

Tags: (SEO), brand reputation, Branding, marketing strategy, search engine optimisation, Small business, Small Business Marketing, SME, website marketing, Website ranking