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Modern technology has made it easier than ever to start running a business from home. By setting up a website, you can become accessible to potential customers and clients in no time. However, that level of ease also means that customers tend to be a little wary of smaller businesses online. There are real scams and dangers out there, after all. For that reason, it’s vital that you’re able to set yourself apart. Here, we’ll look at how you can start building the trust your customers need to make the conversion.
A Secure Website
One of the most common website mistakes that new business owners make is that they don’t take the time to fully secure it and show customers that it is, indeed, secure. HTTPS encryption and having the certificate to show that your site is secured is the foundation of online trust. There’s more that you can do to make your site look trustworthy, however. For one, avoid odd URLs or outdated templates and make sure that you display SSL certificates, trust badges, and privacy policy links prominently. If you collect customer information, explain how it’s stored and protected, as well. If your site looks and feels secure, it can do a lot to help customers feel more comfortable exploring it.
Use Trusted Payment Options
There’s a long way between browsing your site and committing financially. If your customer decides they can’t trust you at the moment of payment, they’re likely to turn their back on you permanently. Using trusted, secure online payment solutions is vital to offer customers peace of mind. Ensure that your payment process is relatively clean and quick, avoiding any suspicious redirects or clunky steps that complicate the process. Make sure that you can provide instant email confirmation and clear receipts to give customers the confidence that their purchase has been carried out in the right we, as well. By aligning with well-known payment providers, home-based businesses gain instant credibility, even without a big-brand name.
Guarantee Your Products
Even if your business is doing everything by the book and above board, that doesn’t yet translate to a customer who trusts your brand. They don’t know the quality and reliability of your products or services, and, as such, a clear, no-hassle product guarantee can help reduce the fear associated with spending their hard-earned cash on it. Offer a money-back or satisfaction guarantee and place it prominently on product pages and checkout screens. Be specific with what you offer, whether it’s a 30-day money-back guarantee or free replacements for faulty products. Vague promises do not make customers feel supported and secure; real guarantees do. When customers know they can get help or a refund if something goes wrong, they’re more willing to make that first purchase.
Gather Social Proof
Providing that you’re able to win the trust of some first-time customers, you should use their experience as a tool that wins further trust. Reviews are the most persuasive tool for online businesses that don’t yet have a long-standing reputation. Showcase testimonials, user-generated content, and star ratings prominently on your site and product pages. Encourage happy customers to leave feedback via post-purchase emails or small incentives. If you’re able to display photos or names alongside the positive reviews you get, this can add a feeling of authenticity. If you provide services, then consider making a case study out of your previous clients in blog posts and newsletters to provide the positive social proof that can help others trust you, too.
Have Clear Policies
If you give your customers any reason to feel uncertain, then they’re a lot less likely to take the plunge. As such, make sure that your website includes clear, easy-to-find policies on shipping, returns, exchanges, privacy, and contact information. You want to avoid using any jargon or fine print in your policies that can make it seem like you’re engaging in double-speak. Keep everything in plain language and be proactive in answering questions your customers might have. In fact, if you do get any questions on policies, you should include them (and the answer) in an FAQ section, showing that you’re taking customer concerns seriously, signaling your professionalism and focus on their needs.
Beyond all of the signaling you can do and protections you can provide, the proof is going to be in the pudding. Put the time and energy into showing your customers and clients the care that comes with your products and services. As you do good work and word-of-mouth spreads, you might find that you don’t have to fight quite as hard for trust in the future.
