Website Credibility – A How To Guide (Pt2: Testimonials, Client Logos, FAQs)
Last week, we told you about three essential components of website credibility: Honesty, functionality and craftsmanship.
Once you’ve passed that acid test, you’re ready for more advanced methods of generating a sense of credibility for your website. Here are a few ideas…
Did you make a customer happy? That’s website gold. Ask that customer to write you a testimonial — the more detailed, the better.
The ideal testimonial is a videotaped statement-to-camera by the client, which includes an explicit invitation to your audience to follow up with a personal phone call or email to the referring person.
Obviously, this is a tough ideal to match, but it’s worth striving to get as close as possible.
Testimonials can be concentrated on one page, but they’re way more effective when present as a design element on every page, particularly in proximity to calls-to-action.
How many testimonials are enough?
As a rule, people count “1-2-3-many,” so when you’re able to display even just 3 testimonials, that’s already a big win.
Many companies, especially the larger ones, are tough to get testimonials from. No matter, you can just as easily show a strip of your lighthouse clients in a prominent location on your site in order to get a similar credibility boost.
When you’re able to show you’re the approved vendor chosen to work for a household brand, you’re making a strong statement about your own credibility.
Frequently Asked Questions
A good FAQ page is a supremely useful component on any site, and one of the few that can directly save you money. A good FAQ page should reduce your client support overheads, as well as the operational costs of processing junk leads that would otherwise have to be handled by your team.
An effective FAQ page should not only allow your audience to quickly find answers to their concerns, but also establish your mastery of your field by preempting issues your audience isn’t even aware they should be thinking about.
More to Come
The 3 tactics listed above are just a few of the many we’ve employed over the years to help our clients establish their credibility on their website. We’ll be listing more advanced techniques in our next update, so stay tuned…