The importance of the trustworthiness of websites is not a new issue. In the light of recent developments in the field of search, it takes on a new meaning.
Both the Google Core Update in September 2019 and the subsequent Google BERT Update have shown that the trustworthiness of websites will become much more important in the future.
We have therefore compiled an overview of the 12 most important confidence-building measures for websites and especially for online commerce. All these measures support the criteria reputation and security.
Measure 1: Protect Your Customers
Encrypt your website using HTTPS (Hypertext Transfer Protocol Secure) to protect website data.
Measure 2: Comply With Applicable Data Protection Rules
The GDPR-compliant implementation of the storage of user-relevant data is mandatory and not a freestyle.
Measure 3: Disclose Your Identity Clearly and Comprehensively
A complete imprint indicates that you have nothing to hide: You are willing to vouch for the quality of your products or services.
Measure 4: Use Your Trademark in the Domain Name
This may seem trivial at first glance, but using your brand name or trademark in the domain name is the first and most important reference point for new and future customers.
Measure 5: Create the Best Possible User Experience
The more extensive a website is, the more important this aspect becomes. Therefore, test the information architecture of your website with your target groups. Offer your customers several forms of user guidance, e.g. with a breadcrumb navigation, a full text search, a sitemap and an optimized 404 page.
Measure 6: Guarantees and Conditions
Especially in online commerce, guarantees, repayment clauses, price and delivery conditions should be communicated transparently and clearly. Failure to do so will result in an unnecessary loss of trust points.
Measure 7: Show That You Are Always Available
A contact page should be the norm. Contact information also belongs on every page. Many website operators even offer chats to advise customers live.
Measure 8: Offer Your Customers High-Quality Content
A good quality of content includes topicality, technical competence, completeness of content as well as linguistic, stylistic and grammatical correctness. Further characteristics are a sufficient text volume as well as an appropriate selection and quality of illustrations or photos.
Measure 9: Invest in a Modern Design
A contemporary modern design may seem unnecessary, however, it signals (even if this is not always the case) that you have the necessary knowledge, expertise and, above all, quality standards to offer your customers the best possible service.
Measure 10: Limit the Amount of Advertisements on Your Site
Advertising is a good source of income. If the amount of advertising exceeds the actual topics of your website, it appears doubtful.
Measure 11: Do You Have Quality Seals or Certificates?
Show such confidence-building awards on your website. Trusted Shops for example is a well-known European Trustmark for online shops. For agencies that work with Google Ads, like ours, the Google Premier Partner badge is an important seal of approval which shows, that we are up to date with the latest product knowledge.
Measure 12: Social Proof – Authentic Testimonials, References and Ratings
Take the time and show on your website what you have done for your customers or what your customers say about you. Allow reviews and respond to positive and negative feedback in a polite and professional manner. Be open and willing to communicate on social media.
Our list is by no means exhaustive, and almost every item can be expanded at will. The best approach is to let the agency of your choice advise you.