There are far too many businesses who are taking their products and services online. With the numbers increasing by the day, it is becoming difficult for the consumers too to differentiate between which ones are trustworthy and which of those businesses are more likely to fleece them.
Due to this, about 60% of the consumer market indulges in research on a brand or business before making even the smallest of interaction with them. This research usually includes reading up on what other customers are saying about the product, their post sales or post conversion services, their authority in the niche, the alternatives available to them and how the business is better than these options available in the market.
Yes, your target customer has already entered the sales cycle on his own and is doing all the research at his own pace from the sources he trusts the most.
While you can’t stop a customer from doing his end of research, there is one thing that you can certainly do – make him not feel the need to do this research.
In 70% of the cases, a visitor reaches your landing page via a search or a marketing campaign that you’re running. It is only after this that the visitor moves to the research stage and decides if he would like to interact with you.
So what will make them not feel the need to go research your business on Google or other review sites? A trustworthy landing page.
If your landing page itself gave them all the information they would eventually look for, they become less likely to move to other websites and interact on their first (okay, maximum second or third) visit to your website.
Here’s taking a look at how you can make your landing page more trustworthy:
1. Make sure your campaign and landing pages are in sync
The number one reason that businesses lose their chance to build trust with their target audience, is a discrepancy between their campaigns and what the landing pages have to offer. In simpler words, their campaigns seem to be offering something to the visitor and the landing page offers something totally opposite to that.
It is like lying to someone and that isn’t a good start at building relationships with your audience and future customers.
So make sure that there is consistency in your marketing campaigns and landing pages. The expectation your advertisement or post sets in the target customer is exactly what your landing page should be catering to.
For instance, Marketo was promoting its ebook. It could have made a fool out of their target audience and promoted their product to them instead. But they didn’t want to lose their trust and directed them to a landing page that gives them access to downloading that very ebook they were promoting on social media.
2. Simply avoid using the free stock images
Everyone loves free stock images. Let’s face it, they are perfectly captured and there’s an image for just about everything. But then they are available to everybody right? There is no way you can stop any internet user from using the same image as you plan to on your landing page.
The goal of your landing page is to create an authentic brand for your business – which only goes to say, free stock images just don’t cut it. You need a visual that is custom to your business only and can’t be found on anyone else’s website.
For instance, you must have seen the typical customer service image – a lady or man with a headset on, on most business websites that offer customer service or anything related to offering customer support. As a customer, how do you differentiate between these businesses?
Yes, you can’t. So spend some time create visuals that are unique to you and get identified as your business when spotted anywhere on the internet.
For instance, MailChimp. You will now always associate the monkey carrying mails with their business. They could have used a free stock image of a mailbox or an envelop, but where’s authenticity in that?
3. Add customer testimonials and reviews
Like we said, a potential customer is most likely looking for information on what your existing customers are getting – what their experience has been and how they would rate your product/service. These elements are known as social proof for your business.
So instead of having your potential customers seek them out from the internet, offer them on your landing page. Make your existing customers share their experience and how your offering has added value to them in a word or two, and display it on the main page.
If you don’t want to display testimonials, you can also showcase ratings and reviews by customers as well as popular websites or media – anything that your to-be customer can use as a proof of your good work.
For instance, we have added customer testimonials on our landing page. We also have case studies of these customers in our resources section so that the visitor can take a look at the same in-depth.
4. Let them know of the people behind the brand
A lot of your target customers don’t convert on your landing page because they’re skeptical about how customer-centric your brand is. Since there are a lot of businesses who focus on their sales graph more than the experience they offer to their customers, this behaviour is almost obvious.
In this case, it is a good idea to share images of the people behind your business. Let them know who your team is, who they can reach out to if they have a query and how ‘human’ your brand is. And make sure you’re not using fake images here!
For instance, while none of us have the extremely professional pictures clicked for ourselves, we do actually have pictures of us on the landing page. After all, we want our audience to know who they’re talking to.
5. Refrain from using all that industry jargon
Alright, we know you know your business and have gotten used to talking in all the industry jargon. But let’s face it, your customers may or may not be up-to-date with these terms. While some of them might make an effort and Google their meanings, most of them would rather abandon your landing page and look for someone who is a little more simple to understand – after all, this is an important factor that plays in when building trust.
So make the copy of your landing page from the customer’s perspective. Even if you think they would know the meaning of something, choose a simpler way of saying it instead. There is absolutely no fun in taking the risk of losing your customers!
For example, Flow uses the simplest of language to put forward their value proposition too. Making it easily consumable and instantly relatable.
6. Provide actual contact information
The number one concern of online shoppers and internet users is that they would interact with a business and then not be able to reach them if they face any issue. Come to think of it, we totally understand their worry.
There are times when you buy a product and aren’t sure how to put it together. In this case, you would want to reach out to someone who can guide you through it and get you started.
So make sure your landing page provides the visitor with actual contact information. If you have an office they can head to, include your address at the bottom of the landing page. List down all the phone numbers you’re reachable on or the social media links that they can quickly drop you a message on.
For instance, HubSpot offers all of its contact information on a landing page that promotes one of their content upgrades:
7. Optimize your landing page forms
In a previous post, we discussed a little about optimizing your landing page forms if you’re looking for higher conversion rates. We even did a quick comparison between multicolumn and single column forms.
Now your landing page’s main aim is to get some information out of the visitor that can be used to market your business to him better later. So you’re most definitely going to have a form at the end of the web page. But here’s the tricky part – you ask too much and you raise eyebrows, you ask too little and you don’t get the information you might need.
Take time to understand what the goal of your campaign is, what customer information will come handy post the campaign to convert a visitor and then create a form for the landing page. Make sure you ask only what’s important to you and the visitor won’t mind sharing.
For instance, here’s one we use on our landing page. It asks only for information that helps us understand the customer signing up for a free trial better.
8. Include trust seals and certifications
Every internet user wants to be assured that the website they’re interacting with is not corrupted or the website they are completing a transaction on, will keep their data absolutely safe.
Now you can’t be physically reaching out to tell your landing page visitors about how secure your servers are and how optimized your businesses processes remain. This makes including trust seals and certifications on the landing page a must.
Anything that helps the customer feel like he is interacting with a business that takes care of its needs will instantly boost your conversion rates.
For instance, FreshBooks reassures its landing page visitors that they will keep their contact information safe. And they included a trust seal right next to the main call-to-action for maximum impact!
9. Offer a micro conversion
Yes, your landing page must have a single goal to achieve. But sometimes your visitors aren’t willing to make that big a commitment and look for smaller ways to make the initial interaction.
For instance, we offer a robust exit intent technology that helps businesses recover their website visitors and turn them into customers. Now this is a technology that some have heard of and some are yet to understand.
So we incorporated an exit intent campaign on our landing page to offer a demo to these visitors. If they don’t want to sign up for a free trial, they could certainly take a look at the demo and then make an informed decision!
Now since this micro conversion is offered only when the visitor shows an intent of leaving the landing page, the goal of the landing page remains just the same and there is absolutely no way that the visitor gets overwhelmed by too many call-to-actions.
Landing pages can literally make or break the result of your marketing campaigns. So make sure they are as optimized as your campaigns and can deliver a highly personalized experience to your visitors.
Do you think your landing page visitors have trust issues? How are you countering their concerns?