Credibility means how trustworthy and legitimate something looks, and is a big consideration for web users when deciding to use your website or not. Here are some of the cues that visitors use to determine the credibility of a website:
• Looks– does it look professional and beautiful?
• Prominent phone numbers and addresses where they are easy to locate– this assures the visitor that there are real people behind the website, and that they are in easy reach.
• Informative and personal ‘about us’– your customers want to see the inner workings of a company and are especially interested in learning more about the head honchos. Consider including employee pictures and profiles to add personality to the site.
• Genuine testimonials– this is a great way to show potential customers what your current customers have to say about your organisation. Trust is vital, and this is one way to encourage it.
• Logos of associations and awards– if you belong to any relevant industry associations or have won any awards, feature them. Not only does this go a long way towards establishing your credibility, but it will show that you’re at the top of your game, a notch above the competition.
• Links to credible third-party references or endorsements– this is a way to assert your credibility without tooting your own horn.
• Fresh, up-to-date content – a news section that was last updated a year ago implies that nothing has happened since (or that no one cares enough to update it).
• No errors– spelling and grammar mistakes are exceptionally unprofessional, and while the large majority of readers may not pick them up, the one or two who do will question your credibility. This also extends to broken links, malfunctioning tools, and interactive elements that don’t work as advertised.
