When you are
researching products and services online, do you ever notice how quickly you
dismiss some websites because you don’t feel they will deliver? Well, what
do you think about your own business website?
What does an untrustworthy website look like? What are the
factors that contribute for a website to look unattractive to potential
customers? Have a look at this list of website trust factors. If they make you
squirm when you see these on other sites, then chances are they have the same
impact on your web visitors, too!
1.
It’s a graphic disaster
We are living in the land of templates. A do-it-yourself logo
and clunky template don’t look professional and could give you that impression
of a “fly by night” operation. You need consistency in brand and a nice blend
of the right colors, images, and text.
2.
It’s boring
The website feels like you are reading a small novel. Fonts are
small, and the site is very text heavy. Images are stock photography that
you’ve seen before. Websites should show the reader that they understand
clearly and concisely what the reader needs to know. Punch out important text
and add some original, creative photography.
3.
It’s old news
You can tell that the website hasn’t been updated in ages. They
have old resources and it has been months (or years) since the blog was
updated. Websites should be a place for visitors to learn about what’s
happening in your industry as well as about your company. Keeping it fresh and
engaging keeps visitors on the site longer.
4.
You can’t find what you’re looking for
In other words, the navigation sucks and there are way too many
“clicks” required to get to important information. It’s a common fact that the
more clicks required the more you lose visitors. Keep key information like
contact info in your footer, header, or sidebars, so it shows up on all pages.
Summarize products or services on one page. Make it easy for people to get to
the right solution quickly.
5.
It’s a whole lot of hoopla
These are sites that over-promise and under-deliver. The headlines
promise one thing in the content, and the content is completely different. The
testimonials don’t have names or companies attached. Statistics aren’t
footnoted with sources. The results seems to too good to be true, which
normally means they are—you get the picture.
Here you find music for $129.95, but the source is “Royalty Free
Music Library.”
6.
Everything requires an email address
So you want to know about our products? Fill out this form
first. Commonly called “squeeze pages,” these websites give you no other option
if you’re interested but to leave your information to take the next step. You
can then expect daily emails for weeks trying to get you to buy.
7.
It contains a lot of nonsense
When you are searching and visit multiple sites, you soon discover
that these sites say exactly the same thing as a handful of other sites you
have read. They use the same language. They promise the same results.
You might think you want your website to be like your
competitors, but that could be the biggest mistake you make. Sites that are all
the same can be the biggest reason people don’t trust you. Be bold and be proud
of what makes you different.
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