You walk into a boutique shop. The windows are dusty, the lighting inside flickers uncomfortably, and the shelves are half-empty, with mismatched items placed haphazardly.
There’s no one at the counter, and after a few minutes of standing there awkwardly, you hear someone shout from the back, “Yeah, what do you need?” without even stepping out to greet you.
Would you stick around?
Of course not. You’d probably turn on your heels and walk out, questioning what kind of business would leave such a poor first impression.
This scenario might sound extreme, but it’s the digital equivalent of having a website that doesn’t inspire trust. When someone visits your website and finds it poorly designed, hard to navigate, or lacking the elements that signal professionalism, they’ll leave just as quickly as you left that boutique.
Let’s face it: your website is your business card, your storefront, and your first handshake. For service-based businesses, especially, your website has to do the heavy lifting of building trust before your potential clients even consider reaching out to you.
And here’s the kicker: 75% of consumers admit to judging a business’s credibility based on their website design alone.
So, how do you ensure that your website establishes trust and credibility when someone lands on it? Let’s dive into six key ways to build trust when someone visits your website. (Spoiler: None of these happen by accident. You’ll need to roll up your sleeves and get proactive.)
An effective website does not happen with an accident. Let’s design yours with intention and a strategy that works for your business!
Showcase Case Studies or Portfolios
ust telling people you’re good at what you do isn’t enough—you need to show them. This is where a portfolio or case study section comes in handy.
Include examples of your best work, whether it’s a beautifully designed website, a renovation project, or a successful marketing campaign.
Don’t stop at pretty pictures—go deeper by explaining the client’s challenges, your solutions, and the tangible results you achieved. Did you increase a client’s website traffic by 300%? Help someone save $10,000 on their renovation?
Spell it out.
Your portfolio isn’t just proof of your skills—it’s a trust-building powerhouse.
Properly Include Client Testimonials
Just having testimonials isn’t enough—you need to display them in a way that maximizes their impact.
A testimonial that simply says, “Great service, highly recommend!” from “John S.” doesn’t do much to build trust. Instead, aim for testimonials that tell a story. Include the client’s full name, a photo, and any credentials or roles that lend them credibility (e.g., “Jane Doe, Marketing Director at XYZ Corp”).
Whenever possible, link to their LinkedIn profile, website, or the original platform where they left the review (like Google or Facebook).
This transparency makes testimonials feel authentic and verifiable. Bonus points if the testimonial highlights specific results or benefits your service provided, such as “Working with [Your Business] helped us double our revenue in six months.”
Authentic, detailed testimonials can be the social proof that tips a hesitant visitor into becoming your next client.
Add a Strong About Page
Your About page is more than a biography; it’s your chance to build a connection. Share your story, explain why you started your business, and showcase your expertise.
Include professional photos—a friendly, approachable headshot goes a long way in making you relatable. Don’t forget to talk about your team if you have one, and share your core values and mission.
People are more likely to trust businesses that feel authentic, so let your personality shine through. Avoid generic corporate speak—this is your opportunity to make your brand human.
Integrate Live Chat or Quick Support Features
There’s nothing worse than having a question and no way to get an answer.
A live chat feature solves that problem instantly.
It’s like having a friendly salesperson on standby, ready to help.
I personally do not have live chat simply because the idea is not aligned with the business and life I want to build, and I do not want to hire a virtual assistant to outsource.
If you are like me and you also don’t have the resources for live chat, make sure your contact forms are easy to find and simple to use. Quick response times show visitors you value their time and are ready to assist. In a world where instant gratification reigns supreme, offering support in real-time can be a game-changer.
Include a Frequently Asked Questions (FAQ) Section
FAQs are like a customer service representative that never sleeps. They anticipate your visitors’ questions and answer them before they even ask.
Think about the most common concerns your potential clients might have.
How long does your process take? What’s included in your pricing? How do you handle revisions?
Addressing these questions upfront saves time for both you and your visitors, and it shows that you’re transparent and client-focused.
A well-crafted FAQ section can help eliminate doubts and build trust effortlessly.
