Five Factors That Damage Your Website Credibility

Website credibility can make or break your business – a website that isn’t credible doesn’t inspire trust in its visitors, which makes it less likely that those visitors will convert and become customers. But how can you ensure that your website isn’t unknowingly killing your conversion rates? Here are five factors that damage your website credibility.

#1. Poor design

You might not want to admit it, but you judge a book by its cover and people by the first impression they make. It’s the same for anyone visiting your website; they’re going to judge it by how it looks. Chances are, you’re not a professional designer, which means you really shouldn’t be designing your own website. Think of how many times you’ve clicked off a site because it looked cheap or used generic stock imagery that didn’t inspire trust? The more professional the design of your site, the more likely people are to feel that your business is credible and trustworthy.

#2. It’s hard to contact you

If it’s near impossible for visitors to find the ‘contact’ link on your site, you’re damaging your website’s credibility. Searching for a ‘contact us’ button, address or phone number on a site can quickly get frustrating, leading to a negative customer experience. You should ensure your contact link is clearly visible in your navigation menu and that your phone number and address are visible on every page of your site – it’s a good idea to include this in the header, footer and on the sidebar, but at the very least in the footer.

#3. Spelling mistakes

Let’s get one thing straight; while engaging content is the key to keeping visitors coming back to your site for more, spelling is important! Incorrect spelling and poor grammar make your website, and your business, seem less credible. Check, double check and triple check spellings on your homepage, about us page and product listings – in fact, check every page of your site. If in doubt, hire a content writer or proofreader to ensure everything looks professional.

#4. Impersonal photographs

Are you guilty of using stock images of a generic office, or smiling stock images of staff who supposedly work for your company? This can really hurt your website’s credibility. Including staff bios and photos helps visitors to engage with your brand – but you need to use real images of real people. Cheesy stock images of a customer service agent with a headset just scream ‘fake’, causing distrust amongst potential customers. Posting real pictures of your office adds credibility to your site.

#5. No customer reviews

Customer reviews and testimonials are one of the best ways to build trust. Whether you post reviews directly on your site or link to an external site such as Feefo or TrustPilot, potential customers love to read positive (and negative) reviews from previous customers. It’s one reason why Amazon is seen as such a credible site.

You want your website to reflect your brand and company values – so don’t damage your site’s credibility by making any of these mistakes; they are all easily avoided.