8 Trust Factors for Your Website To Increase Conversions

two women holding a laptop and a credit card

Trust factors are an essential part to increase website conversions, but many websites fail to provide customers with the information to trust them. This article will cover some of the most critical trust indicators needed on your website to increase conversions. For example, you need to:

  • Establish trust with potential customers by selling a quality product and demonstrating your value proposition.
  • Develop a relationship with customers by providing content that educates and informs while demonstrating your expertise in the industry. 
  • Deliver on the expectations of your customers while maintaining a positive attitude. 
  • Respond to customer feedback quickly and professionally.
sample digital marketing website with rankings and reviews

Source: Coalition Technologies

Conversion Rate Optimization (CRO) is the process to increase website conversions. At its core, it’s simply about understanding what works and what doesn’t and using that knowledge to make changes to your website to increase conversions. A large part of conversion rate optimization is eliminating unnecessary steps in the customer journey. Gathering information from your customers before they are ready to engage with you can send a negative signal. This is because it makes the customer feel as though their personal information is being collected for marketing purposes.

What Are Critical Trust Factors for Your Website?

dolphin safari website trust factors

Source: Dolphin Safari

Level of Communication 

Communication is the key to increasing website conversions. You can’t expect your customers to convert to paying customers without clarifying your offerings and giving them the information they need. The more information you share, the more likely it is they will buy from you. At the same time, you should be selective about the information you share. Don’t give away too much.

You don’t want to overwhelm your prospects with too many details and make them feel like they’re being sold to. You can provide all the information you want, but don’t make it sound like an advertisement. This is what makes a website trustworthy.

For example, let’s say you’re selling a report about what vitamins and minerals your body needs and how you can get them from food sources alone. You can list all the vitamins and minerals on your landing page, but offer more information if they want it. By giving them an option to learn more, you’ll still increase website conversions without overwhelming them with too much information at once. Stats have shown that longer landing pages with relevant information can generate up to 220% more leads.


Another way to increase website conversions is by incorporating competency into your copy and design. Competency can come in many forms. It can be in the way you speak about your product, the way you display information on your website, or even in the quality of service you provide for customers after they purchase something from you. 

People need to know what they should expect when they buy from you and feel confident enough in their purchase decision to buy from you again.

Alignment of Objectives with Internal and External Customers 

To increase website conversions, it is vital to align your objectives with your internal and external customers. Internal customers are the employees of the company who interact with the product or service daily. External customers don’t work for the company but interact with the product or service regularly.

First, you need to find out what is important to each customer and how they can be satisfied. For internal customers, what may be necessary is how they feel about their job and what they can learn while working at the company. For external customers, what may be required might be how easy it is to navigate through your website or if you offer competitive pricing.

Next, create objectives that satisfy both customer types and see if they can be aligned in any way. For example, suppose an internal customer wants more opportunities for learning while an external customer would like a more user-friendly website. In that case, it may make sense for the company to provide online courses and updates on their website about new products or services. This will help satisfy both types of customers and increase website conversions for the company.

Personal Integrity

One of the most successful ways to increase website conversions is by showing integrity to your customers. This can be done in several ways. One way is to ensure that the content on your site is accurate. It’s one thing to say you have the best prices, but it’s another if you don’t have great prices or don’t deliver on the promise you make in your copy. 

Another way to show integrity is to provide excellent customer service, even when it might not seem like it’s required. For example, responding quickly and courteously to customer inquiries isn’t just good customer service but also shows that you care about your customers and you aim at providing the best web service to your customers.

8 Trust Factors for Your Website

The 8 trust elements that should be included on a website to increase website conversions are:

1. Quality of Design

Quality is one of the most important trust factors for your website. The general thought is if a website is created using basic graphics and coded in HTML and CSS, the site visitor will be less likely to convert on the site. A website that has been created with the best quality in mind will have a higher conversion rate than one that has been thrown together. This is because when a visitor lands on a site, they want to feel like they are in good hands and not risking their personal information with an unprofessional looking site.

There are many ways to code a website, and it is essential to know the differences between them. If you are looking for a high-quality site, there are multiple ways to achieve this. There are plenty of things to consider when choosing a web designer, but if quality is one of your primary concerns, here are the options you should consider.


HTML5 is the standard coding language used for designing websites. It allows web designers to create websites that have lots of different functionalities. HTML5 also allows web designers to create highly interactive websites that have great features and help convert visitors into paying customers. The other primary coding language used is CSS3 which allows for more styling options and creating attractive designs for your site. These two codes can be combined to make your website look beautiful while also having excellent functionality.

Responsive Designs

One of the biggest design trends right now is responsive designs. This means that the design will adjust depending on what device it’s being viewed on. This means if someone visits your site from their phone or tablet, they will get an optimized version of your site that looks good on their screen size and will work well with their device capabilities (such as using their fingers or mouse). This makes it easier for users to view your site from different devices. Studies have shown that over 60% of users prefer shopping using their tablets or mobile devices.

Great Photos and Graphics

It’s no secret that a picture is worth a thousand words. This is why websites need to include high-resolution photos and graphics that accurately reflect your brand and increase website conversions. It’s also essential for these images to be optimized appropriately so they load quickly. If your site takes too long to load, it will frustrate visitors, causing them to leave your site before they have a chance to interact with your products or services.

Make sure you’re using images with a resolution of at least 300 dpi (dots per inch). If you’re taking your photos, use a digital SLR camera with a macro lens or set up a photo studio to get quality images. You can also hire a freelancer to take professional photographs for you.

2. Website’s Ease of Use 

faq page example

Source: Standard Lenders

Website usability is crucial to increase website conversions. A recent study found that, on average, it takes about 3 seconds for 40% of users to decide whether or not to abandon a website. This is why websites need to provide an easy-to-use interface, which includes features such as:

  • An intuitive homepage with clear calls-to-action
  • A navigation system that is easily accessible 
  • A site map that lists all of the available pages on the website
  • A contact form that allows visitors to reach out to your company with any questions they may have
  • An FAQ section that answers commonly asked questions
  • A secure checkout process that doesn’t require any complicated steps to complete the transaction

3. Testimonials 

Many businesses and entrepreneurs who sell their products and services online want to make sure they increase website conversions. One way to do this is by adding testimonials in the center of the website’s home page. This is one of the most important trust factors for your website. These can be displayed as social proof, which is an influential factor that indicates other customers have used and liked your product or service. 

Adding testimonials to your website will give you an edge over other competitors and increase website conversions. This is also one of the important e-commerce trust elements that helps increase sales. A recent study showed that over 70% of Americans tend to buy products that come with positive testimonials and over 63% of people buy products with positive ratings and reviews.

4. Business Information 

dental clinic business contact information

Source: Definitive Dental

If you want to increase website conversions, consider adding contact information and social media links to your website. With the internet now in existence for over 20 years, it’s no surprise that people are more internet and social media savvy than ever before. If they can’t find the information they need on a website, they may go elsewhere to find it.

You should add a contact form to your website so users can reach out and get in touch with you quickly, add links to your social media accounts like Twitter and Facebook so visitors can stay up-to-date with what you’re doing, and include a map of where your business is located. These three features will help make visitors feel like they’re part of your community and can also convert them into customers.

5. Security 

The security of a website is one of the most critical web design principles in determining how much money someone will spend on your website. If you are looking to increase website conversions, then investing in the security of your website is the way to go. One way to do this is by investing in SSL. SSL stands for Secure Sockets Layer, which replaces the old ‘HTTP’ protocol with an encrypted ‘HTTPS.’ This means that any data being sent or received by visitors will be encrypted and secured. Any sensitive information transmitted through your site, such as credit card numbers, passwords, and other details, is kept safe from any potential hackers.

6. Trust Symbols 

A trust symbol on a website (sign or badge) are visual representations of trust and approval from third parties such as the Better Business Bureau (BBB). They show potential customers the credibility of your website, which will make them more likely to increase website conversions. You can choose from thousands of different options, and there is no limit to how many you can use.

7. External Links 

Many companies believe that adding external links to their website is vital to increase website conversions. Links to other websites, such as social media and other marketing materials, can be beneficial for consumers. This will help them find information about your company and products faster and allow them to find out more about the company they are buying from.

8. Clear Policies 

Standard Lenders privacy policy example

Source: Standard Lenders

Policies are essential to any business that wants to increase website conversions. If you have a policy page on your website, it should contain all the policies for your company. This page helps visitors understand how they can get in touch with you, what types of information you keep, and what your shipping policies are.


As a business, you should always strive to increase website conversions. It’s essential to maintain trust with your customers at all times because if they feel like you’re not trustworthy, they will be less likely to convert. It’s important to remember that your conversion rate isn’t just affected by your site but also by the traffic that visits it. If you get a lot of visitors that aren’t interested in purchasing your products, you will have a lower conversion rate than if you get a lot of visitors who are in the buying phase.