B2B browsers and buyers are skeptical when searching for answers online. They look for trusted sources. In a matter of seconds, they make a decision to stay on your site or move on to the next search result. What content will tell browsers that your website and business is trustworthy?
1) State what you do; and for whom, succinctly.
When motives are cloaked B2B buyers become suspicious. Let potential buyers know up front who you are and who your product or service is designed for. If buyers have to look too hard to find information, they lose interest.
2) Create an “About Us” page that’s worth reading.
Studies show the” About Us” page is one of the most visited pages on a site. Every business has a story behind it. Describe the passion and purpose of the company and/or brand. If you could replace the name on your about us page with a competitor’s, then try again. Focus on the elements of your business that are unique. If you have been around a long time, brag about it, but don’t dwell on past success.
3) Show your affiliations.
Industry associations, memberships, citations and credentials speak volumes about your credibility. They demonstrate commitment to the industries you serve, and often to a certain standard of work. Don’t forget security symbols that show your site has been verified by a third party.
4)Let B2B buyers know who some of your customers are.
No you don’t have to give away your whole client list, a sampling will work just as well. I recently decided to interview a company for a story based on information they provided about who their clients were.
5) Showcase your fans.
B2B testimonials and case studies demonstrate to potential customers how your business solves real life problems. Interaction on blogs and forums showcases a community of users.
6) Toot your own horn.
Has a representatives from your firm been asked to speak at industry events or been featured in industry publications? Online press releases, magazine covers and articles provide third party endorsements that oten lead potential clients to move towards the next step in the sales cycle.
7) Offer a guarantee.
If you believe in your product or service, stand behind it with a strong guarantee. There’s a reason why you still see money-back guarantees and free trials. They work by reducing the risk for the buyer.
How do you instill trust online?