How to Launch a Million Dollar Local Business in 27 Days- Day 4: Basic Trust Elements
The only thing you have to focus on with good web design is instilling trust. Nothing else is nearly as important…
This is Day 4 in our How to Launch a Million Dollar Local Business in 27 Days series.
Yesterday, we figured out how to flesh out our customer service mindset.
So by the 4th day in our series we’re starting to look at the elements that we’re going to need to build a solid website. Not the colors, not the logo, not the sweet little fade to black movie. We need to first focus on instilling trust in as many ways as possible.
Let’s get moving on that.
More trust = More Money
Trust is the currency that drives the internet.
Truth be told, the real-world currency is trust too. Trust is how we navigate personal relationships, medical advice, hiring decisions, in-person purchasing, and on and on.
And without trust, not a single penny is going to be spent on your website.
So we have to find some creative ways to communicate that trust on our home pages and checkout pages:
Here’s the non-exhaustive list of things we use to try to build trust:
Words from a previously satisfied customer are one of the key elements you need to get more customers.
You might think this is a catch-22 since you’re just starting out, but you can easily overcome this by providing one or two free services to a friend in exchange for a testimonial.
E-commerce trust elements
Your customers need to trust that they can give you their personal information safely. Grab as many “trust elements” that applies to your situation that won’t completely break the bank.
Industry Specific Trust elements
Depending on what industry you’re in, there’s probably some kind of regulatory body that governs your kinds of services. Maybe you’re in lawn care and there’s a National Lawn Care Association member banner that will end up costing you $150 to get.
Getting an industry seal, even if it costs a few bucks, and displaying it prominently will pay off in spades over time.
“As Seen In” Logos
Of course you won’t have any company features as yet, but a small section for this would be good. You could get 3 or 4 articles or mentions on local blogs or just display as seen in Yelp, Angie’s List, etc.
These are all ways of borrowing credibility that will be extremely important in getting customers to do business with us.
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People connect with human faces far more than they connect with pictures of lawnmowers, vacuum cleaners or whatever your service-based business is using. So you should include lots of pictures of people on your homepage.
I like to aim for 3-6 human faces within the general demographic of my target market. Oh and if you can do a huge welcome face on your website, those work better than smaller faces. In the above test, the large face increased conversion rates by over 100%.
Money Back Guarantees
Remember that as your customers scroll down your website, they’re looking for reasons NOT to do business with you. Will I be ripped off? Is my money safe? What if I don’t like the service?
You have to answer of many of those objections as possible and a money-back guarantee helps tremendously!
Including a Money Back Guarantee alleviates a customer’s concern about not being able to get their money back if they don’t like the service. Internet studies have shown a 34% improvement in conversions from a guarantee!
Make sure that your guarantee is explicit and easy-to-understand so that your customer’s concerns are completely alleviated.
Secure payment Guarantees
Check out your more established competitors in your industry to see what elements they use to instill trust with their clients. One thing you’ll always find is something that shows that it’s safe to use their credit card on your site.
A simple image like this can impact online sales dramatically.
Customer reviews are super critical with local services. A lot of folks come to the website, and then leave to go look for reviews and come back if they are satisfied. I try to show reviews directly on my site so they don’t leave (Plus I can control which reviews they see!)
This little widget is can be gotten here and it works beautifully: https://groovekudos.com/
Putting it together
Everything here may not apply to your situation, and I’m sure I’m missing many things that would apply, so definitely take a day to look around at your competition.
Rest assured though, using these trust elements effectively will impact how much $ comes out of the other end of this funnel…
We’re picking up steam…wait to see what we have in store for tomorrow!
Thoughts? I reply to 100% of the comments on this blog. Leave a comment below and let’s chat!
Tools and resources:
Groovejar – Conversion Rate Optimization Tools
Launch27– Booking form and scheduling platform
GrooveLearning – Facebook Group, Training, and Motivation
Themestreet– Local Service WordPress Themes
Peek over my shoulder as I share everything on my journey to $1,000,000 in monthly revenue.
We’re learning a lot and so will you.