A website often serves as the shop front to business. It’s where first impressions are made and where consumer trust starts to take root. However, just as a physical storefront can host a number of tell-tale signs that may deter customers, so too can a virtual one.
In this blog, we’ll explore six red flags on a website that may cause potential customers to rethink their engagement.
Omission of Legal Information
Small businesses must adhere to various legalities and displaying compliance on their website is non-negotiable. This encompasses clear terms and conditions, privacy policies, cookie information, and for registered entities, company registration details. A website lacking these gives rise to concern about adherence to other regulations and introduces unnecessary doubt in the business’s credibility.
Vague Cancellation and Refund Policies
Legally sound cancellation and refund policies must be transparent. It’s not enough to regurgitate consumer rights; specifics of your policy regarding cancellations or refunds are what the customer needs to know. Legislation dictates certain conditions around digital content and cancellation periods that should be clearly communicated to prevent any misinterpretation.
Hidden Seller Location
A simple indication of where the business is based can significantly enhance trust. Whether it’s “Proudly based in London”, “Operating from The Cotswolds”, or another location, disclosing this information assists customers for practical reasons, like local sourcing for events, and adds a personal touch to your business.
Invisible Personnel
Knowing who stands behind the product or service is crucial, especially when expertise is the selling point. A brief meet-the-team section with names, photos, and a snapshot of their expertise can vastly improve relatability and trust, offering reassurance about who customers are buying from and who they will be communicating with if issues arise.
Disparity Between Website Quality and Product Value
While not all small businesses require high-end websites initially, as a business grows, a professional online presence becomes more critical. If a business offers a high-value product or service but the website looks unprofessional, it can raise red flags. Customers expect an investment in a professional website that mirrors the quality and value of the services offered.
Superficial Commitment to Impact
In an age where sustainability and inclusivity are highly valued, it’s not enough to claim these labels without substantiation. Without evidence of tangible efforts towards these initiatives, claims may appear disingenuous. Showcasing actual measures taken to operate sustainably and inclusively can build customer trust and reflect genuine commitment.
The transparency and professionalism displayed through a business’s website are pivotal in establishing trust. Businesses that recognise and act on these key elements can foster confidence and loyalty in their customer base. If you are looking to create a website that users know they can trust then contact us.
