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Creating trust online can make the difference between a successful website and blowing your web development investment. Here’s how to inject trustworthiness into your website.

It’s a sad fact of life that the Web is a very low-trust environment. It doesn’t have the physical solidity or familiarity that other sales channels do. Often there is no clear delineation between editorial and advertising. And because the barriers to entry are low, people are often dubious about the validity of information on websites.

If your website is to be a success you must overcome people’s scepticism. You need to convince them that they can believe what you say and it’s safe to do business with you.

Trust online is measured by a visitor’s willingness to risk time, money and personal data on a website. Trust is not conferred in an instant. It’s built up with a series of positive customer experiences over time.

Here are five website design and content factors that can start the trust-building process online. Dismiss them at your peril:

1. High-quality design: People expect an established company to have a well-designed and attractive website with easy-to-follow navigation. Would your website layout look good as a magazine page? That’s a good benchmark to aim for.

2. Phone number and address: Prospective customers will feel more confident buying from you if they know you have a bricks and mortar office and you can be contacted by phone if necessary. So include your email address, physical and mail address and telephone numbers on your contact page.

3. Correct and up-to-date content: If you don’t have the resources to update your site regularly you should fill it with content that doesn’t go out of date rapidly.

4. Use email respectfully: If you ask for an email address always include a link to your privacy policy. If you’re going to send promotional email give people a chance to opt-out.

5. No surprises for online buyers: Your returns policy, shipping charges and times, what to do if there’s a problem… give shoppers ALL the information they need to make a buying decision up-front.

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