Have you ever thought about the biggest element that assists online marketers to gain success with their landing pages?
Well, it’s “TRUST”.
When the visitors arrive on your landing page, they generally spend around 5 seconds to decide whether they will continue or leave.
So, it’s important that your landing page communicates your message and creates trust within few seconds of their arrival. The first one is just a matter of getting the copy right but creating the trust is not that easy.
However, by following the below 11 landing page best practices, you can easily build your landing page trust.
1. Be consistent while designing your landing page
Your banner that your potential customers click on, landing page and destination site should all have the same look otherwise it will be hard to earn the visitors trust.
If these components don’t work together, it will confuse your visitors and eventually they may leave the page.
Keep the message consistence by repeating the keywords and slogans on all components, and use the same type and tone of language throughout the process. This will reassure the visitors that they have arrived to the right place.
It is also important to ensure that your visual design, typography and color are same from one point to another.
Just take a look at the perfect example below from Highrise, how the color, typography and visual design are matching from one point to another.
2. Include customer testimonials on your landing page
Nobody wants to be the first person to jump into the murky lake. If you see someone is swimming along, it will make you feel more secure about the safety of said lake.
Similarly, your visitors want to see someone has used your product or service and had a great experience. Include testimonials on your landing page that say something unique about your product or service.
Moreover, you need to make sure that they are real and relevant. Some organizations use the fake or made-up testimonials to boost trust on their landing pages.
Trust me; your visitors are clever enough to differentiate between the real and fake customer testimonials.
If you don’t have any testimonials yet, ask your happy customers to write some words for you. They will definitely write for you if they really liked your product or service.
See the below example, how Asana included the testimonials on their landing page.
3. Show your contact information on your landing page
Your visitors should know how they can contact with you. Show your telephone number, email address and live chat on your landing page that tells them you’re there if they require any help.
Showing your contact information on the landing page offers two major benefits.
Firstly, it tells your visitors that you are legitimate.
Secondly, it also assists people those who don’t want to proceed with online transactions.
Therefore, if you are looking to create trust on your landing page, don’t forget to include the contact information.
For instance, 24/7Techies included the phone number to reach them on their landing page.
4. Show that you care about visitor privacy
A winning landing page should always feature the privacy policy. When your visitors want to do business with you, they are really concerned about the privacy or security of their personal information.
Therefore, it is important your visitors know that you take the necessary steps to protect their privacy. You may include the privacy statement like ‘we will never spam you’ and that makes your user trust you more.
Having a privacy policy will eliminate all of their doubts about their personal data, and make your visitors more likely to complete the form. It will also make you seem trustworthy, transparent, and credible.
Even though most of the visitors won’t even bother to read your privacy statement but just knowing it’s there earns you trust points.
5. Use numbers on your landing page
Display the number of subscribers or registered customers you have to proof that other people trust you. As a result, your new visitors will think it is safe for them to trust you too.
For example, Hubspot uses the number like this:
More than 300,000 subscribers can’t be wrong. If they find the value on Hubspot content, why a new user shouldn’t subscribe?
This technique shows potential leads that the product is valuable, safe and can be trusted.
You may need to wait until you reach to a decent number to add this.
6. Don’t ask for too much information
Your visitors become suspicious when they need to provide a lot of information to fill out a form.
They value their privacy and concern about how their personal information will be used by your company. These concerns may compel some of your potential customers to leave the page.
If certain information is not significant to your product or service being requested on your landing page, then don’t ask your visitors to provide you the irrelevant information.
For example, you are giving away a free eBook and to download your free eBook you should not ask for the date of birth of your visitors.
Is not that?
If you do so your visitors won’t trust you. Only ask the information those are really essential for you.
7. Avoid using sales language to follow the landing page best practices
Avoid using cheesy sales language throughout your landing page copy.
You might be desperate to convert the visitors into customers, and you feel like this is the best time to use the terms like “Top product in the market”, “Buy now to avail the best deal ever”, “Best deal”, “Great offer”, etc. to draw the visitors attention.
Don’t use them!
People are fully aware of the gimmicky phrases. They can easily understand whether you are telling the truth or not.
If you want to gain the visitors trust, don’t try too hard to sell and don’t promise anything that you can’t deliver to them.
8. Show certification logos
This is another effective way to earn the visitors trust. If your business is accredited by an official industry body, include their logo on your landing page.
Similarly, if your business is affiliated with the major organizations like Norton, McAfee, TRUSTe and Verisign, you should also include their logos on your landing page.
These logos can greatly contribute to build your landing page trust and credibility. When your visitors see the logos from well known organizations, they feel more comfortable with your business.
Just you need to ensure that the logos you include must be relevant and well-known within your sector to impress potential customers.
9. Professional design
A salesman should be well-dressed, is not that?
Your landing page is also like a salesman, and therefore you have to give it a professional look. Make sure your landing page is clean, legible and easy to navigate.
The more professional your landing page looks, the more people will trust your story.
You have around five seconds to impress your visitors. A good design helps to grab the visitor’s attention within a short period of time and keeps them on your page.
Therefore, don’t hesitate to hire an experienced designer who can give your landing page a professional look.
10. Use correct spelling and grammar
One of the most important requirements to build trust is to have perfect grammar and spelling.
Nothing will turn users off faster than a spelling mistake or horribly constructed sentence.
If your landing page is riddled with grammatical and spelling errors, your visitors will leave the page as fast as possible because you look careless at best and unprofessional at worst.
Why would people trust you to give their personal information if you can’t spend some time to proof read the page?
Take some time to proof read your landing pages to avoid the spelling and grammatical error before releasing them to the world.
Using correct spelling and proper grammar help to build trust and credibility between you and your visitors.
11. Be honest
Never exaggerate on your landing page, only write exactly what you can actually deliver because the truth is bound to come out.
It will be just a matter of time to get the true picture by your audience. There is nothing worse than a company promised something on their landing page but did not deliver what they have promised.
If you want to gain the visitors trust, then you must deliver what you have promised on your landing page. You not only want to convert your visitors into customers, but also you want to have them recommend you and to come back again for another purchase as well.
This will only be possible if you can earn the visitors trust.
“Trust is the glue of life. It’s the most essential ingredient in effective communication. It’s the foundational principle that holds all relationships.” -Stephen Covey
Final Thoughts,
There is no doubt trust has a huge effect on conversion. Trust can motivate a customer to buy, and it can increase returning visitors as well.
I hope the above landing page best practices would help you to build trust and credibility on your landing page.
Related articles: conversion optimization tips, lead generation strategies, improve your conversion rates, boost landing page conversion, effective tips to create a cta button
Tremendous post. As a copywriter specializing in landing pages, I read a lot of blogs about landing pages and your post is one of the best I’ve read in a while.
Of course, I would definitely try in my site to see the results!
Phenomenal post :). Trust is something that you have achieved over a
period of time by following some factors. Thanks for the checklist to build
a trust worthy landing page.
Thanks for sharing the awesome post. Landing page trust is obviously an important factor always, as we could see when we would use the following steps and the get a good number of conversion.
Very good written article. It will be useful to anybody who employess it, including me. Keep up the good work – looking forward to more posts.
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I use this practice on landing page, and get high ROI. thanks for this post Jabed.