Consistency, credibility and your website

Consistency, credibility and your website

It's most likely that your website will be your customers' first point of contact with your brand. Your customers will form an impression of your brand, whether it is justified or not, based on your website's appearance.

Negative first impressions are difficult to alter and this is why it's important to ensure that your visitors have an optimal browsing experience and can easily find the information they are looking for. Below are a few things you can do to improve your website's performance.

Provide information on the people behind the brand

People enjoy seeing the faces behind a brand name. An "About Us" page focussing on the overview of the brand and the brand's values can be supplemented with a page giving more information about the individuals making up the brand's management team.

List proper contact information

Many companies make it difficult for website visitors to contact them. Not only does this defeat the point of a website as a marketing and sales tool, but it also gives an impression that the company is not credible. Include your physical address, phone and fax numbers and an email address on the contact page. If you don't want to list all your contact details, at least include a contact form and ensure that emails from this form are responded to promptly. Furthermore, if your brand has profiles on social networks, include links to these profiles on your website to provide an easy way for current and potential customers to connect with you on the network of their choice.

Provide additional information

Have you been mentioned in the press lately? Or do you contribute articles to an industry portal? Upload these to your website under a "Press" or "Media" section and link to the original article. This adds credibility and if these pages are well optimised, they will enhance your website's visibility on search engines.

Are there certain things that you look at when you visit a brand's website to determine its credibility? Let us know in the comment section!

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