WRITE FOR UNBOUNCE
Want to write a blog post for Unbounce? Send us your idea and you could be the next conversion hero.

How To Use Trust Symbols to Increase Conversions on a Brand New Website

This is a guest post. The author’s opinions are entirely his or her own and may not always reflect the views of Unbounce. (But there’s a fairly decent chance that we agree with what they’re saying).
Today’s post is the second guest post by Kevin Kaiser from Surety Bonds.

Your website is still in its infancy. The New York Times has yet to write a feature about you and Forbes didn’t include you on one of their best-of lists.

This does not mean your website can’t be trusted. In fact, there are a number of creative ways to maintain a reputation of honesty and credibility even as a fledgling site that hasn’t garnered national attention. With some basic online security practices and a pinch of creativity, trust symbols will run rampant on your site.

Trust symbold for conversion
Trust me. I know what I’m doing. Honest. Image source (http://firstrung.co.uk/dbimgs/knife%20thrower.jpg)

Tip 1: Get some security

Security symbols are important on your website
Source: http://www.cultofmac.com/amid-the-hype-iphone-backlash-building/2211

Adding a secure socket layer (SSL) to your website is a great start. Even though online stores often use SSLs, they can be applied to any website. SSLs actually act as a way to ensure a website’s identity via a third party, which would be the issuer of the SSL certificate.

Verisign, GeoTrust and Webnet77 are popular certificate issuers. Any personal information—such as addresses or credit card numbers—gets encrypted so only the sender (customer) and receiver (web master) can see it.

Website owners add even more protection with services like Hacker Safe or eTrust. The former focuses more on payment card information (PCI) scanning. Hacker Safe checks servers to find possible breaches in security that could affect the transmission of customers’ information or purchases.

eTrust certifies websites after examining them and making them responsible for privacy and customer protection. Either service lets you flaunt a logo on your site to tell customers you’re secure. And conversion tests have consistently shown the more security and trust symbols you place near the point of purchase (or “submit”) increases your conversion rate.

Simply, you can’t have too many security indicators on the site. From https to the little badges that ride in your sidebar.

Tip 2: Share your knowledge

Matt Damon unintentionally sharing his knowledge
Matt Damon knew everything but didn’t want to share it publicly. You should do the opposite and show off your merits.

If you run a site or company, chances are you know something others don’t.

You’re an expert.

How can that help? Well, don’t save all that goodness just for your own website.

Write guest posts for niche blogs or sites that are trusted and reputable in your industry. On your site, you can then share your post. Guest posts allow you to bolster your reputation, but they also help you increase search engine results. The more your website is mentioned on other sites, the better.

And if you can write for some fairly prominent blogs, it’s not just the mentions that will come home to roost. Sites like About.com or a niche blog like Mashable are worthy of their own “As Seen On” quotes on your website.

CNN’s iReport is a one of my favorite places to take a new site and include it in a story. iReport lets any individual create a news story (video is the preferred medium) and upload it to CNN. It doesn’t matter who you are – I saw one on there for Sanford Brown this morning, right next to one for Great Cruise Deals – clearly, the platform is open if you can get cruise deals mentioned!

Tip 3: Solicit reviews

If people love you, shout about it!

Boosting customer confidence isn’t easy. But customers listen to each other, and they take other people’s reviews to heart. So don’t feel uncomfortable asking loyal, pleased customers to exercise word of mouth. Then boast reviews from Yelp, Glassdoor or even the Better Business Bureau on your website.

It doesn’t cost anything to participate on most review sites (although the BBB does carry a fee). But it certainly allows a new site owner or young company to add some third-party recognition and discussion around their name or brand. Site visitors know and trust Yelp and sites like Glassdoor because they’ve seen them numerous times before, and look to them as a known forum for reading other’s evaluations of a business. Simply being featured on these sites hints at a certain level of legitimacy.

No matter what strategies you employ, corroborating your honesty is a must for a startup website. People want to work with a trusted website. Make it known that you’re reliable and secure to help your site flourish.

What have you done to make your landing page or website more trustworthy?

Tell us in the comments below…

Kevin Kaiser


Like us on Facebook for access to exclusive contests and more insider discussions on conversion


About Kevin Kaiser
Kevin is the online marketing director for SuretyBonds.com, managing search engine optimization and conversion optimization. He has also been involved in other online marketing campaigns with other companies that have been named Inc. 500 companies including Plus1 Marketing (2009) and Mortgage Research Center (2007). When not at the office, he enjoys trying new foods, traveling, and running cross country.
» More blog posts by

Comments:

  1. Oli Gardner

    Great post Kevin. A really big fan of tips like the ones you expose in #2 and #3.

    Getting those instant trust indicators (such as “as seen in the NY Times”) can be costly and time consuming and all new companies ask themselves how to achieve this.

    Having some techniques to get some other options in place while you wait for the grand slam is a great tactic and your tips are appreciated.

    It would be great to see some example sites showing these types of endorsement if you have any.

    Reply
    • Kevin Kaiser

      Thanks for having me on again Oli!
      As far as examples, I’d like to think my site (www.suretybonds.com) does a good job as following my post here. Especially #2.
      I think you guys here at Unbounce also do a great job at these ‘trust factors’. You’re ‘who’s using Unbounce?’ section does a great job at this as many already trusted and established brands are listed. And also, for someone with a blog, adding a badge from a trusted source like AdAge is a great idea like done here. People know that it must be a good site/blog right from the start.

      Reply
    • Kevin Kaiser

      And I found this link after publishing the post but it’s really relevant so I wanted to pass it along to anyone that might be interested in getting their startup featured on Mashable. http://mashable.com/2010/05/19/startup-submission/

      Reply
  2. TrafficColeman

    I have added any Chat box that goes directly to my phone..I’m able to communicate to my readers easily.

    “Black Seo Guy “Signing Off”

    Reply
    • Oli Gardner

      What software/widget did you use for the chat box?
      How does it connect to your phone? And AMS text message or are you connecting a call through directly?

      Interested to know how you see this affecting your conversions.

      Reply
  3. Himanshu

    Adding your staff photos is a great way to build trust. It shows that you are real business and not just another scam site. Video testimonials of clients is yet another great way to build credibility. Many businesses don’t provide phone number or complete physical address of their company. This damages credibility and should be avoided.

    Reply
    • Oli Gardner

      All good points. I like it when people add authentic looking photos that are clearly real.

      Recording a video testimonial of a willing client would also make them feel more special.

      Reply
    • Kevin Kaiser

      I love this idea personally. And even listing your phone number and address is not really good enough now. By adding a staff page and client/customer reviews, new customers can feel a small sense of connection with your company/website and are much more likely to use your service that is offered.

      Reply
  4. Steve Young

    Great post, Kevin. Having a section of who’s using your service is another great way to build trust. Basecamp does a great job of doing just that.

    http://basecamphq.com/customers

    Reply
    • Kevin Kaiser

      Thanks Steve. I have to agree with you on that. And if you have large clients that can help as well. I remember when SEOmoz was doing consulting they had a page up about how Disney and other big corporations where some of their clients. Builds a lot of trust in my opinion with a huge corporation using your services.

      Reply
  5. Rod

    Thanks Kevin, really good post. I have to agree with the fact that sharing your expertise is a great way to gain trust and exposure. Using Facebook to give your friends a new daily tip is a great way to keep customers and potential customers loyal.

    Reply
  6. jen

    On the “chat” front, I wanted a way to chat with people looking at this site:

    http://mdk.mobilelove.org/mobtuts/

    I looked into Digsby but needed something that would work on mac. I finally settled on the Google Talk “Chatback Badge” here:

    http://www.google.com/talk/service/badge/New

    and then i use iChat on my Mac to receive the messages. I also downloaded a few iPhone apps to see if i could receive the messages on my phone, but haven’t found one that works yet. They all crash when I try to “accept” the chat invitation.

    Reply
  7. Ryan @ Planting Dollars

    I like the mention of the cnn ireporter option to say “you’ve been on cnn.” I saw a few ireporters have links (albeit nofollow) from their profiles, but signed up and didn’t see a spot to submit it. Thoughts?

    Reply
    • Kevin Kaiser

      Sweet. Glad you want to use it. When on ireport.cnn.com underneath the red nav menu on top there is horizontal list of links, one of them being ‘Upload’. Click that and sign in if not already and you should be set. Hope that helps :)

      Reply
  8. iTrust.Me

    Very good info. A good domain name also helps to create “Instant Trust”

    Reply
  9. Weekly PPC Roundup – First of the Year, 29 Great Links Edition

    […] the team at Unbounce had another great post on using trust symbols to increase conversions on a brand new Website. To help out with the nuts and bolts of setting up these types of tests, the Seer Interactive blog […]

    Reply
  10. Olen Colbert

    Thank you for your fantastic Post. I will be glad if you take a look at Funny Videos

    Reply
  11. Bernadine Jordan

    Hello There. I found your blog using msn. This is a really well written article. I will make sure to bookmark it and return to read more of your useful information. Thanks for the post. I’ll certainly return.

    Reply
  12. trawa

    I must show some appreciation to you for bailing me out of this type of predicament. After browsing through the internet and seeing tricks which were not productive, I was thinking my life was well over. Existing minus the strategies to the difficulties you’ve solved as a result of your guideline is a serious case, as well as ones which may have in a wrong way damaged my career if I had not come across your blog post. Your mastery and kindness in maneuvering a lot of things was valuable. I don’t know what I would have done if I hadn’t discovered such a step like this. I’m able to at this time look forward to my future. Thanks for your time so much for the reliable and results-oriented help. I won’t be reluctant to recommend your web site to any individual who would need care on this problem.

    Reply
  13. Conversionator V2 N4: Web Speed, Call to Action, Trust Symbol | Diamond Website Conversion

    […] by simple icons in the shape of recognizable badges or logos. A recent post from Unbounce shows How To Use Trust Symbols to Increase Conversions and another trust builder to keep in mind is if you have awards or are part of an […]

    Reply
  14. Lorelai

    I really enjoy it and will likely be visting again to take a look at even more information.Numerous thanks with your astounding blogging website.

    Reply
  15. deadopen

    thank you for good articles.

    Reply
  16. Link Building

    This Blog was most helpful, your ideas are straight to the point, and the colors are cool too.

    Reply
  17. Samsung 1080p

    Know what,you’ve stated your point exactly as what you wanted to deliver.And the cartoon pictures helped.It made your blog interesting along with it’s topic.

    Reply
  18. Ryan O'Donnell

    Have great customer service. That has been a cornerstone of our growth since we started. We (Big Fish Games) do whatever it takes to keep our fans happy and we do it from our headquarters in Seattle.

    For every post I see raving about our products, I bet I see three raving about our customer support.

    Reply
  19. Marianna Ormsby

    This is actually my very first time I stop by here. came across a great number of informative things in your blog in particular it’s discussion. From your tons of responses on your posts, I guess I am not the only one getting all the enjoyment here! Continue the excellent work.

    Reply
  20. Tabla tip tigla

    I really enjoy it and will likely be visting again to take a look at even more information.Numerous thanks with your astounding blogging website.

    Reply
  21. Oferta tigla metalica

    I like the mention of the cnn ireporter option to say “you’ve been on cnn.” I saw a few ireporters have links (albeit nofollow) from their profiles, but signed up and didn’t see a spot to submit it. Thoughts?

    Reply
  22. Christiane Foiles

    I am linking this web page from my personal web page .

    Reply
  23. 9 strategies for using Twitter as an effective marketing tool « Website Attitudes

    […] strategies for using Twitter as an effective marketing tool by IP Marketing Blogr IPmarketingblog.com […]

    Reply
  24. How To Use Trust Symbols to Increase Conversions on a Brand New Website « Website Attitudes

    […] To Use Trust Symbols to Increase Conversions on a Brand New Website by Kevin Kaiser UnBounce.com […]

    Reply
  25. Rhoda Pinnell

    Great goods from you, man. I’ve understand your stuff previous to and you are just extremely fantastic. I really like what you have acquired here, certainly like what you are saying and the way in which you say it. You make it entertaining and you still care for to keep it wise. I can’t wait to read much more from you. This is actually a terrific web site.

    Reply
  26. air conditioner prices

    Wow that was unusual. I just wrote an extremely long comment but after I clicked submit my comment didn’t show up. Grrrr… well I’m not writing all that over again. Regardless, just wanted to say excellent blog!

    Reply
  27. Rift Guide

    Thank you for this valuable information, so nice seeing the community post this kind.

    Reply
  28. Sabs

    Tip #1 is a good one, and could apply for non-commerce sites as well. In theory, you could purchase an SSL cert, and even if it isn’t necessary for the operation of your site, you could display the logo.

    Reply
  29. gold rings women

    With so much hype that’s anti-diamonds and pro-recycled, I sometimes feel guilty that my ring is new and has a diamond. But it was independently made. And it’s just for me; there is not another one on the market.

    Reply
  30. Lamar Alessandro

    Actually magnificent article!

    Reply
  31. Health Insurance

    Great post on the dynamics of men and women today. I did a search on the super topic and found most people will agree with your blog. Thanks!

    Reply
  32. prestashop themes

    nice information thanks for sharing this………

    Reply
  33. DayJobNuker

    The only thing I have really done is to add a “Find Us On Facebook” widget thingy. I’m not really sure how to get more visitors that way or whether it really helps in any way though.

    Reply
  34. How Messaging & Design Affect Conversion Rates – Case Studies & Stats [Infographic] | Unbounce

    […] badges work: Read How To Use Trust Symbols to Increase Conversions and 15 Ways to Increase Trust in Your Landing Pages for more […]

    Reply
  35. mannequin heads

    Awsome article and straight to the point. I don’t know if this is actually the best place to ask but do you folks have any ideea where to employ some professional writers? Thanks in advance :)

    Reply
  36. Devon Hannig

    Produce your own entirely free iphone ringtones with your music file library easy http://bit.ly/r990pZ

    Reply
  37. primacall.org

    primacall sorgt für sorgloses Telefonieren Mit dem Allnet-Flat-Tarif von primacall sind Sie endlich eine große Sorge los. Denn egal ob Sie Ihre Familie im deutschen Festnetz oder Ihre Freunde in unterschiedlichen deutschen Mobilfunknetzen erreichen wollen, Sie zahlen

    Reply
  38. Micah Buchsbaum

    I want to encourage that you continue your great job, have a nice afternoon!

    Reply
  39. letitbit

    Great post! I read it carefully and noticed all what you wrote here. I hope this will help my site and my website will be trusted!!
    Thanks!!

    Reply
  40. Battlefield 3 Guide

    Excellent tips! I’ve always wanted to build best converting sites. I am sure I could use these to improve my work. Thank you.

    Reply
  41. Aboutacompany

    Hi aboutacompany is the online portal its a place where you can write the reviews about your company.. in http://aboutacompany.com/WriteaReview.aspx

    Reply
  42. wintersport oostenrijk chalet

    This is a nice post. Good information and tips to use. Interesting to read this webpage.
    Thanks! wintersport oostenrijk chalet / wintersport oostenrijk chalet aan de piste

    Reply
  43. centos vps

    Admiring the dedication you put into your blog and in depth information you offer. It’s awesome to come across a blog every once in a while that isn’t the same old rehashed material. Fantastic read! I’ve saved your site and I’m including your RSS feeds to my Google account.

    Reply
  44. hoeveel hypotheek kan ik lenen

    Nice to read this information here on the web. The info is interesting and can be useful.
    Thank you! hoeveel hypotheek kan ik lenen / goedkoopste hypotheekverstrekker

    Reply
  45. Rosetta stone

    Rosetta stone is a very good learning foreign language software, he include English, French, German, Spanish, Japanese, Chinese, etc

    Reply
  46. Alicia Keys

    Great tips, thanks! I’ve found reviews to be the most helpful in gaining trust.

    Reply
  47. 5 Easy Ways to Increase Conversions on Your “Coming Soon” Landing Page

    […] How To Use Trust Symbols to Increase Conversions on a Brand New Website Article source: http://feedproxy.google.com/~r/Unbounce/~3/ZzTit4uV_QU/Pay it Forward :) This entry was posted in Online Business News and tagged internet business, internet marketing, make money online, online business, online business news by Online Business Central. Bookmark the permalink. […]

    Reply
  48. Cure Bad Breath

    Hi, i feel that i noticed you visited my website thus i got here to “go back the desire”.I am trying to to find issues to improve my website!I guess its good enough to make use of a few of your ideas!!

    Reply
  49. burberry

    Burberry Sale one common encounter good enough for you, so long as you adequate self-confidence, yet taste may be polished to adhere to your current measure fashion.welcome to my website

    Reply
  50. Burberry tre)

    Burberry outlet has continued law-abiding, uniform style, but too much respect for the traditional, classic inevitably degenerated into boring; Burberry double-breasted uniform coat, open hem, ribbon belt, weakening the neutral atmosphere.

    Reply
  51. web design Hertfordshire

    Great tips, thanks! I’ve found reviews to be the most helpful in gaining trust.

    Reply
  52. Air Conditioning Services

    I’m sure this would help visitors tremendously. Will bookmark your blog for more updates! Thank’s

    Reply
  53. Elwanda Relkin

    Hey not to set off topic but can anyone give me overview of. New York Car Insurance Reform 295 Greenwich St, New York, NY 10007 (646) 351-0824 They are down the block from me. I was wondering once they were a good insurance agency. I need to get hold of coverage, it is the law you know, but I have to have a good price price plus I want friendly service.

    Reply
  54. panax

    Find more there:…

    […]The total glance of your site is great, let smartly as the content![…]…

    Reply
  55. Floor Coating Services

    I’m sure this would help visitors tremendously. Will bookmark your blog for more updates! Thank’s

    Reply
  56. List Your Business Free!

    Good material present here at this blog, thanks admin for sharing this information.

    Reply
  57. 胶原蛋白

    养颜网-汇聚全球知名品牌胶原蛋白产品,”胶原蛋白粉,胶原蛋白口服液,胶原蛋白面膜,胶原蛋白胶囊”应有尽有!欢迎各界爱美女性光临本站!养颜网-胶原蛋白美容.

    Reply
  58. xiaolin

    本站提供皇冠女装,淘宝网服装,淘宝网女装,淘宝网商城,2012淘宝网女装夏装秋装冬装春装新款销售排行榜大全,推荐质量好、价格优惠的!电影天堂.

    Reply
  59. melek

    hacamat tüm dünyada uygulana bir tedevi yöntemidir.

    Reply
  60. Türkçe İngilizce Çeviri

    I’m sure this would help visitors tremendously. Will bookmark your blog for more updates! Thank’s

    Reply
  61. nedir ne demek

    Simply, you can’t have too many security indicators on the site. From https to the little badges that ride in your sidebar.

    Reply
  62. fbcovers

    Present New Material With Your Spicy Anchor Text.

    Reply
  63. hosting service

    It’s going to be finish of mine day, but before ending I am reading this enormous piece of writing to increase my know-how.

    Reply
  64. habiba

    I am glad to read thi information on your web and agree with you that symbol is the important factor for any company or any new brand.symbol is like a key to the locker.branded companies have launch thier symbols first.<a href=http://webtechart.com/ please visit our link our site is very helpful in many ways and show your likeness

    Reply
  65. graphiste-pontarlier

    Yo bros !! My name is TAMIKA HOPKINS. I have a house in Bloomington.
    My age is 23. I might join The Fuzzy Institute built at Virginia Beach.
    I have a job as Tiler. I like Magic Tricks.

    Reply
  66. free ipad

    You have a wonderful web page! Would you update
    it often? Will you care if we share the site with buddies with fb?

    Reply
  67. เต็นท์พับ

    Incredible! This blog looks exactly like my old one! It’s on a entirely different topic but it has pretty much the same page
    layout and design. Outstanding choice of colors!

    Reply
Comments