Building trust, credibility, and confidence

Articles » Building trust, credibility, and confidence
By Jeremy Shipman on October 6, 2012.

It can sometimes be daunting wondering what to put in your website content. Building trust, credibility, and confidence in your customer all help with website persuasion. Here are some ways you can do this on your website.

About Us

This is your best tool to make your business human. Let your customers really get to know who you are. People are more comfortable dealing with someone they know more.

Include a picture of your team, and profiles of staff (more is better). Let the personality of your overall business, and individual team come out in biographies and photos.

jeremy at party

My wife and I being our "normal" selves

Contact Us

Unless you have good reason, provide every way possible for people to contact you. Be sure to include physical address and a land line number. Include social media website links (Facebook, Twitter, Google+, LinkedIn, etc). Include a map of where you are located. Doing so will show that you really do have a physical location, and there's no need to worry if you ever needed to be found.


List happy customers raving about your business, and what they say. These should be detailed, and include: name, picture, company, where possible. They should be specific, for example, the staff member they interacted with, what product/service they got. Include a link to their website.

Logos of Partners

People can visually identify good brands you have worked with, or are working with. Making the connection with trusted brands in turn builds trust with your customer.


Show off ratings or certifications of your business that are important to the customer. These could listed in a sub-section of your 'about us' page. Displaying certifications helps to qualify that you are an expert in your field.


Good press you've had can help improve your appearance. Get it on your website.

Blog Articles

Writing articles for your website not only helps with being found on search engines, but it also establishes you as an expert in your industry. Customers will read, and begin to trust that you know what you're talking about.

Terms of Trade

Explaining how you do business can build trust, because it displays transparency.

Returns Policy

Whilst shopping online is becoming popular, but there are still some hurdles that prevent your customers making a purchase online.

Explain how the customer is protected, for example, what happens if goods are damaged. This will give customers peace of mind to know that they have some security in place should something be wrong with the product.


Give away skills, info, tools, or worksheets for free. This builds credibility as an industry expert, and establishes you as an expert in your field. This can help with both persuasion and promotion.

Famous Quote

You can paint a picture of your business values by including a quote that you agree with.

Some people make things happen, some watch things happen, while others wonder
what has happened.


We at Burnbright are keen to help you improve your website to make it as persuasive as possible. Please get in contact with us, if you have any questions or would like a website.