It seems like common sense - a no-brainer - but there's one basic content asset that many B2B vendors are lacking on their websites: thorough contact information.
That's right. The 2015 Web Usability Report from Huff Industrial Marketing and KoMarketing found that a lack of thorough contact information can cause 44% of your visitors to leave. This chart from the research shows just how important contact information is, compared to other content assets:
Thorough contact information reinforces trust and credibility. And it's not only contact information - it's any information that invites your customer to learn more about your company. Dianna Huff of Huff Industrial Marketing explains:
Think of contact information as a subtle cue, similar to the way we assess people upon first meeting. When a company doesn’t share its physical address and other contact information, and forces contact through a form, you as the potential prospect have a sense of unease:
- Who is behind this company?
- Where is it located?
- If I have a problem, how will I reach someone?
Basically, you want to know if the company is legitimate or if it’s the Internet equivalent of a dog. By placing phone number, email address, and a physical address on a website, a vendor helps overcome some of these concerns – and thus establishes the beginning of trust.
Contact information doesn’t have to be relegated to the Contact Us page. Depending on your company and its size, you can add a phone number and/or email link in the header of each page. If you’re a large enterprise, consider adding “Contact Us” to the main navigation versus burying it in the footer. When “Contact Us” is buried, it’s harder for people on mobile devices to find and access it.
About pages and team bios confer credibility
In The New York Times article Quenching Consumers’ Thirst for Authenticity, James H. Gilmore, author of Authenticity, stated, “A sense of authenticity reinforces trust in what is real in an increasingly staged, contrived, and mediated world.”
Authenticity also is a tangible driver of revenue. In its 2014 global study, The Age of Authenticity, Cohn & Wolf revealed that 63% of consumers would buy a brand they perceived as authentic over its competitors.
The MediaPost article Unlocking the Power of Authenticity with Millennial Consumers, discusses how authenticity and its allied trait of trustworthiness are two of the top brand attributes sought by millennials before they decide to hand over their money.
Yet, many companies still rely on standard-issue boilerplate when it comes to their About page – a practice that does little to show a company’s authenticity or build trust and credibility.
The About section of a website doesn’t have to be limited to a brief “About Us” page or team bios. You can also include a press room, charities supported, awards, events, videos, and testimonials.
In addition, if you're able, Huff suggests:
Posting a client list builds credibility and trust, especially if you have A-list clients or well-known companies in your niche. A prospective buyer comes to your website and sees that you’ve worked with Recognized Brand Name A, B, and C, and automatically assumes that you know what you’re doing.
Ms.Huff includes many more suggestions! Read the full article here, and get great examples of being transparent with your company and culture to build trust and credibility on your website.
How do you do it? We'd love to hear from you! Let us know below.