- What Are the Trust Factors Customers Look for on Local Business Websites?
When it comes to local business online, the factors and expectations of potential customers will vary wildly when compared with a multinational company. With no large publicity budget, no implied reliability due to size, local business, as they have always done need to generate and nurture the trust factor. When you take into consideration the short attention span of today’s internet visitors, a website needs to grab the attention and trust of their visitor very quickly, and so the purpose of this article will be to give you some tips, ideas, and suggestions to achieve this.
The Four P’s
The first thing that most customers are concerned about when visiting a local website is what is known within the local marketing industry as the four P’s:
They don’t want to be hunting for this valuable information, so it needs to be front and center. Otherwise, the inclination is that you as a business are trying to hide things from them, particularly regarding the price point. As mentioned above the patience factor of most people is very short, so if the price of goods is not very obvious, they will leave quickly as that trust factor is deemed to be broken.
Yelp and Google Reviews
Human beings have a pack mentality, and it is unusual for them to want to go against the flow. When they are spending money on a service or a product, they like to be convinced that they are doing the right thing. You are much more likely to but a new product, if your friend or someone whose opinion you value recommends to you that a complete stranger. On the internet, while you might not be able to find a recommendation from a friend or acquaintance, the next best thing may be the reviews of a business on Yelp.
In theory, at least, these are independent reviews of your business, so prospective customers can check out the reviews and make a more informed choice. The more positive reviews you have, the more beneficial they are to your business, so it might be worth encouraging satisfied customers to leave comments on your Yelp page.
Government or Business Certifications
Most potential customers will have no knowledge of you whatsoever, so the great leveler regarding expertise is which qualifications you hold. People value qualifications, they believe that those qualification demonstrate a level of competence and quality, so ensure you place the appropriate certificates or icons on your website, to take advantage of this, after all, you worked hard t gain those qualifications, so you might as well make use of them.
While many SEO companies will tell you about the importance of driving traffic to your site, that site is your unpaid salesman. You need to make sure it is fit for purpose, well presented, and utilizes all of the above. Take the time to ensure your site looks great and has all of the important information and it will more than repay the investment. This video might give you an excellent idea how to increase trust in your business website.
- SEO for Local Rankings and the Map Pack
Far too often, people who engage in SEO analysis and the direct optimization of Websites using certain already “traditional” methods forget about the local aspects of the discipline. Worldwide exposure is a wonderful thing, particularly for those businesses which are capable of shipping product or providing services internationally — but if you’ve got a business with one or more actual, physical storefronts, to which clients are prone to visiting… presumably with the expectation that some sort of service or item will be available for purchase when they arrive?
You need to have a certain level of localized focus.
One of the best ways to go ensure that your business — or your client’s business — receives optimal local search rankings is through the use of Google’s Map Pack. It is also called the 7 Pack, because it once listed the top seven relevant businesses in response to a given search query. The Map Pack is the display, including pertinent location and contact information, of the topmost results for a search for local businesses (such as “seafood restaurant in Martha’s Vineyard”) following a Google query.
It is a particularly important tool for driving local residents to your business on any mobile platform, because mobile browsers display the Map Pack results ahead of the standard search results. A relevant, highly ranked Map Pack profile thereby becomes an excellent way to drive traffic directly to your brick-and-mortar front door, as mobile devices are continuing to increase in popularity, applicability, and function, across the breadth of our modern society.
How Can I Ensure a Detailed and Relevant Map Pack Profile?
You cannot directly “fill out” your entire Map Pack profile. You can start, however, by claiming ownership of your business with Google. If you forget this all-important step, you run the risk of irrelevant information taking the place of pertinent business details. It is conceivably possible that somebody else, through a deliberate effort to cause harm, could manage to claim ownership of your business.
Once you’ve taken care of this step, there are several additional things you can do to encourage a prominently displayed Map Pack result. Make sure that you maintain a current and viable business Website, and that your business’ address and other, pertinent contact information are prominently displayed on your Site, preferably in more than one location. Additionally, you want to include this information in your Website’s meta data.
Finally, fill out complete profiles for your business on the major social media networks, such as Facebook, Twitter, and Google+, and remain active on them. On Google+, make sure that you select the option with the red balloon to appear on local search listings. For an SEO company in Greenville, SC check out gvlseo.com.
- A New Website Design Will Improve Your Sales
In an ever-more digitalized world, your Website is often your first and foremost marketing tool. Much like a physical storefront unto itself, your Website’s appearance demonstrates the quality of the goods and services which you have to offer to your customers. If your Website is sloppy, disorganized, clashing, garish, tacky, or hard to navigate, customers are going to assume the same thing about both your brick-and-mortar location and the services which you have to offer them.
As the saying goes, you can only make one first impression. Why not nail it?
Just as it can work against you if it’s ramshackle or slipshod, a properly, professionally designed Website, one that is attractive and easy to navigate, can work for you as well. A well-designed Website is particularly important to sales conversion; if your Site makes a good impression, a potential customer is far more likely to become an actual customer — perhaps even a recurring customer. You’ve probably got quality products and services, but so does the next business owner standing in line, waiting to secure your customers’ business for themselves.
This is one of those little ways in which you can make your business stand out. A properly designed Website can honestly make all the difference in the world. A properly designed Website is, first and foremost, “technically” error-free. Online shoppers in the present day are deeply concerned about issues such as identity theft, hacking, and the loss or theft of their financial information. Even the smallest of glitches, such as a shopping cart landing page which takes too long to load, can send what might otherwise be a paying customer packing.
Other important features of a properly designed business Website include streamlining the purchase process — making it quick and easy to select goods or services to purchase. Amazon has raked in yet another in a long line of fortunes with its one-click purchase option. Assuming your customer is stuck with a standard Web-based shopping cart, however, you want to make sure that it’s as quick and painless as possible to get that cart out the proverbial door. Whatever methods of payment you offer should be prominently and clearly displayed. Minimize the number of steps involved. Despite the assumed vulnerability to hacking or other means of theft, many customers appreciate the option to store their banking or credit card information for the convenience it provides. This should always be presented as an option. From how quickly a page loads, to how visually appealing it looks once it’s up there, and how quickly your customer can complete their transaction, professional Website design is a no-brainer step to driving additional sales to your front door.
Our choice in the space is a Greenville SC web design company. You can find competitive quotes virtually anywhere, but getting great followup that leaves you happy is not as easy to come by.