7 Ways to Increase Sales by Building Trust


The key to turning a visitor into a customer is trust. Even if your main product is not very exciting, you can sell it online when visitors know you are the best supplier. So how do you make sure your WordPress or Shopify online store looks trustworthy? To get started, we’ve put together a list of seven tips. Definitely read on!

1. Use clear and “normal” language

Speak the language of your audience. It is likely that your audience does not understand the complex and very specific jargon. Therefore, it is important to use a clear and direct writing style. Focus on providing solid arguments as to why their quality of life improves after purchasing your product. And above all: keep your audience in mind. When visitors read a text that focuses on them, they will know they are in the right place. And that will understand building trust.

2. Testimonies build trust

Don’t brag to yourself about your products. We’re aware that you’re a fan of your business, but it seems less trustworthy. why Because visitors know you’re biased. Therefore, they are more likely to trust a testimony written by the actual party. If possible, state the name and company of the client and, if they agree, use their picture.

A video statement it’s also great. Just make sure you include a written abstract. This will allow visitors to read the testimony even if they cannot turn on the sound. Everyone can learn how to create a video to promote your business.

Many websites use customer testimonial videos to build trust

Statements are a great way to build trust. But if they’re just on the testimony page and nowhere else, they probably won’t be found by many people. So put your testimonies on a page where people will find them easily! For example, on your landing pages and nearby calls to action. It would also be a good place under your shopping cart. We suggest you try out for yourself which locations are best for your audience!

Visible ratings in search engines

Another great location for posting ratings and ratings are search results. People immediately see that your product is highly rated and therefore trustworthy!

An example of a rich 5-star result for a Fender bass guitar

Google can display them rich results if you add structured information to your site. But what is it structured data? Keep it short and sweet: structured data is a piece of code in a specific format, written in a way that search engines understand. It may sound complicated, but don’t worry. The Yoast WooCommerce SEO Plugin in Yoast SEO for the Shopify app automatically implements structured data for your online store so that your products are suitable for rich results. You won’t have to do anything!

3. Security seals

Google has clearly justified it secure sites over the years. By investing in following the right company verification guidelines, you show customers that your online store is trustworthy. However, today anyone can create a security seal, so stick to well-known companies. Their stamps really add value to your WordPress or Shopify online store.

Examples of security seals
Security seals can make potential buyers feel safer

The security seal is usually equipped with a link to the certificate. The certificate must be on the website of the company that checked the security of your store. Although few people click on the link, it is recommended that you add it anyway.

Websites that list these security seals also have a nice lock icon in the address bar of your browser. Did you know that you can actually click the lock icon for more information about site security? It’s pretty similar for any browser, but here’s something I can tell you about yoast.com:

4. Pictures

Too many companies and brands use (same) photos. We are now convinced that the model in the picture is a very friendly woman, but she does not work in your company. Visitors may think you have something hidden by using stock photos! Therefore, we recommend that you use actual images of yourself and / or your employees. This will create trust.

Interesting fact: this 2014 article highlights 5 most popular personalities in the photo. We recommend that you avoid these 🙂

If you use something like live chat in your online store, the experience is sure to be enhanced by using a photo of the actual employer.

5. Provide your physical address

People want to know if there is a place they can visit if they have problems or questions. Simply put: it’s reassuring. In addition, if you have an actual store in addition to the online store, you can cater to a lot of potential customers. Especially if you have a lot of local customers. Some people prefer to take their purchases or eliminate them before they buy.

6. What happens after you check out?

If you’ve ever bought something online, you probably recognize that moment of hesitation just before you click the Pay Now button. You think: What will happen now? Will they charge me taxes or import costs? Can I choose wrapping paper? Resolve these doubts by explaining what happens when your customers click a button. This ensures that your customers are involved in the ordering process and that there are no surprises. This can be done with just a few short lines of text: “This order is 100% guaranteed. There will be no additional costs upon delivery. ” Such a message will comfort many of your customers. And this will make it easier for them to complete the order.

7. Show that you care more than you earn

Most importantly, your site reflects your belief in the product or service you offer. Tell your customers about your company, your core values, or a mission statement. Show them that you are not in this just for the money.

At Yoast, we highlight our enthusiasm for open source and WordPress through active community participation. For example, we regularly sponsor WordCamps and WP Meetups. In addition, we are one of the largest key contributors WordPress – we have a dedicated team for it! This not only shows that your company or brand is involved, but also creates a lot of affection and trust.

On you

Now it’s your turn! Before you begin, consider what you have already done to make your brand and website more trustworthy. Then look at things to improve. Remember, the process is ongoing. You want the information on your site to be updated, so make sure you plan your work on this topic in a timely manner. Best of luck!

Read more: What is EAT (professionalism, authority and trust)? »


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