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Your website is probably losing your best deals right now, and you don’t even realize it.
In theory, your website should be selling your company around the clock. In practice, every visit is a moment of truth where your trust capital is either strengthened or completely demolished.
As a web strategist, I work daily to build trust and drive the right leads for our clients. If the customer doesn't trust that you can deliver, it doesn't matter how sleek your design is or how cool your videos are. Trust is the only currency that matters.
Yet, I often see companies leaking trust capital on their own platforms.A strategically designed website is not a digital business card; it is your most senior salesperson.
When your website does its job, it filters out leads looking for something else and educates your dream customers so they are warm and ready by the time you actually speak.
The result is that you free up a massive amount of time within the company to serve the customers where you actually create magic.
So, how do you build strong trust capital through your website?
Their E-E-A-T framework (Experience, Expertise, Authoritativeness, and Trustworthiness) is fundamentally a way to measure precisely that: digital trust.
The foundation of all web presence, marketing, and sales is trust. It starts right at the very first click.
What is the most common mistake you see companies making on their websites today?
In theory, your website should be selling your company around the clock. In practice, every visit is a moment of truth where your trust capital is either strengthened or completely demolished.
As a web strategist, I work daily to build trust and drive the right leads for our clients. If the customer doesn't trust that you can deliver, it doesn't matter how sleek your design is or how cool your videos are. Trust is the only currency that matters.
Yet, I often see companies leaking trust capital on their own platforms.A strategically designed website is not a digital business card; it is your most senior salesperson.
When your website does its job, it filters out leads looking for something else and educates your dream customers so they are warm and ready by the time you actually speak.
The result is that you free up a massive amount of time within the company to serve the customers where you actually create magic.
So, how do you build strong trust capital through your website?
- Showing how you constructively handle critical feedback on platforms like Trustpilot or other industry specific review platforms builds deeper trust than an unrealistic facade of exclusively five-star reviews.
- Openly presenting prices, contracts, and onboarding processes lowers the visitor's cognitive load and eliminates the hidden uncertainty that makes them hesitate before a decision.
- Daring to be crystal clear about who you are not a good fit for. By actively disqualifying, you prove that you prioritize the right match over a quick buck.
- Giving employees their own profile pages with actual credentials shifts the focus from a faceless logo to proven, human expertise. People buy from people.
- Proactively addressing the "elephant in the room," such as why you are more expensive than the average, makes your actual sales arguments infinitely more credible.
- Offering in-depth guides is not giving away your business idea for free. It lets the customer sample your cutting-edge expertise and educates them into becoming confident buyers.
- Clearly displaying your corporate registration number and physical address signals a stable, local presence. Companies that hide behind an anonymous contact form instantly lose credibility.
- Using industry certifications is about "borrowing authority," which immediately transfers trust from an independent party to your brand.
- Treating fast performance and digital accessibility as your digital body language. A fast site proves through action that you are professional and respect the visitor's time.
Their E-E-A-T framework (Experience, Expertise, Authoritativeness, and Trustworthiness) is fundamentally a way to measure precisely that: digital trust.
The foundation of all web presence, marketing, and sales is trust. It starts right at the very first click.
What is the most common mistake you see companies making on their websites today?
