You’re not reassuring enough

Tom Garfield

Co-founder & MD, brand new notebook

Reassurance is key to increasing the number of enquiries you get through your website. It plays a key role in building trust, establishing credibility, instilling confidence and creating loyal customers. 

During the course of the buying journey, potential customers will move from excitement and positivity about using your services to fear and nervousness that it might not work out. By sprinkling reassurance throughout your site, you will help quash that sense of fear and nervousness and create a reassuring buying experience.

Taking the next step has to feel as risk-free as possible for your potential customer.

People need to feel reassured and filled with confidence in order to do the thing that you want them to do.

So how do you sprinkle reassurance through your website?

  • Explain the process thoroughly: What happens after people get in touch with you? What are the next steps when someone completes a form or books a call? Explain your process clearly to reassure, build trust and create confidence from the offset.
  • Write case studies: Using social proof, like case studies, serve as a powerful tool to showcase the value, expertise and trustworthiness of your business. Success stories from satisfied customers are golden.
  • Use testimonials and reviews: Ever bought something on Amazon? Do you go for the 5 star product with 6 reviews or the 4.5 star product with 1000 reviews? We rely on the opinions and experiences of others when making decisions so include plenty of testimonials.
  • Offer a money back guarantee: People are much more likely to take the leap if they’ve got a safety net. Have an open and generous money back guarantee.
  • Use video to build trust: Video is excellent at building trust and creating reassurance. If people can see and hear you they are more likely to connect with you and feel secure in the buying process.
  • Don’t be too salesy! In your face, poor quality design and overly salesy copy feels like a scam and stops people from buying. Don’t make crazy claims, ask confidently, but not aggressively.
  • Have a generous cancellation policy: Similarly to the money back guarantee, you should also have an open and generous cancellation policy. By clearly outlining any cancellation policy or money back guarantee you highlight the commitment to your customers and reinforce their trust in your business.

Remove the things that make them feel uneasy

Decision making is tough, but you can make it easier for your potential customers by removing the risk associated with making the decision that you want them to make. If you reassure visitors in the right way and at the right moments you’ll make the decision to work with you much simpler, and they will be more likely to click that button, complete that form or book that call.