Credibility is Paramount for Small Business Websites

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    When discussing website strategy, everyone likes to discuss visibility and conversion, but for many small business websites, generating credibility may be the most important factor in your online success. Your website is the new yellow pages for any small business – it’s the first place any prospect will go when they want to learn more about your company and what you do. Even if a prospect doesn’t find your business via search or online marketing, but rather through traditional sales, marketing or word of mouth, they’re still more than likely to visit your website.

    Why? Possibly to learn more or maybe just give themselves peace of mind that your organization is worth their time for further evaluation or to take that next step – whether that’s to buy, start more serious research or pick up the phone and contact you. In other words, they want to quickly know whether your business is a credible option for their needs.

    So when they take that logical first step to visit your business’s website, what will that prospect’s reaction be when he or she clicks through to your home page? Will they immediately view your organization as a professional business or will their first perception be of a low end, outdated site – reflecting poorly on your company? If it’s the latter, they probably won’t stay on your site or call you. You will have lost your only chance to make a positive first impression of your business.
    But, if on the other handle, your home page (and entire website) provides that positive first impression, you’ll then dramatically increase your opportunity for a long term relationship with that prospect. The credibility you quickly create, allowing you to build just a small level of trust and authority, can significantly improve your chances for:

    • Higher Site Stickiness (keeping prospects on your site longer)
    • Improved Engagement (interest in your content)
    • Higher Conversion Levels

    So, if you want to move that prospect (visiting your website) further along your business’ purchase cycle, think first about your website’s home page.  Does it provide credibility for your organization? If not it’s time for a website redesign!

    How to Gain Credibility?

    Look for next week’s article on specific tips you can use to gain credibility for your site and home page.  Or contact us at our Indianapolis office for information about web design, web development and web content management solutions (CMS).

    View Part Two: Three Ways to Create Website Visibility

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    About the Author

    Kevin Kennedy

    Kevin Kennedy, Marketpath’s VP Marketing and Professional Services, has been working on business strategy, digital marketing, and website technology for over 20 years. Prior to joining Marketpath in 2009, Kevin worked for Delta Faucet Company, including roles as Director of E-Business, where he led the company's technology strategy, and Director of Interactive Marketing. 

    Kevin graduated with a B.B.A. in Finance from the University of Notre Dame and received his M.B.A. from Eastern Michigan University. In his free time, Kevin enjoys spending time with his wife, Bridget, and their five children, travel, and various sports activities, while also participating on the non-profit boards for The Children's TherAplay Foundation and Juega Como Campeon.

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