Have you ever landed on a website and immediately felt something wasn’t quite right? Maybe it looked outdated, lacked personal touches, or just gave off questionable vibes that made you hesitate to enter your credit card information.
In this episode, I break down the subtle (and not-so-subtle) signals that might be making your own website look less than trustworthy to potential customers. We’ll explore the concept Google uses to evaluate website quality and how those same principles directly impact whether real humans decide to do business with you.
I’ll share 11 practical ways to boost your website’s street cred. Plus, I’ll reveal my digital marketing tool recommendation of the week and a podcast episode that’s helping me understand my own surprising procrastination patterns.
Resources
- Are stock images or personal brand photos better for SEO? (EP20)
- SEO Power-up Plan
- Digital Marketing Tool
- Other podcast episode recommendation
Listen on Spotify
Listen on Apple
Have you ever visited a website that immediately made you question its legitimacy? Maybe it looked outdated, lacked personal touches, or just felt “off” somehow. As a business owner, you don’t want potential customers feeling that way about your site!
I recently encountered some questionable websites that inspired me to share how we can ensure our own sites convey credibility – not just to visitors, but to Google as well.
Understanding E-E-A-T
Google uses a framework called E-E-A-T (Experience, Expertise, Authority, and Trust) to evaluate website quality. These signals help determine if your content is reliable and trustworthy.
But more importantly than impressing Google, these elements help your website visitors feel confident doing business with you. Here are 11 ways to strengthen your website’s E-E-A-T signals:
1. Install an SSL Certificate
Check your website URL – if it doesn’t begin with “https://” (note the ‘s’), you might be missing an SSL certificate. This security feature is typically included with hosting but sometimes requires activation. It’s an essential trust signal in today’s digital landscape.
2. Create an About Page
This might seem obvious, but a comprehensive About page is crucial. You don’t need to share what you eat for breakfast, but do include your business origin story, your mission, and some professional background information.
3. Use Real Photos or Videos
In an era of AI-generated content, authentic visuals of your work, your expertise, and even some behind-the-scenes glimpses can significantly boost credibility.
4. Include a Contact Page
Make sure visitors can easily reach you. While you don’t necessarily need to display your phone number, a contact form is essential. Forms are preferable to simply listing an email address, as they provide a better user experience and protect you from email scrapers.
5. Add Privacy Policy and Terms Pages
These legal pages aren’t just good practice – they’re often required for services like Facebook ads. Consider using a template or service like Termageddon to keep these pages current with legal requirements.
6. Create a Clear Return Policy
For e-commerce businesses, a transparent refund and return policy demonstrates trustworthiness and customer commitment.
7. Include Author Information
Add your name, photo, and brief bio at the end of blog posts. Most website platforms make this easy to implement and it adds a personal touch that builds credibility.
8. Showcase Credentials and Affiliations
Share relevant certifications, industry memberships, awards, or professional associations. Consider mentioning Chamber of Commerce membership or any board positions you hold.
9. Maintain Accurate Citations
Ensure your business information is consistent across all online directories and listings. Discrepancies in your business name, address, or phone number can undermine trust.
10. Display Recent Testimonials
Fresh testimonials signal that your business is active and currently satisfying customers. Outdated reviews from years ago might make visitors question if you’re still providing quality service.
11. Build “Street Cred” with Backlinks
Earn mentions and links from other reputable websites. Podcast guest appearances are particularly effective, as hosts typically link back to their guests’ websites.
The Takeaway
Review your website and implement at least one of these trust-building elements. Even small improvements can make a significant difference in how visitors perceive your business online.
