What Are Trust Signals? How to Build Credibility and Convert Visitors

These days, the web feels like a minefield of lies and AI-generated slop. With millions of people getting tricked by that adorable TikTok video of bunnies bouncing on a trampoline, just about anything online may have your spidey-sense tingling. 

With deception in every feed, 75% of Americans say their trust in the internet is at an all-time low. That's completely fair, but it makes sharing online content much harder for businesses. If customers don't believe in your knowledge and products, good luck convincing them to buy something. 

Trust signals can help you show your expertise and convert skeptics. This guide breaks down seven types of trust signals and why you need them. 

What Are Trust Signals?

A trust signal is any evidence that boosts a business's credibility. They usually come from outside sources, which give them more weight. Two dozen Google Reviews look more trustworthy than a mysterious (and possibly fake) quote from "Jane D."

These signals build customer confidence by showing that your brand is legitimate and backed by real people. Search algorithms also use trust elements to decide what content to rank, which has a big impact on search engine optimization (SEO). 

Benefits of Trust Signals

In a world of scams and products that look nothing like the pictures, customers take a risk whenever they hand over their payment details. Even taking fashion advice from a blog can feel like a stretch. Digital trust factors lower this perceived risk and alleviate hesitation. Over time, this can have a huge effect on your conversion rates. 

Here are some main reasons why you should learn how to add trust signals to your site: 

• Increase engagement: Savvy browsers tend to abandon sketchy sites quickly. If they spot trust signals, though, they're more likely to stick around. That leads to lower bounce rates and more time on page. 
• Build brand credibility: Above all, Google wants to give users reliable and reputable content. It ranks sites based on four factors: experience, expertise, authority, and trustworthiness (E-E-A-T). More website credibility equals more search visibility — a win-win. 
• Drive decisions: Online reviews and other trust elements give visitors social proof and make your company seem more transparent. Just think: would you rather buy a product with 200 five-star reviews or zero? 
• Better user experience: Trust signals immediately put visitors' minds at ease, allowing them to silence (or at least soothe) their inner detective. 

Types of Trust Signals

A handful of reviews doesn't cut it anymore. To build your reputation and boost conversions, you need to mix and match different trust indicators in your marketing. 

1. Social Proof Trust Signals

Social proof says, "Look! All these other customers have had great experiences with this brand." 

Experiment with different types of case studies, such as client success stories. Don't forget to add lots of stats and quotes. For example, Eldermark often shares how its software helps real clients grow their senior living businesses. 

2. Reviews and Testimonials

Online reviews and customer testimonials give honest opinions about a brand. These e-commerce trust signals are made by regular shoppers, so they're less biased than glossy marketing. That's why retailers like REI and Amazon put them front and center. 

3. Performance Metrics

When it comes to building trust, nothing beats cold, hard data. Share customer satisfaction rates, defect rates, and other performance metrics. 

Hostinger could claim "Our hosting is super reliable!" but that's not very convincing by itself. Instead, it shares monthly graphs with the number of incidents and average uptime. 

4. Endorsements and Partnerships

Gaining the favor of well-known brands or people is another way to build credibility in digital marketing. Spotlight these connections on your website: 

• Media mentions from Forbes and other credible outlets
• Client and partner logos
• Industry memberships

Many brands are also leveraging influencer partnerships to connect with social media audiences. One example is the Sephora Squad, which recruits creators to share testimonials about the beauty company. 

5. Certifications and Awards

Certifications and industry awards often have strict requirements. Displaying these trust badges on your site grows customer confidence by showing you have outside approval from professional organizations. For instance, That's It Fruit displays the Non-GMO Project Verified badge on its website to build credibility with shoppers looking for healthy snacks. 

6. Security and Validation

Cybersecurity is top-of-mind for many customers. SSL certificates and payment security seals show they can trust your brand with their credit card details and other valuable data. 

7. Guarantee Signals

Wondering what trust signals to include on a landing page? Add elements that guarantee quality, such as Better Business Bureau Accreditation and the Trustpilot logo. You can also embed the Yelp rating badge and Google Reviews widget in your website design for extra trust. 

Best Practices for Using Trust Signals

Resist the urge to cram dozens of trust signals into every web page. If you seem like you're trying too hard, it's a major red flag. 

Instead, use these strategies to build trust naturally: 

• Prioritize authenticity: Only display badges and social proof that you've genuinely earned. Amateur sleuths can sniff out fake reviews and certifications in a heartbeat. 
• Place trust signals in several places: Add these elements above-the-fold, near calls-to-action, and in the footer for continual reinforcement. Many sites also add testimonial sections, especially near pricing. 
• Make it look pretty: For brand consistency, always use similar sizing and high-quality visuals for trust signals. You should also avoid cluttered badge groupings, which can look unprofessional.
• Focus on decision-making pages: The best way to showcase trust signals is by adding them in places where you need to persuade visitors. Every checkout page should include payment seals, every product page should have reviews, and so on.  
• Be transparent: Back up your claims with verifiable links. Want to brag that you have 300+ positive reviews? Prove it by linking to your Google review page. 
• Update signals regularly: Don't exaggerate your credentials, even accidentally. Remove outdated awards and expired certifications for transparency. 

Thoughtful inclusion is key. With a little planning, you'll improve E-E-A-T and support conversion optimization. 

Turn Trust Into Action — Explore Compose.ly’s SEO Services

Trust can't be bought, but you can definitely earn it. Even small signals like a glowing Yelp review and a certification badge help reassure rightfully wary customers. They encourage people to get to know your brand instead of immediately fleeing back to the search results. 

Of course, all the badges and influencer endorsements can't make up for untrustworthy content. Compose.ly's SEO services can help you fill your site with credible, well-researched content that wins over visitors. 

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