14 Tips to Build Trust on Your Landing Page


Building a strong, well-performing landing page is not just a matter of inserting a form on a page and driving traffic to it. The foundation of your landing page should be built on trust. Try these 14 tips to build trust and create a high-performance landing page.

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Remember when building landing pages for lead data capture to make sure you are completely GDPR compliant. If you are giving away something free, you can't just add them to your marketing mailing list but you can ask them after they have downloaded or received the free thing if they'd like to sign up. 

1. Know your target market and set your marketing goals

You need to know who you are marketing to, otherwise, every strategy you execute may be in vain. Build a database of all your existing customers, leads in your email, and prospects. Then, start to expose fresh content or product demos that may turn them from fence-sitters into real and active customers. Nurture them with more content, events, and special offers that could pique their interest.

Recommended reading: How to Build an Effective Marketing Strategy: Ten Tips For Achieving Success

2. Write an enticing intro paragraph

Make it clear what people should understand about your product or service by writing a short yet persuasive introduction paragraph. This should serve as an extension of your headline and an appetiser to your bulleted content. What problem are you solving for them? Make sure that's in the intro. 

3. Address key benefits and advantages through bullet points

Given how little time visitors spend on most web pages, you only have a few seconds to garner their interest. After grabbing their attention via your headline, you need to dig into some simple benefits.

4. Be consistent in your brand and message

Your banner, landing page, and destination should belong in the same family or you will lose the opportunity to make your business grow. Ensure that your visual design complements your banner and landing page. Don’t play with the colour palette and typography just because you feel like it. Show professionalism in your website layout by practising consistency and coherence.

Recommended reading: How To Get Your Brand Message Across

5. Offer something free in advance

Give something away for free in advance before asking for personal details in exchange. It could be a small portion of the materials you are providing, a free trial, a white paper, or something useful to help your target customers. If what you are giving away is valuable and worth the trouble, this will increase conversion rate.

6. Avoid gimmicky sales tactics

The web is already filled with irrelevant sales tactics. No matter how much you feel the desperate you are for clients and you feel like this is the perfect time to use the “Buy now to avail the best deal ever,” do not do it. Remember that authenticity rules. People are on the lookout for something trustworthy in the web and they are starting to learn when web pages are telling the truth or not.

7. Refrain from using too many pop ups or pop-unders

If you are going to use pop ups then make sure they are relevant messages to your reader and be aware that pop ups and the like only promise slight and short term improvement in conversion.

8. Present verifiable facts

Bold claims about your product or service may extract anxiety on the part of your visitor. If what you are promising isn’t 100% true, don’t say it because you will eventually be caught out.

9. Never underestimate the power of testimonials

Testimonials from real people are credible. Interview your happy clients. Never place overwhelming and exaggerated statements by personas grabbed from stock photo sites. Instead ask one of your loyal clients to share their personal experience on your web page. This will make people trust you and show that you have helped them solve the problem they needed solved.

10. Attach all relevant certification logos

This is an effective strategy to garner trust. If you have an association or affiliation with trusted companies, wear their logos proudly on your sleeve. Use relevant and well-known brands that have the same visions and missions as you.

11. Shout professionalism all throughout your landing page

The World Wide Web works like this: the more expensive and corporate you look, the more people will be likely to believe your cause. You still need interesting content, but a killer layout with picture perfect design helps.

12. Use endorsements to build reputation

If you are affiliated with famous people such as celebrities or known experts, make them endorse your product or service. Their endorsements will help your company build credibility. People are willing to spend a grand because the celebrities promoting it are placing their credibility on the line.

13. Stop extracting information you don’t really need

If certain information is not critical to product or service being requested on your landing page, then don’t risk scaring people away by getting irrelevant information. These data will not be of any good use to you anyway. And you have to be compliant with GDPR too. 

14. Show your contact details

Make sure that your visitors know that they have someone to contact for queries. Make it easy for them to contact you by posting your contact information, including your phone number, contact email address. It also shows that you are legitimate and there are real people behind the website.

I hope these 14 tips have been helpful to you, and remember that landing pages often need to be tweaked and retweaked to make sure they convert well so don't be disheartened in the early days if conversion is low - keep refining and improving them. 

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