Unfortunately, many brands falter in their credibility-boosting efforts as the result of relatively minor mistakes. But, rather than showcase their best work in an online portfolio, many businesses instead choose to use non-specific superlatives like "high-quality," "best in the business" or "experienced team." You haven't claimed your business on Google. While your website should come up as part of their search results, many customers will actually look at your Google listing first -- and if you haven't added or claimed your business, you could quickly lose credibility. Claiming your business helps prove to customers that you have an actual online presence. If you don't claim your business, you send the message that you don't care about your web presence -- and that your website probably won't help customers solve their problems, either. You've neglected the testimonials page on your site. A key part of building credibility is proving that you actually know what you're talking about. Instead, humanize your business with pictures of the people who actually work there. While email and chatbots can be helpful, many customers still prefer traditional communication methods -- and according to the Harvard Business Review, "74 percent of people who have a bad phone support experience are likely to choose another business the next time they shop for that product or service."
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How do you build a loyal customer base? For most modern brands, the answer doesn’t actually lie with authenticity — rather, it depends on building credibility.
According to the Association for Consumer Research, “As a signal of product positioning, the most important characteristic of a brand is its credibility … Credibility affects consumer choices through perceived risk, information costs saved and perceived quality in most categories, even those with only moderate levels of uncertainty.”
Even for relatively low-cost purchases, whether customers perceive a brand as trustworthy — as someone who fulfills their promises — will have a big impact on their buying decision.
Unfortunately, many brands falter in their credibility-boosting efforts as the result of relatively minor mistakes. The following online habits may not seem like a big deal, but they can easily derail your brand-building efforts.
1. You’re using vague superlatives.
Every brand wants to position itself as the best in the business. But, rather than showcase their best work in an online portfolio, many businesses instead choose to use non-specific superlatives like “high-quality,” “best in the business” or “experienced team.”
Media experts have found that such vague superlatives actually crush your credibility, hinting at underlying insecurities about what your business has to offer. Instead, mention specific credibility-boosting examples, such as awards you’ve won or how many years you’ve been in business.
2. You haven’t claimed your business on Google.
Most potential customers (and even many of your returning customers) aren’t going to remember your company’s URL. To find you, they’ll do a search on Google. While your website should come up as part of their search results, many customers will actually look at your Google listing first — and if you haven’t added or claimed your business, you could quickly lose credibility.
Claiming your business helps prove to customers that you have an actual online presence. It gives them a chance to check out reviews and quickly find other essential…
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