Website credibility (the quality of being trustworthy or believable) is crucial if you want your site to generate leads and enquiries. The way you show up online directly impacts whether potential clients will choose to do business with you.
Of course, first impressions matter, and a professional looking, well designed website is always going to get the best results.
But website credibility goes beyond just looks. It's about creating an overall impression of trustworthiness and competence.
After that initial visual impression, visitors will start looking for other signs (often unconsciously) that you're a credible, reputable business. These subtle cues can make the difference between a potential client reaching out to you or clicking away to a competitor.
There are 5 main credibility killers I see on small business websites. Let's discuss what I mean by each one, as well as how to fix them.
Missing proof of your experience and expertise
When potential clients visit your site, they're looking for evidence that you're a legitimate business with a track record of success. The goal is to show potential clients that you've successfully worked with businesses or individuals similar to them.
Testimonials and case studies are powerful tools for building this credibility.
If possible, you should include testimonials on multiple pages of your website, not just the homepage or a dedicated ‘Testimonials’ page.
Effective testimonials should include:
- The client's name and business (if applicable)
- Their logo and a link to their website (for business clients)
- A photo of the person if possible (for individual clients)
These elements help visitors to verify that your testimonials come from real, satisfied customers.
I’m sure I don’t have to tell you that fake testimonials or stock photos of ‘previous clients’ will do more harm than good if discovered!
Links to external review platforms like Google Reviews or Trustpilot can also boost your credibility, as reviews on these platforms are harder to fake, generally coming straight from the customers themselves.
Consider going beyond simple testimonials. In-depth case studies can showcase your problem-solving skills and the results you've achieved for clients.
Take a look at my guide on how to use case studies to boost your credibility.
Your email address implies you’re an amateur
Using a free email provider for your business might be convenient, but it doesn't exactly scream "established business".
Imagine you're choosing between two business coaches. One uses businesscoaching@gmail.com, while the other has hello@businesscoaching.com. Which one feels more legitimate?
The custom email address shows you've invested in your brand and you're committed to your business long-term.
Getting a professional email address based on your domain name doesn’t have to be complicated. Google Workspace or Zoho have dedicated email hosting platforms, or take a look if your domain provider has an optional email provider too (most do).
Yes, you’ll have to pay a small fee for a professional email address, but isn’t it worth it for the added credibility?
Your branding is stuck in the past
First impressions count, and your brand‘s visual identity is often one of the first thing visitors notice. If your logo looks outdated, or like you made it yourself hastily in Canva, it's time for an update.
Your visual identity (on your website, that’s mostly your logo, favicon, fonts, and colours) should look cohesive and current. It doesn't have to be cutting-edge trendy, but it should show that you care about how you present yourself.
And please, please, check that you’re not still using your website platform’s default favicon! DIY WordPress and Squarespace websites are terrible for this. It's a small detail, but it can make a big difference in how professional your site, and business, appears.
We offer a brand refresh with our website redesigns - we know you might not want to let go of your current branding completely, but can give it a professional sparkle, bringing it up to date and in line with where your business is now.
Take a look at the way a professionally designed visual identity can work in tandem with a website redesign.
Your photos are letting the team down
We've all seen those websites with pixelated photos or overly generic stock images. But here's the thing - good photos can make a massive difference to how credible your website comes across.
If you’re a client focused, service-based business, it’s important to have photos of you and your team up on the site to build trust with potential clients.
You don't need to splash out on a fancy photoshoot (unless you want to, of course). Just make sure your photos tick these boxes:
- Taken with a decent camera (even most smartphones these days will do the job)
- Good quality photos at the right resolution (if you upload a very small photo it will appear pixelated on your site)
- Up-to-date - if that photo of you on your website was taken 10 years ago then it might be time for a new one
- No obvious selfies, but there’s nothing wrong with taking the photo yourself using a timer
- Consistent in style, size, and quality, especially if you have individual photos of the whole team
You also might choose to use a few stock images on your site for visual interest. Stock photos can often have a bad reputation and, if not used carefully, can end up making a business look less credible, so make sure you follow my guide to using stock photos on your website.
Your site uses an insecure connection
Have you noticed the little padlock icon in your browser's address bar when visiting websites? If it's missing from your site, you've got a credibility problem.
This padlock shows visitors that your website has an SSL certificate, and is using a secure connection. Many web hosts ensure this is set up, and you won’t need to do anything, but older, or un-maintained websites might be using outdated security protocols.
Why does this matter? When a visitor lands on a site without an SSL certificate, they might see a "Not Secure" warning. Some browsers show even more alarming messages, actively warning users against visiting or entering information on the site.
This isn't just about actual security - it's about the impression you're giving to visitors. A site with security warnings doesn’t inspire trust in your business, or make potential clients want to get in touch with you.
Here’s how to check if your site uses a secure connection:
- Open your website
- Look at the URL in the address bar
- If you see a padlock icon and your URL starts with "https://", you're all set
- If there's no padlock and your URL starts with "http://", you need to take action
Luckily, it's usually an easy fix. Chat with your web host or website designer about securing your website to boost your site's credibility.
Time for action!
Take 5 - 10 minutes reviewing your website and going through the 5 points on this list. If you're falling short with any of them, create a to-do list item or schedule some time into next week's tasks, and get it sorted!