First impressions are important – especially on landing pages.

After the first two parts on Focus and Messaging, your landing pages are, hopefully, more focused and carefully crafted to deliver the right message to your audience.

After all, you did read them right?

  1. Focus
  2. Messaging
  3. Trust
  4. Continuity

Landing pages are trust exercises. When people visit your landing page, you don’t have much time to convince them that they can trust you enough to give you their information. It’s important that you put your best foot forward to make a good first impression.

This time around we’re going to take a look at the role trust plays in landing pages and how we can leverage it to increase conversions.

Social Proof

People are more trusting when others approve of it.

We tend to place greater value on things that others have already approved of. Like it or not, we’re influenced by what others say. If you show that others endorse, support, or use your content on your landing page, this will help to add some social credibility.

Whether it’s through adding customer testimonials or by showing how many people shared your page on Facebook, Twitter, or LinkedIn, these methods can provide a massive boost to trust.

Testimonials

Real people endorsing your content shows that your content has made a positive impact on their lives. Including testimonials and a picture of the customer that wrote it can really increase conversions.

In a recent article, Fast Company reported that female shoppers no longer trust celebrity endorsements. While including endorsements can be an effective strategy of increasing trust, it’s important to analyze your intended audience to draft a message that appeals to them. Sprinkle a bit of segmentation and personalization and you’ll be able to offer different testimonials to different groups.

Wait… that sounds a bit familiar. Well, it should be! This was in Part 2: Messaging!

Social Media

Showing the number of people that have shared your content shows your visitors how the masses receive your landing page. If something has been shared a lot, I’d be more inclined to pay more attention since it’s got to contain something valuable to make it shareworthy.

Partner Co-branding

Trusted brands and people make your content more credible.

It really depends on the type of landing page you’re designing and what you’re offering your audience, but if you’re able to add a partner’s logo on there (with their consent, of course), this can do wonders to increase trust.

When partnering with other brands through webinars or the like, throw up their logo and a picture of the speakers. Not only do you increase recognition and trust through co-branding, seeing a person’s face will help to make your page more trustworthy. Double whammy!

In a webinar series we ran recently, we partnered with Lattice Engines, SnapApp, LookbookHQ, and Terminus to showcase the marketing tech stack over the course of 5 days. On the landing page for this, we laid out their partnered logos to promote brand recognition.

Webinar Landing Page

Resource Proof

Put the value proposition front and center.

If you’re providing a resource, give your audience a sneak peek at what they’re going to get when they enter in their information. It’s an easy way to increase trust by showing that your resource actually exists and that your landing page is not there to collect their information and send them spammy emails.

I sure hope not anyway…

In our landing page for Forrester Research’s latest report on The B2B CMO’s New Role In Sales Enablement, we made sure to include an image of the report that the visitor would get after filling out the form. Having that sense of expectation increases trust in the value that your landing page claims to offer.

Landing Page Design

And that’s it for Trust!

In two weeks, we’re going to continue and conclude this series with the aptly named “Continuity”, the series’ last part on designing fly landing pages. There we’ll take a look at the importance of maintaining and continuously improving your landing pages after the launch.

Thanks for reading and catch you later!

Karel Vuong