Building trust in your legal brand is a key element to present to consumers who are considering legal advice. Let’s face it, trust is the bedrock of any good relationship, but this can be easier said than done. A trustworthy company eliminates the potential barriers and doubts a client puts in place.
Trust needs to be ingrained in every single interaction users have with your brand, starting with the homepage and continuing throughout the entire user experience.
We are currently in the process of updating our client Burton Copeland’s site, with the aim of working together to push them forward, progressing ahead of competitors. The current site ticks all the basic boxes but lacked the presence of trust and needed a general refresh. Therefore it was vital we emphasised their expertise and love for what they do along with what they have achieved as a company. A site that shows they are a step ahead.
How we build trust:
Appearance and usability balance
When designing new websites usability should be one of the primary focuses but appearance needs to be taken into account too. A rundown, old looking site isn’t going to inspire confidence in consumers, just like a dirty shop front wouldn’t either. According to a study by Google, users will judge a website in 50 milliseconds, which is even before they have had a chance to test the usability. Therefore there needs to be a balance between the appearance and the usability of the site. This is done with carefully selected colour schemes to keep users engaged so they actually get to the usability aspect. Because let’s face it, a lot of us don’t like to admit it but we do judge books by their covers.
A consistent design, fonts and language show your audience strength in your brand, making users feel at ease finding their own way around the journey we set. Consistency breeds familiarity, which in turn breeds trust!
Testimonials and awards
Building trust isn’t just a one-way street. There are always ways to reassure customers that they are in good capable hands. Client logos, awards, case studies and testimonials are a must when establishing credibility. People like to listen to others, especially in the case of legal services. This isn’t just with the personal recommendation but also reviews. Research shows that 84 per cent trust online reviews as much as a personal recommendation nowadays. Therefore that’s why we updated and emphasised these areas more.
Honesty and clarity are unquestionably key. Be honest about your company values, and communicate in a way that your target audience can understand and relate to, which relates back to having the right language on the site.
The people behind the service
Many prospective clients like to know who they are dealing with, rather than a faceless brand. By showing the real, relatable team behind the company, paired with the right language it highlights the friendly and trustworthy company they hope to show.
As a company, you might see yourself as an honest and authentic business, but if your content or design don’t live up to expectations, then naturally people viewing your site will feel that you’re an untrustworthy business. Though there are easy ways to combat this.
The Burton Copeland site will be going live soon so keep checking back for updates – we hope you like it as much as we do. And if you do, we guarantee you’ll like what we can do for your business.
Want to see what we can do for your website and your digital marketing as a whole? Get in touch with us to discuss some ideas +44 (0)161 236 7161.