What are Signs of Confidence?

Signs of Confidence in 5 Words:

Security, Social, Testimonial, Reviews, Awards

When you walk into a shop you can unconsciously pick up signals that make you confident of buying.  How do you give these signals online?


Visitors, of course, want to know that your site is safe to use.

Social Signals

Having a FaceBook page and visitors seeing friends who also ‘like the page’ is a boon (if they are logged into FaceBook). I believe Twitter is less trusted and a mite difficult to work out for regular Website users.

Testimonials or Our Customers

Another important sign is customers who have given your site the thumbs up. Better still if you have pictures.


Online marketers rave about User Generated Content which means reviews and they have a significant impact on helping a purchase. You can spend a lot of money installing a back-end system like BazaarVoice or you can build your own database, it’s a question of scale.

Third Party Awards

I would also include endorsement for a celebrity or expert in this section. Getting an award or an acknowledgment also adds credibility everything from a Hitwise top site (for the big boys) to a local newspaper logo will work to your site’s advantage.

Other Signs of Website Confidence

Loyalty schemes make customers more confident online. They may not wish to participate but it shows commitment on the merchant’s part.

Partnerships with another brand are another vote for your site.

Terms & Conditions is a page often visited so take some care to make readable and important.

Customer Care signals like a phone number, a smiling face, live chat or even the fact that you have your address on the contact page instead of just a form also sooth an anxious visitor looking for trust signals before he or she commits to giving your site money.

A well thought out and friendly Returns Policy is also vital along with your ‘Guarantee’ to commit to something like answering a phone call in ‘x’ amount of time or ‘100%

Add Calls to Action

Calls to action to most people means getting them to buy. There are other more useful calls to action that again aid the ‘Signs of Confidence’ in your site. The call might be to sign up to an email newsletter, like a FaceBook page, join the Twitter feed or look at video on your YouTube channel.

My Opinion

Go through your site and see where you can add a ‘sign of confidence.’


Sam Says

And think of how you can use these signs as part of your calls to action.


Sam & Jim


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