Each “trust moment” — business card, office building, elevator, sign on door, reception, bathroom, conference room…plays into your prospect’s feeling about your presentation and marketing materials.
When research participants rejected a health website as not being trustworthy, 83% of their comments were related to design factors, such as an unfavorable first impression of the look and feel, poor navigation, color, text size and even the name of the website. Content then came into play. If the website hadn’t been rejected, 74% of the comments were about content being important, after the initial design impression, in deciding whether they found a site trustworthy.
Specific “trust” attributes cited were site ownership by well known and respected organizations, advice written by medical experts, and content felt to be “written for people like themselves.” Takeaway: People use both design factors and content in deciding whether to trust a website, but the design impression comes first. If the design is not professional and deemed trustworthy they may never see the content, nor take it as seriously. If you’re looking for the biggest advantage, even against competitors savvy enough to know the value of aesthetics, consider how to look, feel and communicate more effectively — remarkably so — than the competition.
Sillence, Elizabeth, Briggs, P. Fishwick, L.; Harris, P. Trust and mistrust of online health sites.