Bennis Inc. | 5 Ways Your Website Could Be Damaging Your Credibility
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5 Ways Your Website Could Be Damaging Your Credibility

There’s nothing more liberating than starting up your very own business. To cast aside wage slavery and a corporate pay structure that’s actively working against you to insulate its own bottom line. To shake of the shackles of a job and a career that were not only letting your talents go to waste, they were slowly sapping your will to live. When you secure the funding to build up your own business from scratch and transform your idea into a reality, it can seem as though anything is possible. But the reality is that your business is just one of legions of similar enterprises, all vying for the attention of the same customers. And these customers know that in a buyer’s market they can afford to be fickle, no matter how hard you may try and earn their loyalty.

Thus, the savvy entrepreneur knows that in order to draw custom towards their business and away from their competitors that their reputation must be absolutely beyond reproach. Of course there’s a lot that goes into your business’s reputation. Every customer interaction in the real world and on social media, every telephone query, the quality of your products and service and even the design concept of your logo can influence your reputation. Here, however, we’re going to look exclusively at your website. Your website is, for many businesses, the first and last chance they will get to make an impression on potential leads. If your website does not reflect the values or quality of your brand, it can seriously undermine your credibility. And credibility is extremely important. Credibility determines whether or not prospective customers can trust you, and it’s vital that your website earns it.

What a bad website can do to your business

We’re long past the days when merely having a website was considered a boon for your business. While an online presence is somewhat taken for granted, whether your business uses eCommerce or not, a bad website can make an impression in the worst possible way. It can;

  • Create a poor or misleading first impression
  • Provide inaccurate or outdated information
  • Scare away leads and reduce conversion rates
  • Undermine trust in your brand
  • Send customers running into the arms of your competitors.

So, what could your website be doing to undermine your brand and damage your credibility? Well, if you haven’t given much care to the building of your website, it can actually be damaging your credibility if it has…

Outdated or amateurish design

Like the world of fashion, web design is subject to trends which come and go in accordance with technological changes and the cultural biases of users. As such, while your website may look just fine to your eyes, savvier users may find your web design to be outdated or lacking the professional veneer offered by others. In an age where most people now consume online content and make eCommerce purchases through mobile devices, the most egregious sin you can make is failing to ensure that your site design is responsive so that it looks great on a screen of any size. Moreover, a WordPress site that’s built using a ready-made theme can make your website look cheap, amateurish or homogeneous to the more practiced eye, no matter how great it looks to you. Look at the online presence of businesses you admire and work collaboratively with a talented web designer (here are some tips for finding one that’s right for you) to build a website that looks beautiful and professional while explicitly tailored to your brand.

Bad UX

Even a website that looks beautiful can undermine your credibility by providing a bad experience for the user. User Experience or UX is an important discipline which nascent brands can tend to overlook. A gorgeous looking website that’s hard to navigate or takes forever to load (keep in mind that a page load of just 7 seconds can increase your bounce rate by over 30%) can potentially be more damaging than a website that looks passable yet is a joy to navigate.

Poor quality content

Most new entrepreneurs understand the value of content marketing but fall victim to an overly simplistic mode of thinking. They know that content is king and that posting fresh content on a regular (ideally daily) basis is the key to getting an edge over the competition in terms of Search Engine Optimization (SEO). However, this is not to say that quantity trumps quality. In fact, it’s the opposite of the case. Outsourcing your content to poor quality, low cost click farms overseas might seem like a cost effective solution, but the increased likelihood of poorly written, grammatically incorrect or (worse still) factually inaccurate copy will seriously damage your credibility and authority in the eyes of users.

Moreover, it might not even give you the SEO boost you were expecting. While search engines don’t share the minutiae of what affects rankings, it’s widely believed that measures of genuine engagement like scroll depth and time on page are of value to search engines. If users click off your content in seconds, it could do more harm than good to your SEO.

Your images

A picture is worth a thousand words. But if you’re personally responsible for all of the images that go into your content, it behoves you to brush up on your photography skills. We human beings are visual creatures and rightly or wrongly we make value judgments based on appearance all the time. Either outsource your images to a talented photographer or take the time to improve your skills in image capture and post production photo editing. Cheesy stock images are not recommended as they can cheapen your brand and make your content look like that of an amateur blogger.  

Outbound links

Finally, while link building is an important part of SEO, it’s important to remember that not all links are created equal. Some links can actually harm your search engine rankings and leave you with less than reputable and credible associations. This is why you should never link to an outbound source or site without first doing your homework and ensuring that your brand is in good company with theirs and establishing that they are both reputable and credible.

Remember that you only have a few seconds to make a very important first impression. All of these factors go into making that impression count.

Stephanie Shirley

stephanie@bennisinc.com