Letting a tradesperson into your home, or giving them a big deposit, takes trust. Customers know there are cowboys out there. Anything that helps them feel safe makes it easier to choose you.
These are called trust signals. Here are the main ones and how to show them well.
Accreditations and registrations
Some trades have schemes or registers that customers look for. Which apply to you depends on your trade. Examples include:
- Gas Safe Register for gas work
- NICEIC or NAPIT for electricians
- NFRC for roofers
- TrustMark
- FENSA for window and door fitters
- Trade bodies such as the Federation of Master Builders
Only show a badge you genuinely hold, and keep it current. Misusing a logo can get you into serious trouble. Where there is a registration number, show it, so customers can check.
Insurance
Public liability insurance is something customers regularly ask about. A simple line saying you are fully insured, and what level of cover you have, answers the question before it is asked.
Guarantees
If you guarantee your work, say so and say for how long. A clear guarantee tells customers you stand behind what you do. Make sure you can keep the promise before you print it.
Reviews
Real reviews from real customers are among the strongest signals there are. Show your best ones on the site, with names or initials and the town where you can. Link to the full set on Google so people can see they are genuine. See how to get more Google reviews.
Experience and people
Show your years in the trade, your qualifications and who people will actually meet. A photo of you or your team, in your work gear, with a short line about who you are, goes a long way. It turns a faceless business into a person.
Local proof
A real address area, a local phone number and photos of work in nearby streets all show you are genuinely local.
Where to put them
Do not hide trust signals on an “About” page. Put key badges and a line about insurance near the top of the homepage and on each service page. Repeat them near every call-to-action.
Trust signals only work if they are real and easy to see. Show what you hold, near where customers decide.
Built in
We build a trust section into every site and help you present your credentials properly. See the offer or talk to us.