Date of publication:
22 Mar. 25Which sections should be on the website to make clients trust you
Imagine: you visit a new brand’s website. Nice design, pleasant colors, but something feels off. You scroll through the page, searching for familiar ‘trust anchors’ like reviews, company history, real contacts — and… nothing. Just a set of beautiful images and vague phrases. How quickly would you close this site?
Exactly, trust is the currency of online business. Without it, your site becomes just a digital storefront where visitors come but buy nothing. How can you make clients trust you? The answer is simple: your site must speak their language, anticipate their questions, and provide clear answers.
In this article, we’ll look at the key sections that will help you build trust, retain visitors, and turn them into loyal clients. There will be specific examples, cases, and tried strategies from companies that have already made their sites ‘magnets of trust’. Let’s dive in!
How to Build Effective Website Navigation
Website navigation is like road signs in an unfamiliar city. If they are clear and well-marked, the client will easily find the information they need. But if you decide to “save money” and don’t put up clear signs, be prepared for users to get lost and go to a competitor.
But to create effective “road signs”, you first need to determine: which pages should be on your site? To prevent users from getting lost in tabs and menus, it is worth adhering to a few principles:
- Simplicity and Clarity. Page names should be specific: instead of “Our Capabilities” use “Services”, instead of “Contact” use “How to Contact Us”.
- Minimal clicks to key information. Users should find what they are looking for in no more than three clicks. If it takes longer, you are losing a potential client.
- Visible Search. If your site has many pages, convenient search is an essential element.
After all, each page is a specific answer to a client’s question. Well-chosen pages make the site not only understandable but also convert visitors into buyers. So let’s understand which pages are necessary for an effective site and why they are needed.
The homepage — the first impression that decides everything
People are accustomed to judging books by their covers, and businesses by their websites. If the homepage raises doubts and does not clearly answer the question ‘Where have I arrived?’, the user will simply close the tab. In modern online business, trust is formed in seconds, and if these seconds do not work in your favor — the client has gone to the competitors.
To prevent this from happening, the homepage must clearly explain who you are, what you offer, and why you can be trusted. It is not just a beautiful design — it is a strategic tool that either works for you or loses potential sales.
What should be on the homepage to make the user want to stay? We take a detailed look at this in our article about the key questions your homepage needs to answer. Here are just some of the questions your Home Page should address:
- What is this company and what does it offer?
- How is it different from others?
- Why can it be trusted?
If the answers to these questions are unclear or hard to find, the user goes searching for a more understandable alternative. To prevent this, the homepage must have a clear positioning, an understandable call to action, quality visual content, and much more. The homepage must be not just beautiful but functional. It’s not the place for complex concepts or marketing jargon — quick decision-making is key here.
The ‘About Us’ page — how to make people trust you
Let’s be honest: when you visit a new website, what do you look for first? If the answer is ‘I look at the prices’, you’re not alone. But is the price really the main factor in making a decision? Actually, no. People want to be sure they’re not dealing with fraudsters, that the product is high quality, and that the company is genuine, not a one-day wonder.
And that’s exactly why the ‘About Us’ page exists. It doesn’t just tell you when and by whom the business was founded, but it helps customers feel a connection with the brand. If a person thinks after reading it: ‘Yes, these guys understand what I need,’ you are on the right track.
What should be on this page to build trust and keep people on your site? We share life hacks in our detailed article. And remember, business is always a story. A live, real one, with challenges, decisions, and twists. But most companies write about themselves so dryly that it’s like reading an iron’s manual. Avoid that!
There are companies that like to write: ‘We are market leaders, professionals with years of experience.’ And that’s great… except there are thousands of such ‘leaders.’ The client wants to see facts, not empty claims. For example, Apple doesn’t say: ‘We make the best smartphones.’ They show: ‘Millions of people choose our iPhones, the technology is recognized by experts, and the cameras are even used in the film industry.’ Customers trust not words but real stories.
Customer reviews are the best way to prove that you can be trusted
Let’s imagine two situations. You’re looking for a new laptop and come across a model you like. The site says: ‘Reliable, fast, best in its class.’ Now another situation: you read a real user’s review where they write: ‘Bought this laptop half a year ago, it works perfectly, the battery lasts longer than expected, recommend.’
Which option convinces you more? Obviously, the second one. And that’s no coincidence.
People trust people, not slogans. That’s why reviews are one of the most powerful tools for building trust. They work better than any advertisement because they’re written by real customers, not the marketing department.
But there’s a catch: not all reviews inspire trust. If everything on a site looks too perfect — only fives, only positive comments without a single critique — it raises questions. People want to see a real experience, not a fairy-tale picture.
What reviews inspire the most trust
A review is more than just words. It should be structured so that the reader feels: “This is a real person who has already taken the path I am about to embark on.”
What makes a review convincing:
- Specificity. Instead of “The service is great!” it’s better: “Placed an order in 5 minutes, received the product the next day, support responds quickly.” The more details, the better.
- Emotion. When a person doesn’t just write “I liked it” but shares their impression (“It was my best purchase last year!”), it resonates.
- Real names and photos. Anonymous comments without names and images look suspicious. If a client is willing to show their face, it means it’s not made up.
Is it worth using video reviews
Reading text is one thing, but seeing a person discussing their experience is another. Videos convey emotions, intonation, sincerity — all those things that are not always felt through written text.
Why invest in video reviews:
- They seem more realistic. When a person looks into the camera and talks about their experience, it’s harder to fake than written text.
- They boost conversion. According to Wyzowl research, 79% of people say that video reviews influence their purchase decisions.
- They hold attention better. Text can be skimmed quickly, while video is a story that a person watches from start to finish.
How and where to place reviews so they work
Many companies make the same mistake: they hide reviews in a far corner of the site where almost no one sees them. Then they wonder why they don’t work.
For reviews to truly impact trust, they need to be:
- On the homepage. If you have strong reviews, show them right away. This is the first thing a client sees, and if they immediately get a ‘social proof’, the chances of a sale increase.
- On product/service pages. When a person is deciding whether to buy, they want to see reviews specifically for that product. Amazon, Rozetka, iHerb—all major marketplaces place reviews right under products because it works.
- In mailings and advertisements. Why not use a positive review in your email newsletter or ad? If a real client recommends the product, it attracts more attention than a standard ad text.
Booking.com makes excellent use of this approach. Each hotel page features a rating, detailed guest reviews, their photos, and even markers indicating who was traveling (couples, families, business travelers). This helps potential customers make an informed choice.
What to do with reviews right now
If you’re not working with reviews yet, you’re losing money. It’s the simplest and most effective way to prove your reliability. Check if you have:
- Reviews with specifics, not general phrases.
- Photos and names of real customers.
- Video stories for building trust.
- Reviews in visible areas of the site, not hidden in a separate section.
If you have all these — great, you’re on the right track. If not — it’s time to change your approach. Because nothing works better than a recommendation from a real person.
Contact information — how to make sure you’re trusted even before the first call
Let’s imagine a situation. You’ve found an interesting site, the product looks great, the terms are suitable, and you’re ready to place an order. But then you notice that the site has no proper contacts. Just some Gmail email, a phone number that no one answers, and no information about where the company is located. What to do? Logically: close the site and go to those who have everything clear.
The contact section is like a firm handshake when meeting someone. It immediately tells you: you are dealing with a serious company or someone who might disappear tomorrow. And if a client doesn’t see clear contact methods, they won’t waste time guessing — they will simply choose another seller. So let’s figure out which contacts should be on the site to inspire trust, not suspicion.
What must be in the contacts to ensure people reach out to you
When a person is looking for your contacts, they want two things: to quickly find the necessary information and to be confident that you will actually respond. If this isn’t in place — that’s it, you’ve lost a potential client.
What should be in the ‘Contact’ section:
- Phone number. Preferably more than one, for different communication channels. If you operate internationally, include Viber, WhatsApp, or Telegram. People want convenience.
- Email with your domain. An address on Gmail or Yahoo looks at least unprofessional. If you have info@yourwebsite.com — it immediately adds credibility.
- Physical address. If you have an office or store, it must be on the site. Even if you work completely online, the city of company registration adds a positive mark to your reputation.
- Google Map. If you have a physical location — make it so people can find you in two clicks.
- Working hours. If you have specific working hours, indicate them. Clients need to understand when you are available.
Why you should add a live chat or chatbot
Modern customers are accustomed to getting answers immediately. If they can’t find information, they just want to ask — and get a quick response. That’s why a live chat or chatbot is not a luxury, but a necessity.
There are two options:
- Live chat with a manager. If you have people who can quickly respond to inquiries, this is the ideal option. It creates a sense of live interaction and helps solve issues here and now.
- Chatbot. If you can’t respond 24/7, a chatbot will at least provide basic information: about the product, delivery methods, working hours. It’s better than nothing.
A good example is Glovo. They allow customers to write in WhatsApp, Facebook Messenger, and it really works. The user doesn’t need to wait for an email response — they can get help in their usual messenger.
Where website contacts should be placed to be found
It happens: the contacts are on the website, but they need to be searched for. And what does the user do? Right — goes to those who have everything in plain sight.
To prevent this, contacts should be in three places:
- At the top of the site. The ideal location is the upper right corner. This is where users instinctively look when searching for a phone number or email.
- In the site’s footer. This should have repeat information: number, email, address, links to social media.
- On a separate ‘Contacts’ page. If you have a large business, make it detailed: phone numbers of different departments, chat support, feedback form.
This scheme is used by Apple. Contacts are accessible from any page, and if needed, you can find specific support for a specific product.
What to do if contacts are available but clients still don’t call
It happens that contacts are placed correctly, but people do not reach out. The reasons can be several:
- It’s hard to find the number or email. Even if they are there, but need to be ‘dug up’, people won’t spend time on it.
- Calls go into the void. If a client calls and the phone is constantly busy or no one answers, trust drops to zero.
- Response is too slow. If it takes three days to respond to a client’s email, the chance that they are still interested is close to zero.
If there is even one of these problematic points, it should be corrected. Otherwise, you’re simply losing potential clients.
How contacts can boost trust
The ‘Contacts’ section is not just a way to leave a phone number, but a tool that shows clients: ‘We are open, we are available, we can be trusted’.
To ensure it truly works, check if you have:
- Clear phone numbers and emails with your domain.
- Physical address or at least the city of the company’s registration.
- Feedback form or live chat.
- Contacts in the right places — in the website header, footer, and on a separate page.
If you have this — great, clients will find you easily. If not — it’s time to fix it, because no one will spend time searching for information if it’s easier to find with competitors.
Catalog Page: How to Turn ‘Just Browsing’ into ‘I’ll Take Two!’
The catalog is not just a page with products. It’s your main salesperson, consultant, and navigator all in one. To understand how important this is, imagine walking into a shoe store where everything is mixed up: boots are lying next to sandals, and sneakers are inexplicably in the refrigerator. Odd, right?
Your customer feels the same if chaos reigns in the catalog. To avoid this, keep a few simple tips in mind:
- Don’t make people think: divide products into categories and subcategories so the client doesn’t wander like a tourist in an unfamiliar city.
- Enable quick selection: add filters by price, color, brand, size. The faster the buyer finds what they’re looking for, the faster you’ll hear the sound of a new purchase.
- Photos and texts that are eye-catching: showcase the product so the client falls in love at first sight. Describe it simply and briefly, as if advising a friend.
- Remember the three-click rule: if a client has to make 10 clicks to buy your product, they’ll go where two clicks suffice.
A convenient and understandable catalog is like a salesperson who knows what you need, even if you don’t know it yet. And a good salesperson always sells more.
Blog – why you need it and how it helps build trust
Imagine you have to choose between two companies. One has a website with just a product catalog and contacts and nothing else. The other maintains an active blog, shares about its field, offers advice, expert opinions, and success stories.
Which company would you choose? The right answer is obvious. A business that shares knowledge is automatically perceived as an expert. If you understand your field, discuss the nuances, and honestly explain what works best and what doesn’t, people start to trust you even before they make a purchase.
That’s why a blog is not just site content, but a strategic tool that helps build trust and attract clients.
Why regular content boosts reputation
There’s a simple truth: people buy from those they consider experts. If a site has a lively blog where the company shares experiences, offers useful tips, and discusses common mistakes, it creates an expert effect. When someone reads your articles, they start thinking: “These guys clearly know what they’re talking about.”
Here’s why a blog is important:
- It answers client questions. If you have articles on how to choose a product or service, what problems might arise and how to solve them, you’re automatically addressing objections even before the client approaches you.
- It gives a sense of expertise. The more quality content you create, the more people see that you genuinely understand your business.
- It drives organic traffic. Search engines love sites with useful content. A good blog = more people finding you through Google.
This is a strategy used by HubSpot, Shopify, Neil Patel — their blogs not only maintain customer loyalty but also bring in new traffic that then converts into sales.
What to write in a blog to make it work
For a blog to truly help sell and build trust, it must be about your clients, not about you.
Here are the topics worth considering:
- Practical advice. How to choose, how to use, how to avoid mistakes. People look for specifics, not general phrases.
- Cases and real stories. Show how your products or services helped real people.
- Trend analysis. What’s changing in your field, how it affects clients, what should they consider?
- Frequently Asked Questions. If clients constantly ask about something — make an article with answers. It makes life easier for both them and you.
How to correctly structure articles so they are read
People don’t like reading “walls of text.” If an article is complex, long, and poorly structured — they will simply close it.
To avoid this happening, your articles should be:
- Easy to read. Short paragraphs, headings, highlighting key points.
- Concrete. If you give advice, explain how to apply it in practice.
- With real examples. Theory is good, but people need to see how it works in life.
Why it’s important to share real cases
When you share not just theory but real stories, trust grows. People want to see how others use your products or services, what results they achieve, what challenges they face.
What to include in a case:
- Description of the situation before your intervention. What was the problem, why did the client come to you?
- What you did. What approach did you use, what decisions did you make?
- Result. What changed after working with you?
How often to update your blog
Regularity is the key to success. If you write once every six months, the blog will be of little use. The optimal option is 1-2 quality articles a week.
Updating the blog is important for two reasons:
- Users see that the business is active. If the last article was published two years ago, it looks odd.
- Google loves updated content. The more frequently new materials are published, the higher your site ranks in search.
That’s why services like Moz, SEMrush, Neil Patel release new articles almost daily. They know it brings traffic and trust.
How to make a blog a powerful tool of trust
If you’re not blogging yet, you’re missing the opportunity to show your expertise, attract more clients, and build trust.
What needs to be done right now:
- Start writing articles that answer real customer questions.
- Include case studies and real stories that demonstrate your experience.
- Regularly update the blog to make the site look lively and active.
If you have this — great, you’re on the right track. If not — it’s time to fix it. Because people trust not just beautiful websites, but those who really know their business and aren’t afraid to share it.
Guarantees, security, and privacy policy — how to show clients their risks are zero
Let’s imagine a situation. You want to buy a smartphone online. Everything on the site looks good: the model is new, the price is attractive. But before purchasing, you decide to check what will happen if the product suddenly doesn’t suit you or arrives defective. You look for guarantees… and don’t find any. What will you do? Precisely — close the tab and go to a place where it clearly states: “1-year warranty. No-questions-asked returns”.
People want to be confident that they won’t be ‘scammed,’ that they won’t end up with a non-working product, and that their data won’t be leaked online. If a site doesn’t provide this confidence, it loses to competitors who have ensured it.
Find out what needs to be stated on your site in our article so that clients are not afraid to buy from you. Guarantees are not just words, but insurance for the customer. They provide a sense of security: that a person will either receive a quality product or be able to return their money without hassle. We have highlighted several important points that need to be mentioned:
- How long is the warranty valid? Clearly explain how long a customer can request repairs, replacements, or returns. For example, ‘We offer 30 days for returns with no questions asked’ sounds better than ‘The product is subject to return according to current legislation.’
- What are the return conditions? Can the product be returned if you simply change your mind? What if the packaging is opened? Does the customer pay for return shipping? All of this should be explained in simple language.
- What to do if the product arrives defective? Where to contact? How quickly is the issue resolved? If the buyer knows that in case of problems they will receive help, they will feel calmer and trust you more.
Another concern for people is the protection of personal data. Will their phone numbers end up in spam databases? Will their bank cards be ‘leaked’ to fraudsters? To ensure clients feel secure, the website must meet basic security requirements: starting with an SSL certificate, a clear privacy policy, and ending with payment protection. For example, Netflix provides a clear explanation of what data they store and why. And people trust this because they see transparency.
And remember, such sections are usually written in legal language that no one understands. ‘According to current legislation…’ — and that’s it, the client closes the website. To make these sections understandable, write in plain language, structure the information, and provide real contact details.
Where to place guarantees and security policies so they are found
If these sections are hidden somewhere in the website’s footer in small print — they don’t work. Clients need to see them at the right moment when they are making a purchase decision.
Here are the best places:
- On the product or service page. A person selects a product and immediately sees: ‘1-year warranty. 30-day return policy.’
- Before the ‘Buy’ button. This is the last moment before the decision — and here guarantees work best.
- In the FAQ section. If a person has doubts, they go to the FAQ — and there they should find a clear answer.
This is how Apple, Amazon, IKEA do it — warranties are visible even before purchase, so the customer feels confident.
What to change on your site right now
If you don’t yet have a section on warranties, safety, and privacy policies — it’s time to fix that. It’s not just a formality, but an important trust factor.
Check if you have:
- Clear warranty text, free of jargon and complex legal phrases.
- Clearly written terms for returns and repairs.
- A privacy policy that truly explains what you do with customer data.
- Secure connection (HTTPS), so browsers don’t show danger warnings.
- Warranties in the right places — on product pages, before purchase, in the FAQ section.
If you have all this — great, customers will trust you more. If not — it’s time to fix it, because without clear warranties, modern shoppers simply won’t risk making a purchase.
Conclusion: how to make customers trust you
You visit the company’s website, which offers interesting services. But there — dry text, no reviews, the last social media post dated 2021, and contacts are limited to a single Gmail email. Would you contact such a company? Most likely not and you would go to competitors! Don’t want your customers to go to your competitors? In that case, pay attention to the mandatory sections that must be on the site so that people trust you:
- About Us page — a real story, free of dry corporate phrases, but with emotion and humanity.
- Customer Reviews — honest, with real names and specific details.
- Guarantees and Security — so that people are not afraid to pay and know they can return the product or receive compensation.
- Contact Information — with real phone numbers, emails, and addresses, not just formal ‘contact us’.
- Case Studies and Client Stories — to show that you genuinely help people.
- Blog with Useful Content — to make you look like experts, not just sellers.
If you have all of this, then you’re on the right track. If at least one item is missing, it’s time to correct it, as each one directly affects trust in your business. With 6Weeks, you can get a website that meets all criteria!
Ready to improve trust in your business? Start with the first step: check if all the key sections are present on your site. Then contact our team to fix everything!
