Build Instant Trust on your Website with Borrowed Authority

Trust is the biggest barrier you need to overcome to sell online.

Customers trust people and companies that have a great reputation; those that are confirmed to be trustworthy and are experts in what they do.

So it will help your credibility if you let people know if you have written a book, won awards or have been recognized as an expert in your industry.

Authority by association is a powerful trust builder too!

But what if you are just starting out and you do not have any of these credentials yet? A great way to build trust is to borrow authority from other public brands in the industry.

If you are affiliated with a respected organization or association, say it.

Have you ever worked with big name clients? You can “borrow” the authority of their brand by saying they are your clients.

Show the logos of well-known brands you use

You can display the logos of well-known software or suppliers that you use and say “We work with these brands” or “We use this software.”

Although you are not associated with them, you’re just using their software, putting their logos on your website gives a visual cue to users that you are working with trusted brands, thus giving you credibility as well.

Why is this a powerful selling tool?

Most people skim-read through a web page, and the first few seconds leave a lasting impression. So visual queues can be more impactful than the text sometimes.

Seeing a list of trusted brands on your website provides instant association and trust in the mind of the customer.

Of course, it is important to not be deceptive, your claims should stand up to scrutiny. Also, in most cases you should seek permission from the brands you display on your website.

But don’t be afraid to lean on the authority and brands that you work with.

Borrow Authority from Media Appearances

Displaying the logos of any media outlets that you have been featured on, whether it is a podcast, article or an interview, is another great way to do this.

If you don’t have any media appearances yet, it is worth putting yourself out there. Media marketing and guest appearances are a great way to access a wider audience of customers. And you can often get links to your website which help your SEO.

Want to learn more about making money from your website?

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