Website trust signals that increase calls and bookings

Your website might be fast and mobile-friendly, but if it doesn't feel trustworthy, visitors won't contact you.

Trust signals are the small details that make people feel confident about choosing your business. Here are the most important ones.

1. Clear contact information

Your contact info should be easy to find—not buried at the bottom of the page or hidden in a menu.

Put your phone number and email in:

• The header (top of every page)
• The footer
• A dedicated contact page

Make phone numbers clickable so mobile users can tap to call.

2. Professional photos

Stock photos of generic people in offices don't build trust. Real photos of your team, workspace, or projects do.

If you don't have professional photos yet, even basic phone photos are better than stock images.

3. Testimonials and reviews

People trust other customers more than they trust you. Display real testimonials and reviews prominently on your homepage.

Include:

• The customer's name and business (if applicable)
• Their photo (if possible)
• Specific details about the results you delivered

Even better: embed your Google reviews directly on your website.

4. Service details and pricing transparency

Nothing kills trust faster than vague service descriptions or hidden pricing.

You don't have to list exact prices, but be clear about:

• What's included in each service
• What to expect in terms of cost range
• How pricing is determined

Transparency builds trust. Confusion kills it.

5. Your service area

People want to know if you serve them. Make your service area clear:

• "Serving Edmonton and surrounding areas"
• "Proudly serving Alberta"
• "Residential and commercial services in Greater Edmonton"

This also helps with local SEO.

6. Fast load times

A slow website feels sketchy. If your site takes more than 3 seconds to load, visitors assume something is wrong and leave.

Speed = trust.

7. Mobile-friendly design

If your website looks broken on phones, people assume your business is unprofessional or outdated.

More than 60% of website visitors are on mobile. If your site doesn't work on phones, you're losing more than half your traffic.

8. Professional design

Your website doesn't have to be fancy, but it needs to look clean and modern.

Outdated designs (think 2010 vibes) make people question if you're still in business.

9. SSL certificate (https)

Your website should use https, not http. Browsers now show "Not Secure" warnings for sites without SSL.

Even if you're not handling payments, SSL builds trust.

10. Active content

If your latest blog post is from 2019 or your homepage says "Coming Soon," people assume you're out of business.

Keep your site updated or remove dates that make it obvious you've abandoned it.

11. Clear calls-to-action

Tell visitors exactly what to do next:

• "Call us for a free quote"
• "Book your appointment"
• "Get a website proposal"

Make buttons obvious and easy to find.

12. About page

People want to know who they're working with. Your About page should:

• Explain your story and why you started the business
• Introduce your team
• Show that you're local and care about your community

13. Social proof

Mention things like:

• Years in business
• Number of customers served
• Awards or certifications
• Media mentions or partnerships

These details build credibility.

14. Professional email address

Using a Gmail or Hotmail address (like yourname@gmail.com) looks unprofessional.

Use a business email with your domain (like hello@yourbusiness.com).

Bottom line

Trust signals are the difference between a visitor who leaves and one who calls.

Small changes—like adding real photos, displaying reviews, and making contact info easy to find—can dramatically increase your conversion rate.

If your website isn't converting visitors into customers, start with trust signals.

Need help? We build websites designed to build trust and get results. Let's talk. ```