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Your customer may find your website, think your service sounds good but not reach out to you.
Maybe because they don’t know who you are.
They need to know that your business is legit, your offer is credible and someone will answer when they make an inquiry. Having a professional website helps, but cannot establish trust on its own.
Show who runs your business, keep details accurate, share real proof and make enquiries simple.
Start with these checks.
Having your homepage state you provide innovative solutions will not help the customer understand what you do.
Try to explain your business in a simple sentence. What do you do, who do you do it for and what problem do you solve. If you’re a bookkeeping service then explain that you do bookkeeping for small retail stores each month. Not a sentence about changing the way your customers manage their finances.
Once the customer knows what you do they need to know who they are dealing with.
Provide an about page that gives information about who runs your business. Introduce the owner or employees who deal with customers. Real photos can help when customers will meet them.
A consulting service could provide information about the consultants’ speciality. If you’re running an agency, provide information about the employees that will complete the jobs. If you’re a new business then explain who you are and your experience.
It’s not just your homepage that can do this. You should have service pages that describe what the service is, who it’s for and what the customer will receive from it. Get someone who does not know about your business to read your homepage and try to explain your offer. If they can’t do it, simplify your offer. The customer will be more comfortable if they can understand what you’re selling.
What would you think if you came across a business you thought looked good but you noticed their business name was different in the foot of their website and had an email address that wasn’t associated with the business. You may think, is this the same business?
Make sure you have consistent information throughout your website, contact page, quotes, business directory listings etc. Ensure the business name and contact info is correct and up to date. If you have certain hours that you take calls then explain that on your contact page.
You may run your business from home but want to provide a business address. With remote business mail management, you can handle incoming mail without publishing your home address. Using an iPostal1 Virtual Business Address you can have a business mailing address and allow your business to manage mail online.
A mailing address is not always an office where customers can visit. Provide the correct information about your mailing address and allow the customer to contact you if they wish to meet.
Providing accurate information is better than trying to appear bigger than you are.
“I’ve helped many satisfied clients”. How is that helpful to your customer?
Social proof can help explain to your customer why they should choose you over your competitors. BrightLocal’s 2026 survey of US consumers found that 54% of respondents said they were likely to visit a local business’s website after reading positive reviews. Use your website to answer questions raised by those reviews.
Have your social proof close to the service you’re selling. Place an onboarding review beside the relevant service page.
You can use various types of social proof such as:
Keep reviews truthful and specific about the customer’s experience.
No reviews yet? Show real work samples and explain what a new customer can expect.
A customer may trust your business and want to make an inquiry but still not follow through.
Make it known to your customer what to expect once they make that enquiry. Do they receive an email back with information, schedule a call or will they need to wait on your end to review their enquiry. Give the customer an idea of what they should expect when they click on submit.
When asking for information from your customers, make it easy on them. You may need certain information to get started on an enquiry but don’t ask for everything you need at that stage. Name, email and maybe what service they require. The rest can be asked later on.
Ensure your customers know how their information will be used and make it easy for them to view your privacy policy.
Test your forms as well. What information do they receive when they hit submit? “Success” may not be enough. Let them know that you have received their enquiry and what to expect next.
Remember to only tell them what you can deliver on. If your response time isn’t immediate then tell them that.
At this point the customer knows who you are, what you do and why they should choose you. It’s now time to convert that customer into an inquiry.
On each of your key service pages have one call to action that you want the customer to follow through with. “Get a quote” tells visitors more than “Submit”. Maybe you want them to ask if your service is available that day so use a call to action of that nature.
Place this call to action after they know more about your service, you have explained how pricing works and gave them social proof that others have enjoyed your service.
Having too many links on your page can cause it to be unappealing to the customer. Have your primary goal front and center if you’re looking for enquiries from your website.
Here are some quick tips that you can test your website with:
If something fails along the way, then ensure that you have fixed that before sending more customers to your website. Having a good message will do you no good if the customer enquiry doesn’t land in your inbox.
Building trust on your website does not have to be complicated. Help your customer learn more about your business and provide them with a simple way to make an inquiry.
Find your top landing page and identify questions your customers still need answered. Then work on that and start testing your enquiry flow.
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