BUSINESS HELPDESK HELP DESK


BUILDING UP TRUST ONLINE


It’s rare to come across a business with an online presence today that isn’t supported by an element of social proof. Graham Wilkinson, Senior Partnerships Manager at Trustpilot, explains its importance.


RESEARCH CARRIED OUT in 2020 by behavioral research insight practice, Canvas 8, found that 89% of UK consumers check reviews before making a purchase. Surprising? Just think about the last purchase you made online and how you came to decide that the business you were buying from was trustworthy. Chances are it was the employment of social proof by the business that helped make up your mind, and the most powerful form of social proof is the review. Reviews allow you to harness your customers’ voice in a way that can promote your amazing customer service, the speed of your delivery, or even the friendliness of your staff to all prospective customers. By including reviews on your website or within your marketing channels you’re automatically instilling trust into all your existing and future customers. Trustpilot is a leading global review platform that aims to become a universal symbol of trust. Our mission is to bring businesses and customers together, to facilitate and enable trust online. We help customers find trustworthy information about businesses which enables them to make decisions with confidence.


We also give businesses the opportunity to earn trust and engage with their customers. Positive customer engagement through reviews leads to strong emotional ties with customers, which consequently leads to increased loyalty and a higher customer lifetime value. As a Service Member of the BMF, Trustpilot is keen to help BMF Merchant and Supplier members optimise their online presence. Here are some examples of


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problems that BMF members may face online: ¡ “My business doesn’t stand out on search pages” ¡ “Our marketing efforts aren’t driving enough traffic to our website” ¡ “Visitors to our website don’t trust us enough to interact” ¡ “The testimonials on our website look fake”


If any of the above resonate with you then it would be worth your while reading on.


Trustpilot is within the top 1% of websites visited worldwide. The authority that this gives to our domain means that 9 times out of 10, when you search for a brand on Google followed by the word ‘reviews’ (e.g. HSS Hire reviews), the first result will be their Trustpilot profile page. The strength of our relationship with Google is what will enable you


to stand out in search results pages, and then drive more highly qualified traffic to your website via your Trustpilot profile page. To demonstrate the


trustworthiness of the Trustpilot platform, we have over 167 million reviews placed, and a new one added to that every second. We’re a consumer-lead brand, which is what sets us apart from our competitors. We operate an ‘open’ platform, which means there is no moderating feedback and businesses cannot cherry-pick reviewers.


Trust is an important factor here. The Canvas 8 research mentioned earlier, also discovered that 56% of consumers in the UK think it’s very important to know exactly how review websites choose to publish reviews. Consumers know they can have full trust in what they read on Trustpilot and


have more confidence in their consequent decisions.


Trustpilot is free to use for both businesses and consumers. BMF members can get started and use Trustpilot without paying a penny by signing up for Trustpilot Free. If the free package does not meet your needs, paid plans can help you to stand out in Google’s search results, showcase your amazing reviews throughout your website and allow you to invite more customers for feedback - among many other benefits. BMJ


¡ To find out how your business can benefit from Trustpilot, including securing yourself an exclusive BMF membership 10% discount, contact Graham Wilkinson, Senior Partnerships Manager at Trustpilot, on gwi@trustpilot.com, or visit uk.trustpilot.com.


www.buildersmerchantsjournal.net February 2023


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