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Understanding Websites: Building Website Trust

Building trust is essential in converting the people who visit your website into customers. In this day and age, homeowners are spoiled for choice when it comes to hiring a trade and so you should always be doing your utmost to be setting yourself apart from the competition. One way of doing this is by building trust through images, reviews and links included in your website but let’s take a look at what you can be doing to build trust on your website.

Show off your qualifications/association memberships

If you’re a member of any trade associations or schemes, be sure to say so and include their logo on your website. For instance, if you are a heating engineer, I would recommend including the Gas Safe logo, your Gas Safe ID number and a link to the Gas Safe website. In our experience, association to a well-known and reputable organisation such as the Gas Safe Register does wonders for instilling trust in the homeowner.

Include customer reviews

Websites for trades should definitely include testimonials from previous customers. One study at BrightLocal found that 88% of consumers say they trust online reviews as much as they do real-life personal recommendations. 

When adding reviews to your website, don’t be afraid to include your not-so-perfect reviews. Even if you do great work, chances are that you will not always have perfect customers. Most people will understand that you will have the odd bad review but if your website is entirely made up of 5-star perfect testimonials, you might just make your website’s visitors suspicious.


To illustrate this point, let’s take a look at why customer reviews are important to homeowners.

Add Photos of You and The Work You’ve Done

One thing we find ourselves recommending to our trades is to include a photo of themselves, along with a brief personal description. This way, the homeowner knows exactly who is coming to do the work. Some people are very cautious about letting a complete stranger into their home, and so the more you can do to reassure them, the better.

As well as including pictures of yourselves, be sure to include photos of your previous work. This is especially important for trades that are highly visual, such as painter/decorators and kitchen installers, but should never be overlooked, regardless of trade. Potential customers want to see examples of the work you do. It may be tempting to use solely stock imagery and professionally shot photos for your website but don’t give in. You may not be a professional photographer, but the quality of your work will show through and at the end of the day, that is what the homeowner is looking for. For our website customers, we always recommend striking a good balance between stock photos and photos you’ve taken yourself.


Let’s take a look at how building up a collection of quality photos can help you win more work.

Putting It All Together

In short, the more you can do to reassure the homeowner, the better. By adding client testimonials, associating with large and reputable organisations and including images of you and your work, your website can help build trust between you and the homeowner and win you more work.

If you like what you’ve read and are interested to learn more about us then click the link to see more of what we do. There’s also our website teardowns series where we help tradesmen improve their own sites with a balanced and fair critique. Don’t forget to leave a comment in the comments section below or even Expert Trades’ Facebook page or Twitter @ExpertTradesmen.