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Updated: February 14, 2025 How To

How to build trust and generate leads at your website

By Rich Brooks, flyte new media
Rich Brooks
Photo / Courtesy of flyte new media
Rich Brooks

Your website’s home page is likely the most visited page on your website and often the first impression people get of your company. It can determine whether they pick up the phone, fill out your contact form or check out your competition.

So, how can you build trust immediately and help guide visitors towards action? Here are a few of the key ingredients to a high-converting home page that we’ve identified after building websites for over 27 years.

Make it clear they’re in the right place

Reinforce to visitors that they are exactly where they need to be. 

Start by reviewing your tagline: does it aptly describe what you offer, such as “Maine’s best bookkeeping services,” or does it offer some vague platitude, like “Service is our specialty?”

Then, read your primary navigation out loud. Does it explain — or at least hint at — what you do? If it just says, “Home | Services | About | Blog | Contact,” then it could apply to just about any business. Instead, use helpful labels like “accounting services” or “commercial cleaning solutions.”

Be specific

Don’t say, “We sell a lot of homes.” Say, “We sold 147 homes in Maine last year.”

Don’t simply say you have an experienced team. Say, "Our team averages 17.5 years in our industry.”

Vague, unsupported claims don’t win business or build trust.

Be authentic

Drop the stock photos and show real people interacting with your products or team. With so many talented photographers in Maine it’s affordable and worthwhile to hire one to come in for a half-day shoot. 

While video might cost a bit more, imagine the power of a looping video showing your team hard at work, helping out customers and clients in your office or out in the field. 

Be remarkable

Review your home page and highlight everything that any business could claim, even a business that’s just starting up. Often, there’s not much left after that. 

If you have something that helps you stand out in a crowded marketplace, scream it from the rooftops! “Over 300 kitchens renovated” or “94% of our students get into their first-choice college” will help differentiate you from companies without your pedigree or experience.

Include social proof

People need to see that you’ve helped others who were in the same position. Testimonials, especially ones with full names and photos, can be a powerful tool in building trust with your visitors. Reviews and case studies can further reduce fear of loss and prove your expertise. 

Flash your badge(s)

Badges, certifications and awards build confidence with your prospects. Whether you won "pizzeria of the year," are certified in Google Ads, or are a top 10 location on TripAdvisor, be sure to showcase it prominently. 

Answer key questions upfront

Collect all the questions that you, your sales team and your customer service reps regularly answer. Questions about on-boarding, your process, your prices, your return policy, and so on. Provide links to detailed answers when needed. The more objections you address now, the more likely people will be to keep moving forward.

Put faces to your brand

If relevant, show off your whole team or key members visitors might interact with. Highlight their experience, training and achievements. People want to know who they’ll be working with. 

Finish with a strong call to action

While you may think the next step is obvious, your site visitor may not. Take them by the proverbial hand and help them along their customer journey. Whether the goal is to get them to pick up the phone, fill out a contact form, or request a free quote, let them know.

Use buttons that “pop” on the page, and offer specific actions, such as “Talk to an expert designer today!” rather than “Learn More.”

By incorporating more of these elements on your home page you’ll quickly build trust, guide your visitor and generate more leads at your website.

About the author

Rich Brooks is the founder and president of flyte new media,  a digital agency in Portland that helps businesses with branding, web design and digital marketing. 

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