When your website projects a positive feeling of trust in your business to visiting prospects, the result should be more traffic, lower bounce rates, more leads and higher conversations.

And in an industry where business decisions are often made because of trusted personal relationships, trust should become your company’s greatest asset – with your website playing a substantial role in your trust-building exercise.

12 ways to project trust to potential customers as they visit your website.

1. Ensure that your website is https secure.
2. Encourage what Google defines as 'quality Reviews'.
3. Use a relevant, single-minded, benefit-led proposition that encourages your primary target audience to believe that you can solve their problem/fulfil their need.
4. Feature eye-catching testimonials, and ideally a couple of case studies.
5. Ensure that your design style and copywriting tone feel modern and contemporary.
6. Use the word ‘you’ a lot. Make the content all about what you can do for 'you' the customer.
7. Use quality photography to express a trustworthy, professional and straightforward approach to customer service.
8. Show that you are established by featuring the logos of the insurance providers that you use, plus any industry associations that you’re a member of, as well as any awards that you've won recently.
9. Include a prominent link to ‘Meet the team’ so they can see who they may be talking to.
10. In the copy, try to help, educate and show your expertise (rather than just sell).
11. If appropriate, bring social media to the fore (but only if its content is valuable, relevant and up to date)
12. Display guarantees of quality customer service.