Google recently provided guidance on how businesses can build customer trust through a document published on the Google Merchant Center.
The recommendations center in four main areas:
Establish business legitimacy Be transparent Manage online reputation Have a professional design aesthetic.
This article summarizes Google’s suggestions into a checklist that business owners can use to improve their credibility on the Google platform.
Understand what customers value
Before delving into the checklist, it’s crucial to understand what customers value when building trust with a company.
Business identity
The image customers have of your brand is your corporate identity.
Keeping this identity consistent wherever your brand appears is vital. This means using the same business name, logo, colors and other branding elements across all platforms.
Clients like to work with companies that have a clear, unified identity. Here are some ways to achieve this:
Official trade name: Use the same official business name everywhere.
Page About Us: Create an “about us” page on your website and share your company’s history and origins.
Presence in social networks: Promote your social media profiles by linking to your website.
transparency
Being direct with customers can help you gain their trust.
This means explaining how your company manages customer information and operates behind the scenes.
Some areas where transparency is critical include disclosing your data practices, shipping procedures, and return policies.
Here are some ways your business can be more open and transparent with customers:
Detailed policies: Explain your policies about shipping items, allowing customers to return items, and protecting customer privacy.
Business operations: Be transparent about your business model. Be open about your operating methods, such as your supply chain, manufacturing process or fulfillment systems.
Online reputation
How your business is perceived online can affect customer trust.
You can manage your online reputation by closely monitoring your company’s reviews, testimonials, and other public references.
Some tips for improving your online reputation include:
Customer reviews: Highlight positive reviews and endorsements from current customers.
Badges and seals: Show badges or certifications from reputable third parties.
Interaction with the customer: Provides details on how customers can get support if needed
Blogs and articles: Share blog posts and articles that educate customers.
Professional design
The appearance of your website can influence the trust customers have in your business.
A site with a sleek, professional design and easy navigation can help buyers feel more comfortable when shopping from you.
Google offers some suggestions on how to create a website that promotes trust:
SSL certificate: Get an SSL certificate to encrypt data and show customers that their information is secure.
Web browsing: Make sure your website navigation is simple, user-friendly and free of broken links or unnecessary redirects.
Avoid placeholders: Fill the text and image areas of your site with real content instead of placeholders.
Help Google get to know your business better
The more Google knows about your business, the better it can represent it to potential customers.
To improve how Google represents your business, consider these steps:
Business information– Provide complete information about your business in Merchant Center, including name, contact information, and product categories.
Third party platforms: Connect your Merchant Center account to any other platform you sell on, such as Shopify or Amazon.
Google Business Profile: Create a Google Business Profile for your business and verify ownership.
SEO Guidelines: Follow SEO best practices to make your website easy to find and navigate.
Seller Rating Eligibility– Enable customer reviews from Google or other third-party review services to improve your eligibility for seller ratings.
To sum up
Following the guidelines outlined in the Google Merchant Center documentation can help business owners build positive relationships with customers.
Building trust is a gradual process, so companies must spend time and effort building strong bonds with consumers.
A good reputation is hard earned, but easily lost, so businesses should focus on engaging constructively with their audience in the Merchant Center.
Featured image: Ground Picture/Shutterstock
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