HOW AN IMAGE OF YOU MAKES YOUR SMALL BUSINESS MORE TRUSTED - QTree Systems

In a recent study by experts, they examined what factors consumers look for on a local business website, and in particular, what features would make them most likely to get in contact with that business.

The findings of this study showed that the most important information which consumers want is:

• Product details
• Pricing
• Place (address)
• Phone number

Having clear listings of products, prices, phone numbers, address details, opening hours and company information is essential so consumers can quickly evaluate if a local business meets their requirements.

Other factors such as testimonials & website images take on lower importance, certainly for initial evaluation. However these obviously play a bigger part further down the purchase funnel; once a customer has determined which businesses meet their needs then they look at this richer, secondary information to determine which business to contact first.

Are images a powerful trust factor on a local business website?

Consumers arriving at a website may not be actively looking for photos of a business, but a picture speaks 1000 words and images convey a lot about a business and the people who run it and work there. So, how much Trust consumers attribute to a local business based on the quality and content of the images they display on their website?

Results:

image009

Key Findings:

 

  • Genuine owner image inspire the most trust (46%)
  • Generic images most trusted by 33% of consumers
  • No images inspire very little trust – just 21%

 

 

In another case, one of the local business websites as an example was a plumbing business. The scenario was – the consumer was in urgent need of a local plumber and was presented with 3 options – all the same website but with different types of images.

 

Results for a Local Plumbers Website:

image010

Key Findings:

 

An image of an owner is the biggest trust factor (52%)

No images on website inspire very little trust (16%)

 

 

In another case, one of the local business websites as an example was an accounting business. The scenario was – the consumer was in urgent need of an accountant and was presented with 3 options – all the same website but with different types of images.

 

Results for a Local Account Key Findings:

 

An image of an owner is the biggest trust factor (52%)
No images on website inspire very little trust (16%)

 

 

In another case, one of the local business websites as an example was an accounting business. The scenario was – the consumer was in urgent need of an accountant and was presented with 3 options – all the same website but with different types of images.

 

Results for a Local Accountants Website:

image013

Key Findings:

 

  • A business owner image is the biggest trust factor (40%)
  • A generic image offers similar trust signals (34%)
  • Once again, no imagery does little to inspire trust in users (26%)

 

Real Photo Vs Clip Art Man

image014

Key Findings:

 

  • Nearly two thirds of consumers put more trust in a REAL business owner photo (64%)

 

This shows that not only is it important to show a business owner or staff member photo on your small business website – but it’s also important to convey openness and trust by displaying a REAL image. Stock photos may look neat and tidy, and also help to instantly reflect an industry – but they are little match for a real person.