If a potential customer does not trust your brand it is highly unlikely that they will purchase your product or service. It’s as simple as that. A recent study shows that 61% of consumers read online reviews before making a purchase decision. What these people are looking for in those reviews is to find out if that company can be trusted. Here are 5 key ways in which you can gain your customer’s trust through your HVAC website.

Proudly Display Customer Testimonials

A survey conducted by Dimensional Research found that 90% of people reported that positive reviews affected their buying decision. This should come as no surprise. Think about the last time that a friend came up to you and told you about a great experience they had with a company. How did it make you feel about that company?

By displaying your customer’s reviews of your company’s service on your homepage you’re quickly telling visitors of your website that other people just like them have used your services, and were happy with them. These testimonials are even more powerful if they are accompanied by a picture of that customer since it helps create human connection.

Highlight Your Employees and their Stories

Folks like doing business with people that they know and can relate to. As a HVAC company you will be sending your employees to one the most personal places for a customer: their homes. If you can make your customer feel that they can trust your company and employees they are much more likely to hire you.

Create a place on your website where you highlight some of your employees and their stories. This will allows potential customers to get to know the people that will be coming to their home, and feel more relaxed about having them around.

Create Helpful Resources

One of the best ways to gain someone’s trust is to provide them with an easy win. Utilize your website’s blog to offer free advice and resources to potential customers about their HVAC systems. When people take your advice or learn something new from your content and have a positive experience they will be that much more likely to hire you next time they need servicing since they know your company will deliver results.

Offer a Guarantee

Attaching some form of guarantee like a “money back” guarantee, or one year of free service, is a very powerful way to earn a customer’s trust. Imagine that you are going to buy a car and you have to pick between two car dealerships. Both dealerships sell cars that are similar in every way including the price, however one offers a guarantee that if something were to malfunction, they would fix it free of cost. The second dealership doesn’t offer a similar guarantee. Which one would you choose?

I would hope that you picked the first one. Not only does a guarantee like that show customers that you are confident in the quality of your product, but it also gives the piece of mind knowing that if something were to go wrong they would be covered.

Invest in Awesome Customer Service

If you take anything away from this article make it this one. The quality of a company’s customer service is so important that 78% of consumers say that they have not gone through with an intended purchase because of poor customer service. Furthermore another study showed that news of bad customer service is twice as likely to be shared as good customer service. This means that not only will you lose one customer because of poor customer service, but you are likely to lose even more potential customers because they will hear from others how bad your service was.

A great way to make use of your good customer service is to actually share positive reviews on your website of not just of the services you provide, but of your company’s customer service. This will show potential customers that not only does your company deliver a quality service, but that they will have a pleasant experience when hiring you as well. That is what we call a double win!

Take some time today and check out your own website and to look at it through the eyes of someone who is hearing about your company for the first time. What would they think based on what they see on your website? Do you have pictures of your smiling staff? Are you proudly displaying your customer’s testimonials? Do you have a blog where they can learn more about HVAC systems and get an easy win?

If you answered no to any of these consider investing in making these changes so that the moment potential clients land on your website they immediately know that your HVAC company can be trusted to do an awesome job.