Trust is everything in B2B, especially when it comes to your website. Your website is often the first impression potential buyers get of your business, and in many cases, it needs to move them from “Who are you?” to “Let’s book a call”.
Sleek website designs and graphics are always a useful way to ‘wow’ visitors initially, but building real trust also requires clarity, transparency and credibility, highlighted throughout the user experience.
Is your website making the most of these 9 key trust-building elements? Let’s get into it.
1. Landing pages that get to the point
It may sound obvious, but if your website doesn’t quickly communicate who you are, what you do and the problems that you solve, people are already going to tune out.
Over 50% of visitors to a website will leave if it doesn’t load within three seconds, and this short attention span extends to their first impressions of your website pages, too. If your messaging doesn’t answer your target audience’s key questions right away, it’s time to simplify it.
2. Real social proof
Adding client logos to your homepage is a good start, but why not take it a step further? Consider including:
- Testimonials with real people’s names, faces and job titles
- Case studies that evidence results
- Star ratings or review site widgets (like Trustpilot)
3. Authoritative, helpful content
Trust grows when you can prove you really know your stuff. Blog posts, guides, videos and whitepapers that solve actual problems your audience is likely to be experiencing can go far.
Bonus points if your content answers commonly searched questions, is written in a clear, engaging way, and is regularly updated. Click here for our guide on how to create authoritative content for the ever-evolving search landscape.
4. Transparent pricing (where possible)
Not every B2B business can publish pricing, but if you can, it’s a huge trust booster. Even if your pricing isn’t as straightforward as listing a number, consider using ranges or starting points, a pricing calculator or a downloadable guide. That way, your audience can see you’re being as transparent as possible.
5. Team or leadership pages
People trust people, not faceless brands – so show the humans behind your business. This could be your whole team, or even just leadership if you’re running a larger business. Consider including:
- Bios with real photos
- Backgrounds and expertise
- A fun fact to inject a bit of personality
For some inspiration, check out our Team Page here!
6. Fast, mobile-friendly UX
If your site is fast-loading, easy to navigate, and free of broken links or bugs, then your visitors are already one step closer to becoming clients. Optimising for mobile is also more important than ever before, with over 60% of all web traffic coming from mobile in 2025. For our quick guide to supercharging your website performance, click here.
7. Up-to-date security and privacy signals
Data security is crucial in B2B, and even non-technical buyers are looking for signs they can trust you with their data. Make sure to include:
- Clear cookie consent and privacy policies
- Any cyber security certifications you hold
- Data compliance badges (such as GDPR)
8. Strong calls-to-action (that don’t feel pushy)
If your calls-to-action (CTAs) are too vague or feel overly aggressive, you risk losing trust. The best CTAs are friendly, helpful, and communicate the value behind your product or service.
Did you know there’s a tonne of psychology behind how the best CTAs are engineered? For our full guide, click here.
9. A clear, authentic brand voice
When your tone matches your values and feels consistent across your site, it creates a sense of reliability. If your brand’s tone of voice carries your personality, feels human and effectively communicates your product or service, you’re already well on your way to standing out from the competition.
Click here for our full guide on finding the right tone of voice for your B2B brand.
Is your website where it needs to be? Embrace Marketing is a specialist outsourced marketing agency. We’re a unique hybrid, as our team combines both in-house and agency skills and expertise. Email hello@weareembrace.com for an initial chat.
This latest thinking article was written by:
Jack Lenton
Content Manager