5 Things Your Sign Website Needs To Build Instant Trust With Customers

Your website’s appearance goes more than skin deep. 94% of people cite bad design as their number one reason for not trusting a website, and as 81% of customers check your website before they buy from you*, a dated look and feel is likely to result in the loss of a potential customer.

Many sign makers have yet to perfect this, but there are some quick fixes you can make today which will help. I’ve researched the leading online signs shops to identify the top 5 things they’re doing right, and how you can do the same without breaking the bank.

1.) The Human Touch

People like to buy from people they like, especially when it comes to a product that’s typically purchased locally, like a sign.

Adding pictures of your team to the home page, about us page, and/or contact page both builds credibility, and helps engage people because it shows that you’re open to dialogue, and speak their language.


Key takeaway: DO take photos of your team and add them to your website.

DON’T rely on cheesy stock photos – this doesn’t have the same effect at all, and can come off as spammy.

2.) Clear Navigation

Navigation can make or break your website’s performance. If someone can’t easily find what they’re looking for, they’ll leave your website.

Sign shops often have both a wide product range and a number of niche industries into which you sell, e.g. construction, politics, real estate etc. These categories must be clearly labelled and displayed.

Not only does VistaPrint have navigation at the top, they also provide sub-navigation on the side so the user doesn’t have to struggle to find what they’re looking for.


Key takeaway: DO add clear links to your key product categories to your main site navigation.

DON’T leave your customers guessing or having to click through several pages before they find products.

3.) Featured Products

The fewer mouse clicks it takes for someone to get to the product they want, the better. Featured Products have the dual benefit of both providing color and style to your home page, they also make it easier for customers to get where they want to go.

If you feel like picking which products to feature is like asking which of your kids you love more, then feature more than one. VistaPrint does a great job of this by featuring the different types of products that they offer in a colorful and organized fashion.

As a sign maker, you can feature signs for different sectors, either by the latest and greatest or by popularity.


Key takeaway: DO add featured products / product categories to your home page.

DON’T use this space to highlight your least popular products. It’s a waste of prime real estate.

4.) Customer Reviews

71% agree that reviews make them comfortable about buying a product, and 63% are more likely to buy from a website with reviews.*

It’s not necessary to have reviews on every single item on your website. VistaPrint proudly displays general customer reviews in their footer of their website.

We’d suggest that, where possible, you include a picture of the client and/or their company logo, and have the best-known companies at the top, to further boost your credibility.


Key takeaway: DO ask your customers for feedback and add their comments to your website home page.

DON’T wait for the comments to come in. If you believe in the value of the service you provided, ask for feedback!

5.) Security Symbols

The simplest fix here is to show the logos of the credit cards you accept. It’s such an easy thing to do, but it’s a subtle indicator that you’re a professional sign shop.

What’s also great at building trust is to have badges such as ‘free shipping’, ‘satisfaction guaranteed or your money back’, ‘one year warranty for all signs’ etc.

If you do offer any sort of offers or guarantees, create a little badge which highlights that service, and add it to your website header.


Key takeaway: Do leverage the trust people have in large financial institutions by listing credit card logos on your website. That trust will be, in a small way, transferred to you.

DON’T hide your light under a bushel. If you offer any value added services like a guarantee, make sure everyone knows about it.

Ideally you should be updating your website content every 6 months to a year. If it’s been any longer then that then it’s time for that makeover! Your website is the face of your business, what does yours say about you?

Sources: http://www.adweek.com/socialtimes/81-shoppers-conduct-online-research-making-purchase-infographic/208527


About Customer Focus

Under our SignStore brand we provide sign makers with a turnkey eCommerce solution through which you can sell signs online. SignStore incorporates a choice of great looking designs, a full sign and banner catalog (which can be customized and added to), and an HTML5 online designer so customers can design and proof their artwork while on your website. To learn more, head to signstore.net.

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