Using association membership to build visitor trust and site authority
By CleverSage | March 5, 2008
One of the most powerful ways to build the trust of your site’s visitors is by becoming a part of professional organizations and associations. By showing affiliation with established and trusted entities, you show that you have conformed to guidelines, rules and standards. Joining these types of professional groups not only enforces in your visitor’s mind that you are willing to adhere to best practices, but associate with individuals and companies that follow these same standards.
In addition to the networking, education, discounts, etc. that are typically part of these types of associations you also gain some often overlooked benefits.
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Use of the association’s logo or badge on your website
Many organizations allow you to use their logo or a website badge to place on your site. This builds trust in a visitor’s mind (whether real or perceived) that you are alright to do business with. Whether online or off you see badges and logos of associations used all around you. They are used to build trust and provide an aura of safety (government seals, police officers, secure site badges), all attempt to look official and offer feelings of comfort and trust.
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Many offer a link to your site from theirs
Associations often offer a membership directory that includes a link to your site. While this does promote to the visitor’s of that association’s site that you recommended to do business with, you simultaneously receive a link from a high-quality, trusted and authoritative site.
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They enhance your awareness of your own operation/website
Part of the process for joining many associations is that you follow certain procedures that have been set in place. This is a mutually-beneficial aspect of becoming a member of a group. The guidelines that you must follow not only ensures a sound and ethical membership base, but makes your business/website adhere to these rules also. Often you will find that this raises the bar for your site and makes you aware and more conscious of some areas of your site that you might have overlooked.
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Many logos and badges are instantly recognizable by many website visitors
This somewhat goes hand-in-hand with being able to display the logos and badges of the sites that you are a member of. Many visitors will recognize some of the logos and badges that they see when they are browsing websites and trust is automatically built.
Finding and deciding which organizations to join can be a lengthy and costly process. Look within your industry and select the groups that most closely align with your site/business. Also, you should look at general associations you can join like the Better Business Bureau or your local Chamber of Commerce.
Topics: Public Relations, Traffic Building |