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Building Trust and Boosting Sales: How implementing a trust center on your website can elevate your brand

January 25, 2024

As the pace of technology growth and change accelerates, security is paramount to both businesses and consumers. Consumers are more cautious than ever, especially when sharing personal information or making financial transactions. Companies are also more discerning than ever, scrutinizing their business partners to ensure there are no weak links in their digital supply chain. As a result, businesses need to go the extra mile to instill confidence in their online presence. One effective way to achieve this is by implementing a Trust Center page on your website, making it easy for consumers and business partners alike to learn about your company’s security practices. 

What is a Trust Center Page?

A Trust Center page is a dedicated section on your website that consolidates all security and privacy-related information in an easily digestible and accessible format. It serves as a comprehensive resource for visitors seeking information and reassurance about the safety and integrity of their interactions with your brand. This page typically includes details about security policies, data protection measures, privacy practices, and any certifications or endorsements your company has received or assessments it has undergone. 

A screenshot of Hubspot's Trust Center page featured on their website.
Hubspot's Trust Center, accessible from their main security page.

Building Credibility and Establishing Trust

Transparent Communication

A Trust Center page lets your company communicate openly about its commitment to security and privacy. Establishing a trust center page at all demonstrates to your customers and business partners that you take security seriously, and want to provide them with the information that’s useful to them in deciding whether or not to do business with you. Transparent communication fosters trust, as customers appreciate businesses that are upfront about how they handle their data and what measures they take to protect it. 

Security Certifications

If your company has obtained security certifications or endorsements, the Trust Center is the perfect place to showcase them. Certifications such as SOC 2, ISO 27001, or PCI compliance can significantly boost your credibility. If customers would like access to review these reports, you can create a workflow where they can make those requests directly on your site.

Boosting Sales through Trust

Increased Conversion Rates

A visible Trust Center page can alleviate concerns and hesitations that potential customers may have during the buying process. When customers feel secure, they are more likely to complete transactions, increasing conversion rates. Some trust platforms also have workflows to request protected documents, such as copies of penetration test attestations or certifications, that are available via NDA so they can access them faster to reduce friction in the sales process. They also allow for the submission of security questionnaires if they need additional information to do business with you. These features will enable a trust center page to ultimately become a sales enablement team in partnership with your security team, while reducing overhead and manual labor in the process. 

Positive User Experience

Trust is one of the crucial components of a positive user experience. By providing easy access to security information, you create a seamless and trustworthy environment for users to navigate, enhancing their overall satisfaction with your brand. By providing a centralized place for this important information, you can also expedite your partner’s annual reviews of your security. 

Marketing Your Trust Center

Prominent Placement

Ensure that your Trust Center link is prominently placed on your website, such as in the navigation menu or footer. This makes it easily accessible for users actively seeking certain information about your security posture. 

A screenshot of the footer of Land Gorilla's website.
The footer of Land Gorilla's website, which prominently highlights their Trust Center.

Highlight in Marketing Campaigns

Once your trust center is in place, it can be used anywhere by your team members to share and promote your company’s focus on security and compliance with best practices. You can incorporate your commitment to security in your marketing campaigns, blog posts, email signatures, and anywhere else it proves useful. Emphasize the measures you have in place to protect customer data, reinforcing the idea that your brand is trustworthy.

An important note: 

It is important to actually walk the walk when you host a trust center for your customers to visit. It’s easy to say you do all of these things, but it’s another to actually do them. Ensure that whoever leads the charge on the effort is in sync with your security team to validate that any of the items featured on your site are truly practices that are in place within your business before you begin touting them to your customers and partners. 

Final Thoughts

Implementing a Trust Center page on your company's website is not just a way to showcase your security compliance; it's a strategic move that can significantly impact your brand, sales, and marketing efforts. In an era where trust is a precious commodity, providing transparency and security reassurance can set your business apart, helping you build lasting relationships with customers and boost your bottom line. 

Need some help getting started? Reach out to our team and we can show you how we can help with a Trust Center implementation. 

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Caitlin Potter

Security Manager

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