It’s important for a website, as the main online conversion tool for the majority of businesses, to perform at its peak.

Part of that peek, beyond pulling new leads with SEO and SMO or sharing thought leadership, is to convert leads to sales. And having the look of a consistent converter is important. Customers who can see others have purchased, commented or liked and shared their purchase of X or subscription to Y of course feel more at ease with their purchase. Without this, your conversion funnels could be stuck in reverse. 

I’ve always thought that in my older years I’d love a classic car. Something with carburettors not fuel injection and without all the driver ‘aides’ our common cars force upon us.

For those that are interested I’m thinking a Series 1 RX7 (peripheral port) or Mark 1 Escort Mexico. Either way, with well tuned Webber carburettors. I want something that looks like it has been driven every day but still, well maintained.

The paintwork should reflect its life. Worn round the door handles, the leather seats stretched and squished. It won’t have won any showroom shine competitions.

The owner will tell me that among 5 other flaws, the synchro is worn on 2nd gear, but that you can drift it into Stowe with the speedo bouncing past 100mph. She’s honest, and tells me EXACTLY how it performs, flaws and all. Which is why I am so compelled to buy.

But to the point of social badges and brand advocates 

Social media tools and networks allow even the freshest of websites to have that well visited, worn in feel. A feeling and look that will instil confidence in a visitors mind. Sites with little feedback, or low numbers of shares have the opposite effect.

Here’s a post with plenty of patina from Jeff Bullas – you can be confident, just by the number that what he’s saying is of interest to his community. 

A step further is to be open and transparent in your comments area.

I feel patronising writing this, but many blogs still moderate comments. Sure, moderate for profanity and spam, but if someone is negative, leave the comment there and reply. Successful bloggers will find their community weight in and support their argument as well. 

Honesty and transparency instil further trust in your product or service. Recommendations and support from your brand advocates and your community of supporters takes it one step further.