How to Make Your Site Look & Feel Less like Clickbait (Design & UX Tips)
How to Make Your Website Look & Feel More Credible (and Less like Clickbait)
Introduction
Clickbait. You know it when you see it – sensationalized headlines, sketchy ads, over-the-top claims with little substance to back them up. While these tactics may drive some short-term clicks, in the long run they train visitors not to trust you.
According to one study, 66% of people say they‘ve felt tricked by a clickbait headline. Another found that 69% are less likely to trust sites that use clickbait. Relying on deceptive techniques ultimately erodes your credibility, kills engagement, and hurts conversions.
Luckily, by following UX and content best practices, you can make your site look professional and feel trustworthy to visitors. Let‘s dive into the most effective ways to build an authentic connection with your audience.
The Trust-Killing Impact of Clickbait
First, it‘s important to understand just how harmful clickbait can be. When users feel duped by exaggerated claims that don‘t deliver, it immediately puts them on guard. They‘re less likely to believe your messaging in the future.
This skepticism can bleed into how they perceive your brand as a whole. If they don‘t trust your content, will they really trust your products or services?
What‘s more, clickbait creates a poor user experience. Flashing ads, deceptive links, and fluffy content waste people‘s time and attention. 79% of users say they‘re deterred by clickbait and avoid sites that use it frequently.
The takeaway is clear: for sustained audience engagement, prioritize earning real trust over cheap clicks. Here‘s how the design and content of your website can support that goal.
Design & UX Best Practices for a Credible Site
- Clean, Professional Design
When it comes to your site‘s visual design, keep things clean and simple. Cluttered pages with aggressive colors and clashing fonts look spammy and amateurish. Strive for a more polished, professional look.
Some guidelines:
- Choose easy-to-read fonts
- Use a consistent color palette
- Incorporate plenty of whitespace
- Feature high-quality images
- Organize content with clear visual hierarchy
To see these principles in action, look to sites like Apple, Dropbox, or Airbnb. Notice how their designs feel clean, intuitive, and focused. Every element serves a clear purpose and nothing feels extraneous.
- Thoughtful Advertising
Many sites rely on ads for revenue. But an overload of low-quality, irrelevant ads is a huge red flag. On the flip side, properly vetted ads from reputable networks feel much less obtrusive.
It‘s also crucial to position ads so they don‘t disrupt people‘s ability to consume your core content. Avoid pop-ups, auto-play videos, or distracting animations. And always clearly distinguish sponsored content from your own.
For instance, The New York Times labels ads with a clear "Advertisement" disclaimer. The ads are relevant to their audience but never overwhelm the reading experience.
- Credibility Indicators
Displaying evidence of your legitimacy goes a long way in gaining visitor trust. Some powerful credibility indicators include:
- Testimonials from satisfied customers
- Trust badges (like BBB accreditation)
- Industry awards and recognition
- Press mentions and logos of publishers who have featured you
- Links to external sources that back up your claims
DuckDuckGo‘s home page shows this principle at work, highlighting their strong privacy record with references to news articles and studies. Showcasing objective third-party endorsements makes their claims more believable.
- Other Trust-Building Design Elements
Small design details can also add up to create a sense of openness and authenticity:
- Intuitive navigation and page hierarchy
- Fast page load speed
- HTTPS and site security indicators
- Prominent links to privacy policies and TOS
- Genuine "about us" content with team bios
Writing Tips for Trustworthy Content
Beyond design, the content itself must deliver real value, backed by facts. No amount of nice packaging can compensate for shallow clickbait.
Some tips for crafting content that feels credible:
- Write honest, descriptive headlines. Don‘t bait and switch.
- Follow through on your headlines‘ promises with in-depth, quality content.
- Support arguments with relevant statistics, examples, and case studies.
- Cite reputable sources and link to primary references.
- Maintain an honest, helpful tone focused on the reader‘s needs.
Wirecutter exemplifies this approach. Their reviews feature hands-on testing, technical measurements, and comparisons to competitor products. By showing their work, they earn readers‘ trust.
The Payoff of Principled Practices
Implementing these UX and content guidelines takes more effort than resorting to clickbait. But the long-term rewards are worth it.
When you treat visitors‘ time and intelligence with respect, they‘re more likely to keep engaging with your content. They‘ll begin to see you as a credible authority in your space.
That kind of trust translates directly to results. Invested audiences are more likely to convert into leads and customers over time.
So as you optimize your site, always think about building trust and credibility. Reject the temptation of quick-hit tactics and focus on providing real value. The clicks will follow.
