In an industry where trust is non-negotiable, Personnel Checks makes screening easier than ever with Trustpilot
Problem
Many customers in screening and background checks are hesitant to work with businesses that aren't highly rated, making a strong reputation essential for standing out.
Solution
Incorporating Trust signals at key points of the customer journey and automating reviews collection to build a stronger online reputation that can be used to win more customers.
Result
8% increase in website conversion rates since using Trustpilot widgets and 4.9 TrustScore.
For Personnel Checks, having a subpar online reputation is not an option
When it comes to background checks and screening for employment, using the right provider is key. Anyone who has worked in hiring or management knows how damaging it can be to a team — and a business — when the wrong person is onboarded. The consequences of not doing the job thoroughly can mean the difference between a hire that will be an asset and one who is a liability for your business.
For a compliance business like Personnel Checks, instilling confidence in their customers at every step it’s absolutely essential. Many of their own customers refuse to work with any business that isn’t one of the highest rated amongst their competitors in the UK for this very reason.
Personnel Checks are both one of the UK’s leading background screening providers and one of the highest ranked background screening providers on Trustpilot, with an Excellent TrustScore of 4.9. They specialise in DBS (Disclosure and Barring Service) Criminal Record Checks, but also offer a wide range of pre-employment screening checks.
They automate review invitations at key points in their customer journey to ensure that they collect as many reviews as possible. Because they put such a big focus on customer experience, they don’t get many negative reviews. But like any business, they occasionally still do. And when they do, they always respond to them quickly so that their customer service team can rectify any issues and shift the negative experience into a positive one.
This is one of the main benefits to customer reviews, when they’re used properly — and where so many businesses get it wrong. Customer feedback isn’t just to give your customers a way to be heard. It’s most useful when you’re taking that negative feedback, resolving their issues, and using it as a way to continuously improve your business for future customers.
“Those Trustpilot green stars stand out and consumers know them and trust them. They give people a real sense of security when making purchasing decisions. We knew Trustpilot was right for us to help us showcase our excellent levels of customer service and to show them that DBS checks don’t need to be scary or complicated at all.”
Why they chose Trustpilot
Their journey with Trustpilot started in 2018 when they were searching for a review solution for their business. They knew that Trustpilot had a great reputation in the space, but ultimately it was the special level of trust that Trustpilot evokes in people, compared to other review platforms, that helped make their decision.
And Personnel Checks makes use of this trust to increase confidence and conversions wherever they can. Their TrustScore and reviews are featured front and centre across their website and key landing pages. They also include them in marketing materials like emails, printed materials, and event giveaways.
When it comes to things like review placement for maximum conversion impacts and available features, the options can initially seem complex. But the support they receive from their Trustpilot CSM has really helped them make the most out of their plan, by recommending new features that they’re underutilising and ensuring their Trustpilot elements are being used at all key points of their customer journey. This means they can spend less time thinking about learning the platform and more time focusing on results.
Increased traffic and sales from their customer reviews
Organic traffic is very important to Personnel Checks, as they fully rely on this instead of paid advertising. Because their reviews show on their search results, it gives them a great advantage when it comes to organic traffic. They’ve managed to rank third in Google results, resulting in an excellent amount of traffic coming from organic search. And because their rating shows right under the search result, it ensures they don’t just rank well on the page but actually receive high click rates of traffic that actually ends up visiting their site.
They also embed the dynamic Trustpilot widgets into their email campaigns, to ensure their 9,000+ reviews are seen by new potential customers with every email sent. Around 7% of email click-throughs are to their widget that takes them to their Trustpilot profile page, helping them build trust around their brand and help show off how happy their customers are.
When asked about the main Trustpilot benefits they see, these widgets are the quick and honest answer. They use them on their homepage, services pages, and contact sales page, and they’ve seen an 8% increase in conversions on the contact sales page alone just from embedding these widgets. For a page like this that is directly connected to generating revenue for the business, an 8% increase in conversions has a huge impact on their bottom line.
Removing confusion to build trust and instil confidence
In the world of HR and compliance, trust is the key to building great relationships. Compliance can feel inherently confusing and complex to many who don’t work in that field and are looking for a screening provider. Customer reviews help Personnel Checks easily communicate that they’ve not only helped their previous customers onboard great hires, but also made the process less confusing for them every step of the way. And it’s their partnership with Trustpilot that makes building credibility online so easy and beneficial for them.
