Marketing experts know that gaining a client's trust is an essential step in any transaction. Your website can help you achieve this goal by using seven key strategies:
Create a Positive Image
Your website should create a positive image of your company, products and services and your "image" should resonate with your audience. First impressions count for a lot (see "The Halo Effect - How First Impressions Impact Your Business") and shouldn't be underestimated.
Use Testimonials
Use customer testimonials to add credibility to your business. It's ok to tell your credentials, but is sounds much better to have a third-party brag about you. Many companies mistakenly put all of their testimonials on a separate page - that's the wrong strategy. Scatter testimonials around each page of your website as endorsements of your business and the benefits you provide.
Use Professional Photography
Just because you own a digital camera, doesn't make you a professional photographer. Use professional photography at your website to showcase your facilities, products and staff. If you have a low budget, use royalty-free stock photography to reinforce you image. Poor quality photography is guaranteed to deliver a less than positive impression.
Phone Numbers
Publish your phone number on your website. Someone may not feel comfortable ordering online or may have a unique question that your website doesn't address. Give your audience an alternate, immediate method of contacting you.
Contact Information
Provide email and postal addresses on your website. Be sure to list your physical address as well.
If you're concerned about spammers harvesting email addresses from your website, provide a brief online form that allows customers to contact specific staff or departments within your organization.
Guarantees and Policies
If you sell products and services online, clearly state your guarantees, shipping rates and/or return policies. Giving the customer all of the information upfront will reassure them that your company is reputable.
Partners
If you are business partners with, or represent, other well known companies, identify them at your website. Use the positive image of your vendors and suppliers reflect on your company.
These strategies can legitimize your business and gain the customer's trust - the first step in any successful transaction.
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