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Your Website Must Have This Key Element
By - Graham Moore
I was talking to a client the other day about his website and
he asked a simple but very important question.
He said "Graham, how do I gain trust with my customers
on my website?"
Simple question - and critical to your business success,
whether your business is online or offline.
Trust is the single most important element when the customer
is deciding to do business with you. If you can't get their trust from the
beginning, or at least start to build it then, they probably won't be interested
in what you have to offer. Sure, price is important and the quality of the
product or service is important. But where there is a feeling of trust, the
customer will more likely buy from you - and where two items are very similar,
even identical, trust is the factor which will sway the customer.
And you know what? When the customer has a level of trust
with the supplier, price is less of a consideration. In other words, the more
you build trust, you increase the chances of making the sale and the customer
will pay more when they know they trust the supplier.
So what's this got to do with creating your website? Well,
your website is your 'window' for the customer to look in, it's your store
front. It's often the first time the potential customer will see you, to look at
your products and services.
This is the opportunity not only to present what you have in
a way that creates impact - but importantly is the best opportunity to start to
build trust.
So I come back to the question my client asked me. How do you
create trust on a website?
Here's four ways you can start to build trust on your web
page:
1.Offer something of value to the visitors to your site - and
make it free. Let's say you're a florist: what about a tip sheet on simple
flower arranging to create effect. If you're in the financial planning business
offer a ready reckoner on a savings plan.
2.Newsletters are a good idea. In doing this, indicate the
sort of things that will be covered in the newsletter, indicate the value
they'll get, make them want to look forward to receiving it. And then deliver
concise and valuable information in your newsletter regularly.
3.Set out your website clearly. Visually confusing pages
don't easily lead to trust - people 'subconsciously' think "What are they
trying to hide?" So clear and straightforward. And make it easy for them to
look around your site as they learn more about you and your business.
4.Make it easy for them to contact you. With some websites I
review, I have to look hard for the contact details and I wonder why this
organization doesn't want me to contact them. Your contact details should be
almost 'inviting' them to contact you - the way you set this out will show your
willingness to have contact with the customers, that there are 'real' people
behind the website. Real people, just like the customer is a real person.
Of course, this is only the start of trust. You then have to
deliver - and further build the relationship.
Graham Moore
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About The Author:
Graham Moore has been helping small and medium companies
increase their sales for 16 years. Now he helps businesses build successful
websites. To find out more ways of building a successful website - including how
to build trust with your website design go to http://moorewebdesignsuccess.com
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