“Who are you, really? And why should I trust you?”
Maybe you’re wondering this about me -especially if you’ve never met me in the flesh, face-to-face. Maybe we’ve spoken on the phone or over a webcast. Maybe you’ve seen me on a DVD, or on a web video. You might kinda sorta know me. Still, there’s something to be said about up close and personal contact that makes it easier to judge whether I’m someone you want to do business with …or not. Which is why I try to provide all sorts of information about me, myself, and I on this site.
Think about it. “Who are you, really?” And, “why should I trust you?”
Often, these are the two primary questions people who visit your website will have about you. Here are five things your site should have that will help you gain your prospects’ trust and get them to move to the next step:
1. Contact information. Do you know how many websites I’ve gone to that don’t have this anywhere? I assume these businesses are located within our galaxy but you couldn’t prove it from looking at their websites. Come on, people! Without a good way to contact you, some prospects will wonder whether you have something to hide and whether you can be relied on to deliver the goods. Display a phone number, address, email –some form of real world contact information -prominently. (A contact link on each page is minimum.) You’ll come across as legitimate and more reliable.
2. Photos. You don’t need model looks to make an impact by including your photo on your site (and I’m proof of that!) A photo makes you appear real and accessible. Photos of your business location and staff members add even more life to your site. Avoid the stock shots of beautiful smiling people -we know they’re not you.
Embrace the technology further and add an audio or video welcome to your site. Just be sure to keep it short, sweet, and to the point. And don’t be intrusive about it. Anything with audio should have a “start” button -give your guests a choice on whether or not they want to listen or watch.
3. Testimonials. Testimonial quotes should be brief and specific, and signed by a full name and a company name or city and state or province. Cousin Benny from the Bronx doesn’t count. Don’t be afraid to ask loyal clients for a few sentences on why they like doing business with you, as most will gladly help you out.
4. Expert articles. Demonstrate your expertise by providing meaningful articles, e-books, or white papers that people can freely read at your site or download. Especially effective are pieces discussing pressing problems experienced by your target market and describing your solutions. Remember –you’re the expert.
5. Media coverage. If you’ve been featured positively in print, on radio or tv, make sure to display your 15-plus minutes of fame on your site. Most people assume that if you’ve gotten media coverage, you’re legitimate and good at what you do. So flaunt your publicity for all it’s worth.
Great info–I will definitely utilize it and pass it on to fellow producers. Keep ‘em coming!