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Credibility: Why Your Site Needs It, and How To Get It
...... page. These are a must have for just about every site.
**Reachability
One of the first things many people do right before they purchase--myself included--is to check to see if there is a way to contact the website owner if there is a problem, or if they need to make an inquiry. (Examples: Where's my order' Can I get that in green') The more ways to get in touch with you, the more comfortable they will feel. Also, this adds to the overall impression of stability, like having a domain name. At a minimum you should supply an email address, and it adds a lot of bonus points if you have a mailing address. Cyberspace is very abstract ("somewhere out there"), but Paducha, Kentucky can be found on the map.
**Face, Name, & Credentials
First of all, putting up a face and a name on your website really helps people feel comfortable (even if you use that great picture from 12 years ago--wink,wink). Also, If you have any special credentials that are related to your web site products/services, it will help if you mention them. If you sell dog-grooming services and have three prize winning Dobermans, mention it. If you sell consulting services and have an MBA, then mention it. If you run 7 newsletters, and 3 websites for a total of 9 years Internet experience, spin it up, and use it.
**Evidence of Stability
If you have been in business for some time (say more than 2 years) mention it on your front page: "Serving you since 1999!" Also, you must accept credit cards online if you sell anything. This is not only for matters of convenience for your visitors, it shows that another entity (the financial institution that allowed you to accept credit cards) has checked you out to some extent. Another factor here are organizational memberships, whether they are related to your website theme or product (e.g., ), or consumer organizations like BBBonline.org and Truste.org. Another big plus in the stability area is referrals and testimonials. Put testimonials where everyoine will notice them. If people see that others have purchased and liked what you sell, then it must be good! Also, having an affiliate program shows evidence of stability as well. I guarantee that if you incorporate these tips into your site now, you will see at least some increase in your conversion rate (visitors to buyers), assuming you have the traffic in the first place.
About the Author Michael Martone is the webmaster at ProfitMonkey.com and is also the editor of the free newsletter Ebiz Edge. Additional articles on eBusiness and a Free welcome basket are available at http://www.profitmonkey.com/newsletter.html
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