The research reveals three important facts:
1) The Internet is one of the most important sources of information.
2) The credibility of the Internet is declining.
3) Customers will return to your website if they trust it.
In the face of declining trust on the internet, it definitely pays to create a website that your visitors can trust. But how do you do that? That's what this whole article is about.
But first, research…
According to the recent major study "Ten Years, Ten Trends" by the Center for the Digital Future, a leading expert on the impact of the Internet, the Internet is still considered one of the most important sources of information, people have less faith in the reliability of this information.
These findings are supported by previous research. American Express found that 73% of people use the Internet to gather information, and Lyra Research found that 48% of people use the Internet to find work-related information, compared to 7% of people who use magazines. As for the reliability of the information, Kearney found that workers take so long to find information that it costs organizations $750 billion a year!
But never fear! All is not lost. It is possible to stem the tide – at least when it comes to your own website. According to Nielsen NetRatings, useful website content develops website loyalty. The average person visits no more than 19 websites in an entire month to avoid information overload – they tend to rely on sites they can trust to help them.
So, how do you make your site one of those sites? How do you instill confidence in your visitors?
The answer is simple - create a trusted copy of your website!
Here are 8 steps to get you on your way to a trusted website.
STEP 1 - Always include your contact information
Always! This includes email address, phone numbers, fax numbers and address. Without these details, you will look like an air operation.
STEP 2 - Tell us who you are,
dedicating a copy of the page to the people who run your company. Not much needs to be said - just a little history. Talk about their work history, career highlights, education and qualifications, etc. And it never hurts to add a bit of personal information. Let your readers know who you are.
STEP 3 - Know it and show it
If it is not enough that you know what you are talking about. Your readers need to know that you know! This usually means including a bit of technical information or some other tidbit that potential customers will recognize as expertise. (And always check your facts before posting. If possible, include statistics or some other form of research results.)
STEP 4 – Include samples and testimonials
Of course, if you want to talk, you have to be able to walk. Back up your claims by including samples of your previous work (if possible) and testimonials from some happy customers.
STEP 5 – Something for nothing
It inspires trust more than offering something for nothing. But you have to make sure that 'something' is useful. And make it doubly clear that it's truly no strings attached. Nothing erodes credibility faster than the suspicion that there is a hidden hook.
STEP 6 – Avoid ad-style web copy
Don't go on and on, page after page, repeating the same thing using different words. Make up your mind and make it fast. Don't insult your visitors' intelligence by implying that they will believe you if you say it enough times! If you use ad-style web copy, it will appear that you are more interested in yourself than in the business solution you are offering your client.
STEP 7 – Avoid hard selling web copy
Again, don't insult the intelligence of your visitors. Hard-selling web copy can give the impression that you're more interested in making a sale than a business solution. Sure, create a sense of urgency with your web copy, but don't overdo it.
STEP 8 – Call benefits, not features
When you talk about features, you're talking about your product or service—you're talking about you. When you talk about benefits, you show that you care about what the customer needs. Talking about benefits is one of the best ways to engage a customer.
Websites can be a great way to engage customers and make sales. But you need to make sure that your visitors trust what you are saying. And that means your web copy will be correct.
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