SmallBusinessOnlineCoach.com

In the competitive online market, standing out from the crowd can be difficult. Creating a website for your business that instills a sense of trust in its visitors is a decisive factor in building-and maintaining-your business’ reputation. Having a professional, approachable, secure website is essential to survive for any length of time in today’s market. You will only have one chance to make a positive impression on a potential customer-so every detail counts. Follow these rules for crafting a successful website and you will attract, and be more likely to keep, potential customers rather than lose them to the competition.

Presentation matters -

Having a website that is poorly designed can be incredibly off-putting to visitors. Make it attractive, professional-looking, well-organized, easily navigable and appropriate in its appearance to the type of customers you are trying to attract. Having an overly flashy site for sober-minded business types, for example, will likely send them scurrying to someone else’s products and services. Visitors should never be confused when searching for information on your site, so make its layout and structure intuitive. Check all your internal and external links to make sure they work properly: nothing erodes a surfer’s confidence in a website than dead links and error messages.

Language matters -

In the era of dashed-off e-mails and text messages, many people think grammar, spelling, proper punctuation and clean prose don’t really matter much anymore. However, sloppy, careless and error-filled writing will grate on a reader, if only subliminally, and make him or her doubt your competence. Also, make sure your language is suitable to your audience. It is possible to strike a casual, relaxed tone without losing a sense of professionalism. Don’t be afraid to have a personality; customers want to connect at some level with the businesses whose services they use. And keep the tone positive when describing your business: negative comments about your competitors are off-putting to readers.

Let your visitors know who you are -

People want to know that there are real, living people behind websites whose products they might use. Have an “About Us” page that provides substantial information about you, including pictures, with contact information, including a phone number, address, e-mail address and fax number, which actually provide easily accessible contact. If your identity is unclear, a customer is less likely to trust your business.

Keep it fresh -

Providing new content regularly, such as interesting articles relevant to your potential customers, will encourage return visits and-again-reinforce the sense that there are real people actively engaged in the website. A blog is a perfect way to fulfill this requirement.

Use testimonials-

Publishing verifiable testimonials from real customers, or even case studies of customers who have had success with your products or services, will build consumer confidence in you and show visitors that you run a business that has really achieved something and has staying power.

Make it interactive -

Allow for customer comments, even discussion forums on relevant topics. People want to be engaged and will stay longer or return often if they feel they have a say. Having a forum can help build a strong community around your brand & services.

Be responsible and truthful -

Never make false claims about your products or services. Avoid over-the-top or unrealistic statements about your business. Do not fabricate or use suspicious customer testimonials. Your website’s number one goal is to present a responsible, trustworthy and confidence-building face for your business. And online customers are rightly cautious and weary of scam-artists and exploitation-and more than willing to publicize them in blogs and other online forums. Don’t give your visitors anything to worry about.

Make your terms crystal clear -

Prominently display your returns/refunds policy, as well as all other terms of service. Don’t let potential customers feel they need to sift through fine print-they’ll just go elsewhere. And never manipulate customers with pricing that doesn’t tell the whole truth, such as shipping costs, taxes and other costs over and above the base price.

Use advertising appropriately-

Advertising from companies that are reputable and known to others reinforces a visitor’s confidence in your own business. But make sure any advertising is relevant-and appropriate-to your type of business. Having a BBB image or “as seen on TV” or “as seen in “such magazine” can really build trust.

Link with other reputable sites-

Again, visitors will feel more comfortable with your site if they see familiar, reputable logos, such as Google Search, Pay Pal, Visa/MasterCard Logos, etc.. If you are involved in prominent industry associations, by all means post links to these as well.

Provide security to your customers -

The importance of this cannot be overstated, even if it should be obvious to anyone trying to sell goods and services on the internet. You should use the highest level of security when dealing with credit card purchases, and make sure your customers know so. Clearly post your security and privacy policies, and provide prominent links to them on any page on which your customer will be submitting personal information.

If you take these important steps when setting up the website for your business, you are making your long-term success that much more likely. Small online businesses come and go every day, and consumers have far too much choice to be willing to settle for the second-rate.

Other web design resources you may like:

Another interesting article: ‘Top 10 Mistakes in Web Design‘ that I found useful and insightful.

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