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An important part of building a
successful Internet
business, is developing your credibility.
Although the Internet has opened a whole New World of
opportunity for all of us, it has also created a breeding
ground for scam artists. Internet users are very reluctant
to order online and share their personal information. For
this reason, you must take every opportunity to build your
credibility.
-> Domain Name
The first step in establishing a credible Internet business,
is to invest in a domain name. This will instantly convey to
your visitors that you take your business very seriously.
Websites hosted on free servers are not taken seriously and
will suffer a serious loss of business. Your visitors may
feel that if you don't have your own domain, you may not be
a credible company. They'll simply take their business
elsewhere.
-> Contact Information
It is very important that you provide your visitors with
your complete contact information. This information should
include your "real" postal address and not a Post Office box
number. A business that hides behind a PO box loses
credibility. It's perfectly acceptable to use a PO box as
long as you also include your postal address.
A great way to display your information is to create an
"About" page. Your "About" page should include all of the
following:
· A personal or professional biography
· A photograph of yourself
· A complete description of you and/or your company
· Your website and/or company objectives
· Your name, address, phone number and email address
An "About" page is a very important part of building your
credibility -- especially if you're selling a product or
service. You must do everything in your power to put your
potential customers' mind at ease.
-> Privacy Statement
A credible business should let their visitors know exactly
what their policies are in regard to the personal information they collect.
A great way to disclose your policies is to create a "Privacy" page. Your
"Privacy" page should include all of the following that apply:
·
How do you plan on using your visitors' information?
·
Is your visitors' information sold or shared with a third
party?
·
Why do you collect your visitors' email address and how
will it be used?
·
Why do you track your visitors' IP address?
·
Let your visitors know that
you're not responsible for the
privacy issues of any outside websites you may be linking
to.
·
Do you run contests and what do you do with the
information?
·
Do you have a discussion
forum or message board? Let your
visitors know that any information that is disclosed in
these areas becomes public information and caution should be
taken.
·
Do you have security measures in place to protect the
loss, misuse and alteration of the information under your
control? If so, let your visitors know.
·
Let your visitors know how they can opt out of your
mailing lists.
·
Provide your visitors with your contact information,
should they have any questions in regard to your privacy
policies.
-> Testimonials
A great way to convey your credibility to your potential
customers is to display customer testimonials. Your
testimonials should include your customers' name and web
address. In addition, try to avoid using testimonials that
you have to ask for. For example, instead of using a
testimonial like this:
"John is a great web designer and I have been very happy
with his services."
Display unsolicited testimonials like this:
"John, your web design services are absolutely fantastic! My
sales increased 200% the first day! Thank you so much for
providing such an exceptional service."
Can you see the difference? The second testimonial is much
more believable and will have a much greater impact on your
potential customers.
Make sure you always ask permission to use your customers'
words prior to displaying their testimonial.
You can find a nice script that will rotate your testimonials each day here:
http://willmaster.com/master/dailycontent/index.shtml
-> Money Back Guarantee
In order to put your potential customers' mind at ease, you
must completely remove their risk. Provide them with a
solid, no risk, money back guarantee. This will not only
build your credibility and put their mind at ease, but it
will also build their confidence in you and your product. In
addition, you must honor ALL refund requests in a timely
manner with complete professionalism.
No matter what you're selling or how great your product is,
you will receive refund requests. It's just a part of doing
business. Don't take it personally or try to argue the point
with your customers -- simply give them a refund. You may be
surprised to learn that the customers who ask for a refund
may purchase other products from you in the future.
-> Feedback
Many times, your potential customers will have questions in
regard to your products and services. To further build your
credibility, provide your potential customers with an easy
way to contact you. Create a page on your website called
"feedback." Place a form on this page to enable your
visitors to contact you.
It is very important that you answer any questions you may
receive as quickly as possible. Your personal response to
your potential customers can literally determine whether or
not you're going to make a sale.
A feedback form will also enable you to gather testimonials
and receive suggestions to assist you in improving your
website, products or services.
-> Secure Server
If you're processing your customers' orders online, you must
place your order form on a secure server. This will protect
your customers' personal information, while at the same
time, provides them with added confidence in placing an
order with you. In addition, make sure you let your visitors
know that their information will be processed on a secure
server.
-> Share Your Expertise
Another great way to develop your credibility is to share
your expertise. You can do this in a number of ways
including:
· Writing Articles
· Providing Free Tutorials
· Offering Free Courses
· Writing Reports
· Distributing Free Ebooks
· Publishing an Ezine
Sharing your expertise will enable you to promote yourself
as an expert in your field. Not only will it assist your
potential customers, but it will also develop your credibility.
By taking the time to build your credibility with your potential customers,
you will increase your Internet sales considerably.
Copyright © Shelley Lowery 2002.
About the Author:
Shelley Lowery is the author of the highly acclaimed ebook series, Web
Design Mastery -- an in-depth guide to professional web design that is
rapidly becoming known as the "Bible" for professional web design.
http://www.webdesignmastery.com
Part Eight
Part Ten
Internet Business Articles Summary
Article Library
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