We humans sometimes have trouble with trusting strangers. Its no surprise. The web is full of eCommerce merchants peddling their wares, forcing features and benefits down our throats and then calling us to action (“Buy Now! Or are you stupid?“). How do we tell which ones we should ignore and which ones we should trust?
We would typically trust the ones who present themselves well, who have nothing to hide, who make it easy for us, who prove their worth before the money is in their pockets. Generally, we trust those who treat us as human beings. Why not look after your visitor in their quest to decide whose customer they will be?
- Build a web presence that matches the image you wish to achieve.
- Try offering a free trial, a nugget of useful information, a sample of your wares. Surely you trust your customers to buy if they like it, and surely you have more to offer them.
- Explain your unique value proposition in concrete terms and with justification. How many professional service providers claim to be the experts, yet say that their methodologies are a ‘closely guarded secret’?
- Treat the visitor as a human being with the right to decide. Talk to them using an appropriate voice. Pre-empt their questions and provide answers. Many websites tend to list benefits or features and then ask for a sale, with the copy giving little regard to the fact that the visitor may have questions of their own.
Gaining trust online is a lot easier when you treat your visitor as a real person with real questions and concerns, rather than just another ‘opportunity’.
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