How to Establish Your Credibility Online

A variety of strategies for establishing credibility online can be applied to give your site visitors confidence in you. They're far more likely to make a purchase when they are assured that they aren't going to be fooled or disappointed or ripped off.

The first step in establishing trust is obvious, but it needs to be said because it is the foundation for all the rest: Start by making sure that your sales copy is truthful. Of course, you want it to be persuasive, but don't be tempted to exaggerate or mislead in any way. When what you say is true, it rings true.

Pay attention to how you use the details that make your copy believable. For example, specific numbers are more credible than rounded numbers or estimates. Instead of claiming that you have almost 100 selections available, say the actual number: 93. Specifics are more factual and clear, and therefore feel more trustworthy.

The website should have a human presence such as a photograph, a signature, an audio clip, and so on.

The site is also imbued with a human presence by giving evidence that can be verified of your expertise. That is, if you have earned credentials related to the product or service or if you have written and published articles on relevant topics, refer to them.

Use any favorable materials from 3rd parties. Examples include magazine reviews, test results from independent sources, quotes from experts about the benefits and value of the type of product or service you are offering, and awards. All these outside commendations give evidence of legitimacy.

Always use testimonials. Online, include these early in the copy. Text testimonials are fine, but if you have audio testimonials they are better because they are proven and tested to increase results. If you have not already begun collecting testimonials, start today. Begin by asking people who are your customers already for feedback. To get testimonials for a new product, give free trials, no strings attached. Just ask for a testimonial only if they feel it is truly deserved.

Characteristics of good testimonials include the following. First and last name: Fred W. isn't as credible as Fred Walters. When possible, include city, state, type of business or business name. But don't include a link to their site or a tag-line. That smacks of exchanging fr~ee advertising for the testimony. Also, the testimonial should be brief, focusing on a single aspect. As much as possible, only use those that talk about measurable results.

By using some or all of these strategies, you will increase your credibility and enhance the prospect's trust. The result is increased sales. Why? Because no matter how terrific your offer is and or how wonderful the benefits of your product, if the prospect doesn't believe you, nothing else matters.