Build trust – and watch your sales grow

How long do you stay on a website when it is blatantly, obnoxiously SELLING? How fast do you click away when the site makes outrageous claims that aren't backed by anything other than an exclamation mark?

How do you feel about websites that haven't put up a new press release since 2005 or a new blog post since they first hopped on the blog wagon a couple of years ago? My ultimate favourite is those websites that encourage you to come to a conference or an awards dinner or whatever – that took place eight months ago!

These are all things that kill your credibility.

Though developing trust takes a bit more work on your part, it is very worth it. Your sales will increase and your clients will be happier knowing they can count on you. Incorporate these four tips into your web content to build credibility on every page:

1. Update frequently. If you have a blog, make sure you post regularly. If you have press releases, make sure you have relatively recent ones up on your site. Archive old items. Take down content for past events, unless it is a re-cap of the event.
2. Use testimonials. Sprinkle them in strategic sales places. They are particularly good in your order form (right before the call to action) and in your order confirmation email (to reinforce the sale).
3. Be hype-free. Don't make your website look like an ad. Don't make claims that you can't back up. Your site should provide solid information that your visitors are looking for. It should have an editorial feel by using objective language.
4. Link to strong sources. When appropriate, it's great to link out to other authoritative websites that back up your content and add to your credibility.

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