"Who Are You and Why Should I Do
Business With You?"
Much has been written about credibility on
the Internet. In fact, there are a number of web sites devoted
to ensuring that consumers are protected against sites that
do not follow ethical and fair business practices.
While these organizations certainly play
an important role, most of their members are the larger e-commerce
sites. Owners of small business web sites often must develop
their own methods to make certain that visitors feel comfortable
about using their services or purchasing their products.
Conducting business on the Internet is becoming
more and more acceptable, but there are still untold numbers
of people who are nervous about ordering something from someone
they don't know or can't see. Their first question is: Who
are you and why should I buy from you? Their next question
is: How can I know you will deliver as promised?
Listed below are 5 ways in which you can
provide the reassurance they're seeking:
Include a picture of
yourself on your website. I know -- there are a dozen
reasons why you don't want to do this, but the credibility
factor is significantly increased when people can see what
you look like.
Always offer a guarantee. Guarantees
remove the fear of risk that fills the consumer's mind. When
they know they can "get their money back" if they're unhappy,
they are much more inclined to take advantage of your offer.
Provide several ways
to contact you. Include your e-mail address, voice and
fax phone numbers, and address. (Note: many say you should
list a street address, but if this is not feasible, at least
provide a mailing address.) Consumers want to know if they
have problems with their order that they have a way of reaching
you. In fact, many times they may send an e-mail or telephone
you in advance just to make sure you exist!
Share testimonies. People feel much
more comfortable about doing business with you if they know
that others have found your products or services satisfactory.
The most effective testimonies are those in which you provide
a means to contact the person who wrote it. Although few consumers
actually follow through, this option adds to their confidence
level.
Make your message appealing. Even
the way you write your text affects the way visitors view
your products or services. If you write with "hype," chances
are you're going to scare them away. But if you write in a
warm, friendly style -- as though you were speaking to them
in person -- you raise your credibility factor another notch.
Remember -- you are a virtual stranger to
most of your prospective customers. That's why it's so important
for you to allay their fears by providing them with all the
information you can to increase their comfort level. Although
they may not buy today, if they have experienced your sincerity
and authenticity, the odds are in your favor that they will be back.
Nan Yielding has nearly 10 years experience as an online business owner. She is the owner of Writing-Etc.com and offers internet marketing services and assistance to help website owners attract more customers and increase sales.
This article may be copied and distributed so
long as it is not modified in any way and the footer at the end
of the article is included.
