| Research reveals three important facts: | | | | STEP 3 - Know it & Show it |
| 1) The Internet is one of the most important sources | | | | It's not enough that you know what you're talking |
| of information. | | | | about. Your readers have to know you know it! This |
| 2) The trustworthiness of the Internet is declining. | | | | normally means including a little bit of technical |
| 3) Customers will come back to your site if they | | | | information or some other titbit that potential |
| trust it. | | | | customers will recognise as expertise. (And always |
| In the face of a declining trust in the Internet, there's | | | | check your facts before publishing. If possible, include |
| definitely value in creating a website which can be | | | | statistics or some other form of research results.) |
| trusted by your visitors. But how do you do it? | | | | STEP 4 - Include samples & testimonials |
| That's what this article is all about. | | | | Of course, if you're going to talk the talk, you have |
| But first, the research... | | | | to be able to walk the walk. Validate your claims by |
| According to a recent major study, "Ten Years, Ten | | | | including samples of your previous work (if applicable), |
| Trends", conducted by the Center for the Digital | | | | and testimonials from some satisfied customers. |
| Future ( a leading authority on the impact of the | | | | STEP 5 - Something for nothing |
| Internet, the Internet is still seen as one of the most | | | | Nothing inspires trust more than an offer of |
| important sources of information, but people are | | | | something for nothing. But you have to make sure |
| placing less faith in the reliability of that information. | | | | that 'something' is helpful. And make it doubly clear |
| These findings are supported by earlier research. | | | | that it really is obligation-free. Nothing undermines |
| American Express found that 73% of people use the | | | | credibility faster than the suspicion that there's a |
| Internet to gather information, and Lyra Research | | | | hidden catch. |
| found that 48% of people use the Internet to find | | | | STEP 6 - Avoid advertorial style web copy |
| work-related information as opposed to 7% who use | | | | Don't go on and on, page after page, repeating the |
| magazines. When it comes to reliability of information, | | | | same thing using different words. Make your point |
| A.T. Kearney found that workers take so long trying | | | | and make it quickly. Don't insult your visitors' |
| to find information that it costs organisations $750 | | | | intelligence by implying that they'll believe you if you |
| billion annually! | | | | just say it often enough! If you use advertorial style |
| But never fear! All is not lost. It is possible to stem | | | | web copy, you'll seem more interested in yourself |
| the tide - at least as far as your own website is | | | | than the business solution you're offering your client. |
| concerned. According to Nielsen NetRatings, helpful | | | | STEP 7 - Avoid hard-sell web copy |
| website content develops site loyalty. The average | | | | Once again, don't insult your visitors' intelligence. |
| person visits no more than 19 websites in the entire | | | | Hard-sell web copy can give the impression that |
| month in order to avoid information overload - they | | | | you're more interested in the sale than the business |
| tend to rely on the sites that they can trust to help | | | | solution. Sure, create a sense of urgency with your |
| them. | | | | web copy, but don't overdo it. |
| So how do you make yours one of those sites? | | | | STEP 8 - Talk benefits not features |
| How do you inspire trust in your visitors? | | | | When you talk features, you're talking about your |
| The answer is simple - make your website copy | | | | product or service - you're talking about you. When |
| trustworthy! | | | | you talk benefits, you're showing that you're |
| Following are 8 steps that'll put you on the road to a | | | | interested in what the customer needs. Talking |
| trustworthy website. | | | | benefits is one of the best ways to engage your |
| STEP 1 - Always include your contact details | | | | customer. (For more information on writing about |
| Always! This includes an email address, phone | | | | benefits, see and |
| numbers, fax numbers, and address. Without these | | | | Websites can be a great way to engage your |
| details, you'll look like a fly-by-night operation. | | | | customers and make sales. But you have to make |
| STEP 2 - Tell us who you are | | | | sure your visitors trust what you say. And that |
| Dedicate a page of copy to the people who run your | | | | means getting your web copy right. |
| company. You don't need to say much - just provide | | | | Of course, it's not ALL about the website copy. |
| a little history. Talk about their work history, career | | | | Obviously you also need a website design that |
| highlights, education and qualifications, etc. And it | | | | inspires trust (see or for that). |
| never hurts to include a little personal information as | | | | Happy writing! |
| well. Let your readers know who you are. | | | | |