You've got a great product or service; you're much cheaper than the competition;
you know you offer great after-sales support.
Here's a question for you, though: why should I buy something from your
Or, more to the point, why should I trust you?
If you are Coca Cola or Nike or Microsoft then you probably don't have
to worry about
building trust online (as you've already spent millions building trust
in your brand, offline).
For the rest of us, building trust matters.
After all, what's the point of shopping for a bargain when you're not
even certain whether
the goods will arrive (or if the goods will arrive faulty or be of poor
Now you know you'd never sell faulty goods, and that the goods always
arrive within a
set time, but how do your site visitors know this?
(I know people that are afraid to buy from a company's website, even
though they do
business with the same company offline. Think about that.)
So I ask again: why should I trust you?
"Okay, How Do I Build Trust Online?"
Good question, and you're already ahead of your competition for asking
Well, there are a variety of ways to build trust online, to establish
credibility, but I'm
only going to consider one powerful possibility here: offer invaluable
information free, via repeat contact if at all possible.
Or in other words, offer a freebie ebook, email course or report (a bit
like the ebook
you're reading right now :-) ).
Here are some examples (some better than others) to explain my point:
Just how easy do you think it is to sell will-writing services online?
Well, Will Drafters Ltd -- a UK-based company -- have a prominent link
to a Free
Guide To Making A Will on their website (now called Will Facts). I've
signed up to this
course and it's very, very informative. I learned a lot about writing
a will, and I definitely
got the impression that Will Drafters know their stuff. And, in return,
Will Drafters got
my email address and phone number to follow-up with (which they did --
and, yes, I've
now made a will via Will Drafters Ltd).
This is one of my affiliate mini-sites. Usually, site visitors take a
quick look at this site,
and then head off to the main merchant site (in this case Amazon.co.uk).
either makes the sale or it doesn't; either way it's unlikely that site
visitors ever return to
So, I offer a guide to buying a digital camera online, in the hope that
I can build a little
bit of trust in my site.
This site aims to be a local site (for local people).
Visit the site, and what's one of the first things that you notice? A
link to a free guide to
Eureka Springs, Arkansas, in the left hand side of the site.
And the only way you get to download this guide -- invaluable, I'm sure,
if you happen to
live in Eureka Springs or simply want to know more about the place --
is to provide your
email address (and some demographic information about yourself).
A simple demonstration of providing expertise, and collecting an email
address in return.
Do you see how this 'freebie stuff' works yet, in building trust
and ultimately improving
the number of sales and/or leads that your site generates?
The thing is, you'll be surprised at what you know, that a site visitor
might not know.
Example: let's say that you're a web designer. You could provide all
sorts of information
about graphic formats, or web hosting, or even website promotion, that
your main business of web design. Your 'freebie' would answer (some of)
questions, demonstrate your expertise, and hopefully get an email address
You don't even have to produce this 'freebie' yourself. You could be
simply put together other peoples' articles. It doesn't matter, as long
as your visitor
gets useful information and starts to trust you, and you get their email
And if you don't know how to follow-up with a visitor or customer (once
you've got their
email address) then I recommend that you sign up to Aweber's Free Test
Drive that will
explain all to you, particularly the benefits of so-called follow-up marketing!
By the way, Aweber's Free Test Drive is a great example of demonstrating
Check it out!
<< Introduction -- Chapter
1 -- Chapter 2 -- Chapter
3 -- Chapter 4 >>
PS Want to know my top tip for succeeding
Well, we're all different and have different skills, and different
desires. However, SBI! seems to allow people from all walks of
life, and all kinds of skills, to succeed.SBI! uses a proven step-by-step process, with all the tools you need, to create content-based websites that WORK - to create a successful web business, actually. Check out these examples SBI! sites!
And you can read more about SBI! - how it works, who it works for and who it doesn't work for - at my free guide to SBI!, here: http://www.site-buildit.com