Building Trust Online

Online shopping concept, paying with a credit card

Marketing expert Seth Godin recently blogged about evoking trust online and how that inspires interaction. He notes there are many factors that influence a potential customer or website visitor before they decide to interact, from word of mouth to graphics. Customers only have a few points of interaction as they judge whether or not your business is trustworthy. That’s why it’s important to scrutinize each part of your business from a consumer’s point of view and correct any areas that need attention. Here a few tips to build trust online, inspired by Seth’s post:

  • Word of mouth is always the most effective kind of marketing, even when it comes to e-commerce. Give your customers a reason to keep coming back! Start with great customer service and fantastic products as a foundation.
  • Many e-commerce business owners underestimate the power of great site design. Site design is not only a good way to reinforce your branding, but can communicate to customers that your company is trustworthy through simple changes like a more modern design and making updates often. This shows you are invested in your company and that you care.
  • From graphics, fonts and color choices to images, written content and video, it all communicates something about your company. Carefully craft your brand and give thought to your site’s content.
  • Post your company’s hours, phone number and contact information clearly on your site, as well as your refund or exchange policy. Make an effort to be as transparent as possible.
  • Respond to questions and comments positively and timely, especially on social media. This lets customers and potential customers know that you are engaged and helpful.
  • Try to rank on the first page of search engine results, as high up on the page as possible, which often indicates that your site is trustworthy or relevant as it is ranked by Google on similar factors.

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