By now everyone knows that when it comes to building an effective website, content is king. I bet we all agree that we talk about unique and useful content.

If content is the king - the ability to inspire trust is a crown prince.

Just think - before you buy anything usually you usually want to be sure that you are buying a decent quality product that will be delivered in a timely fashion, and that the person who is selling it is not some fly-by-night operation.

It seems that the majority of websites fall into one of the two extremes - talking about themselves so much that people get turned off and leave their site from boredom (those are the sites boasting right from the beginning how long they are in business and bragging about their awards, credentials, associations, and you name it). On the other end of spectrum are those telling too little or nothing at all - and that hurts their business just as much.

One of my pet-peeves on the web are people who hide behind the facade of a supposedly large business, the WE-symptom. They talk about OUR website, OUR business, We sell, WE answer - while it is actually a one-person business where one person wears all the hats. People do that because they think they inspire trust in their visitors. Actually they do just the opposite and hurt their business in the process. Sadly, by making this false claim - they make all their other claims unbelievable...

It is not only about giving them your real e-mail address and your real phone number - this is just a bare minimum. To build trust and relationships with your clients tell them the truth about yourself. It is called self-disclosure.

And don't be afraid of being vulnerable - people will really respect you for admitting your flaws. The more truthful you are with your prospects and customers, the more comfortable, safe, and non-threatening they feel with you. And in turn they are more likely to purchase your products and services.

Tell them who you are and how you arrived at what you are doing. Show them your picture so that they know it is a real human being behind your operation. It is not about HOW you look. It is about creating an impression of closeness and connection - just as during the face-to-face meeting. Here is an example of Jim Daniels who tells his story how he left his corporate job to become a full time internet marketer:

Multimedia Marketing group is one of the few larger companies I know who introduces to visitors their entire staff: (no wonder they are so good - they DO know marketing.

Don Alm says that his photo brings him 20-50% more business. Don in pajama doesn't look like Tom Cruise or any other hot shot and that is precisely why this photo works so well (although I still think with a smile it would work even better :-) The key is to tell people who you really are - and be as approachable as possible. It is all about trust and by being up front. And you do it by showing your vulnerable human side.

Prostate cancer survivor Larry Klapp tells his story using a powerful shot showing him roller skating His site is about alternative treatments for reversing prostate cancer without drugs or surgery and I am sure that having this photo makes a HUGE difference. And of course this photo is more effective than a typical "mug shot".

And if you don't want to use a photograph - you don't have to. Especially if you can tell a story as well as Jim Heath, one of my web friends, professional copy writer from Australia:

On the web one thing is sure: the more you tell (and the closer to the truth it is), the more you sell!

Just in case you wonder - here is how I tell my visitors about myself.

Do you like this site? - Click here to recommend it!
As a token of my appreciation, you will receive a FREE e-book
"Unleash The Power of Free Publicity"

back to the top!

LOSKA.COM
Wanda Loskot - Success Connection
150 Heron's Run, Suite #124 - Sarasota, FL 34232 - USA
Phone (941) 342-4203 - Fax (240) 358-7445

Professional business coach, author & speaker specializing in Internet marketing.
Business seminars, corporate training and one-on-one coaching
for self-employed sales professionals and small business owners.

wanda@loska.com