Category: Website management

By Leigh A. Zaykoski

Web site credibility is something many business owners, Web designers, and programmers don’t stop to consider when a site is being planned, designed, and developed. However, Web site credibility is crucial for making sales and retaining satisfied customers. If you have a low Web site credibility quotient (CQ), you may be losing valuable customers and missing out on sales. If you have a high Web site credibility quotient, you can help put visitors at ease and let them know you are a trustworthy business with a good product or service to provide. Use these keys for improving your Web site CQ and watch your inquiries increase.

Add complete contact information to your site.

If a customer has questions, who will she call? If a visitor has a problem with your order form, how will he contact you? If you don’t have contact information displayed, people will not trust your business. An online contact form is a good first step, but it should not be the only contact method you offer visitors. Display your business address, telephone number, and a direct e-mail address so prospects and customers can choose the most convenient contact method for them.

Add payment information to your site.

If you don’t have any payment information on your site, customers may think you’re a fly-by-night operation or a scammer. If you accept credit cards, money orders, checks, and other payments, let people know. If you are using PayPal or a similar shopping cart system, you can use the logos provided for merchants. You can also create a payment page that allows customers to place an order directly through your Web site.

Add a professional-looking order form to your site.

If you’re asking people to “send an e-mail with order information,” they won’t take your business seriously. Offer a professional-looking order form that can be submitted online or printed and mailed with payment information.

Get certified or approved.

Many certifications and approvals are available for business Web sites. Some are based on ethics, others on customer service, and others on online security measures. If you can get certified by or become affiliated with one or more of the well-known programs, you add another layer of credibility to your site. The Better Business Bureau Online Reliability Program is one good example of a certification that will add credibility to your Web site. Once you’re approved, you can use the logos provided by these programs to let visitors know you’re certified.

Develop a privacy policy.

Visitors want to know that you’re not going to sell their information to scammers and marketers. Displaying a privacy policy that specifically outlines how you use their information is a good way to gain trust. If you’re going to use their e-mail address to send newsletters and occasional sales offers, let them know up front so they can choose not to give you their information if they don’t want this information.

Building trust is imperative if your visitors are going to open their wallets and buy from you. Adding credibility to your Web site is one way to help improve their trust in you.

Additional resources:

A website checklist
A useful checklist for effective website management.