10 tips to increase your credibility online

Credibility is all about perception. You want your customers to believe that you understand them, that you have the knowledge and experience to help them fulfill their needs, and that you'll provide them with good value for money. If your website is the first interaction customers have with your business then their perception of you is completely based on your website. So, how do you make sure your website enhances your credibility rather depleting it?

1. Put right upfront the information that's most important to your customers

First and foremost customers want reassurance that you have the products/services that they are looking for. Anticipate their needs and help them through by addressing front and centre how you can help them and why they should trust you. Show them, don't just tell them.

2. Organise your information in a way that makes sense to your customers

Think about where your customers are in the buying cycle when they come to your website. Guide them through the information-gathering, decision-making and hesitations that they typically have in buying your product/service. Use your tried-and-tested offline sales process as a guide to determine how best to direct customers on your website. Don't try to push too hard, impulse buys are rare. If they're not ready, encourage them to come back when they are, and be ready for the next step.

3. Make it easy for customers to find their way around

While navigation menus are an important part of your website, the primary method for getting customers to the information they seek should be through in-page links and directions such as calls-to-action. If they have to guess what to do next, they'll probably get frustrated and move on.

4. Have your site professionally designed and use appropriate imagery

While a breath taking visual design will not sell your products/services on its own, it does go a long way in determining the emotions and perceptions that customers have about your business. Research has proven that customers are more likely to believe websites that looked professionally designed and appeared visually appropriate to the subject matter. So don't entrust it to your 16 year-old nephew! And make sure that the brand you represent on the web aligns with the brand you present in the offline world.

5. Avoid jargon

Customers will feel more comfortable with your business if you speak their language. Don't bamboozle them with industry jargon. If there are terms that you have to use, try to explain them in everyday language.

6. Eliminate spelling and grammatical errors

Bad spelling is a pet peeve of a lot of people. Don't lose out on a customer because you didn't take the time to proof-read your content. We all get lost in our own language sometimes, so get someone else to read it for you. If you're not the most eloquent at writing, hire a professional.

7. Provide a variety of contact methods

While email addresses and contact forms allow for online convenience, providing other methods of contact such as telephone numbers and addresses proves that you are a real business with real people. If your customers want to connect with you make it easy for them. The more contact methods you provide, the easier it is for your customers to contact you, and the closer you are to making the sale.

8. Make sure everything works

Let's face it, bad links happen. If you have links to external websites, take the time to check that they are still current. Ensure that your website is thoroughly tested before launch, and ensure that it is re-tested following any changes. It only takes one error message for your customers to lose confidence.

9. Have a privacy policy

This goes without saying these days. Ensure that your privacy policy is not only sufficient to meet privacy laws, but that it provides adequate comfort to your customers depending on they type of information you are asking them for.

10. Respond to enquiries promptly

Most important of all, respond in a timely manner to enquiries you receive through your website. It is amazing to witness just how many businesses (small and large alike) simply do not respond to email or web-form enquiries! Just as you wouldn't let the phone ring without answering, put in place a response procedure and put someone in charge of making sure that all enquiries are adequately responded to.