Retaining Visitors - Credibility

In this e-newsletter, we take a look at an important way of retaining visitors to your website. That of providing up-to-date, credibile information with a distinct client focus even though much of it is about your firm.

Credibility And Your Website

Clients often ask me "What do I need to put on my website?" I answer credibility. You must build and maintain trust with prospective and existing clients. If prospects do not feel confident about what the see on the website, then they will leave. As part of this trust building you need to:

• Provide contact information. This should include e-mail addresses, telephone numbers, the name of your organisation, and your physical and postal addresses. Some firms place a map on this page to show where they are. Ideally you will also provide the means of contacting you via the website. Create a "Contact Us" page for this information.
• Inform viewers about your organisation and staff from a professional point of view. Including a photo of individuals or even a group photo of staff adds a personal touch increasing your chances of success. Create an "About Us" page. If you have won awards let your clients know - place them here or on a separate "Awards" page. If you or the firm belongs to an industry organisation let them know. It all helps the potential client build a picture about your firm.
• Supply references or testimonials. If relevant add a few pictures with satisfied clients using your products and services. A testimonial page is almost a sure fired way of convincing prospects to do business with you. (You could also consider placing testimonials throughout your website on relevant service/product pages.)
• Privacy Statement. If you are collecting contact details, say for your e-newsletter, then include a Privacy Statement informing people of what you will be doing and not doing with this information.
• Selling goods via the website? Then consider posting a guarantee and refund policy on the website.
• Electronic transactions. If involved in electronic transactions make sure you use a secure page (Secure Socket Links) or a 3rd party that provides such a service so as to minimise the hijacking of confidential (e.g. credit card) information.
• Up-to-date information. Ensure that the information on the website is current, particularly if prices are involved (and explicitly state if the price is GST inclusive or exclusive). At the start of the new year go to your website and check the copywrite year has been updated. Every time a staff member on the website changes position or leaves ensure that the website is updated.

Overall, make sure that the website reflects your organisation's image. A credible website is one where information is current and has a distinct client focus - stressing benefits not features.

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