Building trust online is essential if your web marketing efforts are going to pay off. Attracting visitors is great, but to convert them to customers you must establish credibility before you can gain their trust.
According to a study by Stanford University, almost half of web users assess a site’s credibility based on the appeal of the overall design, including layout, typography, and color scheme. The “look and feel” is the first and most important test of your site’s credibility. But if they decide to stick around beyond a couple seconds, more factors come into play.
Take the quiz below to determine if your website is building (or undermining) your credibility. Score each question 1 (nope), 2 (so-so) or 3 (yes, very much). Add up the total, then see our recommendations at the end.
- Is the visual design appropriate for your type of business?
Within a few seconds of coming to your site, visitors will form an impression. People respond positively to sites with a polished, professional look. But the connection between design and credibility isn’t simple. In the study, overly “slick-looking” sites frequently received negative comments. - Is the content up-to-date?
Visitors assign more credibility to sites that have been recently updated or reviewed (and no, just putting the current date and time isn’t going to help). - Is contact information easy to find?
If visitors can’t find your contact info (including your real-world address and a phone number) they aren’t going to feel comfortable doing business with you. - Are all the links working?
Broken links and “files not found” on your site present a big credibility problem. Even worse– hosting that’s not reliable. If your hosting company doesn’t guarantee 99.9% uptime, find another host. - Do you include testimonials or other 3rd party endorsements.
You can and should highlight your expertise. But no matter how impressive your credentials or experience, people pay attention to what others have to say about you. Membership in the Chamber of Commerce, BBB, local organizations and professional associations also help build trust. - Do you provide photos of yourself and key staff?
People do business with people. Help your prospects get to know you. Good quality photos (please– no mug shots or high school year book photos) communicate your level of professionalism. Stock photos of happy smiling models posing as business people never fool anybody. - Is your copy appropriate to your audience?
Always remember that your website is about your visitors. Your web copy should set the right tone and offer useful information. Kill the jargon and happy talk. Eliminate the typos. And don’t stuff it with keywords in a futile attempt to trick the Search Engines. - Do you offer free trials or downloads?
What about case-studies, white papers, or samples? When you give something to visitors, regardless of the cost, they’re more likely to trust you.
Recommendations
Score less than 12
Your site is undermining the credibility of your company. Get help– immediately!
Score 12 to 18
Your site is doing OK, but it’s not converting as many visitors as it could. Identify areas that are weak and make improvements.
Score greater than 18
Your website is helping to build trust in your company. Consider ways to increase your credibility even further and be sure to measure your success. Set up and track your conversion goals in Google Analytics.
The Biggest Problem on the Web (Again)
June 29, 2010
There’s nothing new in this post, but some messages need repeating… and repeating.
I recently came across the outspoken media blog which shocked me into consciousness. Instead of the usual marketing drivel, these folks really are outspoken! They say what they think and take a stand, even if it ruffles some feathers.
Thanks to content management tools it’s easy to write for your blog or website. You don’t have to know how to spell, and grammar, what’s that? Hey, you can always “borrow” some copy from another site (but that’s a different blog post).
In every tool there’s the potential for good or evil. There’s a difference between adding effective, engaging, inspiring content and adding meaningless word combinations to a page nobody will ever read.
What makes effective content?
Take this simple test. Read the copy on your web page. Out loud. If you can get through it without getting confused (what is this about?) or bored (oh brother!) you’re on the right track.
The biggest problem on the web
Too many words. It’s not that people aren’t willing to read online. It’s that we don’t want to waste time reading boring, irrelevant nonsense, or being forced to read (rather than scan) to find what we’re looking for.
Some tips for effective web copywriting
- Write less
- Write from your visitor’s point of view (what do they need to/want to know?)
- Focus on the benefits of your product or service
- Use short sentences, brief paragraphs
- Make it easy to scan with sub-headers, lists, and bold text for emphasis
- Use “you” and “your” rather than “we”
- Include a “call-to-action” that tells visitors what you’d like them to do
That’s not going to solve the biggest problem on the web, but it’s a start. What tips do you have?
How To Annoy Your Customers (II)
March 1, 2010
This is a classic example of what NOT to do to potential customers who visit your website.
I found White Flower Farm’s site when I did a Search for “Bulb Garden gifts.” Their page showed 7 different options, one of which was clearly labeled “Sold Out.” So I selected “Here Comes the Sun” which is “New!” Surely that’s available…
Nope. Clearly I was too late. “Sorry, this product is sold out.”
Sorry? Why didn’t they tell me that before I clicked on it?
We suggest the following item(s):
Nothing. NO suggestions.
But I don’t give up so easily. I try “Roses of Winter.”
Sold Out.
I click on “Ice Blue Elegance.”
Sold Out.
They’re obviously doing OK because everything seems to be sold out. But this is a terrible online experience (and the more I look at their site the worse it gets). These usability problems undermine the strong White Flower Farm brand. They could be easily fixed if somebody was paying attention to the customer experience.
But things get worse. I return to my Search results and click on an ad for Burpee.com. They paid for the click, which brought me to a “File not found” page.
Granted, it’s a fairly nice file not found page, but still, this is hardly a good experience.
Only Google benefits from it.
12 Tips for an Effective Contact Page
August 13, 2009
If your website goal is lead generation you want visitors to do one of two things: Pick up the phone or submit an inquiry or contact form. Although it rarely gets the attention it deserves, “Contact Us” may be, after the home page, the most important page on your site.
1. Make it easy to find
This is often the first and biggest problem― it isn’t easy to find your contact page. Make sure the link is obvious, viewable without scrolling and on every page.
2. Include a contact form
Many sites have only a phone number and email link on the contact page. So why do you need a form? Email may be lost in spam filters or junk mail folders. A form avoid those risks, allows you to request specific information, and send an auto-reply message so your prospect knows you received the inquiry.
3. Require ONLY essential information
Require only information that is absolutely necessary. It might be as simple as name, email, and comments. Make sure all required fields are clearly indicated: Don’t make them guess!
Is it worth paying for?
August 5, 2009
In-bound links from directory sites can improve your site’s Search Engine rankings. When they come from a professional membership organization they can also deliver prospects who are interested in your services. But should you pay extra for the link?
One of our clients asked: We could pay the American Society of Landscape Architects (ASLA) $100/year to upgrade our listing in their firm search to include a link to our website. It seems kind of expensive since we’re already paying them dues. How valuable do you think this would be?
Method Website: Looks 10, Usability 6
June 30, 2009
Let me start by saying I love Method.
Great products, great design, great attitude. Not so great website. Don’t get me wrong, it’s clean, clever and engaging. But the navigation is a real problem.
I received and opened their monthly email. Giant photo of pink grapefruit hand soap (which, by the way, should be a link, but isn’t). I go to their home page. “Explore the collection” by “Type” > “Handcare” (strangely, ‘Soap’ is not a product type) > “Handwash“
The problem is unless I move my cursor in a particular path (to the right, and then up) I can’t get to “Handwash.” The expanding menus are fiddly, sensitive and annoying. It’s like being forced to cross at the crosswalk when you’re in the middle of the block and your destination is right across the street. Of course, you’re not going to be hit by a car in this case, but the navigation does prevent you from moving your mouse in a natural way.
I finally get to pink grapefruit hand soap after several attempts. But I decide that product is not what I want, so I use my “Back” button. This takes me not to the menu, but back to the home page, and I have to start all over again. &%#$*@!
Good websites are a synthesis of design, content and usability. Method has good design and content, but it needs to fix the navigation madness.
Why Outsourcing Your Copywriting Can Be a Very Bad Idea
June 22, 2009
One of our freelance writers, Dan Calabrese, sent me this article he found touting the benefits of outsourcing your copywriting. Sometimes saving money can cost you a lot.
Dan notes: Turns out this was written by an actual, professional copywriter who works for an actual copywriting company. I kid you not. It’s designed to make the case for outsourcing copywriting to overseas companies. Hey, I’m sure you’ll be highly persuaded! Of something.
I was. So I’m reproducing the article below (without permission) but with the hope that you’ll find it as funny, informative and persuasive as we did. For a more positive example, check out Ten Recipes for Persuasive Content.
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Why outsourcing?
Outsourcing is the latest buzz in the market and everything right from software development to website content creation is being outsourced from countries where labor charges are comparatively less. This is one of the best means of budget management in any business organization. You can get your work done in affordable prices and in less time too. Time and money are two crucial components of any business whether conducted online or offline. And, if you have viable means of saving these two, why not opt it out immediately?
If you are running a business you can understand well why outsourcing is crucial to businesses in contemporary world. By outsourcing your copywriting work you can focus your mind and energy in business handling expanding chores which would have lagged behind otherwise.
The utmost necessity of website content
Online business world is flooding with some new venture coming up almost daily. An, there is no end to it. Since, every business organization has understood the fact that in order to have global reach you need to have online presence as well. Now, the most important thing that is required to run an online business is an absolute customer appealing website content.
Copywriting job is interesting and toughest of all jobs since here you have to show your knack of understanding what global audience/ customers needs. So, the copywriter for the job must be highly talented and expert in writing catchy web copies. Many online business entities spend huge amount of dollars in hiring the services of professional copywriters and still the results are not up to the desired standards. This turns out to be the sheer wastage of money that too when highly lucrative copywriting outsourcing services are available for the same amount of work in lesser price.
From where to outsource copywriting services
Third world countries including India, Pakistan, China, Malaysia an several other offer copywriting outsourcing services to US companies in feasibly affordable range. This is owing to the fact that these countries have lower labor charges and great number of work force who is willing to work hard. There are several outsourcing copywriting companies available online that have highly talented and trained copywriters who helps your business reach the apex of success and popularity amongst global audience.
What a copywriting outsourcing firm does for your business?
These outsourcing companies have well trained staff that can write expressive and beautiful web copies in order to serve your business requirements efficiently. They have knack of handling various topics from myriad of genres. They give a realistic touch to the write up and project the positive image of your company, its goods and services to the global customer network. You are just required to furnish them with the details of your business and target audience and rest is their work. The outcome of the collective efforts is the beautiful web copy for your business that brings in huge profits in terms of money, business associations, and customers.
Copywriting outsourcing is thus an economic way of hiring number of copywriters in lesser price in comparison to that of a single copywriter available in USA. Make sure that before hiring the outsourcing copywriting services you ask for sample write up so as to ensure the quality standards. Now, you must have grasped the essence of fact that how outsourcing copywriting services can be huge money saver.
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Or… you could contact a real pro like Dan. It won’t be a wastage of money because he’s expert in writing catchy web copies.
Improve Your Site’s Conversion Rate: Part 2 Success Factors
February 25, 2009
Our last post looked at failure factors that result in visitors bailing before they convert. This time we’ll consider the success factors.
Success factors
Anything that makes your site self-explanatory, easy-to-use, and meets visitors’ needs based on their different motivations is a success factor. These include
- Strong value proposition (why should I buy from you instead of your competitor?)
- Understanding visitors needs based on their motivation
- Benefits-oriented copy
- Easy navigation
- Obvious hierarchy
- Succinct copy
- Clear instructions
- Scannable pages
- Incentives and credibility indicators
- Web conventions (i.e. make links look like links)
- Meaningful page titles and sub-headers
- Professional design
Success factors generate confidence and provide positive reinforcement. When visitors feel like they’re in the right place you’ve earned their trust and the opportunity to build a relationship. That’s the only way you can encourage them to read on, click to the next step, fill out a form or pick up the phone.
Conversion is a process
Remember, while a conversion technically happens in a single step, it is not an isolated one. Conversion is the result of a series of small decisions and tiny steps. By minimizing the failure factors and maximizing the success factors you can tip the balance.
Improve Your Site’s Conversion Rate: Part 1
February 22, 2009
By thinking strategically you can apply the correct tactics to improve your site’s conversion rate, generating more leads and sales. The principle of the conversion balance is the key to optimizing your website.
What is the conversion balance?
On the one side you have Success Factors which build trust and confidence and lead to conversions. On the other side you have Failure Factors, undermining trust and confidence, and leading to abandonment.
If, in the mind of the visitor, the success factors outweigh the failure factors, she will convert. If they don’t, she won’t. This “weighing” happens on a conscious and/or subconscious level every moment she’s on the site. The more obvious the imbalance, the easier the decision.
The goal of web optimization: increase conversion rates
It seems simple enough: increase the success factors and decrease the failure factors. Whatever the nature of your site, whatever you consider a conversion, the factors are pretty much the same.
Failure factors
Anything that causes frustration, a negative thought, or a concern in the mind of the visitor tips the balance against conversion. These failure factors include
- Poor copy (doesn’t focus on benefits to visitors)
- Confusing navigation
- Lack of hierarchy
- Information in the wrong sequence
- Unnecessary steps
- Difficult to scan
- Too many choices
- Inconsistent
- Unusual terminology
- Broken links
- Outdated content
- Slow to load
- Pointless splash entry pages
- Unprofessional design
Failure factors generate anxiety. Create barriers. Undermine the motivation of your visitors and interfere with your ability to build a relationship. By slowing them down and forcing them to think too much, you’re tipping the conversion balance that leads prospects to click away from your site.
Next post we’ll look at Success Factors.
