For most customers the value of trust is important. This is why certain businesses continue to grow online while others do not.



In a very simplified sense online businesses that grow give their customers reason to trust them while many others do very little to instill trust.

Where does that trust come from?

1. Always work to improve Search Engine Optimization (SEO). Most web users refer to their favorite search engine as a litmus test for trust. If they can't find you in the first 50-100 slots in a search term they won't look any further. Work to convince the search engines you can be trusted and customers will follow.

2. Making promises and then delivering on the promise. Customers pay attention to how well your word stacks up against the reality of the checkout.

3. Customer service is always a big deal. Do your best to make sure every customer feels taken care of. There are ecommerce businesses that routinely drop the ball when it comes to customer service. Sadly, many will not be with us long.

4. Knowledge-based content must be authoritative. When you give your customers quality information they can use, you extend a hand of friendship to them. You are perceived as someone who is not stingy – someone who can be trusted.

5. Make sure your site is clean. One killer of trust is a site riddled with spelling errors and other glaring mistakes. Many customers will leave when a pattern of error is detected. The feeling is that if something as important as a website can't be developed with minimal error then how important are the customers and how well will they be taken care of. At that point it's simply easier for the customer to look elsewhere.

6. Your customers are smart so let them know that you are aware of the fact. If you work to inform without high pressure you are letting your customers know you understand their ability to make informed decisions without the need to be lead. This often enhances trust.

7. The use of autoresponders can help in managing follow up and follow through. No one likes to be left hanging. When you use autoresponders you can effectively eliminate extended response time.

Trust marketing doesn't have to be hard it simply needs to be managed as an effective means of reaching the goals of your customers as they help you reach yours. If you give more than the customer expects you are likely to see greater trust and increased sales.