What can you do to build trust so that people know your site is credible?

The new year is less than two weeks old and Americans are already weary of the hype, exaggeration and excuses that are the hallmarks of an election year. (And the election is still several months away. It’s gonna be a long year.) In contrast to the political hype, what Americans want and need right now is a refreshing dose of authenticity. Provide that on your site and you could emerge a hero and increase your customer base.

“The concept of authenticity has received a significant amount of attention in recent years as people look for meaning and purpose in their lives and in the way they do business,” said Dr. Carter McNamara of Authenticity Consulting. Joseph Pine, co-author of the book titled Authenticity: What Consumers Really Want, believes that companies need to systematically examine their decisions, actions and especially their products through this new lens of authenticity. “In a sense you could say that authenticity is the new word for quality. Companies shouldn’t say their offerings are authentic, they should present them in such a way that authenticity is assumed.”

Since the web is anonymous, you can say you’re one type of company and, in fact, be something else entirely. Your customers know this. Web users are constantly dealing with scam, fraud and unwanted instant messaging. So what can you do to build trust so that people know your site is credible?

Consider the following tips from your web hosting provider:

Communication:

It goes without saying that communication is the foundation of a good working relationship.  Always communicate clearly to your customer.  Something as simple as failing to communicate the total price upfront could lead to shopping cart abandonment and steer your customers to your competitors’ sites. 

Content:

Create trustworthy content that gives your customers a sense of safety and security. Give a clear description of what you can do. Don’t make promises you can’t keep. Communicate in active terms that are easy to understand.

Customer Service:

Everybody talks about customer value management, but how many companies really roll their sleeves up and find creative ways to make it happen?

Collaboration:

Work closely with your customers and cultivate a network of experts who can help you service your customers when they have special needs.

Since your web host is your silent business partner, your hosting service can have profound effects upon your business, for better or worse. That’s why it is imperative that you engage a host who adheres to a strict and unwavering code of ethics. Security, privacy and trust are not “value added” elements, they are at the core of what all reputable hosting companies strive to accomplish. They offer easy to understand terms of service and deliver on their promises. They abide by their contracts, exceed their customers’ expectations and don’t let timetables slip.

Ethical web hosting companies will not “oversell” their services. They will not offer a huge plan if they do not have technology to support it. They clearly represent their level of knowledge and limit their services to that level.

When you effectively show the world that you can be trusted to behave ethically, your customer base will grow and the loyalty of your existing customers will soar. Don’t just commit the Golden Rule to memory, live it through your business. Find your authentic self and make sure it is reflected in your site.

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