Creating Trust: How To Do That Through a Website?
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There are figures floating around out there that say a person has to visit your site 7 times, or 8 times or 11 times, before they’ll have enough trust in you to click that Buy Button. It makes sense, too. A big part of trusting someone involves being able to see their face while you’re transacting business and since you can’t see the face behind the blog, naturally it takes longer to build that trust. Which leads us to our dilemma: If you can’t see the face behind the blog, how do you create trust?
Create Consistently High-Quality Content
Let’s define a couple of words here… Consistently means “all the time.” Generally, that’s pretty easy to understand. Every time you create any type of content – whether it’s a blog post, a video, a free guide or a newsletter – it should always be high-quality. Occasionally you’re going to create something remarkable or over-the-top, but you should always, at the very least, strive for high-quality.
Which leads us to our other definition – High-Quality. It’s often tossed around with other words like “Killer content” or “Great content” but it’s hard to define because it varies from blog to blog, and from blogger to blogger. It’s also highly subjective – quality, after all, is in the eyes of the beholder. What’s valuable to one reader may be garbage to another.
High-Quality content is NOT content that you’ve simply rewritten after reading it on someone else’s blog. It’s not a PLR article that you purchased and run through an article spinner. It’s not stolen images or syndicated articles or hyped-up sales copy.
High-Quality content IS information that’s relevant to your audience. For example, if you’re blogging about car repair and your audience is mostly women, then you might write an article about how to safely change a tire when you’re traveling alone. Anybody can write an article about how to change a tire, but yours would be considered high-quality, for your audience, because it addresses one of their relevant concerns.
If you always provide information that’s relevant to your readers then they’ll know you’re there, behind the blog, and that you’re concerned about their well-being. That goes a long way toward building trust.
Respond To Comments
I visit a few blogs whose owners never respond to comments and I always wonder if they’re really back there, are they really paying attention. I can see content being added to these blogs regularly, but I also know it’s possible to automate that process. In fact, you can load up thousands of blog posts and schedule them out forever if you want to. You’d never have to touch the blog again.
I can also see plenty of comments on these blogs, but I just don’t know… I don’t trust a blogger who doesn’t respond to at least a few comments every now and then. Just enough to let me know there’s a real person behind the blog. I’m sure I’m not the only one who feels this way. So take a lesson… start responding to your comments.
Trust me, if you’re consistently delivering high-quality content, then you’re already over-delivering compared to more than half the blogs on the Internet.
But over-deliver in everything you produce – your newsletters, your emails, your interactions in the social networks. Strive to become known as the blogger who has all the answers and who’s always ready to lend a hand.
Who would you rather buy from, the guy who says, “Here’s the keys. Take it for a test drive.” Or the guy who says, “Here – let me show you how all these cool gadgets work so you can have some fun while you take it for a test drive!”
Always, always, always be yourself. People can always see through a phony, and they’re especially on the alert if that phony is trying to sell them something. People find it much easier to trust you when you speak in your own voice.