The Single Most Important Factor In Turning Visitors into Customers

The classic cartoon to the right illustrates the basic problem all of your prospects face when they try to decide whether or not to buy your product or service. If they don’t know you or haven’t been referred to you by someone they trust, they have no idea if you are a “dog” or not. Since anyone can put up a website, are you for real? Visitors to your site are constantly evaluating on a conscious and unconscious level whether they believe they can trust you – whether you will deliver on the promise you are advertising. This is a measure of your credibility. Webster’s defines credibility as “the quality or power of inspiring belief”. The greater your credibility, the more likely that someone will buy from you site unseen.

So, how do you increase your credibility or believability through your website? There are many ways. I’ll discuss the first here and more in a later entry.

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