The single most important aspect of most consumers’ decision to make a purchase of any product or service is in the level of confidence they have in the company they are purchasing from.  Especially in the case of purchasing a service, rather than product, the customer wants to know that they can rely on the company to be there for support, answer questions, provide follow up services, and resolve any problems, should they arise.  This all amounts to trust.  In the vast world of internet marketing, there always seems to be another producer of whatever it is you are interested in buying.  Therefore, liking and trusting the company and people you are dealing with becomes a large part of the decision to make a purchase.

Compound the simple issues of trust with the vast amount of internet based scams out there, and the online marketing professional really has an uphill battle on his hands.  It’s becoming increasingly difficult to convince online consumers that all internet based companies are not out to take advantage of them.  Where the past promises of money back guarantees used to alleviate much of the tension of making purchases “sight unseen”, the advent of ghost companies and false P.O. Box addresses for returns has brought the anxiety of the back alley marketplace to the forefront of internet marketing.

Using photographs of real people on your site will make a connection between your clientele and your staff.  We can all tell when the “staff” photo on the landing page is really a set of paid models and when it is actually the staff of the company.  This builds trust.  It also builds a personal connection when your staff members are dealing with your clients, and you clients can put a face to the voice at the other end of the line.  Having a face to identify with even makes the email transactions more personable.

If you have a building where your business is located, a photo of your building on the website also promotes a sense of stability and permanence, which is another pitfall of the come and go nature of internet commerce that marketers must overcome.

If you have photos of your product, that will go a long way also.  If you specialize in kitchen remodeling, you would be making a grave mistake to not have before and after photos on your site.   Similarly, the person ordering the taillight for their mustang wants to know that it matches the other one, and photos are again imperative in securing the feeling of the right product in the customer’s mind.

Be sure to include a customer privacy statement on your website when asking for email or other personal information.  Similarly, reassure your customers by being sure to include all of your company’s contact information, including a mailing address and phone number.  If at all possible, including the name of a person to contact at your company at the website will also instantly instill a feeling of security with your new clients.

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